Study: Consumers indifferent to Burmese rubies

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Study: Consumers indifferent to Burmese rubies

25 percent, however, would likely boycott stores that sell the stones

December 18, 2007

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Paso Robles, Calif.—Consumers aren't highly aware of or concerned with current events surrounding Burmese rubies, despite negative publicity for their role in financing human-rights abuses occurring in Myanmar (formerly Burma), a new study by the Jewelry Consumer Opinion Council (JCOC) shows.

Only 11 percent of those surveyed indicated they have heard of the issues related to Burmese rubies, and of those 11 percent, one quarter said they are very unfamiliar with the issues.

Meanwhile, among those who are aware of the issues, 57 percent said they don't affect their likelihood of buying rubies, while 40 percent believe they are slightly less likely to purchase rubies in the next 12 months.

Once the situation in Myanmar was explained to survey participants, one-third reported they would not consider purchasing a ruby if they knew it was Burmese, 47 percent were unsure if they would buy it and 19 percent would still buy it.

But if a Burmese ruby was offered at a much lower price than other rubies, 23 percent of respondents would consider purchasing it, while 42 percent were still unsure.

The survey also showed that one quarter of respondents would likely boycott stores that sold Burmese rubies.

In terms of preference between Burmese rubies and man-made rubies, 14 percent of respondents would purchase Burmese rubies, 20 percent would prefer man-made rubies, 31 percent would not buy either and 35 percent were unsure which they prefer.

If Burmese rubies were the only rubies available at a store, 19 percent of those surveyed would not purchase any jewelry, 14 percent would still purchase a ruby and the rest were unsure what they would do.

Most respondents said they didn't know which certificate supplier would give them the greatest reassurance that a ruby wasn't Burmese, and among those who didn't select "don't know," 20 percent felt a certificate would not be of any reassurance. Sixteen percent of respondents would prefer a third-party certificate, and 14 percent would like the U.S. government to provide the certificate.

The JCOC, a division of MVI Marketing Ltd., is an Internet-based, market-research service composed of North American consumers of all ages, genders, income levels, buying categories and geographic regions. It provides the gem, jewelry and watch industries with market intelligence about their products and their respective end-user, the consumers.

The JCOC conducted its Burmese Ruby Report omnibus study from Nov. 29-Dec. 10, polling 2,104 JCOC panel members.

Editor's note:For additional stories on Burmese rubies, see EXCLUSIVE: Colored stone sales up despite 'blood rubies'.

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