Knowledge about Artificial Gold Ornaments in Ariyalur District

Abstract

In India, demand for imitation jewelry as fashion product is also increasing. Women like to wear fashion jewelry in different occasions including marriage ceremony, birthday party, Eid occasions and Christmas etc. Because it is comfortable, available, low cost and safe. Moreover, demand for imitation jewelry is increasing among married and unmarried women due to the changing perception and buying behavior of female consumers in urban areas. The growing fashion consciousness among teens and cost effective fashionable jewelry is likely to boost the overall market in the coming years. In this study the Factor Analysis technique has been applied to find the underlying dimensions (factors) that exist in the 10 variables relating to the level of satisfaction of different factors regarding the purchase of imitation jewelry. Using the Principle Component Analysis three factors have been extracted based on the variance (Eigen value greater than 1). The three factors extracted together account for 96.58% of the total variance (information contained in the original 17 variables). This is pretty good; because we are able to economize on the number of variables, while we lost only about 3.42% of the information content (96% is retained by the 3 factors extracted out of the 17 original variables).