The gaps in knowledge that are being addressed through this research is whether international competition based on affordability (price) and differentiation (diversified products versus acceptable imitations) would affect established jewellery brands like Pandora. Much of the research on fine jewellery focus on issues of affordability, but the concern of acceptable imitations is not addressed (Simoni et al., 2010; McGrath, 2013; Boons et al., 2013). Acceptable imitation jewellery could be one that is not made by Pandora but which could be much cheaper and might be acceptable to the end customer. People do buy fake jewellery. Then the question being addressed is that how much effect does affordability and acceptable imitations might cost Pandora. As presented by researchers, the cost leadership strategy is usually built such an accepted way by which competitors and peers would be able to imitate the strategy over time (Herrera, 2015). Would such imitations work with the product too is a question to be addressed here. Moreover, it would the reduction in cost for imitation brands motivate consumers to switch brands, is also a significant question to address here.
Both qualitative research studies and data reports on the subject of international competition for Pandora are used to understand the background. Primary data collection will be used to validate the hypothesis. The data will be collected from similar international jewellers online by using online forums to connect with the participants. A convenience sampling will be exerted appropriately. Data saturation will also be kept in mind when the samples are selected. Data will be collected from multiple countries. The focus will be to understand whether consumers concerns in affordability could challenge Pandora and its international value. Similarly, in newer expansions in Asiatic segments, the attention is on the comprehension of whether imitation or fake jewellery markets could threaten Pandora.
As a result of the investigation, the research seeks to establish that in the jewellery market, consumers might switch brands based on affordability. In addition, the researcher hopes to establish that based on affordability, the sales rate might increase or decrease. Imitation jewellery availability and affordability would play a significant role in some consumers switching choices.
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