1 Overview of the JCOC 8
1.1 Introduction
1.2 What Can Be Done with the JCOC?
1.3 Composition of JCOC
1.4 The Future of the JCOC
1.5 The Monthly Omnibus Studies
1.5.1 How the Omnibus Studies Were Conducted
1.6 Economy and Purchasing Questions
1.7 Topics of the Month
1.8 Sample Sizes
1.9 Demographic Pro…les
1.10 Sample Weighting
1.11 Overview of this Report
2 Executive Summary
2.1 Omnibus Study Highlights
2.1.1 Shopping
2.1.2 Diamonds
2.1.3 Rings
2.1.4 Brand Names
2.1.5 Earrings
2.1.6 Watches
2.2 Strategic Implications
3 The Economy and Jewelry Purchases
3.1 Introduction
3.2 How Consumers Viewed the World
4 Where Consumers Shop
4.1 Introduction
4.2 Brick-and-Mortar vs. Online
4.3 What They Buy
4.4 How Much They Spend
4.5 Satisfaction with the Shopping Experience
5 The Diamond Market
5.1 Introduction
5.2 Consumer Understanding of Diamonds
5.3 Consumer Diamond Buying
5.4 What Diamonds Are Owned
5.4.1 Jewelry Owned by Men
5.4.2 Jewelry Owned by Women
5.5 Con‡ict Diamonds .
5.6 Diamond Attributes and Brands
6 Consumers and Rings
6.1 Introduction
6.2 Types of Rings Owned
6.3 Buying Plans
6.4 Ring Preferences
7 Gift Giving
7.1 Introduction .
7.2 Mother’s and Father’s Day Gifts
7.3 Graduation Gifts
8 Brand Names
8.1 Introduction .
8.2 General Brand Importance
8.3 Factors A¤ecting Jewelry Choice
8.4 Importance of Brand over Time
8.5 Ownership of Branded Jewelry
8.6 Brands Owned . .
8.7 Branded Pearl Jewelry
9 Earrings
9.1 Introduction .
9.2 Men and Earrings .
9.2.1 Men and Earrings .
9.2.2 Plans to Buy . .
9.3 Women and Earrings
9.3.1 Plans to Buy .
9.3.2 Style Advice .
9.3.3 Wearing Earrings
9.3.4 Earring Construction .
9.3.5 Earring Attributes
10 Wedding Jewelry
10.1 Introduction
10.2 Have Not Yet Purchased Wedding Bands
10.3 Have Already Purchased Engagement Ring and Wedding Bands
10.3.1 Bride’s Engagement Ring
10.3.2 Wedding Bands .
11 Watches 79
11.1 Introduction
11.2 Watch Ownership
11.3 Brands and Watches
11.4 Styles and Features .
11.5 Acquiring a Watch .
11.5.1 Buying a Watch
11.5.2 Giving a Watch as a Gift .
11.6 Buying Plans .
12 Online Purchasing
12.1 Introduction .
12.2 General Online Purchasing
12.3 Jewelry Purchasing Online
12.4 Online Jewelry Spending
12.5 Website Preferences
12.6 The Future of Online Jewelry Purchasing
