Volume 9, Issue 3, 2015

A demographic study on Customer Satisfaction about Handloom Products in India

Kalyani Anumala,
Research Scholar,
School of Management Studies,
University of Hyderabad
kalyanivaddepalli@gmail.com

GVRK Acharyulu,
Associate Professor,
School of Management Studies,
University of Hyderabad,
India

ABSTRACT

Clothing is one of the basic needs of human beings and first produced by using handlooms.
Among various revolutions country has come across, there is a prominence for the industrial
revolution for bringing power loom sector and mill sector in place, however this development on
one hand has led to the downfall of the handloom fabric industry. Following agriculture, handloom
is the second largest sector in terms of employment, as it provides direct and indirect employment
for about 43 lakh weavers and associated employees. This sector contributes nearby 15percent of
the cloth production in the country.
Handloom industry is very powerful in terms of exclusivity, production flexibility, scope of
novelty and modernization, meeting the requirement of the suppliers promptly and such wealthy
prospects in weaving tradition (Ministry of Textiles 2015). The aim of the study is to know the
influence of demographic variables like gender, age, educational qualification, occupation and
annual income on customer satisfaction towards handloom products.

Keywords: Andhra Pradesh State Handloom Weavers’ Cooperative Society Limited (APCO),
Weavers, Handloom, power loom, Customer satisfaction

1. Introduction cottage and labor intensive sector after

In the recent days, handloom agriculture, which has been playing a vital
industry is about 4.60 million, out of which role in the country’s economy by forming
India takes the pride of having about 3.9 part of its rich heritage, and exemplifying the
million industries (Textile Committee). artistry of the weavers. Roughly about 15%
According to Ministry of Textiles (2015) of India’s fabric contribution comes from the
India produces 95% of the handlooms of the handloom sector, while it also exports
world which makes the second largest (2811.97 crores in 2012-13) its productivity

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for surplus earning of the nation. India is the employment generation to large part weaker
major producer of handlooms, while section of the society such as scheduled caste
countries such as Bangladesh, Nepal and and tribes but still it is largely decentralized.
Pakistan also contribute; on the other hand, Not only the industry is vanishing off from
countries such as USA, France, UK and Italy existence, even the potential handloom
are the major importers of handloom fabric weavers are now rarely found, because the
and clothing. Most of these countries produce generations today doesn’t focus much on this
only limited supply of handloom fabrics that sector. Recent Handloom census (2009-
can just fit to their internal needs (Garg et al. 2010) indicated that there is a significant fall
2012), in comparison to India (Pappeswari in total employment (Planning commission
and Rajalakshmi 2013). 2007). However, such decline could have
India has the pride of producing significant economic and social implications.
about 7116 million square meters handloom This is perhaps partly due to the impact of
fabrics (Apr 2013 – Mar 2014). According to global recession and growing competition
the data from Indian government, Handicraft from decentralized power loom and mill-
sector is expected to grow by 16 percent made sector. The sector also faces various
during 2013-17 and another 16 percent challenges both in terms of demand and
during 2017-22 (Ramaswamy, supply side perspective. In terms of supply
Villvarayanallur, and Kumar 2015). The side, the sector faces challenges in terms of
handloom industries are environmentally inadequate infrastructure, poor marketing
friendly, energy saving form of artistry support; ailing distribution network has
among the textile sector with the outcome of weakened an already fragile supply chain
sustainable textile products. Indian handloom system (Hameed 2012). In addition, despite
products are as different and varied as our the weaver’s produces rich variety of designs
cultures and languages (Rakhin 2015). and textures, there is not much focus on the
Natural fibers like cotton, wool, silk and jute products quality due to various reasons (NIC
are mainly produced without electricity and 2015).
therefore, the products are eco-friendly On other hand, from consumer point
nature. Silk, is considered as a queen of of view, the awareness of handloom products
textiles dominates the textile industry with its was considerably low (Kumudha and
luster, glamour and sensuousness. Silk sarees Rizwana 2013). This is evident from the past
can be commonly said as India’s fabric pride, studies that only limited customers are aware
because of the striking artisanship and of handloom products and cash rebate offered
uniqueness that our weavers exhibit in each by the government. This shows that
of the saree production. Indian fabric marketing programs is considerably weak
producers have an extremely outstanding (Kumudha and Rizwana 2013). The most
artistic sense and visual appeal which they significant and interesting part in marketing
exhibit right from choosing a fabric color to is the consumer behavior. It is significant due
the diminutive to grandeur designs they to majority of consumers indicate brand-bias
implement in their saree productions. The in purchasing decisions which also indicate
endurance and the quality of the fabric speak evidence in varied level of loyalty. As it has
for the pride of our weavers craftsmanship been already conceived, the effect of modern
(Savithri et al. 2014). marketing would be that the business
Although handloom industry in the elements need to meet the requirements of
olden days have created unmatchable and consumer. This needs a thorough
highly adorable designs and textures of determination of consumer-behavior and
fabric, as decades pass by, the handloom purchasing motivation. With no such ideals
trends are slowly crumbling out of existence marketers might fail in segment market
and technology is also a reason for this efficiently and design steps for an efficient
pathetic state of handloom industry. In penetration in the defined market sector
addition, although the sector provides (Davis 1976). Determining consumer-

