A Case Study On Customer Attitude and Preference Towards The Brand of Khadi and Village Industrial Products in Coimbatore District
A Case Study On Customer Attitude and Preference Towards The Brand of Khadi and Village Industrial Products in Coimbatore District
A Case Study On Customer Attitude and Preference Towards The Brand of Khadi and Village Industrial Products in Coimbatore District
1
Associate Professor – Hallmark Business School, Tiruchirappalli
Email: drmahesh1975@gmail.com
2
Director, JJ College of Engineering & Technology, Tiruchirappalli
Email: drrajamanoharan@gmail.com
3
Director, Wisdom School of Management, Pollachi
E-mail: drbscbe@gmail.com
ABSTRACT
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
employment 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 to make people economically
independent. Rural development is the backbone of Indian economy.
Government is trying its level best to overcome the problem of rural
unemployment. The part of this is the formation of Khadi & Village
Industries Commission at central level which is presently known as
Commissionerate of Khadi & Village Industries. The Commissionerate 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 customer’s 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
carried out 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 consumer’s 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.
Keywords: Khadi & Village Industries, Customer Attitude, Preference,
Branding.
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.
The KVI shops that sells these products should be have prominent place and with attractive
sign boards. In addition displaying the products with catchy words.
REFERENCES
Reports:
Khadi & Village Industries Commission Handbook, Ministry of MSME statistics report
Journals:
1. Alexander Serenko and Andrea Stach (2009), “The Impact of Expectation
Disconfirmation on Customer Loyalty and Recommendation Behavior”: Investigating
Online Travel and Tourism Services, Journal of Information Technology Management,
Vol. XX (3), pp. 26-42.
2. Alreck, P. and S. Robert (2002), Gender Effects on Internet, Catalogue
and Store Shopping, Journal of Database Marketing, January, Vol. 9(2),
pp. 150-63.
3. Carpenter, J. M. and Moore, Marguerite, (2006), Consumer Demographics, Store
attributes and Retail format choice in the US Grocery Market, International Journal of
Retail & Distribution Management, Vol. 34 (6), pp.434-452.
4. Cassill, N. and Williamson, N. (1994), Department Store Cross-shoppers, Journal of
Applied Business Research, Vol. 10 (4), pp. 88-97.
5. Cha J. (2001), Planned and Unplanned Apparel Purchase Typology and related
Variables, unpublished PhD thesis, Seoul National University, Seoul (consult Park),
pp.79-86.
Books:
1. Adcock, D., Halborg, A. and Ross, C. (2001), Marketing Principles & Practices, 4th
Edition, Gosport: Pearson Education Limited.
2. Amit Mookerjee, and Kenneth (2007), A Coney and Consumer Behavior - Building
Marketing Strategy, Tata McGraw Hill Publishers, New Delhi,
pp. 127-129.
3. Arunabha (2005), Consumer Behavior, Sonali Publications, New Delhi, p.70.