View
224
Download
4
Category
Preview:
Citation preview
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 29
CONSUMER BEHAVIOUR AND SATISFACTION REGARDING NATURAL
SILK PRODUCTS IN DIBRUGARH DISTRICT OF ASSAM
Dipankar Saikia
Research Scholar, Department of Commerce
Dibrugarh University, Dibrugarh-786004, Assam
&
Dr. Chimun Kumar Nath
Assistant Professor (Stage III), Department of Commerce
Dibrugarh University, Dibrugarh-786004, Assam
ABSTRACT
Based on a sample of 300 female married consumers the study has been carried out with the objectives to
analyze factors influencing the Consumers’ behaviour towards Silk Products and to observe the nature and
extent of Consumer satisfaction towards Silk Products in study area. The study further observes the rural and
urban consumer’s behaviour and satisfaction thereof towards Silk Products in the study area. The results
indicate that though there exist difference between the rural and urban consumer’s buying behaviour but such
difference are narrowing down with the development of information and communication system. By and large
the consumers are satisfied with the natural silk products but due to the price factor they preferred to some
other ornamental silk products.
Keyword: Consumer Behaviour, Rural Urban Matrix, Natural Silk Products, Assam
Introduction
With the increase in customer awareness, the focus has shifted to satisfy the customer and to provide
improved product quality. Delivering quality products is thus an essential strategy for success and survival in
today‟s competitive world. Improving product quality and customer satisfaction has become a source of
competitive advantage in the industry. Such a focus on the product quality like silk has lead to the concept of
customer delight. The focus on customer satisfaction and delight has led the manufacturers to understand what
customer satisfaction is, so that they can meet as well as expand customers‟ expectation, which will lead to
improvement in products, higher profitability and customers‟ loyalty.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 30
Review of Literature
According to Bowonder and Sailesh1 they have put emphasis on problems relating to failure of the silk
industry in Kancheepuram and it was due to the lack of support from technology. The industry was on the
brink of extinction due to the obsolescence of the designs and design making procedures. As per their
Observations the use of ICT has not only helped in creating new and complex designs but also reduce the time
involved in the process. The acceptance of these silk sarees by the consumers has also increased with the
automation of designing process.
According to Rawlley (1919)2, the principal object was to discover the exact requirements of the silk
market and to present a general analysis of the facts to the interested parties. In doing this, he has pointed out
a new source of supply for the consumer of raw silk and a new outlet for the producer and if steps are taken to
organize the industry and the trade before it is too late, there is every possibility that India will play a great
part in the fulfillment of world's silk contracts.
Bajpai and Shukla (1998)3 has expressed in their paper that at present the state (U.P.) silk products are
facing a tough competition from different hand1oom corporations in India and the consumers are also giving
preference for mixed fabrics. There is also an organized attempt of silk yarn trader‟s against the Government.
Hence there is an urgent need to overcome these problems. Government should patronize this industry and the
supply of silk yarn should be under Government control. Silk reeling units must be established in the districts
which has sericulture firms and at least one weavers training centers must be opened having free training and
lodging facilities. Interest free loan to the weavers through the banks should be given for the establishment of
silk textile units. Introduction of silk garments for different sex and age is essential because in the state (U.P.)
almost 95% weavers are engaged in making silk saari.
Umesh et. al (2009)4 stated that the silk industry in India is showing a dismal performance in the post
WTO period. This profile of performance can be treated as warning signal for the industry because if the
industry starts declining at this rate, it will be difficult to revive the industry in the near future. Therefore,
there is a need for appropriate policy intervention to remove the clogs in the system to make it more vibrant in
the changed context of WTO regime. The declining trend of area under mulberry is a clear signal emanating
from the near stagnant or decreasing prices of primary products like silk cocoons and raw silk in the country.
The sliding down in the growth of silk industry has to be prevented and it should be vitalized with new growth
impetus so as to increase its contribution to the economy. In order to be competitive in the world market, it is
imperative to ensure adequate domestic production of high quality long staple silk yarn, which will also
overcome the present quality problems, which are coming in the way of enhancing Indian silk exports. Export
competitiveness should be enhanced through increased productivity and quality. To increase production and
exports there is a need to expand production and income enhancing support to
the silk industry.
1Bowonder B. and Sailesh J .V., “ICT for the renewal of a Traditional Industry”: A Case Study of
Kancheepuram Silk Saree, International Journal of Services Technology and Management 2005 - Vol. 6,
No.3/4/5 pp. 342 - 355. 2 Rawlley R.C. (1919), “The Silk Industry and Trade ” : A Study in the Economic Organization of the Export Trade of
Kashmir and Indian Silks, with Special Reference to their Utilization in the British and French Markets, Available at:
http://www.archive.org/stream/silkindustrytrad00rawlrich_djvu.txt. 3 Bajpai, D. N. and Shukla, R. N. (1998). “Growth of sericulture and its impact on silk textile industry in Uttar Pradesh”,
pp. 39-40. 4 Umesh K. B., Akshara, M., Shripad, B., Harish, K.K. and Srinivasan, S. M. (2009). “Performance Analysis of Production and
Trade of Indian Silk under WTO Regime”, Contributed Paper prepared for presentation at the International Association of
Agricultural Economists Conference, Beijing, China, August, pp. 16-22.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 31
In the opinion of De and Das (2010)5, Eri (a variation of Silk) generates substantial income and
employment each year especially for the rural poor masses, its growth has not been noticeably high as the
potential in Assam. The analysis made in their paper taking into account Barpeta district as a case study have
proved the existence of substantial scope for enhancing the ericulture activities even at the existing level of
technology and with little effort in the food leaves production, marketing and financial assistance. According
to them it may be expanded significantly that would generate further income and employment in rural Assam.
Goswami (2006)6, in his paper has made an attempt to analyze the impact of globalization of silk
industry in North-East India from gender perspective. The study found that with respect to raw materials,
globalization has some negative effect in domestic market. According to him the process of globalization of
the industry though generate economic gain from rapid growth of export the negative aspects such as
inadequate health care, education, training and credit facilities are a few important problems that deprived
women workers in the industry.
In their paper Huang and Wang (2011)7, has stated that China though having a strong share of
production of silk has relatively a small share in silk cloth marketing in the world. In their paper silk apparel
retail marketing development strategies were analyzed and have identified factors like expansion of the
market through customization would be the strategy need to be adopted by China in order to make it a silk
flare brilliant in the world.
Scope and objectives of the Study
The study is confined to the consumers of silk products of Dibrugarh district of Assam. The study is
basically on “Consumers” Consumption Behaviour and their Satisfaction towards Natural Silk Products.
Customers were not taken into consideration for this study. However, if a customer is also a consumer for the
same product, then they were considered within the purview of the study. Assam silk denotes the three major
types of indigenous wild silks produced in Assam—Golden Muga, White Pat and Warm Eri silk. For this
study the researcher has taken all the three variations in total and considered it as “silk products”. The basic
objectives of the Study are:
i) To analyze factors influencing the Consumers‟ behaviour towards Silk Products in Dibrugarh
District.
ii) To observe the nature and extent of Consumer satisfaction towards Silk Products in study area.
iii) To observe the rural and urban consumer‟s behaviour and satisfaction thereof towards Silk
Products in the study area.
Methodology
The study has been analytical in nature. The study has focused the demand side. Here both qualitative
and quantitative data has been used to carry out the study. Due to the vast proximity of the topic, only selected
areas have been chosen for the study. The area and coverage of the study is limited only to Dibrugarh district.