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behavior is a basic ingredient in the process purchasing intention of consumers and their
of marketing. On the other end increased satisfaction towards handloom products.
level of westernization is relatively higher in Current study is aimed to focus on Andhra
educational achievements reflecting for Pradesh State Handloom Weavers’
societal status is responsible to make people Cooperative Society Limited popularly
think low about traditional customs. known as “APCO” (Lakshmipathi and
Therefore, understanding the customer Dayashankar 2001) is the Apex handloom
purchase intention is imperative to plan cooperative society of Andhra Pradesh.
efficient marketing programs. Formed in 1976, this society had an objective
to create a large market base for the affiliated
1.1. Handloom Industry in Andhra primary cooperative weavers’ societies and
Pradesh to make sure that the inputs are promptly
Andhra Pradesh (AP) is found to have available to the weavers (APCO 2013). With
the second largest count of handlooms of 3.5 12 divisional marketing officers functioning
lakhs next to Tamilnadu. In an employment across all the major districts, APCO provides
point, the looms in the state offer livelihood support for about 1083 employees. APCO
regarding 15 lakh workers or 5 lakh families. maintains its marketing network of about 189
There are about 50 handloom clusters or sales outlets, among which 168 are in Andhra
bases like Chirala, Pochampalli, Gadwal, Pradesh and the remaining 21 are spread
Narayanpet, Mangalagiri, Sircilla, Uppada, across other states.
Dharmavaram, and Venkatagiri which has The study aimed to investigate the
global need for their goods. Around 100 customer satisfaction who has visited APCO.
crores are the average annual exports from Further, by examining their different reasons
these clusters. In spite of an eventful path for purchase would enable the APCO to
during the past, the handloom division in design appropriate marketing strategies
Andhra Pradesh has slowed down due to viable for the industry. In addition, the study
various issues (Reddy and Abdul 2013). In would also enable to redesign their products
spite of various measures conducted by the in comparison to the competitors, in terms of
government using institutional assistance and pricing, segmentation, quality to ensure
direct finance support for the handloom sustainability. The findings would also shed
weavers, they are found to be in a bad state light on customer satisfaction of APCO
because of continuous loss and myriad issues. products which would enable organization to
These issues involves uneven raw material identify areas of operations that do not meet
supply, yarn’s price hike, uneven marketing customer expectations.
measures, lack in market promotion and
awareness, lacking of right financial 2. Review of Literature
resources, intrusion of middlemen, Though the technological
competition of power loom and mill products competition is high, handloom industry made
etc. (Bhagavatula 2010). However, on the it up to exist with prominence through the
consumer point of view, consumer awareness delicate and unique fabrics they use in
was much better than previous studies as weaving adorable handloom clothing.
recent study reported that (Vaddi and
Balakrishnaiah 2009) in Andhra Pradesh 65 2.1. Consumer Satisfaction Studies
% of consumers were aware about Khadi and Kumudha and Rizwana (2012)
Handloom fabrics. analysed the promotion mix of handloom
Although an attempt has made to products with special reference to Handloom
market the products still problems remains weavers cooperative Society. This study falls
unresolved as the purchase behavior is as under empirical research. The data was
comparatively lower than other non- collected from the primary sources. Stratified
handloom products. Therefore, the present Random sampling technique was used to
study made an attempt to understand the select a sample of 140 societies in Erode

