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INTRODUCTION

India is a Country with enormous resources which attracted many Countries to utilize and
enhance their economy at the maximum level. This affects employment opportunities for the
most of the people living in rural areas which enable to go for urbanization for employment
purpose, to pursue an employement and to manage their day to day life. The rapid
development of such a kind of industries in the village area is very much necessary for the
development of our nation as well as make people economically independent.

Rural development is the back bone of Indian economy. Government is trying its level best to
overcome the problem of rural unemployment. The part of this is the formation ofkhadi&
village industries commission at central level which is presently known as commission rate of
khadi & village industries. The commissioner ate of khadi & village industries works at apex
level under the close guidance of central government. The major research objective was to
study the opinion of the customers reaction towards the pricing and awareness about the usage
of the products in terms of the productivity, quality, profit and better customer orientation.

The study, which certain to the field of marketing was carredout in Coimbatore district to all
consumers to find out the perception towards the Khadi and Village industrial products. The
study aims at providing an insight on consumers attitude also the various factors, which
influence to buy the Khadi and Village industrial products and preference towards the local
brand. It is also aimed at helping the district supply and marketing society a marketing retail
outlet in improving the sales and various other promotional activities.

Losing customer can dramatically impact a firms profit. There lore, the organization main
take is customer retention. Companies now – a days concentrate more on rural segment,
develop the product on meeting of special needs of customer requirement based on the market
segmentation. Rural customer preferences based on the Khadi and Village industrial products
are changing and become highly diversified. The industrial revolution in England thrived at
the cost of India while the artisans of the country were out from the industrial scene only at
this, Khadi was introduced by Mahatma Gandhi as an import instrument for remaking the
Indian economy.

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Attitude is buzz ward amoung marketers today marketers are emphasizing in a trend
whichSays ―attitude is about deliving in yourself to quote some well known brands with the
associated attitudes. Marketers are also interested in analysing and understanding the
customers attitudes towards their product and services.

OBJECTIVES

 To identify the satisfaction rates of customer towards the Khadi products.


 Access the awareness of Khadiproducts they manufacture.
 To Examine the influencing factors responsible in purchasing Khadi and Village industrial
products.
 To findout the customers attitude towards the Khadi brand.

SCOPE OF THE STUDY

Day by day new products are introduced in the Market due to Mushroom growth. Product
advertisements are also coming out frequency in all the media such as Print, internets, radio,
television and outdoor. While Selection there right Products Customer,s Should be more
cautions about the Price, quality, Profitability and reliability of the Product. In Oder to
identity the Rural marketing Product they have to visit the exhibitions Conducted by
Khadibhavans in the city.

Ernakulum city is the industrially populated city which more middle and upper classes
people. Coimbatore city is the third largest city in kerala which is also called as Go as our
Country. So the study Conducted in Ernakulum city is more appropriate.

The Khadi Products are to develop the rural and urban marketing. So the government is
mainly concentrating in the Khadi to develop the rural marketing. This will help to Provide
employment, Producing Saleableartistes and creating self reliance amongst people, build up
Strong rural community Print. Through this research the research wanted to highlight the
positive and negative opinion about the khadi Products in the mind of consumers.

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NEED OF THE STUDY

The main purpose of doing this Project was to know about the customer attitude on khadi
Products. This helps in Understanding the different attitude of customers and it helps to know
in details about khadi project and their industrial growth.

The goal of a research proposal is to present and justify the reed to study a research problem
and to Present the Practical ways in which this research should be conducted.

RESEARCH

Research note is a statement from a brokerage firm or other investment advisory service
discussing a Specific security, industry, market or news item.

Research notes are usually meant to contain time sensitive information that applies to the
current day‘s trading sessions or some event in the near future.

RESEARCH DESIGN

It is a systematic approach that a researcher uses to conduct a scientific study . It is the overall
synchronization of identified components and data resulting in a plausible outcome.

RESEARCH AND METHODOLOGY

DATA COLLECTION

Primary Data : primary data are those which are collected for the study first time and they
are original in character. The primary data are collected which the Help of Structured
questionnaire. A structured questionnaire was prepared and distributed to the customers of
khadi in retuil outlet. The relevant information was obtained from various customers of
khadibhavans retail outlet through a questionnaire.
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SECONDARY DATA

Secondary data are those which are already collected by some one for Purposes and are
available for the Present study. Secondary data were collected from the website, company
Profiles, Newspaper, Magazines and through general discussion which company personnel.

SAMPLING

In research terms a sample is a group of people, objects or items that are taken from a larger
population for measurement size. The sample should be representative of the population to
ensure that we can generalise the findings from the research sample to the population as a
whole.

SAMPLE

Sample is a group of people, objects of items that are taken from a larger population for
measurement. It should be representation of the population to ensure that we can generalise
the findings from the research sample to the population as a whole.

SAMPLING AREA

A method in which an area to be sampler is sub-divided into smaller blocks that are then
selected at random and then again sub-sampled or fully surveyed. This method is typically
used when a complete frame of reference is not available to be used.

SAMPLING SIZE

It is an important feature of any empirical study in which the goal is to make inference about a
population from a sample. It‘s used in a study is determined based on the expense of data
collection and the need to have sufficient statistical power.

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SAMPLING DESIGN

It made up of a elements sampling method. Sampling method refers to the rules and
procedures by which some elements of the population are included in the sample.

LIMITATIONS OF THE STUDY

 The study is applicable for the Ernakulam city only because the service Provide by the khadi and
village industrial Products will differ from each district.

 These study is an academic effort hence it has its our limitation like cost,time and geographical
area.

 The primary data and information were used in the study based on the information supplied by the
respondents

 The information obtained from the questionnaire was assumed to be factual.

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COMPANY PROFILE

INDUSTRY PROFILE
Khadi Village industries (KVI) sector contributes to about one third of the total income of the
rural households. The Sector engages over 90 million people, which is 18 per cent of the total
workforce. The overall production of Khadi and V.I. Sector stood Rs. 173 billion and sales at
Rs. 227.48 billion. The Khadi and V.I sector in particular registered a growth of 7.70 per cent
in sales.

This industries have an enormous potential in terms of employment. Since with very low
capital investment it is able to generate viable employment even in accessible and difficult. In
areas, where there is want of infrastructure power and logistics. Khadi is hand –women and
hand spun and thus, is eco friendly and har a global demand.

The raw material may be cotton or silk or wool which iare spun into threads by spinning
wheel called charka. Khadi is versatile fabric, cool in summer and than other preparation of
cotton. In order to improve the look, Khadi is often starched to have a stiffen shape, it is
widely accepted in fashion circle these days. Mahathma Gandhi began promoting the spinning
of Khadi for rural self employment in 1920s in India. He also wants to spread the message of
not using foreign made cloths. Thus it symbolized political ideas and independence itself, and
to this day most politicians in India are only in Khadi clothing.

The flag of India is only allowed to made from this material although in practice many flag
manufacturer especially those outside of ignore of this rule. The board has got 2018 sales
outlets throughout the state which include 40 Khadi Grama Soughbagya and one mobile sales
van. In 2006-2007, the board have achived sale of 12 crores. In order to enhance the sale, the
board conduct exhibition is provided by Kerala Khadi and village industries commission.
Also the board regularly participated in the international trade fair at New Delhi very year.

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VILLAGE INDUSTRIES

Village industries means any industry located rural area which produce any good or render
and service which or without the use of power and in which the fixed capital investment
(Plant & Machinery land & Machinery) 9 per head of artisans does not exceed Rs. 1,00,000.
All Khadi & Village industries except service industries can be started only in panchayath
area.

The board offers several financial service and best employment opportunities to the village.
The schemes are intended to help the rural communities to setup industrial units with
maximum investment & yielding good returns. The board restricts its assistance to only those
produce which healthy & eco-friendly. Over the garizing, Promoting and implementing of
programs for the development of KVI sector in rural areas in corporation with other agency
engaged in rural developments.

STATUS OF KHADI AND VILLAGE INDUSTRIES IN INDIA

 Mahathma Gandhi had conceived of the development of Khadi & Village industries (KVI)
which would be involved in processing & conversion of agricultural procedure to find goods
by the villages/local themselves.

