M.Com. (Marketing Management) / Market potential is a decision making aid for the strategic marketing orientated manager. Jewellers can use information on market potential for planning, decision making and the overall managing of their own business. It would then be possible to develop the South African jewellery industry, to be able to deliver unique and quality products to present and potential buyers (local and foreign). The unknown need for information on the market potential of the South African jewellery industry realised into this study. The aim of this study is to develop a market potential measuring model with which the market potential of the South African jewellery industry can be determined. The model developed is based on the chain ratio method. Various measuring variables were identified and included in the model. The uniqueness of the model is based on two variables namely the willingness of buyers to purchase the product and their buying behaviour based on changes in their income (income elasticity). The above mentioned factors have a definite influence on the buying behaviour of jewellery buyers and therefore also the market potential. The research is done by identifying homogene groups of buyers and determining their buying behaviour with postal questionnaires. Personal interviews were conducted with which the South African jeweller's opinion was included in the study. The research results showed that with the market potential of the South African jewellery industry it can bring about a large amount of buying opportunities. If jewellers analised the markets in which they operate with care, they will be able to accomplish an optimal level of need satisfaction. Buyers needs will be addressed and the potential of the jewellery industry maximalised.

Thesis (MA)--University of Stellenbosch, 2000. / ENGLISH ABSTRACT: This study considers the dynamics and nature of neo-avant-garde jewellery with specific reference to contemporary South African (neoavant- garde) jewellery. In Chapter One defensible working descriptions of the terms "avant-garde" and "neo-avant-garde" are established in order to establish some manageable conclusions regarding their application to jewellery design. These descriptions are derived from a consideration of the concepts in contemporary aesthetic discourse. Chapter Two considers the role, justifications and implications of adornment with a view to isolating the development, influences and nature of neo-avant-garde jewellery. A distinction is drawn between the aesthetics, ontology and art-relevant status of such jewellery and commercial or mainstream jewellery. Chapter Three analyses specific examples of contemporary South African avant-garde jewellery in the light of the above-mentioned distinctions. Works are considered in relation to the transgression of material, the transgression of taste, the transgression of integrity of form and the integration of narrative and parochial content and attempts to demonstrate that an appropriate critical posture in regard to such jewellery is art, rather than craft-relevant. In Chapter Four general influences regarding themes and concepts apparent in the author's body of practical work are discussed. An annotated catalogue supplements the general discussion. / AFRIKAANSE OPSOMMING: CONTEMPORARY AVANT-GARDE JEWELLERY IN SOUTH AFRICA Hierdie studie ondersoek die dinamika en karaktereienskappe van neoavant- garde juweliersware, met spesifieke verwysing na kontemporêre Suid-Afrikaanse neo-avant-garde juweliersware. In Hoofstuk Een word die terme "avant-garde" en "neo-avant-garde" beskryf. Die doel hiervan is om uiteindelik die omvattende gebruike en definisies van hierdie terme (met betrekking op kontemporêre estetika) vas te lê. Hoofstuk Twee gee 'n oorsig aangaande die redes vir- en implikasies van fisieke versiering. Die ontwikkeling, invloede en aard van neo-avant-garde juweliersware word bespreek en gekontrasteer met komersiêle jeweliersware. In lig van die bogenoemde onderskeidings verwys Hoofstuk Drie na spesifieke Suid-Afrikaanse voorbeelde van neo-avant-garde juweliersware. Hierdie voorbeelde word oorweeg in terme van hul oorskryding van tradisionele grense aangaande materiaalgebruik, smaak, integriteit van vorm en die integrasie van relaas. Die studie poog om die relevansie van neo-avant-garde juweliersware as kuns eerder as kunsvlyt te demonstreer. In Hoofstuk Vier word die outeur se praktiese werke bespreek deur middel van 'n geannoteerde katalogus. Die katalogus word voorafgegaan deur 'n bespreking van invloede, temas en konsepte van die deurlopende ooreenkomste in die outeur se werke verduidelik.