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District. The following tools were employed not compelling due to cost and various
to analyse the data like mean, Chi-square (2) reasons. Also high class customers were not
test, and Henry Garrett Ranking and Multiple found to be attracted in this process.
Regression analysis. The study findings Goswami and Jain (2014) conducted a
revealed that Handloom is a traditional study to identify the shortfalls the weaving
cottage industry offering millions of industry is facing today and they came up
employment opportunity to millions of with ideas and strategies to overcome the
weavers in India but recently the industry is same. The research was used two government
facing lot of problems and going towards the organizations Rajasthan Rajya Bunkar
decline stage. Though there are various Sahkari Sangh (RRBSS), and Rajasthan
reasons which acts as the factors responsible Handloom Development Corporation
for the extinction of Handloom Sector, (RHDC). This study was conducted based on
promotion is one of the key area and hence semi structured interview schedule,
the considerable efforts has to be put for the observation method and many other
betterment of the handloom products. secondary sources. Through the study, it was
Pappeswari and Rajalakshmi (2013) found that the handloom industry did not
studied the consumer satisfaction towards the pursue any specialized strategies for
role of VOC Co-optex in Tuticorin. The procuring raw materials, product planning
findings revealed that the consumer and especially for marketing their fabrics. On
satisfaction was medium (56%) while the finding out the problems, a clear strategy was
opinion on level of satisfaction of the derived to bring in more profit for the
respondents is independent of age, sex, handloom sector.
educational qualification, occupation and Rani and Bains (2014) analyzed the
monthly income. consumer behavior towards handloom
Deshmukh (2013) concentrated on products in state of Haryana and Punjab. This
the analysis of the target customers buying study further analyzed the allied workers and
behavior for handicrafts and handlooms handloom weaver’s position. From the
products of CIDCO’s (City and Industrial analysis, the study observed various factors
Development Corporation of Maharashtra) impact the consumer behavior and the study
Urban Haat project which has been the policy found out this industry gives employment
of Government of India’s in setting up opportunities to poor people.
permanent marketing functions at primal Tanusree (2015) aims to understand
locations in the nation to discard middle the various problems of Handloom Weavers
agencies. Determining Consumer Buying of Varanasi in Uttar Pradesh. The problems
Behavior provides higher content to are invention of new technology (power-
consumers. We infer that the project has loom), capitalist control, drop off in wages,
embraced the purchase decision process increased price of yarn, and so on. The
Marketing Concept, and is consumer present study is descriptive in nature. The
targeted. The objective of this analysis is to data have been collected through the in-depth
determine target consumers, aspects that interview, semi structured interview, case
influence purchase decision mode and to study and focused group discussion. The
evaluate if the product meets targeted study findings revealed that the handloom
consumer’s needs. Hence survey was weavers of Varanasi have lost their
performed by close ended questionnaire from prestigious traditional industry. It has
a random sample size of 100 respondents. occurred due to the industrialization in all
The results indicate that young male and over India. The capitalist production,
female who are the professionals from invention of power loom, increasing price of
middle class family have been the targeted yarn, low wages and labour problem are
consumers who have higher influence in the pushed to handloom to an end. The
purchasing decision process of handcraft and production system is mostly under the control
handloom product. Yet their requirements are of a particular entrepreneurial class Gaddidar

