CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS

Abstract

Handloom industry is one of the largest decentralized sectors with many problems due to illiteracy of the weavers, inadequate finance and vast interests, procurement of raw-materials, product developments, quality control, cost control, unable to fix a stable price due to fluctuation in yarn price etc. Many studies on handloom sector suggest that the stake holders involved in marketing of the handloom product should understand the customer preferences about customization of product, willingness to purchase the product, affordability, design and colour combination, cultural and traditional impact that the Sambalpuri handloom product has on its customers. An in-depth market survey is very necessary to know the customer perception on handloom products. The present study is based on the customers‘ perception towards the market potentiality of Sambalpuri handloom. The aim of the study is to find out the market position of Sambalpuri handloom through its customers and the factors responsible in influencing the perception of the customers. The study also analyzes the demographic differences that are present among the customers and thereby suggesting the remedial measures that should be taken to cater the needs of the customers and increase the market penetration of handloom products.