Consumer perception towards Khadi readymade shirts in Ernakulam District

Abstract

Khadi sector has been one of the most significant areas of handloom fabrics that have undergone a tremendous change in the past few years. It has witnessed stiff competition from the foreign brands dealing in fashion. It is due to the efforts taken by the promoters of khadi including MSME, KVIC and Government of India, this sector was able to evolve as a symbol of pride. This study mainly focuses on the consumers’ perception towards khadi shirts as they are the most preferred among the other product line of khadi. The study was conducted including both users and non-users of khadi in Ernakulam district aiming the factors that the users considered for their preference for khadi shirts and the reasons for the non-users that held them back for not using the khadi shirts. It also targets on the age group to which both these categories belong.