RELATIONSHIP BETWEEN SELF-IMAGE, PRODUCT IMAGE AND THE NEED FOR UNIQUENESS IN PURCHASING JEWELLERY

Namen pričujočega magistrskega dela je bil raziskati povezanost med samopodobo, tržno podobo izdelka in potrebo po edinstvenosti ter ugotoviti, ali je na podlagi tega mogoče oblikovati segmente potencialnih kupcev ročno izdelanega nakita iz polimerne mase. Cilj raziskave je bil opisati profil idealnega izdelka za posamezni segment kupcev, tak izdelek izdelati in preveriti, v kolikšni meri bi se osebe zanj tudi odločile. Ker je pretežno ženska populacija tista, ki posega po tovrstnem nakitu, smo se odločili, da k sodelovanju povabimo zgolj ženske. V prvem delu raziskave je skupno sodelovalo 561 žensk, v drugem delu raziskave pa 233 žensk. V raziskavi smo uporabili Lestvico za merjenje samopodobe posameznika in tržne podobe izdelka, avtorja Malhotre (1981), ki smo jo za potrebe raziskave priredili, ter krajšo različico Lestvice porabnikove potrebe po edinstvenosti, avtorjev Ruvio, Shonam in Makovec Brenčičeve (2008), ki smo jo za potrebe raziskave prevedli v slovenski jezik. Ugotovitve raziskave kažejo, da je na podlagi proučevanih dejavnikov mogoče oblikovati segmente potencialnih kupcev. Prav tako rezultati kažejo pozitivno povezavo med idealno samopodobo in tržno podobo želenega nakita. S pomočjo rezultatov smo opisali profil idealnega izdelka za posamezni segment in na podlagi tega oblikovali tak izdelek, torej nakit. Rezultati drugega dela raziskave so pokazali, da bi se za izdelek, izdelan na podlagi profila idealnega izdelka, odločila tretjina anketiranih.The purpose of this thesis was to explore the connection between self-image, product image and the need for uniqueness in order to establish whether it is possible to form segments of potential buyers of hand-made polymer mass jewellery. The goal of the study was to describe the profile of the ideal product for the individual profile of buyers, to produce such product and to test to what extent buyers would consider purchasing this product. Since predominantly female population reaches for this type of jewellery, we decided that only women would be invited to participate. In the first part of the study 561 women participated, in the second part 233 women participated. In the study, Malhotra’s (1981) Scale to Measure Self-concepts, Person Concepts, and Product Concepts was used and adapted for this specific purpose. In addition, a shorter version of Ruvio, Shoman and Makovec Brenčič\u27s (2008) Consumers’ Need for Uniqueness Short-form Scale was adapted and translated to Slovene language. The results show that, based on the studied factors, it is possible to form segments of potential buyers. In addition, the results indicate positive connection between ideal self-image and marketing image of the desired product. With aid of the results the profile of an ideal product for the individual segment was described and the product, therefore such piece of jewellery, was manufactured. The results of the second part of the study showed that a third of the participants would consider purchasing the product manufactured in accordance with the established profile