An Investigation into the Elements of Customer Patronage for Khadi Brand: A Study of Guntur District of Andhra Pradesh
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Author: Narayana Maharana , Suman Kalyan Chaudhury , Girish Prasad Das and Manash Kumar Sahu
Author Address: Assistant Professor, Department of Management Studies, GVP College of Engineering (A), Kommadi, Visakhapatnam- 530048 (A.P.) Faculty Member, Research Scholar, Department of Business Administration, Berhampur University, 2 3 Berhampur-760007 (Odisha), and
Keywords: Customer patronage, emotion, khadi and village industries.
JEL Codes: D03, D11, L11, M30.
Abstract
A
study was carried out in the Guntur district of Andhra Pradesh with 366
randomly collected samples to examine the reason behind the popularity and
customer patronage for the Khadi brand. It was found that the khadi branded
products gained a strong customer base due to the product quality attributing
to simplicity, purity and its roots in Indian values, culture and emotional
attachment. Concern for the environment, subjective norms and store propagation
were found to have a positive relationship with the customer patronage
intention; however, very little evidence was observed regarding the perceived
monetary value in attracting customers. Finally, no significant difference in
customer patronage was observed across gender, age, education, occupation and
income level. The study recommended policy changes focused on the quality of
khadi products manufactured and the store owner's rapport with the customers.
It directly impacted customer retention, referral behaviour, and overall
customer patronage for the brand. Again, keeping the price and quality of the
products competitive with the changing market demand can ensure sustainability
through increased patronage.
Description
Indian Journal of Economics and Development
Volume 18 No. 3, 2022, 664-672
DOI: https://doi.org/10.35716/IJED/20277
NAAS Score: 5.15 (2022)
Indexed in Clarivate Analytics (ESCI) of WoS
Indexed in Scopus (SJR: 0.18)
UGC Approved (UGC-Care List Group II)