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or master weaver. The Gaddidar possesses division. The study is based on both the
capital and power that they can control over primary and secondary data. The study is
the production unit and labour. The weavers diagnostic in nature to identify the influence
do not sustain their life with the handloom. of demographics on purchase intention
The handloom industry is one of the major towards handloom products using purposive
industries that need immediate care and sampling technique. A sample size of 130
attention. With this declining trend in the customers was selected from 11 showrooms
handloom sector the problems of located in Secunderabad division. A
unemployment will aggravate. So the policy structured questionnaire was administered to
maker should realize the importance of the customers who visit APCO showrooms.
handloom sector and allocate the required Purchase intention is measured on a five
funds for the uplift of handloom weavers to point scale (Strongly disagree to buy 1 to
avoid the decline in handloom industry. strongly agree to buy 5) with respect to
From the previous studies it is found demographic variables.
that only few studies were made on
handlooms by considering Andhra Pradesh. 4. Results –Introduction
Most of the studies were conducted in The current study is related to
Tamilnadu towards handlooms. However, customers’ satisfaction about handloom
majority of the studies revealed the consumer products. The data was collected through the
awareness, attitudes towards handloom questionnaire. It was first entered to the excel
products but there is only limited studies file. After that it was exported to SPSS 20.0.
focused on study the demographic variables Initially, the data was checked through
on customer purchase intentions AP reliability and factor analysis. The
consumers and their satisfaction towards hypotheses were tested through statistical
handloom products. In order to bridge this tools like cross tabulation, independent
gap, the present study made an attempt to sample t-test, multiple regression analysis
understand the purchasing intention of AP and Analysis of covariance.
consumers and their satisfaction towards Chi-square test is used to find out the
handloom products. association between two categorical
variables. Independent sample t-test is used
2.2. Objective to ascertain whether two variables are equal
or not. Impact of more than two independent
 To understand the customer satisfaction variables on one dependent variable is
about handloom products. calculated by multiple regression analysis.
Analysis of Covariance test is used to check
 To study the influence of demographic whether there is an effect of independent
variables on customer satisfaction variable on dependent variable after
towards handloom products controlling some variables (like gender, age
group, and so on)
3. Methodology Table 1 shows the frequency analysis
The present study adopted quantitative for demographical aspects of respondents.
methodology. The data is collected from the From this analysis, majority of female
showrooms that are selected on the basis of (58.5%) were participated compared with
the sales value for the past 5 years (from male (41.5%) respondents. When considered
2008-09 to 2012-13) available from the the age groups of respondents, most of the
APCO head office. Out of 12 divisions the respondents were belonged to 26-35 years
Secunderabad division’s has highest sales in followed by, 29 percent were 36-45 years age
the years 2008-09 to 2011-12 and has second group, 25 percent were 19-25 years and only
highest sales in the year 2012-13 (refer 15 percent were above 45 years age group. In
annexure I). And the top 5 selling showrooms addition, majority of the respondents (75%)
out of 20 are located in Secunderabad were married and only 25 percent were

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unmarried. When considered the Most of the respondents’ (42%) residence
respondents’ educational qualification, most location was urban, 30 percent of
of the respondents (37%) were completed respondents’ residence location was metros
graduation which is followed by, 28 percent and so on. When considered the respondents’
were completed post-graduation, 15 percent income levels, majority of the respondents
were completed professional degree and so (35%) were earned 20001-30000 per month.
on. In the study, most of the respondents In addition, most of the respondents (41%)
(28%) were worked in private sectors and 23 were associated with handloom products for
percent were worked in government sectors. 5-10 years.