 During freedom movement, the development of KVI has been used as an instrument to meet
twin objectives so self- reliance through local production & seeking active participation of the
poor in the struggle for independence through removal of hunger & unemployment.

 During the initial years of planned development its potential as an instrument of poverty
alleviation has been recognized & the Govt. Took the responsibilities of bringing it
development with the frame work of the 5 years planning.

 A statutory body, called the Khadi & Village industries commission (KVIC) has been started
by the act of parliament is 1956.

 The commission has been required to plan, promote, organize & assist in the implementation
of the programs.

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Years the board has assisted many village industrial units that provide employment in the
village industrial sector. The board established its own developmental unit providing different
kinds of products besides the board extended financial assistance to setup village industries
unit. There are no. Of small scale units financial by the board are working in the state &
various products are producing in those units. The Products are available in the open market
& in the sales outlets of the board. Not only Khaddar cloth but also Green valley Mineral
waters, vim dish wash, Agarbathies, curry power etc. are produced through Khadi Bhavans.

KHADI AND VILLAGE INDUSTRIES COMMISSION

KVIC is a Statutory organization engaged in the take of Promoting and developing Khadi
and village industries with a view to create employment opportunities in the rural area and
there by Strengthening the rural economy. It was setup in 1957 by an Act of Parliament .
The KVIC is under the department of industry of india. The head office of KVIC is at
Mumbai. The functions KVIC are to organize, co-ordinate and assist in all the activities of
khadi and village industries if india. The important source of funds of KVIC is from annual
national budgets and earning from their own business activities.

They co-ordinate the functions of the state level Khadi and village Industries Board(KVICB)
and carry their own business. They provide funds, ra materials, technical and other
assistance. The KVIC is changed with the planning

DEVELOPMENT OF KHADI

Particularly we used to said Mahatma Gandhi is the founder and Promoter of Khaddar cloths
in India. He was not only a cell to create self reliance but a cell to wear something that could
prove the quality of India. Khadi was given a more important status my Gandhi after his
return from South Africa. While in search of the Charkka Gandhi ji felt that for a nation to
return self reliance

There fore khadi become not only a symbol of revolution and resistance but also an identity.
Khadi was promoted 50 years ago by Gandhi and it has grown far than any other industry at
that time. Khadi products got a better market shares at that time. Gandhian followers still
wear khaddar to show their respect to govt. Took necessary steps to secure khadi & village

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industries recognizing that Khadi & its production is the way to reduce unemployment in
rural areas of the country.

Gandhiji promoted Khadi as a way to achieve self-sustainability. He was trying to generate


employment for the country and to help the poor people live from the earning of producing
Khaddar. According to Mahathma Gandhi production & promotion of Khaddar cloths & to
achieve self-reliance and self – sustainability of the rural people. And his ideology was to
decentralize the money from rich to poor with the help of production of eco-friendly cloths
which is simple & long – lasting & corruption free. And he was successful in his actions at
that time, later all governments took care of this important sector of production & marketing it
under the surveillance of K.V.I Commission by the act generated in 1948 by the government
of India. And the rest of the story of development of Khadi is present.

COMPANY PROFILE

The organization & training centre, Khadi Gramodyog Vidyalay, Nanthiattukunnam


sponsored and run by Gandhi Smarak Seva Kendram started in 1955 and it officially
inaugurated by our Deputy prime Minister Shri. Morarji Desai in 1957, after that the training
centre was started here.

So many socio-economic and welfare activities like sarvodaya movement and Adult
education, Liquor prohibition etc. were conducted in 22 pan chayathr and 8 M.E.S Blocks in
Ernakulam district at the beginning stage of the institution. Thus it was developed to a well
known Sarvodaya Institution.

Behave, Suchethakripaline, Ram Manohar Lohya, Jayaprakash Narayanan, Gulsarilal Nanda,


A.M. Thomas, G.R. Ramachandran, K. Kamaraj, Kelappaji, Bal Vijay, Ekkananda Warier,
K.P. Madhavan Nairm K. Karunakaran, E.M.S. Namboothiripad were visited thes
organization.

Three national level Khadi and village Industries exhibitions, Seminars, Festivals, Sarvodaya
functions, Study camps were organized and conducted here in the year of 1957 , 1967 in 1982
by this institution.

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Through the indtitution was registered under state Khadi and Village industries Board, and
KVI communication was sanctioned to establish a training centre here in 1968 by considered
the good performance of the institution.

From 1948 to 1956 the institution was organized the Khadi hawking sales through houses to
houses in Ernakulam district. S the institution could given wide publicity about the greatness
of Khadi. From 1957 they were conducting the Khadi spinning and weaving units in wide
level. In 1960 company started management of some village industries such as candle,
agarbathi, Soap, backery, readymade dress, dyeing and bleaching, printing and calendaring,
silk cotton bed, wooden bed, wooden furniturte, handicrafts lens, steel furniture, spices,
masala, fruits and vegetable processing etc.

Now Gandhi Smaraka Seva Kendram is an ‗A‘ grade Khadi institution in the state. Now 220
staffs are working in the company. Totally 12 production units 16 sales outlets are functioning
under this institution. Now the institution is conducting so many economic programs for the
welfare of people under the poverty line.

Special functions are conducting in Diwali , Onam, Christmas, Durga Pooja, Muharam etc.
National days like Independance day, Republic Day, Gandhi Jayanthi etc. conducted in
appropriate days. Political leaders and other very important persons of state and outside the
state are involved in Gandhi Jayanthi Programs conducted from Oct. 2 nd to a week. In every
month there will be a cultural meeting where each and every part of the company is joined in
the meeting. And discus the future plan and activities of the institution.

The students and staff of the Kerala university, M.G. University and Cochin University are
visiting the company as a part of their study of Gandhi philosophy. In the same way
occasionally the school students of various districts are visiting the organization for the same
purpose. So many persons from foreign countries are visiting the organization.

Most of the directors and other officials of H.R.D, Chairman and other officers of K.K.V.I.C
and state Khadi and Village industries board have visited our company and training institution
run by the company.

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Gandhi Smaraka Grama Seva Kendram has established a new organization called Gandhian
Economic society which is meant for organizating the ‗self-efficient group‘, were 220
families are included in the community. And also self-employment and entrepreneurial
programs are implemented for the people who wants to be a part of Khadi productions.

MANPOWER & STRENGTH:


Category Numnber
Workers 300
Clerical Staffs 10
Technical Staffs 20
Supervisors 8
Others 10
Total 348

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EXECUTIVE COMMITTEE:

1. T.B. Sivakumar - President


2. K.K. Balakrishnan - Secretary
3. P.K. Bineesh - Executive Committee
4. C.M. Sujatha - Executive Committee
5. C.K. Sajitha - Executive Committee
6. N.R. Dasan - Executive Committee
7. K.K. Sabha - Executive Committee
8. K.B. Vasantha - Executive Committee
9. N.S. Beena - Executive Committee
10. M.S. Anilkumar - Executive Committee
11. Project officer EKM
K.K. VII B office, ernakulam

LOCATION
Gandhi Smaraka Seva Kendram is located in Nanthiattukunnam N. Paravur, which is SKM
away from Paravoor.

MISSION
Every firm has its own mission. The mission is to provide employment opportunities to the
people. In this time unemployment is crucial problem and the count of unemployed peole is
higher in rural areas of the state. The Gandhi Smaraka Seva Kendram is trying to reduce the
unemployment in our country by Droviding employment oppurtunities to the people. In
present scenario K.V.I. is successful in their mission.

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VISION
Gandhi Smarka Seva Kendram‘s ultimate aim or vision is to produce Khadi products at
lower cost with higher quality. In the present world every one acts for earning high profit and
they did not give importance to the quality and quantity. But K.V.I. maintains a good relation
with cost of the product and quality of the product.

BRANCHES AND LOCATION:

 Vyttila
 N.Paravoor
 Cherai
 Nanthiattukunnam
 Chendamangalam
 Njarakkal
 PerumbavoorAluva
 Angamaly
 Madaplathuruth
 Thuruthippuram
 Koottuvally
 Kaitharam

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CONSUMER

Consumer make decisions by allocating their scarce income across all possible goods in order
to obtain the greatest satisfaction. Formally, we say that consumers maximize their utility
subjectto budget constraint. Utility is defined as the satisfaction that a consumer derives from
the consumption of a good. As noted above, utility‘s determinants are decided by a host of
noneconomic factors. Consumer value is measured in terms of the relative utilities between
goods. These reflectthe consumer‘s preference.

