WORKING WOMEN'S PERCEPTION TOWARDS ARTIFICIAL JEWELLERY IN CHENNAI CITY

Abstract

The present study explores the perception of working women in Chennai City towards artificial jewellery, an increasingly popular alternative to traditional ornaments. With the growing demand for affordable, stylish, and versatile accessories, artificial jewellery has gained prominence among working women who seek to balance fashion with practicality. This research aims to understand their demographic profile, purchasing patterns, preferences, and the key factors influencing their buying decisions. Primary data was collected from 108 respondents using a structured questionnaire and analyzed using percentage analysis, Garrett ranking, factor analysis, and multiple regression. Findings revealed that affordability, variety of designs, and trend alignment were top reasons for preference. Earrings and necklaces emerged as the most favored types. Factor analysis identified three core dimensions influencing perception: Fashion Consciousness (32.2%), Cost & Practicality Orientation (25%), and Brand/Quality Sensitivity (14%), cumulatively explaining 71.2% of the variance. The study concludes that artificial jewellery holds strong appeal due to its design diversity, reasonable pricing, and accessibility, highlighting a growing market opportunity aligned with the evolving lifestyle and fashion sensibilities of modern working women.

Artificial Jewellery, Working women, perception, buying decision