Volume : 5, Issue : 11, November - 2016

A Study on Customer Awareness and Satisfaction towards handloom products with special reference to Erode District � Tamilnadu

Dr. S. Hariharaputhiran

Abstract :

<p>&nbsp;Handloom industry is one of the old and traditional industry, which is the livelihood for millions of rural artisans in our country. Handloom products are well known with their quality, affordability, durability, availability, artisan work etc.. In the recent days handloom industry is facing severe problems like switching the customers from handloom products to other machine made products, tough competition from power loom and other mill made cloth producers. Though the government has taken some initiatives to differentiate handloom products from power loom and other mill made products. The customers are finding it difficult to differentiate handloom products from other mill made products. In this context, the present study is an effort to analyze the awareness and satisfaction levels of customers while buying and using handloom products. Also the various factors that in fluencies the buying behaviour of handloom customers. The present study has been conducted in Erode District of Tamilnadu. The data required for the present study has been collected from primary sources. A sample of Two hundred respondents (Handloom Customers) has been selected by using stratified random sampling from various Taluks and villages of Erode District. Appropriate graphical and statistical analysis is used to derive the interpretations</p>