A study on customers’ preference and satisfaction towards imitation jewelleries of selective shops in Coimbatore city

A study on customers’ preference enables marketer to predict a customers’ preference in the market; it also understanding of the role of that consumption has in the lives of individuals. Customers’ research takes place at every phase of the consumption process, before the purchase, during the purchase and after purchase. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. It also tries to assess influences on the customers from groups such as family, friends, reference groups, and society in general. What we buy, how we buy, where we buy, in how much quantity we buy depends on our perception, self concept, social and cultural background and our age and family cycle, our attitudes, personality, many other factors that are both internal and external to us.