ISSN 2394-5125
 

Research Article 


CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS

Shruti Sudha Mishra, A.K. Das Mohapatra.

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.

Key words: customer perception, factors influencing customer perception, Sambalpuri handloom


 
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Pubmed Style

Shruti Sudha Mishra, A.K. Das Mohapatra. CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. JCR. 2020; 7(19): 2491-2502. doi:10.31838/jcr.07.19.304


Web Style

Shruti Sudha Mishra, A.K. Das Mohapatra. CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. http://www.jcreview.com/?mno=120559 [Access: September 14, 2020]. doi:10.31838/jcr.07.19.304


AMA (American Medical Association) Style

Shruti Sudha Mishra, A.K. Das Mohapatra. CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. JCR. 2020; 7(19): 2491-2502. doi:10.31838/jcr.07.19.304



Vancouver/ICMJE Style

Shruti Sudha Mishra, A.K. Das Mohapatra. CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. JCR. (2020), [cited September 14, 2020]; 7(19): 2491-2502. doi:10.31838/jcr.07.19.304



Harvard Style

Shruti Sudha Mishra, A.K. Das Mohapatra (2020) CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. JCR, 7 (19), 2491-2502. doi:10.31838/jcr.07.19.304



Turabian Style

Shruti Sudha Mishra, A.K. Das Mohapatra. 2020. CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. Journal of Critical Reviews, 7 (19), 2491-2502. doi:10.31838/jcr.07.19.304



Chicago Style

Shruti Sudha Mishra, A.K. Das Mohapatra. "CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS." Journal of Critical Reviews 7 (2020), 2491-2502. doi:10.31838/jcr.07.19.304



MLA (The Modern Language Association) Style

Shruti Sudha Mishra, A.K. Das Mohapatra. "CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS." Journal of Critical Reviews 7.19 (2020), 2491-2502. Print. doi:10.31838/jcr.07.19.304



APA (American Psychological Association) Style

Shruti Sudha Mishra, A.K. Das Mohapatra (2020) CUSTOMER PERCEPTION TOWARDS MARKET POTENTIALITY OF SAMBALPURI HANDLOOM – EMPIRICAL ANALYSIS. Journal of Critical Reviews, 7 (19), 2491-2502. doi:10.31838/jcr.07.19.304