CULTURAL TRANSFORMATION IN JEWELLERY CONSUMPTION: A STUDY OF CHANGING PREFERENCES AMONG GENERATION Z IN GUJARAT

This study aims to examine the awareness,perceptions, and behavioural patterns of respondents regarding the selected topic.A structured questionnaire was used to collect primary data from a diverse group of participants, ensuring representation across different demographic categories. The responses were analysed using percentages and comparative methods to identify key trends and patterns. The study finds that a majority of Generation Z respondents prefer lightweight and minimalist jewellery for everyday use, while traditional jewellery remains important for weddings and cultural occasions. Price, comfort, and social media influence emerge as major determinants of jewellery choice. The findings suggest that changing jewellery preferences reflect cultural transformation rather than cultural erosion. The study successfully fulfils its objectives by providing meaningful insights into respondent behaviour and attitudes. The results can be utilised to make informed decisions, improve existing strategies, and address gaps identified during the analysis. Overall, the research contributes to a better understanding of the topic and its relevance in the current context.