With the infinite universe, the researcher has adopted purposive quota sampling to collect the requisite
5 Dey U.K and Das. M, (2010).“ Scope of ericulture in Assam: An micro-economic analysis”, Journal of agriculture
extension and rural development, Vol. 2(6), pp. 106-105. 6 Goswami (2006), “Impact of globalisation of silk industry in Northeast India: An assessment from gender
perspectives, International conference on WTO, China and ancient economies, university of International business and
economics, Beijing, June 24-25 Available at: http://
faculty.washington.edu/karyiu/confer/beijing06/papers/Goswami.pdf., accessed on 21/11/12 7 Huang Z, Wang X, (2011), "Research on silk apparel retail marketing development strategy, advanced material
research, v 175-176, pp. 900-905, Available at: www.scientific.net
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 32
primary data. Quota sampling is also useful when one is unable to obtain a probability sample, but one is still
trying to create a sample that is as representative as possible of the population being studied8.
For this study the subset of the universe i.e. consumers have been identified as the married female
member of a family. From a previous study it has been found that the majority of the consumers of Assam silk
products are married female consumer9. 300 married female women have been considered as respondents
from Dibrugarh district. Such quota has been classified into 150 respondents from urban area and 150
respondents from rural area. Further the third subset of classification of the sample has been made according
to their nature i.e. working women and home maker. So from the urban area sample of 150, 75 women are
working women respondents and 75 are home maker. Similarly in case of rural area also such classification
has been made.
Assam silk denotes the three major types of indigenous wild silks produced in Assam—Golden Muga,
White Pat and Warm Eri silk. For this study the researcher has taken all the three variations in total and
considered it as “silk products”.
The data has been collected through a structured questionnaire developed for the consumers of silk
products. The questionnaire has been translated to local language by taking help of an expert so as to make the
respondents comfortable in responding the questions. For analyzing the data collected through the
questionnaire, simple mathematical tools like percentage and average has been used due to lack of
randomness. However, for analyzing the impact of factors on consumers‟ behaviour the researcher has
utilized the impact index. In order to measure the behaviour level of the respondents the responses were
collected by using 5 point scale, ranging from Highly agreed (5), agreed (4), Neutral (3), Disagreed (2) and
Highly Disagreed (1). Based on the score, the index value has been calculated by using formula
CSI=∑ ri.ni/mi x 100, where:
ri = Score of the ith opinion
ni = number of respondents
mi= maximum attainable score.
Based on the index value the total respondents, it has been divided into 5 classes namely: No Impact
(>25% index), Some Impact (25-50 % index), Moderately Impact (50-75 % index), and Highly impact (75%
index & more). In this way the study has been proceed to summarize the observations and developed the base
for discussion.
Analysis
Based on the methodology adopted for the study, the following analyses have been presented:
A: Consumers’ Consumption behaviour regarding Natural Silk Products in Dibrugarh District.
(Rural Area)
8 Quota Sampling, Available at http://dissertation.laerd.com/Quota-sampling.php, assessed on November 19, 2012.
9 Saikia D. (2012) “A Study on Supply Chain Management of Natural Silk Products of Assam”, M.Phil Dissertation, Department of
Commerce, Dibrugarh University
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 33
From table no. 1, regarding silk consumption of rural working women it has been observed that majority
of the respondents agreed that they are in need of purchasing silk products during rituals and festivals, during
special occasions like birthday, anniversary, meetings, etc. and hence as a result moderate impact has been
observed. Regarding Need Recognition and for information search of the silk products majority of them
agreed that they collect information about silk products from their friends and relatives and various other sale
representatives and also from different advertisements but most of them also remain neutral regarding and
therefore here again moderate impact has been observed. If we look into the point evaluation of alternatives a
different picture has been observed where actually most of the respondents are highly agreed that they usually
purchase their silk products based on its quality and affordable in terms of price and hence high impact has
been observed. In case of design, promotional measures as well as easy availability no doubt majority of the
respondents have responded for highly agreed as well as agreed but few also remain neutral as well as
disagreed and as a result of which moderate impact has been observed. Regarding reference to beautiful
packaging very few have responded in favour of it whereas majority of the respondents are disagreed which
results to only some impact but regarding silk mark majority of them are not only agreed but also many of
them are highly agreed to this point and for that actually high impact have been observed regarding silk mark
consciousness.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 34
Table 1
Respondent’s response on Silk Consumption (Rural Working Women)
Sl
No. Statements
5.
Highly
Agreed
4.
Agreed
3.
Neutral
2.
Disagreed
1.
Highly
Disagreed
Total
Score
Maximum
Score
Impact
Index Remark
1 During rituals, I feel the need
of purchasing silk products. 8 25 11 30 1 234 375 62 Moderate Impact
2 I feel the need of purchasing
silk products during festivals 4 27 19 24 1 234 375 62 Moderate Impact
3
I feel the need of purchasing
silk products during special
occasions like birthday,
anniversary, meetings, etc.
23 25 13 14 0 282 375 75 Moderate Impact
4
I used to collect information
about silk products from my
friends and relatives
15 27 10 23 0 259 375 69 Moderate Impact
5
I usually get information from
different advertisements on
silk products
10 12 38 15 0 242 375 65 Moderate Impact
6
I usually get information on
different silk products from
sales representatives
10 25 23 16 1 252 375 67 Moderate Impact
7 I usually purchase silk
products based on its quality 51 18 5 1 0 343 375 92 High Impact
8 I usually purchase silk
products based on its design 27 18 9 16 5 271 375 72 Moderate Impact
9
I usually purchase those silk
products which are affordable
in terms of price
39 32 2 2 0 333 375 89 High Impact
10 I prefer to buy silk products
which are easily available 18 31 13 13 0 279 375 74 Moderate Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 35
11
Promotional measures such as
retail shop display, showroom
display etc. helps me in
buying silk products
23 26 12 9 5 278 375 74 Moderate Impact
12
I usually buy silk products
because it comes with a
beautiful packaging
5 6 8 29 27 158 375 42 Some Impact
13
I usually buy only those silk
products which carry silk
mark in it.
25 31 5 8 6 286 375 76 High Impact
14 I usually purchase silk
products by paying cash 42 26 6 1 0 334 375 89 High Impact
15 I usually purchase silk
products on credit 3 8 10 17 37 148 375 40 Some Impact
16 I usually purchase silk
products on installment basis 5 14 20 18 18 195 375 52 Moderate Impact
17
I often compare my silk
products with other
products/brands
20 17 17 16 5 256 375 68 Moderate Impact
18
I often see the „values‟ of the
silk products that I have
purchased
36 29 7 3 0 323 375 86 High Impact
19
I normally feel esteemed if
someone complement my
purchase of silk products
34 32 4 5 0 320 375 85 High Impact
20
I usually collect feedbacks
from my friends/relatives
regarding my purchase of silk
products
15 29 15 6 10 258 375 69 Moderate Impact
21
I usually follow the “do‟s”
and “don‟ts” as prescribed by
the silk board time to time to
25 36 13 1 0 310 375 83 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 36
preserve my silk products.
22
I usually follow the
suggestions put forwarded by
the seller of the silk products
for preservation.
29 27 17 2 0 308 375 82 High Impact
23
I usually follow the
suggestions put forwarded by
my parents, relatives and
forefathers for preservation of
my silk products.
