Rural consumers’ attitude towards khadi products
- Attitude; Satisfaction; Khadi Products; Fishbein‟s Attitude Model; Purchase Preference.
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.