A STUDY ON CONSUMER AWARENESS ABOUT DEMI-FINE JEWELLERY IN UDUPI MARKEТ

ABSTRACTThis study explores consumer awareness and perceptions of demi-fine jewellery in Udupi, amarket town in India. Demi-fine jewellery sits between fine jewellery made from solid goldor platinum and cheaper fashion jewellery. It offers an affordable, stylish alternative madefrom quality metals like sterling silver with real gold plating, and decorative stones such aslab-grown diamonds and cubic zirconia. The demand for demi-fine jewellery has grownworldwide, especially among younger consumers who want everyday luxury without the highcost.The research involved a survey of 150 consumers in Udupi, representing varied ages,occupations, and incomes. The survey examined how familiar people are with demi-finejewellery, what influences their buying choices, and their willingness to buy if availablelocally. Results showed moderate awareness, with about 46% having some knowledge ofdemi-fine jewellery, though many still confused it with fashionjewellery or fine jewellery.Price, design, and durability were important factors shaping purchase decisions, and mostrespondents preferred buying from established jewellery showrooms. Age and occupationinfluenced awareness, but gender and income had less impact. The study found that manyconsumers would be interested in buying demi-fine jewellery if marketed properly in Udupі.The findings suggest that increasing consumer education about demi-fine jewellery's qualityand value could expand its market in Udupi. Retailers and brands should focus on transparentcommunication through social media and trusted sales channels. Overall, demi-fine jewelleryoffers a promising balance between affordability and luxury for Indian consumers looking fordaily wear options.