14 37 24 0 0 290 375 77 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 37
Regarding purchase of silk products most of the respondents are in favour of cash
purchase so high impact has been observed and regarding credit purchase the scenario is just
the opposite where majority of the respondents are highly disagreed so some impact has been
observed but regarding purchase through installment basis no doubt few of them are in
favour but majority of them remain neutral as well as disagreed so moderate impact has been
observed. Finally regarding post purchase behaviour majority of the respondents often see
the “values” of the products that they have purchased and also feel esteemed if someone
compliment on their purchase, they also agreed to the fact that they follow the “do‟s” and
“don‟ts” as prescribed by the silk board time to time, suggestions put forwarded by my
parents, relatives and forefathers as well as suggestions put forwarded by the sellers in order
to preserve their silk products, hence as a result of which high impact has been observed. But
in case of collection of feedbacks from friends/relatives regarding purchase of silk products
no doubt majority of them agreed to it but also many of them remain neutral and few
disagreed as well as highly disagreed hence moderate impact has been observed.
From table no. 2, regarding silk consumption of rural home maker women it has been
observed that regarding need recognition majority of the respondents are highly agreed that
they are in need of purchasing silk products during rituals and festivals, during special
occasions like birthday, anniversary, meetings, etc. but some of them are also again highly
disagreed and hence as a result moderate impact has been observed. Regarding information
search of the silk products majority of them agreed that they collect information about silk
products from their friends and relatives and from different advertisements on silk products
as a result moderate impact has been observed but most of them are in favour of getting
information from sales representatives and hence high impact has been observed. If we look
into the point evaluation of alternatives a different picture has been observed where actually
most of the respondents are highly agreed that they usually purchase their silk products based
on its quality design, affordable in terms of price and easy availability hence high impact has
been observed but regarding promotional measures, beautiful packaging as well as silk mark
most of the respondents remain neutral in their response as a result of which moderate impact
has been observed. Regarding purchase of silk products most of the respondents are in favour
of cash purchase as well as credit purchase but many of them also remain neutral so moderate
impact has been observed but regarding purchase on installment basis responses that are in
favour is very less, most of the respondents remain neutral and the others are not in favour of
purchasing on installment basis as a result of which only some impact can be observed and
finally regarding post purchase behaviour majority of the respondents often see the “values”
of the products that they have purchased and also feel esteemed if someone compliment on
their purchase, as well as suggestions put forwarded by the sellers in order to preserve their
silk products, hence as a result of which high impact has been observed. They also agreed to
the fact that they follow the “do‟s” and “don‟ts” as prescribed by the silk board time to time
but most of them remain neutral so moderate has been observed. Regarding suggestions put
forwarded by my parents, relatives and forefathers, collection of feedbacks from
friends/relatives regarding purchase of silk products and comparison of silk products with
other similar products/brands no doubt majority of them agreed to it but also many of them
remain neutral and few disagreed as well as highly disagreed hence moderate impact has
been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 38
Table 2
Respondent’s response on Silk Consumption (Rural Home Maker Women)
Sl
No. Statements
5.
Highly
Agreed
4.
Agreed
3.
Neutral
2.
Disagreed
1.
Highly
Disagreed
Total
Score
Maximum
Score
Impact
Index Remark
1 During rituals, I feel the need
of purchasing silk products. 36 9 12 9 9 279 375 74 Moderate Impact
2 I feel the need of purchasing
silk products during festivals 18 14 16 15 12 239 375 64 Moderate Impact
3
I feel the need of purchasing
silk products during special
occasions like birthday,
anniversary, meetings, etc.
14 21 18 9 13 239 375 64 Moderate Impact
4
I used to collect information
about silk products from my
friends and relatives
24 20 10 18 3 269 375 72 Moderate Impact
5
I usually get information from
different advertisements on
silk products
12 15 14 34 0 230 375 61 Moderate Impact
6
I usually get information on
different silk products from
sales representatives
21 28 17 9 0 286 375 76 High Impact
7 I usually purchase silk
products based on its quality 39 18 10 8 0 313 375 84 High Impact
8 I usually purchase silk
products based on its design 35 18 19 3 0 310 375 83 High Impact
9
I usually purchase those silk
products which are affordable
in terms of price
36 33 6 0 0 330 375 88 High Impact
10 I prefer to buy silk products 18 45 8 4 0 302 375 81 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 39
which are easily available
11
Promotional measures such as
retail shop display, showroom
display etc. helps me in
buying silk products
15 21 22 14 3 256 375 68 Moderate Impact
12
I usually buy silk products
because it comes with a
beautiful packaging
10 6 23 20 16 199 375 53 Moderate Impact
13
I usually buy only those silk
products which carry silk
mark in it.
12 15 33 12 3 246 375 66 Moderate Impact
14 I usually purchase silk
products by paying cash 15 23 28 5 4 237 375 63 Moderate Impact
15 I usually purchase silk
products on credit 24 4 26 21 0 256 375 68 Moderate Impact
16 I usually purchase silk
products on installment basis 0 10 32 18 15 187 375 50 Some Impact
17
I often compare my silk
products with other
products/brands
7 23 15 20 10 222 375 59 Moderate Impact
18
I often see the „values‟ of the
silk products that I have
purchased
27 32 10 6 0 305 375 81 High Impact
19
I normally feel esteemed if
someone complement my
purchase of silk products
30 36 6 0 3 315 375 84 High Impact
20
I usually collect feedbacks
from my friends/relatives
regarding my purchase of silk
products
3 24 18 24 6 219 375 58 Moderate Impact
21 I usually follow the “do‟s”
and “don‟ts” as prescribed by 15 20 34 4 2 267 375 71 Moderate Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 40
the silk board time to time to
preserve my silk products.
22
I usually follow the
suggestions put forwarded by
the seller of the silk products
for preservation.
18 40 14 3 0 298 375 80 High Impact
23
I usually follow the
suggestions put forwarded by
my parents, relatives and
forefathers for preservation of
my silk products.
16 32 20 4 3 279 375 74 Moderate Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 41
From table no. 3, as per satisfaction regarding natural silk products by rural working
women is concerned most of the respondents are agreed as well as highly agreed to all the
questions on the variables of perceived quality i.e. they usually purchase silk products by
looking into its strength, adaptability, reliability and customization and hence as a result of
which high impact has been observed. Regarding appearance of the silk products it has been
observed that majority of the respondents disagreed to the point that they look into how
fashionable it is while choosing but many of them are also in favour, regarding colour and
trendy no doubt few of the respondents remain neutral but most of them are in favour they go
through these features while choosing the silk products and hence moderate impact has been
observed in all the three variables of appearance. If we look into the point expectation no
doubt few of the respondents remain neutral but most of the respondents are agreed as well as
highly agreed to all the questions on the variables of expectation i.e. the respondents are
usually satisfied when the silk products are reliable, can be customized and also durable in
nature and hence as a result of which high impact has been observed. Regarding expectations
and regarding delivery system is concerned most of the respondents are agreed that they are
satisfied with all the three systems that are given as variables of the delivery system i.e. home
delivery system, vendor delivery and show room purchase but many of them also remain
neutral in their response and as a result of which moderate impact has been observed. If we
go through the sales performance a different picture has been observed where actually most
of the respondents are highly agreed that they usually purchase their silk products from
outlets where there is a showroom, where price is reasonable and also which provides offers
such as discount, free gifts etc. hence high impact has been observed but regarding outlet
where the sales volume is high and outlet which keep varieties such as design, colour etc. no
doubt many of the respondents agreed but many of them remain neutral in their response as a
result of which moderate impact has been observed. If we look into perceived value while
purchase of silk products most of the respondents are often satisfied regarding affordable
price for a given quality silk products and also better quality silk products for a given price
hence high impact has been observed. Regarding consumers satisfaction most of the
respondents are satisfied on purchasing silk products when all the aspects such as price,
quality, durability etc. are favourable also when confirmed expectations are fulfilled and also
when it is up to the mark with an ideal because almost all the respondents have responded to
agreed as well as highly agreed and hence high impact has been observed. Regarding
disconfirmed expectations no doubt many of them are highly agreed but few also remain
neutral as well as disagreed as a result of which moderate pact has been observed and
regarding consumer‟s complain it can be observed that respondents are satisfied if as a
customer attention has been made towards them whenever they approach and also if attention
is given towards their complains, as a result of which high impact has been observed. Finally
if we look into consumer‟s loyalty most of the respondents are in favour of the point that they
will remain loyal to their chosen silk products and hence high impact has been observed but
regarding giving suggestions to others for purchasing of silk products no doubt many of the
respondents agreed but many of them also remain neutral in their response as a result of
which moderate impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 42
B. Consumers’ Satisfaction regarding Natural Silk Products in Dibrugarh District. (Rural Area)
Table 3
Respondent’s response on Satisfaction regarding Natural Silk Products (Rural Working Women)
Sl No.