The consumer is the one who pays to consume goods and services Produced. As such,
consumers play a vital role in the economic system of nation. Without consumer demand,
producers would lack one of the key motivations to produce : to sell to consumers. The
consumer also forms part of the chain of distribution.

Recently in marketing instead of marketers generating broad demographic profiles and Fisio-
graphic Profiles of market segments, marketers have started to engage inpersonalized
marketing, permission marketing, and mass customization.

DEFINITION AND MEANING OF CONSUMER ATTITUDE

An individual with a positive attitude towards a product/service offering is more likely to


make a purchase; this makes the study of consumer attitudes highly important for a marketer.
An attitude may be defined as a feeling of favorableness or unfavourableness that an
individual has towards an object (be it a person, thing or situation). It is a learned
predisposition to exhibit and act based on evaluation resulting in a feeling of like or dislike
towards and object. In terms of consumer behaviour, consumer attitudes may be defined as an
inner felling of favorableness or unfavorableness towards a product of Service offering and

the 4Ps. As Schiffman has defined. ―Attitudes are an expression of inner fellings that reflect
whether a person is a favourably or unfavourably predisposed to some ― (e.g.,a brand, a
service, or a retail establishment)‖ and Attitude formation, in turn, is the process by which
individuals form feelings or opinions toward other people products, ides, activities, and other
objects in their environments‖.

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In terms of consumer behaviour, an attitude is reflective of a consistent favourable or
unfavourable feeling that a consumer or a prospect from as a result of an evaluation about an
object; the object being, a product/service offering, brand, price, store and dealer, salesperson,
advertisement, promotion etc. As Schiffman puts it, it is ― a learned predisposition to behave
in a consistently favourable or unfavourable way based on feelings and opinions that result
from an evaluation of knowledge about the object‖. It is not worthy that attitudes cannot be
directly observed, the reson being that they are impacted by psychographic like motivation
say or what they do and how they behave.

Consumer attitude are a composite of a consumer‘s (1) beliefs about, (2) feeling about, (3)
and behavioural intentions toward some object with in the context of marking , usually a
brand or retail store. These components are viewed together since they are highly
interdependent and together represent forces that influence how the consumer will react to the
object.

Beliefs. The first component is belifes . A consumer may hold both positive belifes toward an
object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and
stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be
differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates..
good on a cold morning, but not good on a hot summer evening when one wants to sleep).
Note also that the beliefs that consumers hold not be accurate (e.g. that pork contains little
fat), and some belief may upon closer examination, be contradictory (e.g., that a historical
figure was a good person but also owned slaves.)

Affect. Consumers also hold certain feelings toward brands or other objects. Sometimes these
feeling are based on the belief(e.g., a Person feels nauseated when thinking about a
hamburger because of the tremendous amount of fat it contains), but there may also be

feelings which are relatively independent of beliefs. For example, an extreme


environmentalist may believe that cutting down trees is morally wrong, but may have positive
affect toward Christmas trees because he or she unconsciously associates these trees with the
experience that he or she had at Christmas as a child.

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Behavioral Intention. The behavioural intention is what the consumer plans to do with respect
to the object (e.g., buy or not buy the brand). As with affect, this is sometime a logical
condequence of beliefs (or affect), but may sometimes reflect, other circumstances—r.g.,

although a consumer does not really like a restaurant, he or she will go there because is a
hangout for his or her friends.

Attitude-Behavior Consistency. Consumers often do not behave consistently with their


attitudes for several reasons:

 Ability. He or she may be unable to do so. Although junior high school student like pick-up
truck and would like to buy one, she may lack a driver‘s license.

 Competing demands for resources. Although the above student would like to buy a pickup
truck on her sixteenth birthday, she would rather have a computer, and has money for only
one of the two.

 Social influence. A student think that smoking is really cool, but since his friends think it‘s
disgusting, he does not smoke.

 Measurement problems. Measuring attitudes is difficult. In many situations, consumers do not


consciously set out to enumerate how positively or negatively they feel about mopeds, and
when a market researcher asks them about their beliefs about mopeds, how important these
beliefs are, and their evaluation of the performance of mopeds with respect to these beliefs,
consumers often do not give very reliable answers. Thus, the consumers may act consistently
with their true attitudes. Which were never uncovered because an erroneous measurement was
made.

Attitude Change Strategies. Changing attitudes is generally very difficult, particularly when
consumers consumers suspect that the marketer has a self-serving agenda in bringing about
this change (e.g., to get the consumer to buy more or to switch brands).

Changing affect. One approach is to try to change affect, which may or may not involve
getting consumers to change their beliefs. One strategy uses the approach of classical
conditioning try to ―pair‖ the product with a liked stimulus. For example, we ―pair‖ a car with
a beautiful women. Alternatively, we can try to get people to like the advertisement and hope
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that this liking will ―spill over‖ into the purchase of a product. For example, the Pillsbury
Doughboy does not really emphasize the conveyance of mach information to the consumer;
instead, it attempts to create a warm, fuzzy image. Although Energizer Bunny ads try to get
people to believe that batteries last longer, the main emphasis is on the likeable bunny.
Finally, products which are better known, through the mere exposure effect, tend to be better
liked – that is, the more a product is advertised and seen in stores, the more it will generally
be liked, even if consumers to do not develop any specific beliefs about the product.

Changing behaviour. People like to believe that their behaviour is rational; thus once they use
our products, chances are that hey will continue unless someone is able to get them to switch.
One way to get people to switch to our brand is to use temporary price discounts and coupons;
however, when consumers buy a product on deal, they may justify the purchase based on that
deal (i.e., the low price) and may then switch to other brands on deal later. A better way to
get people to switch to our brand is to at least temporatily obtain better shelf space so that the
product is more convenient. Consumers are less likely to use this availability as a rationale for
their purchase and may continue to buy the product even when the product is less
conveniently located. (Notice, by the way, that this represents a case of shaping).

Changing beliefs. Although attempting to change belifs is the obvious way to attempt attitude
change, particularly when consumers hold unfavourable or inaccurate ones, this is often
difficult to achieve because consumers tend to resist. Several approaches to belifs change
exist:

1. Change currently held belifs. It is generally very difficult to attempt to change beliefs that
people hold, particularly those that are strongly help, even if they are inaccurate. For
example, the petroleum industry advertised for a long time that its profits were lower than
were commonly believed, and provided extensive factual evidence in its advertising to
support this reality. Consumers were suspicious and rejected this information, however.

2. Change the importance of beliefs. Although the suger manufacturers would undoubtedly like
to decrease the importance of healthy teeth, it is usually not feasible to make beliefs less
important-consumers are likely to reason, why then, would you bother bringing them up in the
first place? However, it may be possible to strengthen beliefs that favour us—e.g., a vitamin
supplement manufacturer may advertise that it is extremely important for women to replace
iron lost through menstruation. Most consumers already agree with this, but the beliefs can be
made stronger.

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3. Add beliefs. Consumers are less likely to resist the addition of beliefs so long as they do not
conflict with existing beliefs. Thus, the beef industry has added beliefs that beef (1)is
convenient and (2) can be used to make a number of creative dishes. Vitamin manufacturers
attempt to add the beliefs that stress causes vitamin depletion, which sounds quite Plausible to
most people.

4. Change ideal. It usually difficult, and very risky, to attempt to change ideals, and only few
firms succeed. For example. Hard Candy may have attempted to change the ideal from beauty
toward more unique self expression.

Appeal Approaches. Several approaches to appeal may be used. The use of affect to induce
empathy with advertising characters may increase attraction to a product, but may backfire if
consumers believe that people‘s feeling are being exploited. Fear appeals appear to work only
if (1) an optimal level of fear is evoked – not so much that people true it out, but enough to
scare people into action and (2) a way to avoid the feared stimulus is explicitly indicated—
e.g., gingivitis and tooth loss can be avoided by mouth wash. Humour appears to be effective
in gaining attention, but does not appear to increase persuasion in practice. In addition, a
favourable attitude toward the advertisement may be created by humorous advertising, which
may in turn result in increased sales. Comparative advertising, which is illegal in may
countries, often increases sales for the sponsoring brand, but may backfire in certain cultures.

