Abstract

Credit goes to our national father Gandhiji in making khadi apparel popular amongst people. It never used to be decorative in the days of Gandhiji.But today it comes in different soothing color, comfortable textures. Khadi has a unique style and brand. The purpose of this research paper is to study the factors affecting the purchase decision of Khadi cloth and to see the effect of select demographic variables on these factors. An empirical study has been done in Indore division, involves 110 respondents to obtain the required data. The questionnaire result analyzed with SPSS which are Independent T test and One Way Anova in order to see that is there any difference of gender and age on the Purchase decision of Khadi Cloth. It was found that gender has its significant effect on the promotion, environmental and total factor of purchase decision of Khadi cloth, while age does not have its significant effect on the purchase decision of Khadicloth. This research also as an effort to help seller in having better performance in future market.Key words:-Khadi cloth, consumer behavior, purchase decision Dr. Veena Jha | Dr. Alok Bansal"Effect of Select Demographic Variables on the Purchase Decision of Khadi Cloth" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-2 | Issue-2 , February 2018, URL: http://www.ijtsrd.com/papers/ijtsrd9437.pdf http://www.ijtsrd.com/management/marketing/9437/effect-of-select-demographic-variables-on-the-purchase-decision-of-khadi-cloth/dr-veena-jha

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