Abstract

The study has made an attempt to anlayse the factors which are influencing the customers to buy khadi products in Nagapattinam district. The study has been made with the primary data. The researchers selected sample of the study using convenient sampling method. The sample size of the study is 384. The study area is Nagapattinam district (before bifurcation into Nagapattinam and Mayiladuthurai). The researchers collected primary data from the respondents using well structured questionnaire. The researchers applied simple percentage, mean, standard deviation, coefficient of variation and ANOVA as statistical tools. The study found that quality of khadi products, treatment of shoppers, encouraging village and small industries, encouraging handcrafters and tradition in family were the most influencing factors on the respondents to buy khadi products in the study area. It was also noted that design in khadi products, influence of freedom fighters, varieties in khadi products, attractive packaging and advertisements were the least influencing factors on respondents to buy khadi products in the study area.

Key words: Khadi, village industries, factors, tradition and influence.