Abstract

The todays customers got familiarized to the low-cost clothing with latest designs and offered available widely in the stores. In such a situation, it has almost become a big challenge for the handloom products, which are traditional, comparably highly-priced, limited designs and less durable. Furthermore, the middlemen/channels are making profits with duplication of the handloom products. Nearly half of the customers can’t differentiate handloom products. This made the situation more disastrous for the handloom sector and the weavers. Hence, a study has been conducted to answer the questions: How much the customers are aware of handlooms? How the customers feel, opine and purchase handloom products by considering the four p’s (Product, Price, Place and Promotion)? and detecting the problems of handloom customers regarding the sector. this paper answers these questions.