A Study On The Factors Influencing Purchase Behaviour Of The Customers Towards Silk Sarees In Kancheepuram

Abstract

Studying the behavior of female consumers has become crucial. Consumers reign as the pivotal force in markets. Kanchipuram Silk boasts a rich historical legacy dating back to the early era of South India under the Pallavas. As a temple city and former capital of various South Indian dynasties, the silk handloom industry has thrived here, supported by royal patronage, elevating weavers to a prominent position in the social hierarchy. Businesses cannot operate without consumers. The rising costs of raw materials, particularly zari, emerge as a significant production hurdle, accompanied by challenges like working capital issues, increased use of counterfeit zari, and low wages. In marketing, the primary concern is the escalating prices of finished goods due to input cost hikes, followed by the influx of silk fabrics containing fake zari, unfair trade practices such as selling non-Kanchipuram products under its brand name, intermediary misconduct, lack of advertising, and the availability of cheaper alternatives. Understanding consumer behavior delves into their purchasing patterns, considering their roles as users, payers, and buyers. People's desires for products and services have dramatically expanded, leading to shifting attitudes and behaviors that can be sensitive to price fluctuations. To establish a study framework, various paradigms of thought that have influenced the discipline of consumer behavior need to be considered.