Statements
5. Highly Agreed
4. Agreed
3. Neutral
2. Disagreed
1. Highly
Disagreed
Total Score
Maximum Score
Impact Index
Remark
1 For my satisfaction, I usually focus on the strength of the silk products
29 37 0 9 0 311 375 83 High Impact
2 For my satisfaction, I usually focus on adaptability of the silk products
27 48 0 0 0 327 375 87 High Impact
3 For my satisfaction I usually focus on reliability of the silk products
29 46 0 0 0 329 375 88 High Impact
4 For my satisfaction I usually focus on the customization of the silk products
15 44 13 3 0 296 375 79 High Impact
5 In choosing the silk product I usually look into how fashionable it is
15 20 10 30 0 245 375 65 Moderate Impact
6 In choosing the silk products I usually look into the colours
10 41 12 12 0 274 375 73 Moderate Impact
7 In choosing the silk products I usually look into how trendy it is
15 35 15 10 0 280 375 75 Moderate Impact
8 I usually get satisfaction with the silk products when it is reliable
9 48 18 0 0 291 375 78 High Impact
9 I am satisfied with the silk products because it can be customized
20 34 21 0 0 299 375 80 High Impact
10 I am satisfied with the silk products because of its durability nature.
27 35 13 0 0 314 375 84 High Impact
11 Home delivery system in 6 40 29 0 0 277 375 74 Moderate Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 43
purchasing silk products has increased my satisfaction level
12
Show-room Purchase system in acquiring silk products is increasing my satisfaction level
12 35 19 6 3 272 375 73 Moderate Impact
13
Vendor delivery system in acquiring silk products is increasing my satisfaction level
0 36 30 9 0 252 375 67 Moderate Impact
14
I usually get satisfaction in buying silk products from an outlet where the sales volume is high
15 39 15 0 6 282 375 75 Moderate Impact
15 I am satisfied in buying silk products from a shop which contain a showroom for it.
20 31 18 3 3 287 375 77 High Impact
16
I am satisfied in buying silk products from an outlet which keep varieties such as design, colour etc.
12 36 15 12 0 273 375 73 Moderate Impact
17 I am satisfied in buying silk products from an outlet where the price is reasonable
27 30 15 0 3 303 375 81 High Impact
18
I am satisfied in buying silk products from an outlet where they provide various offers such as discounts, free gifts etc.
24 21 24 6 0 288 375 77 High Impact
19 Affordable price for a given quality silk products often satisfies me
20 43 9 0 3 302 375 81 High Impact
20 Better quality silk products for a given price often satisfies me
30 35 6 4 0 316 375 84 High Impact
21 I am satisfied on purchasing 35 40 0 0 0 335 375 89 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 44
silk products when all the aspects such as price, quality, durability etc. are favourable
22
I am satisfied in buying silk products whenever my confirmed expectations are fulfilled
33 33 9 0 0 324 375 86 High Impact
23
I am satisfied in buying silk products whenever my disconfirmed expectations are fulfilled
30 12 13 20 0 277 375 74 Moderate Impact
24 I often get satisfaction when it is up to the mark with an ideal that is in my mind
35 30 10 0 0 325 375 87 High Impact
25
I am satisfied when as a customer they pay attention towards me whenever I approach
30 45 0 0 0 330 375 88 High Impact
26 I am satisfied when the sellers pay attention to my complaints
30 33 10 2 0 316 375 84 High Impact
27 I often suggest others to go for purchasing silk products
12 27 25 11 0 265 375 71 Moderate Impact
28 I usually remain loyal to my chosen silk products
20 43 12 0 0 308 375 82 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 45
From table no. 4, regarding satisfaction on natural silk products by rural home maker
women, most of the respondents are agreed as well as highly agreed to all the questions on
the variables of perceived quality i.e. they usually purchase silk products by looking into its
strength, adaptability, reliability and customization and hence as a result of which high
impact has been observed. Regarding appearance of the silk products it has been observed
that majority of the respondents disagreed to the point that they look into how fashionable it
is while choosing their silk products but many of them are also in favour, regarding colour
and trendy, no doubt few of the respondents remain neutral but most of them are also in
favour. They go through these features while choosing the silk products and hence moderate
impact has been observed in all the three variables of appearance. If we look into the point
expectation no doubt few of the respondents remain neutral but most of the respondents are
agreed as well as highly agreed to all the questions on the variables of expectation i.e. the
respondents are usually satisfied when the silk products are reliable, can be customized and
also durable in nature and hence as a result of which high impact has been observed
regarding expectations. Regarding delivery system is concerned most of the respondents are
satisfied with the receiving of products through home delivery system and hence high impact
has been observed whereas purchase through show-room purchase system and vendor
delivery system no doubt many of them remain neutral as well as disagreed but many of them
are also satisfied through those systems and hence as a result of which moderate impact has
been observed. If we go through the sales performance a different picture has been observed
where actually most of the respondents are highly agreed that they usually purchase their silk
products from outlets where price is reasonable and hence high impact has been observed.
But regarding outlet where there is a showroom, where the sales volume is high and outlet
which keep varieties such as design, colour etc. and also which provides offers such as
discount, free gifts etc. no doubt many of the respondents agreed but many of them remain
neutral in their response as a result of which moderate impact has been observed. If we look
into perceived value while purchase of silk products most of the respondents are often
satisfied regarding affordable price for a given quality silk products and also better quality
silk products for a given price hence high impact has been observed. Regarding consumers
satisfaction most of the respondents are satisfied on purchasing silk products when all the
aspects such as price, quality, durability etc. are favourable also when confirmed
expectations are fulfilled and also when it is up to the mark with an ideal because almost all
the respondents have responded to agreed as well as highly agreed and hence high impact has
been observed. Regarding disconfirmed expectations no doubt many of them are highly
agreed but few also remain neutral as well as disagreed as a result of which moderate pact
has been observed. Regarding consumer‟s complain it can be observed that respondents are
satisfied if as a customer attention has been made towards them whenever they approach and
also if attention is given towards their complaints as a result of which high impact has been
observed. Finally if we look into consumer‟s loyalty most of the respondents are in favour of
the point that they will remain loyal to their chosen silk products and hence high impact has
been observed but regarding giving suggestions to others for purchasing of silk products no
doubt many of the respondents are agreed but many of them also remain neutral in their
response as a result of which moderate impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 46
Table 4
Respondent’s response on Satisfaction regarding Natural Silk Products (Rural Home Maker Women)
Sl No.
