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

Authors

  • Anumala Kalyani University of Hyderabad
  • GVRK Acharyulu School of Management Studies, University of Hyderabad

Abstract

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.

Author Biographies

  • Anumala Kalyani, University of Hyderabad
    A. Kalyani*, Dr. GVRK Acharyulu** * Research Scholar, School of Management Studies, University of Hyderabad C-169, HAL Colony, HAL Post, Balanagar, Hyderabad – 500 042 e-mail id - kalyanivaddepalli@gmail.com Telephone – 91 98660 67943 ** Associate Professor, School of Management Studies, University of Hyderabad
  • GVRK Acharyulu, School of Management Studies, University of Hyderabad
    Associate Professor

Downloads

Published

2015-12-03

Issue

Vol. 9 No. 3 (2015)

Section

Peer Reviewed Article

License

By submitting a manuscript, the authors agree that the copyright of all materials published in Journal of Textile and Apparel Technology and Management (JTATM) is transferred to the publisher if and when their manuscript is accepted for publication. Please note the following details as an understanding for submitting a manuscript to JTATM for publication.
Authors grant rights to JTATM to disseminate the paper and its contents as a file on the Internet when the paper is accepted. JTATM owns an exclusive right for the paper until it is either rejected or published. The authors cannot submit the same paper in part or in its entirety to another journal during the review.
Authors retain rights to be identified as the authors when the paper is published, and the patent right or rights relating to products or processes described in the paper. The authors retain rights to the educational and research uses of the paper, such as teaching and exchange of the published or pre-publication version of the paper with colleagues, for non-commercial purposes. The authors may obtain permission from the journal for a non-exclusive use of the contents in the paper, such as tables, figures and texts, with a proper acknowledgement to the journal.
Authors must warrant the originality of the paper in that the contents of the paper in part or in full have not been published or submitted elsewhere while the paper is under review.
Effective date for the above policies is December 1, 2010. The authors of the papers published before this date will be contacted via email for copyright transfer agreements.