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.
5. To analyze the consumer awareness and consumer behaviour towards Khadi
and Handloom products
6. To study the linkages between the producers, traders and consumers of the
Khadi and Handloom sector.
PURPOSE OF THE STUDY
Though copious secondary sources helped to understand the structure of Khadi
and Handloom industry of Andhra Pradesh, a holistic study of the industry covering
both Khadi and Handloom sector has not been come across specifically with respect
to marketing strategies and consumerism. The researcher felt the need to study both
the Khadi and handloom sectors focusing all the three elements of the sectors namely
weavers, retailers/wholesalers and the consumers under one umbrella in order to
understand the industry as a whole.
Therefore, the present exploratory research was carried out during the years
from 2000 to 2007 in the State of Andhra Pradesh, India.
METHODOLOGY
The methodology adopted was multi-dimensional microlevel exploratory study, as
detailed below.
1. Study and understanding of all the ten five-year plans, reports of different
committees and research works by different university scholars focusing Khadi and
Handloom sectors.
2. Various Government and Non-Government Organizations were visited
personally, to understand their structure and role in Khadi and Handloom sector.
Opinions of higher officials were taken to better understand the sector.
3. A pilot study was conducted at silk nagar of the Nalgonda district which
helped to pre-test the interview schedules of weavers, wholesalers/retailers and
consumers. A sample of 12 in each category was taken for pilot study.
4. A sample of 14 traditional Khadi units and 14 traditional Handloom units
was selected and field visits were conducted in 3 regions of Andhra Pradesh. i.e.
Andhra (or Circar), Rayalaseema and Telangana regions. Purposive sampling
technique was used to select the places. Production centers with concentration of
traditional weavers were selected. Profiles of these units were studied. Success and
failure parameters of the units were noted down.
Interview schedule for the selected consumers consists of thirty questions with
VIII main headings, which is used at all places irrespective of Khadi or Handloom
show room or exhibitions or melas.
STATISTICAL ANALYSIS
There were differential responses received from various Weavers , Retailers
and Consumers as per the questionnaire . Those answers containing different types
like qualitative ,quantitative or open ended type and close ended type were sorted out
. The qualitative information was presented in the form of profiles and quantitative
data was subjected to statistical test, as per Panse and Sukhatme (1962) and presented
in the form of frequency distribution, total, mean and percentage, standard deviation
(SD), Co-efficient of variability (CV %) and Co-efficient of correlation (r). These
quantitative data were presented in the form of tables and graphs.
RESULTS
Major findings are as follows.
Weavers: Majority of weavers were middle aged and more males involved in
whole time weaving, from all the religions but were confined to few communities
only. The entire family members including children were involved in the process of
weaving, inspite of it, the earnings were limited mostly between Rs.20, 000/ to 1 lakh
per annum as against other employments in which only one person works and earns
more than Rs.20, 000/- per annum even at poverty line demarcation. The skills of the
weavers appeared to be high, as evinced from the meritorious inventions such as Asu
machine and Indigenous Jacquard punching machines, who got Rashtrapathi awards.
Inspite of high skills and efficiency to work, the poverty did not permit to go for
higher education. Working children and women were found in every place in
preparatory process and weaving also, but can be considered as a training process.
Some regular women weavers were observed who has no supporting males. There
was a strong will expressed not to continue their children in weaving, because even a
small job in other fields, fetches more earnings. The yarn colors, Designs are decided
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Consumers:
In Andhra Pradesh about 65% of consumers were aware of Khadi and
Handloom fabrics, regularly purchasing and using the traditional wear, only from a
particular shop with confidence. Regular visitors of once a month to six months were
higher than irregular rare visitors. Irrespective of religion, community and education
levels, most of the exhibitions, melas, and rebate season were popularly utilized by all
classes of consumers who get attracted by publicity and advertisements and interested
in new designs, bright colours. Men habituated wearing Khadi and Handloom Dhotis,
Shirts or Kurta pajamas were most commonly observed to be visiting at all outlets.
Consumers habituated with western styles could be attracted with aggressive
promotional campaigns based on brand names (Ponduru, Pochampally, Narayanpet,
Gadwal, Siricilla, Madhavaram, Dharmavaram, Proddatur, Chirala, Guntur, and
Pedana etc.) and other positive qualities of handwoven fabrics emphasizing the inbuilt
comfort, natural colours and also swadesi feeling.
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