Marketing strategies and their influence on consumer preferences: a study of natural vs lab-grown diamonds
Schraffl, Nora Regina (A.A. 2023/2024) Marketing strategies and their influence on consumer preferences: a study of natural vs lab-grown diamonds. Tesi di Laurea in Advanced marketing management, Luiss Guido Carli, relatore Marco Francesco Mazzù, pp. 119. [Master's Degree Thesis]
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Abstract/Index
Contributions and aims. Literature review. Introduction to the diamond market. Marketing strategies for diamonds. Consumer behavior in the diamond market. Consumer perceptions and market trends. Research gaps and relevance. Hypothesis. Methodology. Research methodology overview. Marketing strategy testing. Data collection tool: questionnaire structure and purpose. Results. Results demographics. Results awareness. Results crosstabulations. Consumer likelihood to purchase lab-grown vs. Natural diamonds across different marketing strategies. Hypothesis testing. Discussion. Discussion of hypothesis testing.
References
Bibliografia: pp. 100-106.
| Thesis Type: | Master's Degree Thesis |
|---|---|
| Institution: | Luiss Guido Carli |
| Degree Program: | Master's Degree Programs > Master's Degree Program in Management, English language (LM-77) |
| Chair: | Advanced marketing management |
| Thesis Supervisor: | Mazzù, Marco Francesco |
| Thesis Co-Supervisor: | De Angelis, Matteo |
| Academic Year: | 2023/2024 |
| Session: | Extraordinary |
| Deposited by: | Alessandro Perfetti |
| Date Deposited: | 02 Jul 2025 10:13 |
| Last Modified: | 02 Jul 2025 10:13 |
| URI: | https://tesi.luiss.it/id/eprint/42703 |
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