Consumer Perception Towards Khadi Readymade Shirts in Ernakulam District
Archana P Kumar1, Arun Gopinath2, Preetha R3
1Archana P Kumar, Department of Commerce and Management, Amrita Vishwa Vidyapeetham, Amrita School of Arts and Sciences, Ernakulam, Kerala.
2Arun Gopinath, Department of Commerce and Management, Amrita Vishwa Vidyapeetham, Amrita School of Arts and Sciences, Ernakulam, Kerala.
3Preetha R, Department of Commerce and Management, Amrita Vishwa Vidyapeetham, Amrita School of Arts and Sciences, Ernakulam, Kerala.
Manuscript received on 10 April 2019 | Revised Manuscript received on 17 April 2019 | Manuscript Published on 26 April 2019 | PP: 782-785 | Volume-8 Issue-6S April 2019 | Retrieval Number: F60880486S19/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Khadi sector has been one of the most significant areas of handloom fabrics that have undergone a tremendous change in the past few years. It has witnessed stiff competition from the foreign brands dealing in fashion. It is due to the efforts taken by the promoters of khadi including MSME, KVIC and Government of India, this sector was able to evolve as a symbol of pride. This study mainly focuses on the consumers’ perception towards khadi shirts as they are the most preferred among the other product line of khadi. The study was conducted including both users and non-users of khadi in Ernakulam district aiming the factors that the users considered for their preference for khadi shirts and the reasons for the non-users that held them back for not using the khadi shirts. It also targets on the age group to which both these categories belong.
Keywords: Consumer Perception Khadi, KVIC, MSME.
Scope of the Article: Knowledge Modelling, Integration, Transformation, and Management