A Study on Consumer Attitude and Perception Towards Contemporary Stage of Marketing of Khadi Products in Theni District

Khadi is very closely associated with India’s freedom movement in today’s world and it’s a matter of pride for every Indians. khadi represented a powerful symbolic challenge to British imperialism, but Indians never realized it even after independence. During the freedom struggle many had worn khadi more for its political effectiveness than for love of the cloth, just as many had spun their own yarn more out of self-sacrifice and national duty than out of belief in the economic and moral benefits of hand spinning. But after the post-independence, Khadi products are not well attracted for major consuming  customers. Though its products are diversified, their penetration levels of products among customers are very low. The study would highlight the efficiency and inefficiency of the study unit which in turn would help the study unit to improve further in it operations and set correct measures to increase its sales by improving its customers. This study also examines the level of satisfaction of usage of products among customers. The present study will help us to identify the ways how to promote khadi products in market. This will help us to specifically trace out the customer’s opinion about the khadi products and what drives them to purchase the khadi products