Study of Jewelry Designs for Black Spinel Jewelry for Preferences and Customer Purchasing Decision at Anantapol Ploykan’s Black Spinel Cutting Centre

Abstract

The objectives of this mixed-method research are twofold. The first one is to study the value creation of black spinel jewelry as implemented by Anantapol Ploykan’s Black Spinel Cutting Center. In this step, 45 designs of black spinel jewelry products were purposively selected to be analyzed descriptively in terms of product design, pattern, and gem shape. The second objective is to study preferences and buying decision of black spinel jewelry among 200 women surveyed in the gem market in Kanchanaburi province. This step aims primarily at generating the product development of black spinel jewelry to correspond with consumers’ preferences and buying decision, as well as to add more values to the black spinel jewelry. The data were analyzed using descriptive statistics (mean values & standard deviation).

The product design analysis of black spinel jewelry of Anantapol Ploykan’s Black Spinel Cutting Center revealed there major findings. First, regarding the jewelry design, the geometric forms, the natural forms, and the abstraction forms were used respectively. Second, regarding the jewelry pattern, the natural forms, the geometric forms, and the abstraction forms were used respectively. Third, regarding the gem shape, the ellipsis shape was found the most. Concerning the consumers’ preference and buying decision of black spinel jewelry of Anantapol Ploykan’s Black Spinel Cutting Center, it was found that they mostly prefer and are most likely to purchase the black spinel rings with the geometric forms, the pendants and necklaces with abstraction design and pattern, the bracelets and bangles with the geometric design and natural pattern, and the earrings with the natural design and pattern.