INVESTIGATING THE CUSTOMER BUYING BEHAVIOR OF FABRIC PRODUCTS IN INDIA

Purpose: The purpose of this study is to understand the variables affecting the consumers while purchasing the products and to identify whether the purchase of the products creates or disappointment leading to affinity towards handloom products. Design/Research Methodology/approach: Data were collected from 251 handloom product customers in Bhopal through a questionnaire and collected data is analysed with the help of Percentage analysis and Factor analysis. Findings: The attitude of the consumers towards handloom products was highly influenced by the attributes of convenience, attraction, expectation and awareness. Research Implications: The consumers prefer handloom products for their regular use and were of the opinion that their reaction will differ towards price changes of handloom products and hence, the sellers can consider these as the important elements while fixing of the prices of the handloom products. Scope for future work / Research limitations: This study mainly focused to identify the factors influencing the attitude of the consumers towards purchase of handloom products and also study about the consumer attitude depending on the demographic factors of the handloom product. The consumers attitude may also be assessed by including some more attitudinal factors. Further this contribution surveyed 251 respondents from a particular city; hence the result may or may not be applicable to the other cities or states in India. Originality/value: The analysis based on secondary data has found that there are various studies on factors affecting consumer attitude but this paper has taken demographic factors affecting consumers purchasing attitude towards handloom products. Key Words: Demographic factors, factor analysis, customer delight Paper type: Research paper