NATURE OF ATTITUDE

Consumer attitude can be better explained by understanding the nature and characteristics of
attitude. Attitudes are composed of three components, viz, a knowledge or cognitive
component, a feeling and effect component and a behavioural and conative component. In
terns of consumer learning, the attitude would express a consumer‘s feeling of like or dislike
about a product or service offering and the marketing mix. The knowledge component is
reflected in the learned knowledge that a consumer obtains from his interaction with others as
well as his own experiences. The feeling component is evaluation, and the resultant feeling of
favourableness and unfavourableness. The behaviral component is reflected in the
predisposition to act (purchase) based on the evaluation. Based on this explanation, the nature
of attitudes can be elaborated follows:

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1. Attitudes are directed towards an object (product/service offering, price, store, dealer,
promotion, advertisement etc.) about which a consumer has feeling and beliefs.

2. Attitudes have a direction: They could be positive or negative. A consumer could possess
feelings of like/dislike, favourableness and unfavourableness towards a product or service
as well as the mix. They very in degrees and intensity , and can fall anywhere along a
continuum from very favourable to very unfavourable.

3. Attitudes are consistent in nature, particularly with respect to the third component, ie.
Behaviour. Consumers are consistent with respect to their behaviour. However, they are
not entirely permanent and may change if the cognitive or the component is changed. This
implies that if the consumer witnesses new experience or is exposed to new information
about product/service offering and the mix (cognition) and) feeling are changed from
dislike to like (affect), attitudes towards the offering and the mix can undergo change. In
other words, while attitudes are stable and do not change frequently, they can be changed
if sometime is done to change them.

4. Attitude are a learned predisposition. Attitudes are learned; they are formed as a result of i)
self experience with the product/service offering and the mix; ii) interaction with other
people, be it family, friends, peers and colleagues; iii) information obtained from the marketer
through promotion particularly advertisement as well as dealers and salespeople. Attitude
formation as a process is impacted by needs and motivation, perception as well as learning.

5. Attitude cannot be observed directly. While attitudes are comprised of three components,
behaviour is just one of them. It is only this component that can be seen; the cognitive and
affect components be seen. Thus it is said that attitudes cannot be seen; they can only be
inferred from the manner in which an individual behaves. Thus, we can infer that a person
who buys Colgate Total toothpaste and disregards Pepsodent has a positive attitude
towards Colgate.

6. While attitudes can be inferred from our behaviour, it is not synonymous to behaviour. It
has two other components, and reflects a learned predisposition to act favourable or
unfavourable to wards a product and service offering the mix.

20
7. Attitudes are situation specific; they occur within a situation. Sometime depending
upon the situation, a consumer may exhibit a behaviour that may be inconsistent with
his/her attitude. He may prefer to buy pepsodent over Colgate because the former is on
a sales promotion and gates him a free toothbrush.

FUNCTIONS OF ATTITUDES

A part from helping a consumer make evaluations about a product/service offering ending up
in purchase decision (to buy/not to buy), attitudes play other functions as well. They perform
four basic functions, viz., utilitarian function, ego defensive function, value expressive
function, and knowledge function. The four functions are not mutually exclusive. In fact, they
are related to each other and consumer attitudes are illustrative of a combination of functions.

a) Utilitarian function: Consumers from positive towards product/service offerings became they
provide a utility, in other words, they provide a rewarding experience through the benefits that
they provide. Consumers learn to relate a reward with the use of the offering, On the hand if
they do not offer a rewarding with the use of the offering. On the other hand if they do not
offer a rewarding experience, consumer from a negative attitude towards such an offering.
b) Ego defensive function : Consumers from attitudes as they help defend their ego, self-
concept. If a consumer is hogh on ethnocentrism, and patronizes Indian products, he would
have a positive attitude towards Indian brands. He would speak for and promote such brands
even if he knows that a foreign made product provides better value. Attitudes are formed to
protect the ego.

c) Value expressive function: attitudes are formed when a product or service expresses a
person‘s values and lifestyle, personality and self image, and self concept. This is because
attitudes provide people with a basis for expressing their values. In cases where there is a
mismatch between the product image and a consumer‘s self-image, a negative is developed.
Attitudes are a reflection of value.

d) Knowledge function: Attitudes are formed when consumers want consumers want to reaffirm
their knowledge base, to finally help them simplify purchase decision making. If a consumer
thinks positive about a brand, it helps reaffirm his opinion, and makes decision making
simpler and faster. Attitudes helps in decision making.

21
STRUCTURAL MODELS OF ATTITUDES (1)

Several studies have been conducted to study and research upon the dynamics underlying
attitudes, their formation and changes as well as their relationship with acts of behaviour. The
focus of the study has basically been intended to understand the formation of attitudes, so as
to be able to predict acts of behaviour, and influence them, Researchers have proposed a
number of models that identify the underlying dimensions of an attitude and explain or
predict behaviour. Among the various models, the more researched upon and commonly used
ones are i) the tricomponent attitude model, ii) the multiattribute attitude model, iii) the
trying- to-consume model, and iv) the attiude –toward –the-ad-model.

I THE TRICOMPONENT ATTITUDE MODEL:

As the name suggest , the tricomponent attitude model states that attitudes are composed of
three components, viz., a knowledge (cognitive) component, feeling and emotional
(affect)component and the action (conative) component the knowledge or the cognitive
comprises the cognitive processes that6 lead to the formation of attitudes. In terms of
marketing, the knowledge or cognitive component of the tricomponent model consists of
consumers‘ knowledge about the product/service offering and the marketing mix. Consumer
attitudes are formed on the basis of experiences as well as information received from personal
(WOM, family, friends peers etc.) as well as impersonal (marketer‘s sources) sources of
information that are retained in one‘s memory These get shaped by beliefs and opinions,
where the consumer begins to perceive that the attitude object (person, situation or thing)
possesses certain attributes and acts of behaviour would lead to outcomes. The beliefs and
opinions get repeatedly reinforced, and finally give rise to attitude. This knowledge
component leads to the emotional component – the feeling or the affect component comprises
the emotional component of attitudes. In fact, this is understood to be the attitude itself, as it
depicts emotional states that positive, neutral or negative. In marketing terms, it refers to a
consumer‘s feeling about a product / service offering and the marketing mix. These emotions
could relate to an attribute or the overall object. It is evaluative in nature and would vary on a
continuum as like or dislike, favorableness or unfavorableness. It manifests itself through
feelings and resultant expressions like happiness, sadness, anger, surprise etc., and is
indicative of consumer reaction towards the offering and the mix, which subsequently affects
the purchase decision making as well as the purchase process. Such reactions and resultant
states also get stored in our memory. Their retrieval, recall and recollection also impacts
future decision making.
22
The behavioural or the conative component of attitudes the outcome of an attitude. As attitude
are formed out of psychographic components, they cannot be seen. The first two components,
knowledge and feeling are not expressive or illustrative of attitudes. It is only this third
component through which attitudes can be inferred . The conative component, is indicative of
the an individual‘s tendency to behave (act or not to act (to buy or not to buy) in a particular
manner with respect to the attitude object (product/service offering, brand etc.)

As per the model, the knowledge and the feeling component cannot be seen, they can only be
inferred; it is only the behavioural component which can be observed.

II THE MULTIATTRIBUTE ATTITUDE MODELS:

The multiattribute attitude models state that a consumer‘s attitude towards an attitude object
(product/service offering, brand, elements of the marketing mix) is a function of a consumer‘s
perception and belief of the key attributes as well as his assessment of the key attributes. The
multiattribute models have been variedly studied and numerous variations have been proposed
by various researchers. Of these, the most famous of the models are those that have been
proposed by Fishbein. Martin Fishbein and his associates have proposed a series of models
like a) The attitude- to ward-object, b) The attitude-to ward- behaviour model, and c) the
theory-of-reasoned-action model. Each of these is explained below:

a) The attitude-towards-Object Model

The attitude-to ward-object model states that a consumer‘s attitudes towards a product/service
offering or a brand, is a function of the presence or absence of certain attributes, and the
corresponding evaluation. Attitude is function of evaluation of product specific beliefs and
evaluations. In other words, while evaluating an offering, the consumer‘s attitude would be
based on:

-the presence of attributes, and the aggregation of a consumer‘s belief about each of these, and

-the overall evaluation of the relevance of each of these attributes in providing the necessary
gains and benefits.

