Vol. 1 No. 2 (2011): Vol 1, Iss 2, Year 2011
Articles

Rural consumers’ attitude towards khadi products

Padmasani
Assistant Professor Department of commerce, Bharathiar University, Coimbatore.
Muruganandan S
Research Scholar Department of commerce, Bharathiar University, Coimbatore.
Yazhini M
Research Scholar Department of commerce, Bharathiar University, Coimbatore.
Published December 30, 2011
Keywords
  • Attitude; Satisfaction; Khadi Products; Fishbein‟s Attitude Model; Purchase Preference.
How to Cite
Padmasani, S, M., & M, Y. (2011). Rural consumers’ attitude towards khadi products. Journal of Management and Science, 1(2), 78-87. https://doi.org/10.26524/jms.2011.10

Abstract

In this study the consumers‟ attitude towards khadi products is reviewed through Fishbein‟s attitude model. The influence of personal characteristics and purchase
preference 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.

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