Table 1. Frequency for demographical characteristics I (n=130)

Demographical characteristics Frequency (n) Percent (%)
Gender
Female 76 58.5
Male 54 41.5
Age groups
19-25 years 33 25.4
26-35 years 40 30.8
36-45 years 38 29.2
Above 45 years 19 14.6
Marital status
Married 97 74.6
Unmarried 33 25.4
Educational levels
Professional 20 15.4
PG and above 37 28.5
Graduation 48 36.9
Intermediate 4 3.1
Below SSC 5 3.8
SSC 6 4.6
Illiterate 10 7.7
Occupation levels
Entrepreneur/self employed 33 25.4
Govt. service 30 23.1
PVT service 37 28.5
House wife 14 10.8
Student 10 7.7
Unemployed 4 3.1
Others 2 1.6
Location of residence
Rural 17 13.1
Semi urban 19 14.6
Urban 55 42.3

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 Metros 39 30.0
Average monthly income
Below 10000 27 20.8
10001-20000 26 20.0
20001-30000 46 35.4
30001-40000 10 7.7
Above 40000 21 16.2
Association with handloom products
Below 1 year 8 6.2
1-5 years 48 36.9
5-10 years 53 40.8
10 years & above 21 16.2

Table 2 presents the reliability Cronbach’s alpha values reveal that the items
analysis with descriptive statistical measures. of product and retailer specific variable have
Product and retailer specific variables contain the strong internal consistency of data.
the number of items 8 and 3 respectively.

Table 2. Reliability Analysis with descriptive statistics

Factors No. of items Mean SD Cronbach’s alpha
Product specific variables 8 3.322 0.664 0.686
Retailer specific variables 3 3.452 0.779 0.691

Table 3 shows the factor analysis for factor named as ‘product specific variables’
independent variables. This analysis where factor loading value of this factor is
extracted 3 items for the factor named as ranges between 0.851 and 0.320. It reveals
‘Retailer specific variables’. Factor loading that all these eight items are highly correlated
value of this factor is ranged from 0.768 to with the factor job satisfaction and explained
0.501 that indicates that all these 3 items are 15 percent of a number of variations.
highly correlated with this factor with 28 Therefore, based on the analysis, two factors
percent of the amount of variation. were extracted.
Furthermore, it extracted eight items for the
Table 3. Factor Analysis
Component % of Variance explained
1 2
After sales service is up to the mark .768
Introduction of new products is more .689 28.31
Handloom product accessibility is good .501
The quality of the product is good .851
The color combinations are attractive .757
The design patterns of handloom fabrics are unique .685
Durability of the product is high .663
14.78
Product range in handlooms is good .452
The texture of the product is appealing .440
More number of varieties are available in handlooms .417
The price of the product is reasonable .320

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Hypothesis (H1): There is an association products. In addition, the significance value
between gender and overall satisfaction (p-value<0.05) reveals that there is an
Table 4 presents association between association exists between gender and overall
gender and overall satisfaction. From this satisfaction. Hence the hypothesis ‘(H1):
analysis, most of male and female There is an association between gender and
respondents were satisfied with handloom overall satisfaction’ is accepted.

Table 4. Association between gender and overall satisfaction using chi-square test
Overall Satisfaction
Neither
Highly Highly
Gender Dissatisfied dissatisfied Satisfied Total
dissatisfied satisfied
nor satisfied
n (%)
Female 2 (1.5) 7 (5.4) 25 (19.2) 33 (25.4) 9 (6.9) 76 (58.5)
Male 0 (0) 13 (10.0) 15 (11.5) 26 (20.0) 0 (0) 54 (41.5)
Total 2 (1.5) 20 (15.4) 40 (30.8) 59 (45.4) 9 (6.9) 130 (100.0)
Phi-value: 0.313 p-value: 0.012<0.05

Symmetric Measures
Value Approx. Sig.
Phi .313 .012
Nominal by Nominal
Cramer's V .313 .012
N of Valid Cases 130

Hypothesis (H2): There is an association with handloom products. However, the

between age groups and overall significance value (p-value>0.05) exhibits
satisfaction that there is no association between age group
Table 5 shows association between and overall satisfaction. Hence the
gender and overall satisfaction. From this hypothesis ‘(H2): There is an association
analysis, most of less than 45 and above 45 between age groups and overall satisfaction’
years age group respondents were satisfied is rejected.