Statements
5. Highly Agreed
4. Agreed
3. Neutral
2. Disagreed
1. Highly
Disagreed
Total Score
Maximum Score
Impact Index
Remark
1 For my satisfaction, I usually focus on the strength of the silk products
25 44 6 0 0 319 375 85 High Impact
2 For my satisfaction, I usually focus on adaptability of the silk products
20 37 18 0 0 302 375 81 High Impact
3 For my satisfaction I usually focus on reliability of the silk products
15 45 15 0 0 300 375 80 High Impact
4 For my satisfaction I usually focus on the customization of the silk products
42 27 6 0 0 336 375 90 High Impact
5 In choosing the silk product I usually look into how fashionable it is
10 17 18 26 4 228 375 61 Moderate Impact
6 In choosing the silk products I usually look into the colours
15 35 16 9 0 281 375 75 Moderate Impact
7 In choosing the silk products I usually look into how trendy it is
12 39 12 12 0 276 375 74 Moderate Impact
8 I usually get satisfaction with the silk products when it is reliable
35 40 0 0 0 335 375 89 High Impact
9 I am satisfied with the silk products because it can be customized
30 42 3 0 0 327 375 87 High Impact
10 I am satisfied with the silk products because of its durability nature.
36 36 3 0 0 333 375 89 High Impact
11 Home delivery system in purchasing silk products has
12 40 20 3 0 286 375 76 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 47
increased my satisfaction level
12
Show-room Purchase system in acquiring silk products is increasing my satisfaction level
3 36 12 24 0 243 375 65 Moderate Impact
13
Vendor delivery system in acquiring silk products is increasing my satisfaction level
6 30 33 6 0 261 375 70 Moderate Impact
14
I usually get satisfaction in buying silk products from an outlet where the sales volume is high
6 15 24 20 10 212 375 57 Moderate Impact
15 I am satisfied in buying silk products from a shop which contain a showroom for it.
10 32 9 18 6 247 375 66 Moderate Impact
16
I am satisfied in buying silk products from an outlet which keep varieties such as design, colour etc.
12 21 30 9 3 255 375 68 Moderate Impact
17 I am satisfied in buying silk products from an outlet where the price is reasonable
48 18 9 0 0 339 375 90 High Impact
18
I am satisfied in buying silk products from an outlet where they provide various offers such as discounts, free gifts etc.
3 27 33 3 9 237 375 63 Moderate Impact
19 Affordable price for a given quality silk products often satisfies me
20 34 18 3 0 296 375 79 High Impact
20 Better quality silk products for a given price often satisfies me
35 35 5 0 0 330 375 88 High Impact
21 I am satisfied on purchasing silk products when all the
55 17 3 0 0 352 375 94 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 48
aspects such as price, quality, durability etc. are favourable
22
I am satisfied in buying silk products whenever my confirmed expectations are fulfilled
42 27 0 3 3 327 375 87 High Impact
23
I am satisfied in buying silk products whenever my disconfirmed expectations are fulfilled
18 12 12 24 9 231 375 62 Moderate Impact
24 I often get satisfaction when it is up to the mark with an ideal that is in my mind
24 42 9 0 0 315 375 84 High Impact
25
I am satisfied when as a customer they pay attention towards me whenever I approach
51 21 3 0 0 348 375 93 High Impact
26 I am satisfied when the sellers pay attention to my complaints
42 27 6 0 0 336 375 90 High Impact
27 I often suggest others to go for purchasing silk products
10 23 25 14 3 248 375 66 Moderate Impact
28 I usually remain loyal to my chosen silk products
25 34 16 0 0 309 375 82 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 49
From table no. 5, regarding silk consumption of urban working women it has been
observed that respondents agreed that they are in need of purchasing silk products during
rituals and festivals, during special occasions like birthday, anniversary, meetings, etc. but
many of them also disagreed to this point and as a result moderate impact has been observed
regarding Need Recognition. Regarding information search of the silk products majority of
them agreed that they collect information about silk products from their friends and relatives
and various other sale representatives but many of them responded to neutral regarding
collecting information from different advertisements as well as from sales representatives
where actually moderate impact can be observed. If we look into the point evaluation of
alternatives a clear picture has been observed where actually most of the respondents are
highly agreed that they usually purchase their silk products based on its quality and
affordability in terms of price and hence high impact has been observed. However in case of
design, promotional measures as well as easy availability, no doubt, majority of the
respondents have responded for highly agreed as well as agreed level but many of them also
remain neutral and as a result of which moderate impact has been observed. Regarding
reference to beautiful packaging very few have responded in favour of it whereas majority of
the respondents are disagreed which results to only some impact but regarding silk mark
majority of them have not only agreed but also many of them are highly agreed and as a
result moderate impact has been observed regarding silk mark consciousness. Regarding
purchase of silk products most of the respondents are in favour of cash purchase as well as
credit purchase so high impact has been observed but regarding purchase through installment
basis no doubt few of them are in favour but many of them remain neutral as well as
disagreed so moderate impact has been observed and finally regarding post purchase
behaviour majority of the respondents often see the “values” of the products that they have
purchased and also feel esteemed if someone compliment on their purchase, they also agreed
to the fact that they follow the “do‟s” and “don‟ts” as prescribed by the silk board time to
time as well as suggestions put forwarded by the sellers in order to preserve their silk
products, hence as a result of which high impact has been observe. But in case of
suggestions put forwarded by parents, relatives and forefathers and also collection of
feedbacks from friends/relatives regarding purchase of silk products no doubt majority of
them agreed to it but also many of them remain neutral and few disagreed as well as highly
disagreed hence moderate impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 50
C: Consumers’ Consumption behaviour regarding Natural Silk Products in Dibrugarh District. (Urban Area)
Table 5
Respondent’s response on Silk Consumption (Urban Working Women)
Sl
No. Statements
5.
Highly
Agreed
4.
Agreed
3.
Neutral
2.
Disagreed
1.
Highly
Disagreed
Total
Score
Maximum
Score
Impact
Index Remark
1 During rituals, I feel the need
of purchasing silk products. 24 12 10 23 6 250 375 67 Moderate Impact
2 I feel the need of purchasing
silk products during festivals 12 20 10 20 13 223 375 60 Moderate Impact
3
I feel the need of purchasing
silk products during special
occasions like birthday,
anniversary, meetings, etc.
21 20 6 12 16 243 375 65 Moderate Impact
4
I used to collect information
about silk products from my
friends and relatives
21 20 6 22 6 253 375 68 Moderate Impact
5
I usually get information from
different advertisements on
silk products
16 20 21 12 6 253 375 68 Moderate Impact
6
I usually get information on
different silk products from
sales representatives
18 24 21 6 6 267 375 71 Moderate Impact
7 I usually purchase silk
products based on its quality 48 20 0 4 3 331 375 88 High Impact
8 I usually purchase silk
products based on its design 22 20 18 6 9 265 375 71 Moderate Impact
9
I usually purchase those silk
products which are affordable
in terms of price
40 20 0 3 12 298 375 80 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 51
10 I prefer to buy silk products
which are easily available 21 36 6 3 9 282 375 75 Moderate Impact
11
Promotional measures such as
retail shop display, showroom
display etc. helps me in
buying silk products
24 20 12 16 3 271 375 72 Moderate Impact
12
I usually buy silk products
because it comes with a
beautiful packaging
6 10 11 30 18 181 375 48 Some Impact
13
I usually buy only those silk
products which carry silk
mark in it.
