Gold and gold jewelry : exploration of consumer practices

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buir.advisorSandıkçı, Özlem
dc.contributor.authorErtimur, Burçak
dc.date.accessioned2016-07-01T10:58:19Z
dc.date.available2016-07-01T10:58:19Z
dc.date.issued2003
dc.descriptionCataloged from PDF version of article.en_US
dc.description.abstractThis thesis explores consumers’ practices and experiences in relation to consumption of gold and gold jewelry. It focuses on the underlying motivations of consumers, the uses of gold and gold jewelry, and examines the practices and meanings that emerge as a result of these uses. Data were collected through qualitative research methods. The participants include twenty-four female consumers and four industry representatives. Age, income, and use of gold jewelry/coin constitute the main criteria in selection of the consumers. The findings indicate three main uses for gold and gold jewelry: Gift-giving, ornamentation, and investment. Both utilitarian and symbolic motives are identified in giving gold jewelry/coins as a gift. Whereas previous research focuses on the symbolic aspects of the gift, the findings suggest that there are utilitarian aspects as well. The practices and experiences related to the use as ornamentation illustrate the relation of gold jewelry to fashion, highlight the item’s significance for sense of self, and reveal patterns of complementarity with the product category of clothing. The exploration of the use of investment uncovers the dual function of gold jewelry, and indicates the interaction between ornamentation and investment. The study concludes with a discussion of the contributions, limitations, and implications for future research on the topic.en_US
dc.description.provenanceMade available in DSpace on 2016-07-01T10:58:19Z (GMT). No. of bitstreams: 1 0002353.pdf: 1111956 bytes, checksum: 080388202b1ce9753d60df8c5502f911 (MD5) Previous issue date: 2003en
dc.description.statementofresponsibilityErtimur, Burçaken_US
dc.format.extentviii, 166 leaves, illustrationsen_US
dc.identifier.itemidBILKUTUPB037243
dc.identifier.urihttp://hdl.handle.net/11693/29350
dc.language.isoEnglishen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectAdornmenten_US
dc.subjectConsumption Motivesen_US
dc.subjectGift-Givingen_US
dc.subjectGolden_US
dc.subjectGold Coinsen_US
dc.subjectGold Jewelryen_US
dc.subjectImpression Managementen_US
dc.subjectIntimacyen_US
dc.subjectInvestmenten_US
dc.subjectJewelryen_US
dc.subjectLifestyleen_US
dc.subjectOrnamentationen_US
dc.subjectProduct Symbolismen_US
dc.subjectRepublican Coinsen_US
dc.subjectRitualsen_US
dc.subjectSecurityen_US
dc.subjectSelfConcepten_US
dc.subjectStatusen_US
dc.subjectStereotypesen_US
dc.subjectSymbolic Consumptionen_US
dc.subjectThriften_US
dc.subjectTraditionen_US
dc.subjectUtilitarian Consumptionen_US
dc.subject.lccHG293 .E78 2003en_US
dc.subject.lcshGold market.en_US
dc.titleGold and gold jewelry : exploration of consumer practicesen_US
dc.typeThesisen_US
thesis.degree.disciplineBusiness Administration
thesis.degree.grantorBilkent University
thesis.degree.levelMaster's
thesis.degree.nameMBA (Master of Business Administration)

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