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 Table 5. Association between age group and overall satisfaction using chi-square test
Overall Satisfaction
Neither
Age Highly Highly
Dissatisfied dissatisfied Satisfied Total
groups dissatisfied satisfied
nor satisfied
n (%)
Less 2 (1.5) 9 (6.9) 26 (20.0) 32 (24.6) 4 (3.1) 73 (56.2)
than 45
Above 0 (0) 11 (8.5) 14 (10.8) 27 (20.8) 5 (3.8) 57 (43.8)
46
Total 2 (1.5) 20 (15.4) 40 (30.8) 59 (45.4) 9 (6.9) 130 (100.0)
Phi-value: 0.185 p-value: 0.351>0.05
Symmetric Measures
Value Approx. Sig.
Phi .185 .351
Nominal by Nominal
Cramer's V .185 .351
N of Valid Cases 130
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

Hypothesis (H3): There is an association products. In addition, the significance value

between income levels and overall (p-value<0.05) indicates that there is no
satisfaction association between income level and overall
Table 6 provides association between satisfaction. Hence the hypothesis ‘(H3):
income levels and overall satisfaction. From There is an association between income
these results, majority of all income group levels and overall satisfaction’ is accepted.
respondents were satisfied with handloom

Table 6. Association between income levels and overall satisfaction using chi-square test
Overall Satisfaction
Neither
Income Highly Highly
Dissatisfied dissatisfied Satisfied Total
groups dissatisfied satisfied
nor satisfied
n (%)
Below 0 (0) 9 (6.9) 6 (4.6) 7 (5.4) 5 (3.8) 27 (20.8)
10000
10001- 2 (1.5) 3 (2.3) 9 (6.9) 12 (9.2) 0 (0) 26 (20.0)
20000
20001- 0 (0) 5 (3.8) 16 (12.3) 23 (17.7) 2 (1.5) 46 (35.4)
30000
30001- 0 (0) 2 (1.5) 2 (1.5) 6 (4.6) 0 (0) 10 (7.7)
40000
Above 0 (0) 1 (0.8) 7 (5.4) 11 (8.5) 2 (1.5) 21 (16.2)
40000
Total 2 (1.5) 20 (15.4) 40 (30.8) 59 (45.4) 9 (6.9) 130 (100.0)
Phi-value: 0.474 p-value: 0.023<0.05

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Hypothesis (H4): There is no difference female respondents based on the response in
between male and female respondents relation to these variables. (i.e) Both male
based on the response in relation to and female respondents say the homogeneous
handloom products response in relation to product specific
Table 7 shows difference between variable, retailer specific variable and overall
male and female respondents based on the satisfaction of handloom products. Hence the
response in relation to handloom products. hypothesis ‘(H4): There is no difference
The significance values (p-value>0.05) of between male and female respondents based
overall satisfaction, product and retailer on the response in relation to handloom
specific variable exhibits that there is no products’ is accepted.
significant difference between male and

Table 7. Difference between male and female respondents based on the response in relation
to overall satisfaction, product and retailer specific variables
Gender
Variables Male (n=76) Female (n=54) t-value p-value
Mean±SD
Product specific variable 3.31±0.69 3.34±0.64 -0.195 0.846
Retailer specific variable 3.31±0.83 3.36±0.71 -0.411 0.682
Overall satisfaction 3.53±0.92 3.24±0.82 1.826 0.070

Hypothesis (H5): There is no difference difference between both age group

between less than 45 and above 45 years respondents based on the response in relation
age group respondents based on the to these variables. (i.e) Both age group
response in relation to handloom products respondents say the homogeneous response
Table 8 presents the difference in relation to product specific variable,
between less than 45 and above 45 years age retailer specific variable and overall
group’s respondents based on the response in satisfaction of handloom products. Hence the
relation to handloom products. The hypothesis ‘(H5): There is no difference
significance values (p-value>0.05) of overall between less than 45 and above 45 years age
satisfaction, product and retailer specific group respondents based on the response in
variable exhibits that there is no significant relation to handloom products’ is accepted.