20 25 3 6 21 242 375 65 Moderate Impact
14 I usually purchase silk
products by paying cash 45 20 3 2 5 323 375 86 High Impact
15 I usually purchase silk
products on credit 37 12 6 15 5 286 375 76 High Impact
16 I usually purchase silk
products on installment basis 9 12 15 15 24 192 375 51 Moderate Impact
17
I often compare my silk
products with other
products/brands
21 20 19 9 6 266 375 71 Moderate Impact
18
I often see the „values‟ of the
silk products that I have
purchased
36 25 5 3 6 307 375 82 High Impact
19
I normally feel esteemed if
someone complement my
purchase of silk products
45 15 9 0 6 318 375 85 High Impact
20
I usually collect feedbacks
from my friends/relatives
regarding my purchase of silk
products
27 24 12 3 9 258 375 69 Moderate Impact
21 I usually follow the “do‟s” 25 26 15 0 9 283 375 76 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 52
and “don‟ts” as prescribed by
the silk board time to time to
preserve my silk products.
22
I usually follow the
suggestions put forwarded by
the seller of the silk products
for preservation.
39 15 16 0 5 308 375 82 High Impact
23
I usually follow the
suggestions put forwarded by
my parents, relatives and
forefathers for preservation of
my silk products.
30 18 15 3 9 282 375 75 Moderate Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 53
From table no. 6, regarding silk consumption of urban home maker women a clear picture has
been observed that respondents are highly agreed that they are in need of purchasing silk products
during rituals and festivals hence as a result the impact is high and during special occasions like
birthday, anniversary, meetings, etc. no doubt many of them are agreed as well as highly agreed to this
point but many of them also highly disagreed and as a result moderate impact has been observed
regarding this point of need recognition. Regarding information search of the silk products majority of
them are highly agreed to all the points that they collect information about silk products from their
friends and relatives, different advertisements on silk products and also from various other sale
representatives and as a result high impact can be observed. If we look into the point evaluation of
alternatives a clear picture has been observed where actually most of the respondents are highly agreed
that they usually purchase their silk products based on its quality, affordable in terms of price, easy
availability as well as promotional measures and hence the impact is high whereas in case of design no
doubt majority of the respondents have responded for highly agreed but many of them are also in
neutral mode as well as disagreed and highly disagreed and as a result of which moderate impact has
been observed. Regarding preference to beautiful packaging and silk mark very few have responded in
favour of it whereas majority of the respondents are highly disagreed which results to only some
impact. Regarding purchase of silk products most of the respondents are in favour of cash purchase,
credit purchase as well as purchase of silk products through installment basis so high impact has been
observed on all the three points and finally regarding post purchase behaviour moderate impact can be
observed only on collection of feedbacks from friends/relatives point as because some of the
respondents are disagreed as well as highly disagreed but in all the other variables of post purchase
behaviour a different picture has been observed as majority of the respondents are highly agreed
regarding “values” of the products that they have purchased and also feel esteemed if someone
compliment on their purchase, they also agreed to the fact that they follow the “do‟s” and “don‟ts” as
prescribed by the silk board time to time as well as suggestions put forwarded by the sellers in order to
preserve their silk products, suggestions put forwarded by parents, relatives and forefathers and also
regarding comparison when made with other similar products/brands hence as a result of which high
impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 54
Table 6
Respondent’s response on Silk Consumption (Urban Home Maker Women)
Sl
No. Statements
5.
Highly
Agreed
4.
Agreed
3.
Neutral
2.
Disagreed
1.
Highly
Disagreed
Total
Score
Maximum
Score
Impact
Index Remark
1 During rituals, I feel the need
of purchasing silk products. 51 5 4 15 0 317 375 85 High Impact
2 I feel the need of purchasing
silk products during festivals 35 30 5 5 0 320 375 85 High Impact
3
I feel the need of purchasing
silk products during special
occasions like birthday,
anniversary, meetings, etc.
21 21 6 6 21 240 375 64 Moderate Impact
4
I used to collect information
about silk products from my
friends and relatives
36 21 6 6 6 300 375 80 High Impact
5
I usually get information from
different advertisements on
silk products
36 15 10 12 2 296 375 79 High Impact
6
I usually get information on
different silk products from
sales representatives
45 12 10 5 3 316 375 84 High Impact
7 I usually purchase silk
products based on its quality 45 18 3 3 6 318 375 85 High Impact
8 I usually purchase silk
products based on its design 33 10 10 9 13 266 375 71 Moderate Impact
9
I usually purchase those silk
products which are affordable
in terms of price
50 20 0 5 0 340 375 91 High Impact
10 I prefer to buy silk products 45 0 9 15 6 288 375 77 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 55
which are easily available
11
Promotional measures such as
retail shop display, showroom
display etc. helps me in
buying silk products
42 15 6 3 9 303 375 81 High Impact
12
I usually buy silk products
because it comes with a
beautiful packaging
3 3 6 6 57 114 375 38 Some Impact
13
I usually buy only those silk
products which carry silk
mark in it.
15 6 3 12 39 171 375 46 Some Impact
14 I usually purchase silk
products by paying cash 45 20 4 3 3 326 375 87 High Impact
15 I usually purchase silk
products on credit 63 0 6 6 0 345 375 92 High Impact
16 I usually purchase silk
products on installment basis 57 6 6 6 0 339 375 90 High Impact
17
I often compare my silk
products with other
products/brands
35 15 9 10 6 288 375 77 High Impact
18
I often see the „values‟ of the
silk products that I have
purchased
45 12 9 9 0 318 375 85 High Impact
19
I normally feel esteemed if
someone complement my
purchase of silk products
42 12 12 3 6 306 375 82 High Impact
20
I usually collect feedbacks
from my friends/relatives
regarding my purchase of silk
products
39 6 3 15 12 270 375 72 Moderate Impact
21 I usually follow the “do‟s”
and “don‟ts” as prescribed by 40 12 11 6 6 299 375 80 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 56
the silk board time to time to
preserve my silk products.
22
I usually follow the
suggestions put forwarded by
the seller of the silk products
for preservation.
42 6 12 15 0 300 375 80 High Impact
23
I usually follow the
suggestions put forwarded by
my parents, relatives and
forefathers for preservation of
my silk products.
48 12 6 9 0 324 375 86 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 57
From table no. 7, observations regarding satisfaction on natural silk products of urban working
women are like most of the respondents are agreed as well as highly agreed to all the questions on the
variables of perceived quality i.e. they usually purchase silk products by looking into its strength,
adaptability, reliability and customization and hence as a result of which high impact has been
observed. Regarding appearance of the silk products it has been observed that majority of the
respondents disagreed to the point that they look into how fashionable it is while choosing hence
moderate impact has been observed but many of them are in favour, regarding colour and trendy
because as per them they are highly satisfied and hence high impact has been observed. If we look
into the point expectation no doubt few of the respondents remain neutral but most of the respondents
are agreed as well as highly agreed to all the questions on the variables of expectation i.e. the
respondents are usually satisfied when the silk products are reliable, can be customized and also
durable in nature and hence as a result of which high impact has been observed regarding
expectations and regarding delivery system is concerned most of the respondents are satisfied with
the receiving of products through home delivery system and vendor delivery system hence high
impact has been observed. Whereas purchase through show-room purchase system no doubt many of
them remain neutral as well as disagreed but many of them are also satisfied through those systems
and hence as a result of which moderate impact has been observed. If we go through the sales
performance a different picture has been observed where actually most of the respondents are highly
agreed that they usually purchase their silk products from outlets where price is reasonable and hence
high impact has been observed. But regarding outlet where the sales volume is high, where there is a
showroom and outlet which keep varieties such as design, colour etc. and also which provides offers
such as discount, free gifts etc. no doubt many of the respondents agreed but many of them remain
neutral in their response as a result of which moderate impact has been observed. If we look into
perceived value while purchase of silk products most of the respondents are often satisfied regarding
affordable price for a given quality silk products and also better quality silk products for a given price
hence high impact has been observed. Regarding consumers satisfaction most of the respondents are
satisfied on purchasing silk products when all the aspects such as price, quality, durability etc. are
favourable also when confirmed expectations are fulfilled and also when it is up to the mark with an
ideal because almost all the respondents have responded to agreed as well as highly agreed and hence
high impact has been observed. But regarding disconfirmed expectations no doubt many of them are
highly agreed but few also remain neutral as well as disagreed as a result of which moderate impact
has been observed and regarding consumer‟s complain it can be observed that respondents are
satisfied if as a customer attention has been made towards them whenever they approach and also if
attention is given towards their complaints as a result of which high impact has been observed and
finally if we look into consumer‟s loyalty most of the respondents are in favour of the point that they
will remain loyal to their chosen silk products and hence high impact has been observed. But
regarding giving suggestions to others for purchasing of silk products no doubt many of the
respondents are agreed but many of them also remain neutral in their response as a result of which
moderate impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 58
D: Consumers’ Satisfaction regarding Natural Silk Products in Dibrugarh District. (Urban Area)
Table 7
Respondent’s response on Satisfaction regarding Natural Silk Products (Urban Working Women)
Sl No.