For example, let us take example of Complan as a health drink. A lady wants her children to
grow
23
father, taller and healthier. She would have a position attitude towards Complan, if it contains
vitamins and minerals , and she gives value (importance) to such vitamins and minerals.
The model is depicted in the form of the following equation:

iniiebΣ = 1

Attitude 0=

Where Attitude 0= the overall affect for or against the object bi = the strength of the belief
that the object contains ith attribute

(e.g., the likelihood that complain is a nutritious health drink with vitamins and minerals) ei=
the evaluative criteria associated with the ith attribute

(e.g. how ―good‖ or ―bad‖ is a nutritious health drink with vitamins and minerals) Σ is
indicative of the n salient attributes over which the bi, and ei, combinations are summated.

Thus, consumers would tend to have favourable attitudes toward such offerings and/or brands
that they have sufficient amount of attributes that are deemed important and evaluated as
positive. On the other hand, they would have unfavourable attitudes towards offerings and/or
brands which do not have the desired attributes or have many negative attributes.

b) The attitude-towards-Behaviour Model

The attitude-toward-behavior model focuses on the individual‘s acts of behaviour towards the
attitude object rather than mere affect or feeling towards the object. The premise is that a
consumer may have positive feelings towards an attitude object, but he may have a negative
attitude regarding his intention for buying such a product/service offering. Thus a positive
attitude toward the offering may not necessarily end up as an act of purchase.

For example, let us take the example of a Philips Home Theatre. A consumer is aware that a
Philips Home Theatre would have a bigger screen, and better audio visual effects. He would
also be aware of the high price, and may decide against visual effects. He would also be aware
of the high price, and may decide against the act of purchase. Either he would have the money
or he may not think it wise to spend so much of maney for a TV. Thus, while he has positive

24
feelings and a favourable attitude towards the product offering. He does not have a positive
feeling to indulge in the act of purchase.

The model is depicted in the form of the following equation:

iniiebΣ = 1

Attitude 0=

Where Attitude 0= the overall measure of affect for or against carrying out an act of
behaviour

bi= the strength of the belief that an ith action will lead to an outcome

(e.g., the purchase of a Home Theatre would lead to better audio visual impact); ei = an
evaluation of the ith outcome

(eg. The ―favorableness‖ of a bigger screen, better audio visual effects, unfavorableness of the
cost)

Σ is indicative that there are n salient outcomes over which the b and e combinations are
summated.

Consumers could tend to have favourable attitudes towards the product/service offering, but a
negative attitude towards the act of purchase (behaviour).

c) The Theory-of-Reasoned-Action Model

The theory of reasoned action model attempts to study the impact of i) instance of behaviour,
and ii) subjective norms, on the tri-components that make up attitudes. The model
incorporates these two factors that act as moderators and finally have an effect on human
attitudes. The figure depicts what is referred to as ―reasoned action‖

The model can be explained working backwards from behaviour (i.e. act of purchase of a
product/service offering). The behaviour of a consumer is based on his intention to act, i.e.
overall favourability toward the purchase. There are certain factors that lead to an intention to
act. These are the consumer‘s attitude toward behaviour and the subjective norm.
25
The consumers attitude towards behaviour includes the beliefs and attitudes about specific
acts of behaviour. Factors underlying attitude are i) beliefs that the behaviour leads to certain
outcomes; and ii) evaluation of the outcome.

The subjective norm on the other hand, refers to the norms that exist in the specific social
context. Factors underlying the subjective norm are i) the beliefs that specific referents think
as to comply with the specific referents.

For example, Arjun, a young graduate wants to go to US to do his MBA. For this he needs to
give his GMAT.

1. Behavior: Study hard for GMAT.

2. Intention: Arjun decides that he study hard for GMAT examination .

–Intention is impacted by:

a) Consumers attitude towards behaviour: Arjun has a positive attitude towards studying hard.

b) Subjective norms : Arjun‘s parents approve of his decision to go abroad for further studies.

3. Consumers attitude towards behaviour is impact by:

a) Beliefs that the behaviour leads to certain outcomes: Arjun helives that if he studies hard, he
will be able to get a good score at GMAT.

b) Evaluation of the outcome : A good GMAT score would get him an admission to a good
business school.

4. Subjective norms are impacted by :

5. I) Beliefs that specific referents think as to whether the act of behaviour should be performed
or not : Arjun‘s parents also think that the should study hard.

6. Ii) Motivation to comply with the specific referents: Arjun wants to fulfil his Parents wishes.
26
The behaviour of a consumer is based on his intention to act. Which is moderated by the
attitude towards behaviour and the subjective norms. These are further impacted by
underlying factors. Thus, the theory of reasoned action is illustrative of attitude components
that are interrelated to each other. Intention precedes actual behaviour; beliefs and attitude as
well as subjective norms precede intention; The theory emphasizes that attitudes are linked to
behaviour indirectly, via intention.

The Second Five Year Plan framework (1955) has held that Small Scale Industries can
help significantly in the equitable distribution of income and wealth as they could be easily
decentralized and dispersed.

Dorothy Wilkinson (1957) in his paper explains that the very action of wheel gives a
sense of calm and rhythm, qualities which seep down into the mind of the spinner and are
incompatible with evil or troubled thought.

Deshmukh (1957) in his article on employment potential of cottage industries states that
the special attention would have to be paid to small scale and cottage industries in the future
bearing in mind the paucity of capital and abundance of manpower the country has and the
industries in India should so far as possible be decentralized.

Gopinath Menon (1957) in his article explains about the importance of bamboo, etta and
cottage match industry in the Kerala economy and the best potentialities of cottage industries
as its penetration even into the poorest homes and its possibility for the absorption of idle
young labour. He also states the tragedy of the industry due to the exploitation by middlemen
or intermediaries or agents and gives few suggestions for the development of the industry.

Rangappa (1957) in his paper on small scale and cottage industries of Mysore examines
the structure of the small scale and cottage industries in the Mysore state.

Mehta (1959) in his study explains about the execution of various programmes for the
promotion of Khadi and other Village Industries. According to his study the Village Industries
and the Khadi movement besides supplementing the income to our rural folk, consolidate the
economic base at the village level, thereby paving the way for the prosperity of the entire
country. The high place of village and cottage industries in the building of the new India is
also explained. According to Mehta, the country‘s salvation lies in starting cottage industries
in village homes throughout the country.

27
Hukkerikar (1960) in his paper explains the progress of Khadi and Village Industries
and has found that the spinning and weaving of Khadi was undertaken by people who could
not even earn a living wage and who had no other means of eking out of a bare subsistence.
The study also explains the earlier development of these industries and the support the
government gave during the initial years and analyses the threats and uncertainty faced by this
industry and fall in importance given to this industry by the government during the later years.
to the villages elsewhere in India.

Joachim Alwa (1960) in his study describes the aversion to Khadi weavers when Khadi
was introduced and how it changed over a period of time.

Laxmi Narasaiah and Thandava Krishna (1999) in their study discusses about the
significance of handloom industry in rural economy and the present plight of the industry in
Prakasam district of Andhra Pradesh. They also discusses about the position and development
of handloom industry during five year plans, organizational pattern and the socioeconomic
profile of the handloom weavers, employment and income generation and indebtedness of
weavers and the problems and prospects of the handloom industry and have found that the
socio-economic life of the weavers are deplorable and majority of weavers are not financially
sound because of the inadequate earnings from their profession and their levels of living are
on the decline.

Azagudasan (2000) in his article states that silk has a fascination of its own and
continues its status among fabrics through the ages. He describes about the different stages of
the production of Khadi silk and states that each rupee spent for production of silk cloth is
spent fully as wages paid to the artisans engaged and raw materials used in this industry has a
specific humane and patriotic aspect that should reign supreme above all else, especially in a
welfare state.