Table 8. Difference between less than 45 years and above 45 years age group’s respondents
based on the response in relation to overall satisfaction, product and retailer specific variables
Age groups
Variables < 45 (n=73) 45 and above (n=46) t-value p-value
Mean±SD
Product specific variable 3.29±0.74 3.36±0.56 -0.535 0.594
Retailer specific variable 3.41±0.83 3.22±0.70 1.409 0.161
Overall satisfaction 3.37±0.87 3.46±0.91 -0.549 0.584

Hypothesis (H6): Product and Retailer product and retailer specific variable (p-
specific variables do the positive and value<0.05) indicate that these two variable
significant influence on overall satisfaction do the significant impact on overall
Table 9 presents association between satisfaction. In addition, product and retailer
product, retailer specific variables and specific variable can able to explain 46
overall satisfaction through multiple percent variation in overall satisfaction
regression analysis. The significance value of (Adjusted R2 value=0.461). Also, the beta

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coefficients of product and retailer specific Hence the hypothesis ‘(H6): Product and
variable are positive. Hence, product and Retailer specific variables do the positive and
retailer specific variables do the positive and significant influence on overall satisfaction’
significant influence on overall satisfaction. is accepted.

Table 9. Impact of product and retailer specific variables on overall satisfaction

Unstandardized
Adjusted R-square F t- p-
Coefficients
value value value value
Beta SE
(Constant) .173 .316 .548 .585
Product specific
.603 .102 5.930 .001**
variable 0.461 54.403
Retailer specific
.370 .087 4.268 .001**
variable
Dependent variable: Overall satisfaction

Hypothesis (H7): There is an effect of specific variable on overall satisfaction for

product specific variables on overall controlling gender, age group, occupation
satisfaction controlling for demographical and income level based on the homogeneity
details of regression assumption. But, there is no
Table 10 shows the effect of product effect of product specific variables on overall
specific variables on overall satisfaction satisfaction controlling for education level
controlling for demographical details. All the (p-value). Hence the hypothesis ‘(H7): There
significance values (p-value>0.05) except the is an effect of product specific variables on
interaction effect of product specific overall satisfaction controlling for
variable*gender*age group*education, demographical details’ is partially accepted.
indicate that there are effects of product
Table 10. Effect of product specific variables on overall satisfaction controlling for
demographical details
Type III Partial
Sum of Mean Eta
Source Squares Df Square F Sig. Squared
Corrected Model 49.228a 18 2.735 5.820 .000 .486
Intercept 44.584 1 44.584 94.871 .000 .461
Product specific variable 2.588 2 1.294 2.754 .068 .047
Product specific variable*gender 1.095 2 .548 1.165 .316 .021
Product specific variable*gender*age 1.802 2 .901 1.917 .152 .033
group
Product specific variable*gender*age 3.187 2 1.594 3.391 .037 .058
group*education
Product specific variable*gender*age .199 2 .100 .212 .809 .004
group*education*occupation
Product specific variable*gender*age .018 2 .009 .019 .981 .000
group*education*occupation*income
Error 52.164 111 .470
Total 1611.00 130

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Corrected Total 101.392 129
a. R Squared = .486 (Adjusted R Squared = .402)
Dependent Variable: Overall Satisfaction

