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Abstract
Preference for handloom saris is conditioned by many variables. An attempt has been made in this paper to know such variables that influence the level of preference of working women for handloom saris. To facilitate this, primary data have been collected from a sample of 1220 working women, identified through convenience sampling method. Working women preference for handloom saris has been measured by giving scores to preference related questions. Chi-square test has been used to analyse the data. Results show that Family Income, Opinion on Handloom Saris, Frequency of Usage and Level of Awareness significantly influence the level of preference for handloom saris.