Statements
5. Highly Agreed
4. Agreed
3. Neutral
2. Disagreed
1. Highly
Disagreed
Total Score
Maximum Score
Impact Index
Remark
1 For my satisfaction, I usually focus on the strength of the silk products
45 25 3 2 0 338 375 90 High Impact
2 For my satisfaction, I usually focus on adaptability of the silk products
45 30 0 0 0 345 375 92 High Impact
3 For my satisfaction I usually focus on reliability of the silk products
30 40 5 0 0 325 375 87 High Impact
4 For my satisfaction I usually focus on the customization of the silk products
35 20 6 5 9 292 375 78 High Impact
5 In choosing the silk product I usually look into how fashionable it is
20 15 15 21 4 251 375 67 Moderate Impact
6 In choosing the silk products I usually look into the colours
35 25 9 3 3 311 375 83 High Impact
7 In choosing the silk products I usually look into how trendy it is
30 27 9 3 6 297 375 79 High Impact
8 I usually get satisfaction with the silk products when it is reliable
45 30 0 0 0 345 375 92 High Impact
9 I am satisfied with the silk products because it can be customized
30 30 15 0 0 315 375 84 High Impact
10 I am satisfied with the silk products because of its durability nature.
40 35 0 0 0 340 375 91 High Impact
11 Home delivery system in 20 30 20 3 2 288 375 77 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 59
purchasing silk products has increased my satisfaction level
12
Show-room Purchase system in acquiring silk products is increasing my satisfaction level
15 25 25 5 5 265 375 71 Moderate Impact
13
Vendor delivery system in acquiring silk products is increasing my satisfaction level
15 40 15 3 2 288 375 77 High Impact
14
I usually get satisfaction in buying silk products from an outlet where the sales volume is high
14 22 18 12 9 245 375 65 Moderate Impact
15 I am satisfied in buying silk products from a shop which contain a showroom for it.
20 18 20 15 2 264 375 70 Moderate Impact
16
I am satisfied in buying silk products from an outlet which keep varieties such as design, colour etc.
20 20 20 15 0 270 375 72 Moderate Impact
17 I am satisfied in buying silk products from an outlet where the price is reasonable
50 20 5 0 0 345 375 92 High Impact
18
I am satisfied in buying silk products from an outlet where they provide various offers such as discounts, free gifts etc.
27 12 30 0 6 279 375 74 Moderate Impact
19 Affordable price for a given quality silk products often satisfies me
36 33 3 3 0 327 375 87 High Impact
20 Better quality silk products for a given price often satisfies me
35 35 5 0 0 330 375 88 High Impact
21 I am satisfied on purchasing 54 18 3 0 0 351 375 94 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 60
silk products when all the aspects such as price, quality, durability etc. are favourable
22
I am satisfied in buying silk products whenever my confirmed expectations are fulfilled
45 30 0 0 0 345 375 92 High Impact
23
I am satisfied in buying silk products whenever my disconfirmed expectations are fulfilled
21 22 6 11 15 248 375 66 Moderate Impact
24 I often get satisfaction when it is up to the mark with an ideal that is in my mind
40 30 5 0 0 335 375 89 High Impact
25
I am satisfied when as a customer they pay attention towards me whenever I approach
35 30 5 5 0 320 375 85 High Impact
26 I am satisfied when the sellers pay attention to my complaints
42 27 6 0 0 336 375 90 High Impact
27 I often suggest others to go for purchasing silk products
18 12 30 12 3 255 375 68 Moderate Impact
28 I usually remain loyal to my chosen silk products
36 30 6 0 3 321 375 86 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 61
From table no. 8, it has been observed that regarding satisfaction on natural silk products the urban
home maker women respondents are agreed as well as highly agreed to all the questions on the variables
of perceived quality i.e. they usually purchase silk products by looking into its strength, adaptability,
reliability and customization and hence as a result of which high impact has been observed. Regarding
appearance of the silk products it has been observed that many of the respondents disagreed and also many
of them remain neutral while answering to the point that they look into how fashionable it is and also
regarding colour and trendy while choosing the silk products and hence moderate impact has been
observed in all the three variables of appearance. If we look into the point expectation no doubt few of the
respondents remain neutral but most of the respondents are agreed as well as highly agreed to all the
questions on the variables of expectation i.e. the respondents are usually satisfied when the silk products
are reliable, can be customized and also durable in nature and hence as a result of which high impact has
been observed. Regarding expectations and regarding delivery system is concerned most of the
respondents are satisfied with the receiving of products through home delivery system, show room
purchase system and as well as vendor delivery system, hence high impact has been observed. If we go
through the sales performance a different picture has been observed where actually most of the
respondents have highly agreed that they usually purchase their silk products from outlets where price is
reasonable, where there is a showroom and also which provides offers such as discount, free gifts etc. and
hence high impact has been observed. But regarding outlet where the sales volume is high and outlet
which keep varieties such as design, colour etc. no doubt many of the respondents agreed but many of
them remain neutral in their response as a result of which moderate impact has been observed. If we look
into perceived value while purchase of silk products most of the respondents are often satisfied regarding
affordable price for a given quality silk products and also better quality silk products for a given price
hence high impact has been observed. Regarding consumers satisfaction most of the respondents are
satisfied on purchasing silk products when all the aspects such as price, quality, durability etc. are
favourable also when confirmed expectations as well as disconfirmed expectations are fulfilled and also
when it is up to the mark with an ideal because almost all the respondents have responded to agreed as
well as highly agreed and hence high impact has been observed. Regarding consumer‟s complain it can be
observed that respondents are satisfied if as a customer attention has been made towards them whenever
they approach and also if attention is given towards their complaints as a result of which high impact has
been observed. Finally if we look into consumer‟s loyalty most of the respondents are in favour of the
point that they will remain loyal to their chosen silk products and also suggest others to go for purchasing
silk products and hence high impact has been observed.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 62
Table 8
Respondent’s response on Satisfaction regarding Natural Silk Products (Urban Home Maker Women)
Sl No.