Hypothesis (H8): There is an effect of satisfaction for controlling education and

retailer specific variables on overall occupation level based on the homogeneity
satisfaction controlling for demographical of regression assumption. But, there is no
details effect of retailer specific variables on overall
Table 11 presents the effect of satisfaction controlling for gender, age group
retailer specific variables on overall and income level (p-value). Hence the
satisfaction controlling for demographical hypothesis ‘(H8): There is an effect of retailer
details. The significance values (p- specific variables on overall satisfaction
value>0.05) reveal that there are effects of controlling for demographical details’ is
retailer specific variable on overall partially accepted.
Table 11. Effect of retailer specific variables on overall satisfaction controlling for
demographical details
Type III
Mean Partial Eta
Source Sum of Df F Sig.
Square Squared
Squares
Corrected Model 63.481a 21 3.023 8.612 .000 .626
Intercept 99.696 1 99.696 284.013 .000 .724
retail 1.958 2 .979 2.789 .066 .049
Retailer specific variable*Gender 7.249 3 2.416 6.884 .000 .161
Retailer specific variable*Gender*Age 3.270 3 1.090 3.105 .030 .079
group
Retailer specific variable*Gender*Age 1.887 3 .629 1.791 .153 .047
group*Education

Retailer specific variable*Gender*Age .222 3 .074 .211 .889 .006

group*Education*Occupation

Retailer specific variable*Gender*Age 4.370 3 1.457 4.149 .008 .103

group*Education*Occupation*Income

Error 37.911 108 .351

Total 1611.000 130
Corrected Total 101.392 129
a. R Squared = .626 (Adjusted R Squared = .553)
Dependent Variable: Overall Satisfaction

4.1. Summary of the finding namely, gender Vs. overall satisfaction and
The present study concluded that income group Vs. overall satisfaction. Also,
majority of gender; all age group and income all age group, both male and female
group respondents were satisfied with respondents said the homogenous response in
handloom products. In addition, there were related to product and retailer specific
an association exist the following variables variables of handloom products. Based on the

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Volume 9, Issue 3, 2015
multiple regression analysis, Customers’ References
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 Annexure I

Division wise sales of last (5) years

(Rs in Lakhs)
Sl. Name of the SALES
No. Division 2008-09 2009-10 2010-11 2011-12 2012-13 TOTAL
1 Srikakulam 382.75 406.05 460.62 590.05 498.74 2338.21
2 Vizianagaram 519.95 552.70 559.97 781.20 678.87 3092.69
3 Rajahmundry 452.13 442.98 521.34 539.89 477.30 2433.64
4 Vijayawada 624.01 736.12 723.69 748.33 716.59 3548.74
5 Tirupathi 423.76 397.86 520.02 486.88 24.77 1853.29
6 Kadapa 229.05 184.10 206.19 265.94 295.71 1180.99
7 Ananthapur 511.37 561.36 512.13 521.17 492.96 2598.99
8 Kurnool 376.74 360.92 383.58 540.36 431.78 2093.38
9 Karimnagar 370.67 326.72 360.69 489.24 1074.97 2622.29
10 Warangal 453.18 429.49 493.05 642.64 1276.43 3294.79
11 Hyderabad 130.05 149.52 173.04 200.16 47.45 700.22
12 Secunderabad 1078.37 1020.16 906.69 1071.49 1266.34 5343.05
TOTAL: 5552.03 5567.98 5821.01 6877.35 7281.91 31100.28

Annexure II

Handloom cloth production

S.N Year Cloth Share of handloom in Ratio of handloom Total cloth
o. production by the total cloth to powerloom production
Handloom production
sector (Mn.Sq.Mtrs)
1 2008-09 6677 15.9 1:5.04 42121
2 2009-10 6806 14.9 1:5.41 45819
3 2010-11 6900 14.6 1:5.59 47083
4 2011-12 6901 14.8 1:5.42 46600
5 2012-13 952 14.6 1:5.47 47408
6 2013-14 7116 (P) 15.01 1;5.29 47388
7 2014- 15 3547 14.73 1:5.78 24065
(upto sep.
2014

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