Authors: Associate Professor Dr.K.R.Sakthidevi, Research Scholar Mrs.K.Sagunthala
Abstract: This article examines consumer buying behaviour towards authentic handloom products in Erode City. The paper follows a focused two-objective framework and studies the demographic and purchase profile of consumers along with the major factors influencing purchase decisions. A sample of 120 consumers is used for analytical presentation. Four analyses are presented: frequency analysis, awareness and purchase pattern analysis, ranking analysis and chi-square analysis. The results show that female consumers, young and middle-aged buyers, employees and middle-income consumers form important segments. Product quality and durability, authenticity, design variety and price fairness are the most important purchase factors. The chi-square analysis shows that purchase frequency does not significantly differ according to monthly income.
