ARCHIVES
VOL. 12, ISSUE 3 (2026)
Lack of consumer awareness and Its effect on khadi apparel sales: An empirical study of marketing challenges in Coimbatore
Authors
Nandhini R, Dr. Uma Parvathy
Abstract
Khadi is a hand-spun, hand-woven Indian
textile associated with rural employment, self-reliance, and sustainable
fashion, yet its market performance in urban centres continues to lag behind
synthetic and fast-fashion apparel. This study empirically examines one
specific and frequently cited marketing challenge: the extent to which low
consumer awareness of khadi products affects apparel sales. Using a descriptive
research design, primary data were collected from 109 khadi apparel marketers
and retailers in Coimbatore, Tamil Nadu, through a structured questionnaire,
and respondents' perceptions were measured on a five-point agreement scale.
Simple percentage analysis shows that 67.0% of respondents agree or highly
agree that lack of consumer awareness affects khadi sales, against only 7.3%
who disagree, with a mean perception score of 3.82 (SD = 0.92) on a five-point
scale. A one-sample t-test against the scale midpoint (t (108) = 9.26, p <
0.001) and a chi-square goodness-of-fit test against an equal-distribution null
(χ² (4) = 61.14, p < 0.001) both confirm that this pattern of agreement is
statistically significant rather than attributable to chance or response
randomness. The findings indicate that low consumer awareness is a
statistically substantiated and practically significant marketing challenge
constraining khadi apparel sales in the study area. Implications for awareness-building
strategy among khadi marketing institutions are discussed.
Download
Pages:240-243
How to cite this article:
Nandhini R, Dr. Uma Parvathy "Lack of consumer awareness and Its effect on khadi apparel sales: An empirical study of marketing challenges in Coimbatore". International Journal of Commerce and Management Research, Vol 12, Issue 3, 2026, Pages 240-243
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.