• Ms. A. Savariammal
• Dr. A. Megala

The changing outlook of people regarding Jewellery as a daily wear commodity rather than an asset for life has made imitation Jewellery more popular. Due to affordable range of the artificial gold Jewellery, it is much easier to make a collection for regular as well as formal occasions. Generally working women prefer to change their Jewellery (earrings, neck-pieces, rings etc.) according to their dresses. With the prices of gold rising sharply, the popularity of artificial gold Jewellery has further increased. Artificial gold Jewellery is safer to wear as compared to the authentic Jewellery. In the present day when theft and crime is increasing in society, customers feel more secure wearing fake Jewellery. Artificial gold Jewellery comes with unlimited and exquisite designs which can be easily purchased. Traditional Jewellery cannot be changed according to latest fashion. However, artificial gold Jewellery can be worn and discarded according to latest trends due to their low-cost benefit. This paper attempts to find out women possess and reasons for wearing the artificial gold jewelry. A survey was conducted among 150 users of imitation jewelries to collect data for this study. Judgrnental sampling technique has been administered to reach and gather data from the respondents. Collected data have been analyzed using frequency distribution and multiple regression approach. Reliability of the items has been tested to ensure that the measurement is free from random error and results are consistent. This study reveals that the Independent variables: Be modern & up-to-date, (X1), Be cool & trendy, (X2), First impression, (X3), Look professional(X4), Be admired & respected,(X5) and To feel good about self,(X6) are used to know the possess and the reasons for wearing artificial gold jewelry of Ariyalur women.

Possess, Wearing, Artificial gold jewellry

"ANALYSIS OF WOMEN’S POSSESS AND REASONS FOR WEARING ARTIFICIAL GOLD JEWELERY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.637-647, June 2019, Available :http://www.jetir.org/papers/JETIR1907B17.pdf

"ANALYSIS OF WOMEN’S POSSESS AND REASONS FOR WEARING ARTIFICIAL GOLD JEWELERY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp637-647, June 2019, Available at : http://www.jetir.org/papers/JETIR1907B17.pdf