IMPACT OF CONSUMER PERCEPTIONS AND SERVICE ATTRIBUTES ON PURCHASE SATISFACTION OF KHADI AND VILLAGE PRODUCTS

DOI: https://doie.org/10.10399/APER.2025265770

Authors:

Dr. U Archana

Keywords:

Khadi and Village Industry (KVI), Consumer Perceptions, Service Attributes, Purchase Satisfaction, Product Quality, Customer Preferences.

Abstract:

The study investigated consumer perceptions and service attributes influencing purchase satisfaction of Khadi and Village Industry (KVI) products. The primary aim was to identify the demographic factors affecting consumer buying behaviour, examine customer preferences, and analyse the influence of service quality on purchase satisfaction. The study also explored the relationship between product perception, service delivery, and customer satisfaction, while providing meaningful suggestions to improve consumer experiences. A sample of 200 respondents was selected using a structured questionnaire, and data were analysed using descriptive statistics, and one-way ANOVA to determine significant relationships among variables. The findings indicated that consumers valued product authenticity, durability, eco-friendliness, and traditional craftsmanship, while service-related attributes such as store ambience, packaging, product availability, and staff responsiveness played a crucial role in enhancing customer satisfaction. Furthermore, a strong positive correlation was observed between product perception, service delivery, and purchase satisfaction, indicating that both product quality and service experience equally contributed to consumer loyalty. The findings provided valuable insights for policymakers, KVI outlets, and marketers to formulate effective strategies aimed at sustaining growth and promoting rural craftsmanship in competitive markets.

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