A Demographic Study on Customer Satisfaction about Handloom Products in India - A Study on Andhra Pradesh State Handloom Weavers' Cooperative Society Limited (APCO showrooms)

Anumala Kalyani, GVRK Acharyulu


Clothing is one of the basic needs of human beings and first produced by using handlooms. After industrial revolution power, loom and mill sector came into existence due to which the production of handloom fabric went down. Handloom sector is the second largest employer after Agriculture and provides direct and indirect employment to more than 43, 00,000 weavers and allied workers in India. This sector contributes nearly 15 percent of the cloth production in the country. The strength of this sector lies in its uniqueness, flexibility of production, openness to innovations, adaptability to the supplier’s requirement and the wealth of its tradition (Ministry of Textiles, 2015). The study aimed to examine the influence of demographic variables like gender, age, educational qualification, occupation and annual income on customer satisfaction towards handloom products. Overall, the study concluded that product, retailer, gender, income and occupation of the customers’ needs to be accounted while designing marketing strategy for APCO. The study has following limitations. Firstly, the study was conducted using cross-sectional and case study (APCO, Secunderabad) where single firm was chosen to study the customer satisfaction. Therefore, generalizability of the findings would be limited but in general these findings would be applicable to other similar countries like India or those developing countries which faces similar problem.

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