Open AccessRural consumers’ attitude towards khadi products
Author(s) -
Padmasani,
S. Muruganandan,
M. Yazhini
Publication year - 2011
Publication title -
journal of management and science
Language(s) - English
Resource type - Journals
eISSN - 2250-1819
pISSN - 2249-1260
DOI - 10.26524/jms.2011.10
Subject(s) - product (mathematics) , positive attitude , advertising , consumer satisfaction , marketing , psychology , business , social psychology , mathematics , geometry
In this study the consumers‟ attitude towards khadi products is reviewed through Fishbein‟s attitude model. The influence of personal characteristics and purchasepreference factors on the attitude as well as the association between attitude and consumer‟s satisfaction are examined. This study shows that, overall, the consumers have positive attitude towards khadi product and also that the consumers who have higher attitude get more satisfaction.