A Study on Awareness Level of the Customers towards Khadi Products – A Study with Special Reference to Nagapattinam District, Tamilnadu

Abstract

Khadi products are liked by a section of people in the society.  Many people do not know about the products and their quality.  There are various aspects to be known by a customer before purchase of khadi products.  The paper has studied the level of awareness about various aspects of khadi products in the study area.  The study has been made with the primary data and these data were collected from 384 sample respondents in Nagapattinam district (before bifurcation into Nagapattinam and Mayiladuthurai).  A well structured questionnaire was used to collect these data.  The researchers applied simple percentage, mean, standard deviation, coefficient of variation and Chi-square test as statistical tools.  The study found that the respondents had high level of awareness on the factor ‘method of usage of khadi products’ followed by ‘how khadi shops help for village and small industries’, ‘place of availability of khadi products’, ‘durability of khadi products, and ‘quality of khadi products’.  Low level of awareness was identified on the factor of ‘price of khadi product’ followed by, ‘material used to make khadi product’, ‘know to compare khadi products with other products’ and ‘place of production of khadi products’.  Increase of level of awareness among the people about khadi products in the study area will help the khadi and village industry to grow further and which will increase employment opportunities in the study area.