Determinants Impacting Emotional Buying Behaviour of Khadi Products

Abstract

The Khadi, being considered as one of the most prestigious products of India, promoted by Mahatma Gandhi has been in destitute state due to various reasons such as technology transfer, globalisation, marketing competencies, management efficiency etc. At the same time, governments’ efforts to revive the industry with a good number of schemes and funding have also been almost in vain and the sustainability of handloom sector in India is absolutely is the need of the hour since many weavers and other workers are dependent on this industry. Researchers focussed on the most important element that has an impact on the sustainability is the marketing challenges faced by this industry due to heavy competition from private players, promotional inabilities, technological production process and product assortment. In this connection, many researchers, academicians, and industry experts opined that the categorised customers who buy the Khadi continuously should be motivated through emotional alignment i.e.Culture, Quality, Uniqueness, Sense of well-being and Psychological satisfaction. The study aimed to assess the determinants influencing the emotional buying behaviour of Khadi customers. The study area selected for the research was Srikakulam district and method mix of descriptive design, mixed approach, convenience sampling technique, and cross sectional survey type was carried out. The collected data from the Khadi customers has been analysed through inferential statistics of EFA, ANOVA and Multiple Regression Analysis. The management implications out of the interpretation was carried out and the recommendations were offered for the benefit of related communities