Date

6-2011

Degree Name

BS in Recreation, Parks, and Tourism Administration

Department

Recreation, Parks, and Tourism Administration Department

Advisor(s)

Jerusha Greenwood

Abstract

Kenz Kouture is a recently developed business venture specializing in handmade jewelry. This study was conducted to understand the market and the consumer’s wants and needs of the products and prices of this new venture. The purpose of this study was to assess the market, product development, and potential success for the custom jewelry company, Kenz Kouture. Topics for the literature review included consumer buying behavior and entrepreneurship. An online questionnaire was distributed using Facebook and utilized snowball sampling to gather data from 238 subjects. The results indicate Kenz Kouture’s current fan base and product base have the potential to expand. If presented and marketed correctly, Kenz Kouture could become a successful business.

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