Shivaji Sarkar (2000) in his article explains the growth of the IT sector recent
years and the less employment generated by the Khadi sector. According to his opinion the
Khadi sector has to come out of the traditional mode to usher in a revolution that IT sector has
envisaged, reaching the remotest corner to unite the world not through the web – but through
the independent economic status of the poor workers.

28
Banerjee (1998) in his article states that the KVI products should take off and
establish their mark in the international market, since these are the only products, known as
on today, to be eco-friendly which utilize natural local resources, involve less investment and
provide meaningful living wage to the poor masses. Nowhere else one finds a good bargain.
Therefore it should be in the fitness of things to remove all the hurdles that are coming in the
way of their development and see that these products reach everywhere, catering to
everyone‘s tastes and fancies.

Lakshmi Narasaiah and Deevena Margaret (1999) in their study explain the
policies, programmes and performance of Small Scale Industries in India. They also discuss
about the development of Small Scale Industries during various plan periods. The study
conducted in Anantapur district, throws much light on the problems and prospects of small-
scale industrial units at the district level. The analysis of employment and capital in sample
units reveals that there is positive relationship between capital and employment.

SIDBI Report on Small Scale Industries sector (1999) provides with a


comprehensive insight into the SSI sector of the country. The publication contains national
level and state level data on different facets of SSI sector, polcy initiatives and their impact,
institutional support and the role of SIDBI. The status of credit dispensation and the impact of
the recommendations given by various committees regarding the availability of credit to SSI
sector are also covered in the report.

Cotton and wool blends

Studies on processing of wool-cotton blends on cotton spinning system were conducted by


many researchers. A project was carried out by Anonymous on ―realization of knitted fabrics
and woven fabrics from blends of cotton and wool noils. Noils are sound but short fibers
eliminated during wool combing. By comparison with cotton, wool is a costly raw material.
For this reason, it is worth processing the highest possible percentage of wool fibers, thus also
the noils, to produce high quality end products. The starting point of this project consists
mainly in the results obtained in a previous CRAFT project dealing with the realization of
wool blend fabrics from cotton and carbonized wool noils. In that project a soft carbonizing
process for wool noils and a process for realizing a blend with cotton was set up. Successful
industrial trials demonstrated that existing woolen spinning machinery could be used to spin
50:50 blend of cotton and wool noils, with the addition of 10% longer wool fibers and
different fabric samples have been produced satisfactorily. The dyeing and finishing processes

29
however were not studied extensively. The innovation in the present project is to extend the
process to the realization of an intimate blend on the cotton spinning system, allowing thus a
wider outcome on the market by including the hosiery sector and to develop finishing
processes applicable directly on the yarn blend (cotton and wool having different
requirements concerning the pH of treatment), necessary to achieve competitive prices and
quick response. As some of the properties can only be evaluated on the knitted or woven
fabric itself, like softness, hand shrinkage, local defects, abrasion and pilling strength, the
industrial trials will go from the raw material up to the finished product. The proposed study
allows to join two natural fibers, wool and cotton, whose complementary properties will be
used to profit for the creation of new articles for sportswear and for the hosiery industry,
attractive by their comfort and a good quality / price. The valorization of wool noils through
their use in blends with cotton will give them added value. This will contribute to a better use
of natural resources and to the protection of the environment, the blends being constituted
exclusively from natural fibers, the resulting yarns will give entirely biodegradable products
that could be ecolabelled according to the selected dyeing process‖.

Lupton and Khan (1984) studied ―performance of wool blend fabrics composed of
yarns spun on the cotton system. Two grades (62s and 80s) of 50.8mm (maximum fiber
length, 2 inches) cut – top wool were intimately mixed with cotton and with polyester fibers
atvarying blend levels. Subsequently, 13 yarns (6.9 tex, 16/1Nc) were ring-spun using the
short staple system of mechanical processing and standard crepe fabrics were manufactured
from each. Generally, increasing the wool content of a fabric decreased its tensile properties:
wool/polyester blends exhibited higher tensile properties than cotton/wool blends of a similar
wool content, in this narrow range, the grade of wool used in a specific blend did not
significantly alter the tensile properties, durable press ratings or pilling properties.
Cotton/wool fabrics containing 80s wool, however, shrank significantly more than their
counterparts containing 62s wool. As the wool content of both blends increased, abrasion
resistance decreased‖.

Aldrich (1976) has investigated ―the processing performance of 67/33 cotton/wool


blends on cotton system. He reported that blow room blend of open top of raw cotton
generally produced best quality yarn. The combed type yarn was slightly stronger than the
strongest carded type yarn but was far superior in the yarn irregularity and nep content and
was less hairy then any carded type yarns. He also reported that the type of wool had a
relatively small influence on the overall characteristics of the fabric‖.

30
Spencer & Taylor (1979) reported that ―relatively short scoured wool with
moderately heavy vegetable fault can be processed successfully when blended with cotton in
75/25 and 50/50 on standard cotton machinery using tandem card‖.

Chattopadhyay (2003) reported that ―crossbred wool named Avivastra having 21


micron diameter can be successfully blended with cotton up to 40% using cotton spinning
system to produce yarn of 20s (Ne) or 30Nm. However, it could be blended up to 30% on
rotor spinning system. They also reported that as the proportion of wool in the blend
increased, various tensile properties and evenness in the blended yarn were found to
deteriorate for all the yarns in both ring and rotor spinning system‖.

Several studies were conducted on wool-cotton blends and showed that blends of
wool and mechanically opened cotton can be successfully carded; gilled and combed on
worsted system. CSIRO (Harry and Robinson, 1977) has shown ―the practicality of
processing wool-rich blends when both wool and cotton are from combed stock‖.

Schmidt & Turpie (1976) ―processed different grade of cotton lint on double swift
continental worsted card to establish the suitability of these grades best level of lubrication
and influence of card production rate. The hand blended lots of 50/50 wool cotton were
successfully processed into tops on the worsted system. The use of already carded cotton in
these blends resulted in improvement in sliver quality at significantly higher card production
rates‖.

Another study was carried out by Turpie and Marseland, (1977) on worsted
spinning system. They reported that ―roving prepared from combed 55/45 wool/cotton blends
and an uncombed 67/33 cotton/wool (prepared up to draw frame stage on cotton system)
could be successfully spun on worsted spinning system‖.

Lupton (1980) reported that ―the quantity of neps in wool-cotton blends tend to
decrease as the proportion of cotton in the blends decreased. When wool is used on short
staple system, combed fiber is normally the input for the cotton spinner, fiber length
undoubtedly the greatest difficulty he faces selecting works for satisfactory processing, the
fiber suppose must have a length distribution with not more than 5% of fiber exceeding
65mm‖. Caddel et al ―developed six pima cotton/wool yarns of 80/20, 70/30, and 60/40‖.
(https://rirdc.infoservices.com.au/downloads/11-150)

31
Palmieri (1986) stated that ―wool /cotton blend fabrics or cool wool are not
expected to replace all wool apparel, but rather to extend the use of wool into apparel in a
nontraditional niche such as summer suit. In Indian climate conditions, during pre and post
winter seasons, use of cotton / wool (cots wool) blended fabric is very popular for apparel
purpose. In cots wool fabric, wool fiber provides warmth property due to its scaly surface, as
air entrapped in the scales acts as an insulator‖.

32
1. Purchasing of khadiproducts.

Table No. 4.1


Response No. Of Percentage
Respondents
Frequently 25 50%
Moderately 15 30%
Whenever they 5 20%
come across
No 5 20%
interested
Total 50 100%

60%

50%

40%

30% Percentage

20%

10%

0%

Frequently Moderately Whenever they No interested


come across

Figure 4.1
Interpretation : From the above analysis, it is clear that 50% of customers frequently purchase
product from khadi. 30% of customers moderately purchase product from khadi. Only 20% of
customers are not interested in purchasing from khadi

33
2. Perception on quality of khadi products.

Table. No 4.2

Response No. Of Percentage


Respondent
Very 25 50%
good
Good 10 20%
Average 10 20%
Poor 5 10%
Total 50 100%

Percentage

Very good
Good
Average
Poor

Figure 4.2
Interpretation : From the analysis it is clear that 50% of customers have very good perception on
quality of khadi product. Only 5% customers has poor perception on quality of Khadi Product.

