A Study on Customer Perceptions towards Kalamkari Products in Andhra Pradesh

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Dr Sravani Maddala, Ms P. Gnaneswari, Dr M. Thyagaraju

Abstract

This research paper aims to explore the customer perceptions of Kalamkari products. Kalamkari is a traditional textile art form that is gaining popularity globally. A customer perception refers to how customer view a certain product based on their own conclusion. These conclusions are derived from a number of factors, such as price and overall experience. A marketing concept that encompasses a customer impression, awareness or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experience and other channels. Perception is one of the objects studied by the science of customer behaviour. Analysing the work of scientists studying the customer behaviour, it is possible to make a conclusion that perception is presented as one of personal factors, determining customer behaviour. A survey-based research approach was used to collect data from 385 customers drawn from unknown population who have purchased Kalamkari products in the past. The study highlights that while customers are highly satisfied with the design, customization and safety of Kalamkari products whereas promotional activities and product quality is a significant concern. Based on these findings, it is recommended that Kalamkari manufacturers and retailers focus on products quality while also considering customer preferences. In terms of promotion, customers stated that they were not aware of Kalamkari products, and thus, there is a need for better marketing and promotion of these products. In conclusion, this research paper recommends that Kalamkari manufacturers and retailers focus on promoting the unique features of these products while also considering product quality.

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How to Cite
Dr Sravani Maddala, Ms P. Gnaneswari, Dr M. Thyagaraju. (2023). A Study on Customer Perceptions towards Kalamkari Products in Andhra Pradesh. European Economic Letters (EEL), 13(4), 1198–1205. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/768
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