PERCEPTION OF YOUNG CONSUMERS ON KHADI IN THE PANIPAT DISTRICT, HARYANA
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Authors
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MONIKA ROHILLA * and ANAMIKA GAUTAM
Department of Home Science, National Institute of Medical Sciences, NIMS University, Jaipur - 303121
Keywords:
Buying behaviour, Consumer awareness, Khadi acceptance,Perception, Youth preferenceAbstract
The main aim of this research was to analyse the knowledge and awareness level of youth
regarding the khadi fabric in the district of Panipat, Haryana. The study carried out the relationship
between characteristics of both buying behaviour and its acceptability among youth. A totalof 292
adults, between the age of 18 and29 years, were selected as respondents. It was reported that 62%
of youth, did not find khadi clothing a pocket-friendly option. It was seen that 40% of consumers were
aware of only cotton khadi and 56% accepted it for its high comfort value. Similarly, 70% of respondents
felt that khadi fits all age groups. It was noticed that nearly 20% of youth were not using or buying
khadi at all. It was also observed that nearly 20% of the respondents preferred khadi to be used in
home textiles only such as draperies, bed linens, blanket covers, etc.Whereas, 62% of youth felt
khadi clothing was expensive. It was concluded that consumers were having a positive attitude towards
khadi. It was noticed that along with comfort, youth prefer fashionable clothing that is relatively cheap.
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