A Study on Consumer Awareness of Handloom Products with Special Reference to Dimapur District-Nagaland

Abstract

The handloom sector plays a very major role in the country’s economy. The relevance of the handloom sector in the agrarian economy is enormous because of its linkages with crucial and sensitive sectors like agriculture. It uses agricultural products as raw materials and, therefore, provides an ever-ready market for agricultural produce. Therefore, in an economy where majority of people rely on agrarian sector for their source of revenue the significance of handloom is well understood. It also gives employment to a lot of women and, thus, plays its job in women empowerment.

If the importance of the handloom sector is of such immense character then the question to be asked is why this particular sector is facing so many troubles? Handloom weavers today are not a happy lot and are facing a series of problems ranging from unorganized nature of their business to threat from cheap imports. The problems that the weavers confront have compounded in the recent times. This has led to closure of many handloom units and thus has resulted in massive unemployment. In this context, the present study is an effort to analyze the consumer awareness while buying and using handloom products. Also study the various factors that influences the buying behavior of handloom customers. The present study has been conducted in Dimapur District of Nagaland. The data required for the present study has been collected from primary sources. A sample of Two hundred fifty respondents (Handloom Customers) has been selected by using stratified random sampling from various areas of Dimapur District. Appropriate graphical and statistical analysis is used to derive the interpretations. The data received were analyzed and the findings of the study were generalized with the aid of percentage, simple bar diagram and chi-square test of independence of attributes. Conclusions were also provided. It has attempted to throw a light of customers of Dimapur district in Nagaland about their significance or insignificant relationship on various factors on awareness and satisfaction on handloom products.