34
3. Quality comparison of Khadi product with other product in market.

Table No. 4.3

Response No.of Percentage


Respondent
Excellent 20 40%
Good 15 30%
Moderate 10 20%
Bad 5 10%
Total 50 100%

45%

40%

35%

30%

25% Percentage

20%

15%

10%

5%

0%
Excellent Good Moderate Bad

Figure 4.3

Interpretation : From the above analysis we can see that 40% of customers have excellent quality
comparison. 30% customers has good quality comparison. Only 10% of customers have bad quality
comparison.

35
4. View about the packing of Khadi Product.

Table No : 4.4

Response No. Of Responsents Percentage


Attractive 20 40%
Moderate 20 40%
Not attractive 10 20%
Total 50 100%

45%

40%

35%

30%

25% Percentage
20%

15%

10%

5%

0%
Attractive Moderate Not attractive

Figure 4.4

Interpretation : From above table and diagram it is clear that 40 % of customers have attractive
view on Khadi product. 20% of customers has not attractive view on Khadi Product.

36
5. Price range of khadiproduct.

Table No. 4.5

Response No of Percentage
Respondents
Highly priced 10 20%
Reasonable 30 60%
Low Price 10 20%
Total 50 100%

Percentage

Highly Priced
Reasonable
Low Price

Figure 4.5

Interpretation : From the above analysis it is clear that 60% of customer says Khadi
products are in reasonable range. 10% customers says Khadi products are in high price.

37
6. Loyal towards the Khadi products.

Table No : 4.6

Response No. of Percentage


Respondents
Yes 40 80%
No 10 20%
Total 50 100%

Percentage

No

Yes

0% 20% 40% 60% 80% 100%

Figure 4.6

Interpretation : From the above analysis it is clear that 40% of customers are loyal towards the
Khadi product. Only 10% of customers are not loyal towards the Khadi product.

38
7. Information about the Khadi product.

Table No : 4.7

Response No. of Percentage


Respondents
Newspaper 30 60%
Friends 10 20%
Relatives 5 10%
Government 5 10%
Total 50 100%

Government

Relatives
Percentage

Friends

Newspaper

0% 10% 20% 30% 40% 50% 60% 70%

Figure 4.7

Interpretation : From the above table we can see that 60 of customers get information from the
newspaper, 20% of customers get information from the friends, 10% of customers get information
from the relatives and 10% of customers get information from the government.

39
8. Availability of Khadi product.

Table No. 4.8

Response No. of Percentage


Respondents
Always 35 70%
Sometime 10 20%
Never 5 10%
Total 50 100%

Never
Percentage

Sometime

Always

0% 10% 20% 30% 40% 50% 60% 70% 80%

Figure 4.8

Interpretation : From the above analysis it shows that 70% of customer says it is always available
in the market. Only 10% of customer says it is not available at market.

40
9. Packaging of Khadi product.

Table No. 4.9

Response No. of Percentage


Respondents
Strongly agree 20 40%
Agree 18 36%
Normal 6 12%
Disagree 6 12%
Total 50 100%

Percentage

Strongly agree
Agree
Normal
Disagree

Figure 4.9

Interpretation : From the above analysis it is clear that 40% customer strongly agree with the
packaging of the khadi product and 36% of customer agree with packaging of khadi product. Only
12% of customer strongly disagree with the packaging of the Khadi product.

41
10. Quality of packaging improves customer attitude towards Khadi product.

Table No. 4.10

Response No. of Percentage


Respondents
Agree 25 50%
Normal 15 30%
Disagree 10 20%
Total 50 100%

Percentage

Agree
Normal
Disagree

Figure 4.10

Interpretation : From the above analysis it shows that 50% agree with quality of packing improves
customer attitude. Only 20% disagree that quality of Packaging does not improves customer
attitude.

42
11. Attitude towards Khadi products.

Table No. 4.11

Response No. of Percentage


Respondents
Very good 20 40%
Good 10 20%
Normal 15 30%
Bad 5 10%
Total 50 100%

45%

40%

35%

30%

25% Percentage

20%

15%

10%

5%

0%
Protective Ecofriendly Attractive All the above

Figure 4.11

Interpretation : From the above table and it is clear that 40% customers have very good attitude
towards Khadi products, 20% have good attitude, 30% have normal attitude. Only 10% have bad
attitude towards Khadi product.

43
12. Printed information on the packaging of Khadi products.

Table No. 4.12


Response No. of Percentage
Respondents
Yes 25 50%
No 10 20%
Sometimes 15 30%
Total 50 100%

60%

50%

40%

Percentage
30%

20%

10%

0%
Yes No Sometimes

Figure 4.12

Interpretation : From the above analysis it is clear that 50% of customer will read the printed
information on the packing of Khadi product, 30% customers only read it sometimes. 10%
customers do not read the printed information on packing of Khadi product.

44
13. Influence of brand in buying decision of Khadi product.

Table No. 4.13

Response No. Of Percentage


Respondents
Excellent 20 40%
Good 10 20%
Moderate 15 30%
Bad 5 10%
Total 50 100%

45%
40%
35%
30%
25% Percent…
20%
15%
10%
5%
0%
Excellent Good Moderate Bad

Figure 4.13

Interpretation : From above analysis we can see that 40% says that brand influence their buying
decision of Khadi product. Only 10% says that brand do not influence the buying decision of Khadi
product.

45
14. Influence of packing in buying decision of Khadi product.

Table No 4.14

Response No. Of Percentage


Respondents
Excellent 10 20%
Good 20 40%
Moderate 15 30%
Bad 5 10%
Total 50 100%

Bad

Moderate

Good
Column1
Column2
Percentage
Excellent

0% 10% 20% 30% 40% 50%

Figure 4.14

Interpretation: From the above analysis we can see that 40% says that packing influence their
buying decidion of Khadi product. Only 10% says that packing do not influence the buying decision
of khadi product.

46
15. Influence of price in buying decision of Khadi product.

Table No 4.15

Response No. Of Percentage


Respondents
Excellent 25 50%
Good 10 20%
Moderate 15 30%
Bad 5 10%
Total 50 100%

60%

50%

40%

Percentage
30%

20%

10%

0%
Excellent Good Moderate Bad

Figure 4.15

Interpretation: From the above analysis we can see that 50% says that price influence their buying
decision of Khadi product. Only 10% says that price do not influence the buying decision of khadi
product.

47
16. Influence of promotion in buying decision of Khadi product.

Table No 4.16

Response No. Of Percentage


Respondents
Excellent 15 30%
Good 15 30%
Moderate 10 20%
Bad 10 20%
Total 50 100%

35%

30%

25%

20%
Percentage

15%

10%

5%

0%
Excellent Good Moderate Bad

Figure 4.16

Interpretation: From the above analysis we can see that 30% says that promotion influence their
buying decision of Khadi product. Only 20% says that price do not influence the buying decision of
khadi product.
48
17. Frequent purchase of Khadi product.

Table. No 4.17

Response No. Of Percentage


Respondent
Yes 25 50%
No 10 20%
Sometime 15 30%
Total 50 100%

Percentage

Yes
No
Sometimes

Percentage 4.17
Interpretation : Out of 50 respondents 50% ofcustomers agree that they frequently purchase
products from khadi, 20% of Customers do not purchase frequently from Khadi.

49
18. Satisfaction with the khadi product.

Table. No 4.18

Response No. Of Percentage


Respondents
Always 20 40%
Sometimes 13 26%
Rarely 7 14%
Never 10 20%
Total 50 100%

45%

40%

35%

30%

25%

20%
Column1
15% Percentage

10%

5%

0%
Always Sometime Rarely Never

Figure 4.18
Interpretation : Out of 50 respondents 40% of the customers is satisfied with the khadi product,
20% of customers is not satisfied with the khadi product.

50
19. Anybody influence the purchasing of khadi product.

