Impact of Advertising on Khadi Consumer Awareness in Delhi/Ncr Region

Abstract

This abstract aims to provide a concise overview of the study investigating the impact of advertisement on Khadi consumer awareness in the Delhi/NCR (National Capital Region) regions. Khadi, a traditional hand spun and handwoven fabric, holds immense cultural and economic significance in India. The study focuses on understanding the effectiveness of advertising campaigns in raising consumer awareness about Khadi products and their associated benefits, and its influence on consumer behaviour in the Delhi/NCR regions. Primary data was collected through a structured questionnaire survey administered to a diverse sample of consumers residing in Delhi/NCR. The survey aimed to capture demographic information, consumer perceptions, preferences, and awareness levels regarding Khadi. The findings of the study revealed that advertising significantly influences consumer awareness about Khadi products in the Delhi/NCR regions. The majority of respondents indicated that they had gained awareness about Khadi primarily through advertisements across various media platforms, such as television, print, social media, and outdoor hoardings. These advertisements played a crucial role in disseminating information about Khadi's heritage, eco-friendly nature, and association with Indian culture, leading to increased interest and recognition among consumers.