| dc.description.abstract | This graduation paper examines how the consumers perceive the PNJ products
in terms of brand identity based on their awareness and product attributes, the variables, and the brand image of the jewelries existing in the minds of these buyers. From these,
the study measures the factors that have driven their purchasing decisions and promoting their loyalty to PNJ. To explore these, there was a pilot study, and then a sample of about
200 people out of the buying population was chosen to answer the questionnaire; in addition, the Vice – President PNJ was interviewed. After collecting data, the student researcher started to analyze qualitatively for the interview, and the SPPS was utilized to measure the variables based on the brand identity system. The outcome is that customers
perceived the organizational attributes as the most important element. | en_US |