Table No. 4.19

Response No. of Percentage


Respondents
Always 20 40%
Sometime 13 26%
Rarely 7 14%
Never 10 20%
Total 50 100%

45%

40%

35%

30%

25% Percentage

20%

15%

10%

5%

0%
Always Sometime Rarely Never

Figure 4.19

Interpretation : Out of 50 respondents 40% of the customers are influenced in purchasing khadi
product, 20% of customers was not influenced in purchasing the khadi product.

51
20. Attitude towards product design.

Table No 4.20

Response No. Of Percentage


Respondents
Excellent 30 60%
Good 5 10%
Moderate 10 20%
Bad 5 10%
Total 50 100%

Bad

Moderate

Good
Column1
Column2
Percentage
Excellent

0% 10% 20% 30% 40% 50% 60% 70%

Figure 4.20

Interpretation: From the above table and diagram it is clear that 60% customers have excellent
attitude towards product design of khadi, 10% have good attitude. 20% have moderate attitude.
Only have bad attitude towards product design of khadi.

52
21. Price level of khadi reasonable for common customers.

Table No. 4.21

Response No. of Percentage


Respondents
Minimum rate 25 50%
Maximum 15 30%
rate
Affordable 10 20%
rate
Total 50 100%

Percentage

Minimum rate
Maximum rate
Affordable rate

Figure 4.21

Interpretation : From the above analysis 50% of the customer says khadi price level is at
minimum rate for common customers, 30% of them says that khadi product price level is at
maximum rate and 20% of them says that khadi product is at affordable rate for common customers.

53
22. Influence of promotional factors of khadi in customer attitude.

Table No. 4.22

Response No of Percentage
Respondents
Always 30 60%
Sometime 10 20%
Never 10 20%
Total 50 100%

Percentage

Alwaya
Sometime
Never

Figure 4.22

Interpretation : From the above analysis it is clear that 60% of customer influenced by
promotional factors. Only 20% customers are never influenced by promotional factors.

54
23. How often do you visit khadi production center

Table No. 4.23

Response No. of Percentage


Respondents
Weekly 25 50%
Monthly 10 20%
once
yearly 10 30%
Total 45 90%

60%

50%

40%

Percentage
30%

20%

10%

0%
Weekly Monthly Once rerely

Figure 4.23

Interpretation : From the above table & diagram it is clear that 50% customers have weekly visit
the khadi production centre. 20% customers are monthly once have visit the centre and again 20 %
customers are rarely visit the khadi production centre.

55
24. Is store atmosphere & product packing style are appealing for you.

Table No. 4.24

Response No. of Percentage


Respondents
Strongly 30 60%
Some what 12 24%
disagree 7 14%
Total 59 98%

disagree
Column1

Column2
Some what

Strongly

0% 10% 20% 30% 40% 50% 60% 70%

Figure 4.24

Interpretation : From the above analysis it is clear that 60% of customer strongly agree with the
store atmosphere and product packing of the khadi product and 24% of customers somewhat with
store atmosphere & packing of product style of packing and again 14% of customers are disagree
with the store atmosphere and product packing style.

56
25. Store hours are convenient for your shopping needs

Table No. 4.25

Response No. of Percentage


Respondents
Strongly 20 40%
agree
Some what 14 28%
Disagree 6 12%
Total 40 80%

45%

40%

35%

30%

25% Percentage
20%

15%

10%

5%

0%
Strongly agree Some what Disagree

Figure 4.25

Interpretation : From the above analysis it is clear that 40% of the customers strongly agree with
the store hours are convenient for shopping needs and 28% of customers some what with store
hours are convenient for shopping needs and again 12% of customers are disagree with the store
hours are convent for shopping needs.

57
26. In which Season do you wish to use Khadi product ?

Table No. 4.26

Response No. of Percentage


Respondents
Summer 25 50%
Winter 15 30%
All seasons 10 20%
Total 50 100%

Percentage

Summer
Winter
all seasons

Figare 4.26

Interpretation : From the study 50% of people want to use khadi product in summer season, 30%
people wish to use in winter season and 20% of other people wish to use in all season.

58
FINDINGS

 Majority of the customers have good perception on quality of Khadi product.

 Majority of the customers have good view on the packing of the Khadi product.

 Most of the customers are loyal towards the Khadi product.

 Most of the customers get information about the khadi product from newspaper.

 Most of the customers says that quality of packaging improves the customer attitude towards
the Khadi product.

 Majority of the customers have good attitude towards Khadi Product.

 Most of the customers says that brand and price influence the buying decision of Khadi
product.

 Majority of the customers frequently purchase product from Khadi.

 Most of the customers are satisfied with the Khadi product.

 Most of the customers have good attitude towards the product design of the Khadi product.

 Most of the customers have very good attitude towards the Khadi products.

 Majority of the customers will read the printed information of the packaging of khadi
products.

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 The brand will influence the majority costomers to buying decision of khadi product.

 The product packing will influence most of the customers buying decision of products.

 The price of khadi product will influence the majority customers buying decision.

 Promotion of Khadi product will influence the customers buying decision .

 Most of the customers agree that they frequently purchase Khadi product.

 Majority customers are satisfied with the khadi product.

 Most of other people will influence the purchasing of khadi product.

 Majority customers have excellent attitude towards product design of khadi

 Most of customers saying khadi price level is at minimum rate for common customers.

 Majority of the customers are influenced buy promotional factors.

 Majority of customers have weekly visit the khadi production centre.

 Most of customers strongly agree with the store atmosphere and product packaging

 Majority of the customers strongly agree with the store hours are convenient for shopping
needs of customers.

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SUGGESTIONS

 The products manufactured by the KVI do not have high marketing potential for the
customers are not widely using these products. While, the products are not attractive
packing‘s, catchy advertisements and comparatively user friendly therefore improvements are
an essential requirements on all these aspects.

 The main aim of the people who buy these products is to help and promote social reform.
To alleviate this hurdle, the KVI should be more active in explaining the quality their
products to the customers. Door to door canvassing will go in a long way to mass sale of the
products.

 The products made are mostly handicraft items, Honey, food items, leather and khaddar
products etc. KVI should develop innovative ideas in bringing out new varieties of products.

 KVI should concentrate more on the quality of products and improve the attractive
packing.

 The Government is to take special initiative to sell these products through department
stores.

 The KVI should strive hard to be more customers – friendly in order to make customer to
frequent them instead of buying once a month.

61
CONCLUSION

Khadi and village Industries play the crucial role in the part of marketing the
products. KVI concept itself formed to bring the social reform in the Below poverty line
people and up lift them. So based upon the needs and taste of the Customer the products are
manufactured by the KVI. Those products are found to be reasonable and affordable by the
Customer. Khadi has gained worldwide appreciation as it is handmade, durable, long lasting
and organic in nature. The fabric is produced by the masses for the masses. It is associated
with Gandhian philosophy as well as makes a fashion statement. Through the medium of
khadi weaving, the weaver expresses art and designing by the spindle and loom. It is widely
accepted in the Indian fashion circle. Leading fashion designers now include it in their
collection by designing clothes with khadi material. There is huge demand for it in
international market, especially in western countries.
This study reveals that the overviews about the manufactured by the KVI are
Satisfactory. The Customer Attitude towards the purchase decision are influenced more by the
way of trust worthy, service, price and quality. It is an attempt to study the KVI product and
its awareness and preference towards the KVI products is being surveyed to make this study
complete. As a result, it has been observed from the respondent that the KVI products are
qualitative and pricing is reasonable and affordable. But the customer also expressed the need
of improvement in packing. It is an idea of bringing a social change in the economy
exclusively for the middle class community.

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BIBLIOGRAPHY

BOOKS:

 ADCOCK D, HALBORG A, AND ROSS C (2001), MARKETING PRINCIPLESAND


PRACTICES, PEARSON EDUCATION LIMITED
 AMIT MOOKERJEE, AND KENNETH (2007), A CONEY AND CONSUMER
BEHAVIOUR, TATA MCGRAW HILL PUBLISHERS
 ARUNABHA (2005), CONSUMER BEHAVIOUR SONALI PUBLICATIONS

WEBSITES:

 Bubbly attitude research, http://www.bubley.


 Com/t-scope/research.html
 Miriam Webster dictionary,
 http:// www.w.com/dictionary/gestalt
 wikipesia Online encyclopedia,
 http://en.wikipedia.org/wiki/Tachistoscope

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