Analysis of the acceptance of independent women with regard to "Anthony Fierro" jewelry in Dijon (France)

• Vallejo Benítez , Paola Carolina ^[1] ; Garcia Rojas , Maribel ^[1]
  1. [1] Corporación Unificada Nacional de Educación Superior, Colombia
• Localización: SAP Community and Interculturality in Dialogue, ISSN-e 3125-2273, Nº. 1, 2021
• Idioma: inglés
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• Resumen

  • For the expansion of a brand it is necessary to know the acceptance it will have in its target market. In the present case of the Colombian brand "Anthony Fierro", an internationalization is sought towards the city of Dijon in France, where there are strategic allies for the collection of information in the framework of the execution of the research. The purpose of the research is to analyze the acceptance that independent women in Dijon have of Colombian handmade designs with natural materials. The data collection through a qualitative approach allows obtaining relevant information on the perception of the target public, their consumption habits, preferences and disposition towards the type of jewelry proposed. The study highlighted jewelry design as a determining factor in the purchase decision, which is generally impulsive, and shows the handcrafted and natural characteristics as additional positive arguments