• Mrs. A. SAVARIAMMAL
• Dr. A. MEGALA

The demand for fashion jewelry has been increasing rapidly for the past few years. The popularity of imitation jewelry has further increased with the prices of gold rising sharply. People always look for attractive and affordable jewelry in line with the latest trends in fashion. India holds the second position being the largest manufacturer of imitation jewelry after China. The Indian imitation jewelry has got a huge demand in the US, Europe, Canada, Australia and many other Asian countries. To most women fashion is a mode of expressing themselves. Wearing jewelry adds value to this trend of fashion. Jewelry can be made from element like gold or diamond and there is another option that is imitation jewelry. But, not all women have the opportunity to wear gold jewelry due to high price or other reasons. So, a large number of women are accustomed to wearing imitation jewelry which is also known as fashion jewelry. This paper attempts to find out what enticed women to prefer this imitation jewelry. The present study is basically based on primary data which were collected through a structured questionnaire by the researchers. The study has walk around into the factors influencing Women's Preference of imitation Jewelry, factors influencing and satisfaction of the customers. Questionnaire is circulated among 150 customers in various places. The study area is limited to Ariyallur city. Judgrnental sampling technique has been administered to reach and gather data from the respondents. The collected data are analyzed through Cross tabulations, Group statistics, t-test, ANOVA, Chi-square test and Factor Analysis.

Women's Preference, Imitation Jewelry, factors influencing, satisfaction.

"ANALYSIS OF WOMEN'S PREFERENCE OF LMITATION JEWELRY: ARIYALUR PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.624-638, December-2019, Available :http://www.jetir.org/papers/JETIR1907V96.pdf

"ANALYSIS OF WOMEN'S PREFERENCE OF LMITATION JEWELRY: ARIYALUR PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp624-638, December-2019, Available at : http://www.jetir.org/papers/JETIR1907V96.pdf