Statements
5. Highly Agreed
4. Agreed
3. Neutral
2. Disagreed
1. Highly
Disagreed
Total Score
Maximum Score
Impact Index
Remark
1 For my satisfaction, I usually focus on the strength of the silk products
55 0 6 9 5 316 375 84 High Impact
2 For my satisfaction, I usually focus on adaptability of the silk products
45 20 4 6 0 329 375 88 High Impact
3 For my satisfaction I usually focus on reliability of the silk products
45 20 7 3 0 332 375 89 High Impact
4 For my satisfaction I usually focus on the customization of the silk products
48 3 18 6 0 318 375 85 High Impact
5 In choosing the silk product I usually look into how fashionable it is
30 9 3 12 21 240 375 64 Moderate Impact
6 In choosing the silk products I usually look into the colours
13 16 16 10 20 217 375 58 Moderate Impact
7 In choosing the silk products I usually look into how trendy it is
33 10 3 6 23 249 375 66 Moderate Impact
8 I usually get satisfaction with the silk products when it is reliable
55 9 0 11 0 333 375 89 High Impact
9 I am satisfied with the silk products because it can be customized
51 15 0 3 6 327 375 87 High Impact
10 I am satisfied with the silk products because of its durability nature.
48 18 6 3 0 336 375 90 High Impact
11 Home delivery system in purchasing silk products has
40 9 20 0 6 302 375 81 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 63
increased my satisfaction level
12
Show-room Purchase system in acquiring silk products is increasing my satisfaction level
45 0 9 15 6 288 375 77 High Impact
13
Vendor delivery system in acquiring silk products is increasing my satisfaction level
45 6 10 8 6 301 375 80 High Impact
14
I usually get satisfaction in buying silk products from an outlet where the sales volume is high
36 6 10 12 11 269 375 72 Moderate Impact
15 I am satisfied in buying silk products from a shop which contain a showroom for it.
53 0 6 13 3 312 375 83 High Impact
16
I am satisfied in buying silk products from an outlet which keep varieties such as design, colour etc.
25 6 9 15 20 226 375 60 Moderate Impact
17 I am satisfied in buying silk products from an outlet where the price is reasonable
45 15 6 6 3 318 375 85 High Impact
18
I am satisfied in buying silk products from an outlet where they provide various offers such as discounts, free gifts etc.
60 10 5 0 0 355 375 95 High Impact
19 Affordable price for a given quality silk products often satisfies me
45 6 10 8 6 301 375 80 High Impact
20 Better quality silk products for a given price often satisfies me
51 14 10 0 0 341 375 91 High Impact
21 I am satisfied on purchasing silk products when all the
50 15 4 6 0 334 375 89 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 64
aspects such as price, quality, durability etc. are favourable
22
I am satisfied in buying silk products whenever my confirmed expectations are fulfilled
45 15 9 6 0 324 375 86 High Impact
23
I am satisfied in buying silk products whenever my disconfirmed expectations are fulfilled
42 9 12 9 3 303 375 81 High Impact
24 I often get satisfaction when it is up to the mark with an ideal that is in my mind
50 10 9 3 3 326 375 87 High Impact
25
I am satisfied when as a customer they pay attention towards me whenever I approach
45 12 6 6 6 309 375 82 High Impact
26 I am satisfied when the sellers pay attention to my complaints
45 20 7 3 0 332 375 89 High Impact
27 I often suggest others to go for purchasing silk products
45 9 0 9 12 291 375 78 High Impact
28 I usually remain loyal to my chosen silk products
45 6 18 3 3 312 375 83 High Impact
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 65
The respondents from both rural and urban area usually collect information about their silk products from
different advertisements, friends and relatives and also from sales representatives etc.
As per the response it is found that consumers mainly select their products by looking its quality as well as
price but response towards beautiful packaging is quite negligible. Almost all the respondents are not at all
conscious about the silk mark. Purchasing of silk products on installment basis is not much popular regarding
rural respondents whereas urban respondents are in favour of it.
Almost all the respondents from both rural as well as urban area of Dibrugarh purchase silk products by
looking into its strength, adaptability, reliability and customization and hence as a result of which they get
satisfaction. Most of the urban respondents look into the colour and trendy part while choosing the silk
products whereas rural respondents are not that serious regarding this. The rural as well as the urban
respondents are satisfied with the silk products because of its durability nature.
Regarding delivery system urban consumers are satisfied with the receiving of products through home
delivery system, show room purchase system and as well as vendor delivery system whereas rural consumers
are mainly conscious with the home delivery system only. Almost all the rural as well as the urban consumers
are satisfied while buying silk products from an outlet where they provide various offers such as discounts;
free gifts etc. If we look into perceived value while purchase of silk products most of the respondents both
from rural and urban area are often satisfied regarding affordable price for a given quality silk products and
also better quality silk products for a given price.
As per the response from rural area respondents are satisfied in buying silk products whenever their confirmed
expectations are fulfilled whereas in case of urban area respondents are satisfied when both confirmed
expectations as well as disconfirmed expectations are fulfilled. Almost all the respondents are satisfied when
the silk products are up to the mark with an ideal. Urban respondents often feel pleasure regarding giving
suggestions to others for purchasing of silk products which in case of the rural response it is not seen. If we
look into consumer‟s loyalty most of the respondents from urban as well as rural area are in favour of the
point that they will remain loyal to their chosen silk products. So, it can be concluded that though there exist
some differences between the rural and urban consumers regarding the consumption pattern of natural silk
products, but the differences seems to be narrowing down in this rural urban matrix due to the development of
information and communication system.
References
1. Bowonder B. and Sailesh J .V., “ICT for the renewal of a Traditional Industry”: A Case Study of
Kancheepuram Silk Saree, International Journal of Services Technology and Management 2005 - Vol.
6, No.3/4/5 pp. 342 - 355.
2. Rawlley R.C. (1919), “The Silk Industry and Trade ” : A Study in the Economic Organization of the
Export Trade of Kashmir and Indian Silks, with Special Reference to their Utilization in the British
and French Markets, Available at:
http://www.archive.org/stream/silkindustrytrad00rawlrich_djvu.txt.
3. Bajpai, D. N. and Shukla, R. N. (1998). “Growth of sericulture and its impact on silk textile industry in
Uttar Pradesh”, pp. 39-40.
4. Umesh K. B., Akshara, M., Shripad, B., Harish, K.K. and Srinivasan, S. M. (2009). “Performance
Analysis of Production and Trade of Indian Silk under WTO Regime”, Contributed Paper prepared for
presentation at the International Association of Agricultural Economists Conference, Beijing, China,
August, pp. 16-22.
International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X
www.apjor.com Page 66
5. Dey U.K and Das. M, (2010).“ Scope of ericulture in Assam: An micro-economic analysis”, Journal of
agriculture extension and rural development, Vol. 2(6), pp. 106-105.
6. Goswami (2006), “Impact of globalisation of silk industry in Northeast India: An assessment from gender
perspectives, International conference on WTO, China and ancient economies, university of International
business and economics, Beijing, June 24-25 Available at: http://
faculty.washington.edu/karyiu/confer/beijing06/papers/Goswami.pdf., accessed on 21/11/12
7. Huang Z, Wang X, (2011), "Research on silk apparel retail marketing development strategy, advanced
material research, v 175-176, pp. 900-905, Available at: www.scientific.net
8. Geertz C. (1973) The Interpretation of Cultures: Selected Essays. New York: Basic. pp 45-46
9. McCracken, G. (1988), The long interview. Newbury Park, CA: Sage. pp. 84
10. Thompson G.(1996) Globalization in question: the international economy and the possibilities of
governance, Polity Press, NY pp. 85-92
11. Quota Sampling, Available at http://dissertation.laerd.com/Quota-sampling.php, assessed on
November 19, 2012.
*************************
Recommended