The Kanchipuram district in Tamil Nadu, India, is renowned for its exquisite silk sarees, which are considered a symbol of luxury and cultural heritage. The region has a long-standing tradition of producing high-quality silk sarees, attracting consumers from across the country and even internationally. Understanding consumer perception towards branded silk sarees in Kanchipuram is crucial for the success of the local industry. In this article, we delve into an empirical study conducted by S. Sivakavitha and Dr. K. Selvasundaram that examines consumer perception towards branded silk sarees in Kanchipuram district.
Methodology:
The study employed a structured questionnaire to collect data from a sample of consumers who had purchased branded silk sarees in Kanchipuram. The questionnaire consisted of both closed-ended and open-ended questions, allowing for quantitative and qualitative analysis. The researchers used stratified random sampling to ensure representation from different age groups and income brackets. A total of 500 respondents participated in the study.
Findings
The following are the findings
1. Factors Influencing Consumer Satisfaction with Showrooms: A Statistical Analysis
Consumer satisfaction is a crucial aspect of the retail industry, as it directly impacts customer loyalty and repeat business. Understanding the factors that contribute to overall satisfaction with showrooms is essential for retailers seeking to enhance their customers' shopping experience. In this study, the authors analyzed the coefficient table of a study to identify significant predictors of consumer satisfaction with showrooms.
Methodology:
The study examined 19 independent statements related to various factors influencing consumer satisfaction with showrooms. The researchers analyzed the coefficient table to determine the significance of these variables. The standardized coefficient beta values were used to assess the impact of each variable on overall satisfaction. The study found that eight out of the 19 statements were statistically significant predictors of consumer satisfaction.
Findings:
Location of Shops: The location of the showroom was found to have a significant impact on consumer satisfaction, with a beta coefficient of -.676 (p-value: .000). Conveniently located showrooms were more likely to generate higher levels of satisfaction among customers.
Salesmanship & Courtesy: The behavior and courtesy of salespersons played a crucial role in consumer satisfaction, as indicated by the significant beta coefficient of -.603 (p-value: .000). Friendly and knowledgeable sales staff positively influenced overall satisfaction.
Wider Choice in Color: Showrooms offering a wider range of color choices were associated with higher levels of satisfaction, with a significant beta coefficient of .569 (p-value: .000). Consumers appreciated having a diverse selection to choose from.
Design & Material: The design and material of the garments available in the showroom had a significant impact on consumer satisfaction, as denoted by the beta coefficient of -.739 (p-value: .000). High-quality materials and appealing designs were valued by customers.
Offers and Discounts: Showrooms that provided attractive offers and discounts were found to significantly contribute to consumer satisfaction, with a beta coefficient of -.473 (p-value: .000). Consumers appreciated opportunities to save money on their purchases.
Facility for Use of Credit Card: Offering convenient payment options, such as credit card facilities, had a significant impact on consumer satisfaction, with a beta coefficient of -.545 (p-value: .000). Flexible payment options enhanced the shopping experience.
Parking Facilities: Surprisingly, the study found that parking facilities did not significantly impact consumer satisfaction, with a beta coefficient of -.320 (p-value: .013). However, this may vary depending on the specific location and context.
Convenience Store Hours: Showrooms with extended operating hours were associated with higher levels of consumer satisfaction, as indicated by the significant beta coefficient of .735 (p-value: .000). The availability of a convenience store at flexible hours was appreciated by customers.
Based on the statistical analysis of the coefficient table, this study highlights several factors that significantly influence consumer satisfaction with showrooms. Factors such as location, salesmanship, wider color choices, design and material, offers and discounts, credit card facilities, and convenience store hours were found to be important predictors of satisfaction. Retailers can utilize these findings to prioritize and enhance the aspects that are most valued by consumers, thus improving overall customer satisfaction and loyalty in the competitive retail industry.
2. Understanding Consumer Perception Towards Branded Silk Sarees: Key Factors
Consumer perception plays a crucial role in shaping purchasing decisions, particularly in the context of branded silk sarees. In this article, we explore the significant factors that contribute to consumer perceptions towards retail stores. Out of the 20 factors identified, six individual factors have emerged as prominent influencers: durability, reference groups, wider choice of color and design, attractiveness, price range, and celebrity endorsement. Understanding these factors is vital for stores aiming to cater to consumer preferences and enhance their market presence.
Methodology
The factors of a consumer perception towards branded Silk Sarees comprise of 20 individual statements. Out of 20 factors, 6 individual factors contribute more towards consumer perceptions towards the products.
Durability:
One of the primary factors impacting consumer perception towards retail s itoress the durability of branded silk sarees. Consumers value products that withstand the test of time, ensuring a long-lasting investment. stores that offer durable sarees not only build trust and credibility but also establish a reputation for quality.
Reference Groups:
Consumer perception is strongly influenced by the opinions and recommendations of reference groups, such as family, friends, and social circles. Positive reviews and experiences shared by reference groups significantly impact consumer perceptions towards retail stores. Satisfied customers become brand ambassadors, generating word-of-mouth marketing and attracting new clientele.
Wider Choice of Color and Design:
The availability of a wide variety of colors and designs is a significant factor in consumer perception towards retail stores. Branded silk sarees that offer a diverse range of options cater to the individual preferences and tastes of consumers. stores that curate a collection reflecting the latest trends while maintaining traditional aesthetics stand out and captivate customers.
Attractiveness:
The aesthetic appeal of branded silk sarees holds substantial sway over consumer perceptions. Consumers are drawn to sarees that are visually appealing, featuring intricate patterns, embellishments, and unique designs. Retail stores that focus on offering attractive sarees enhance consumer perception by showcasing elegance and creativity in their collections.
Price Range:
Price range plays a pivotal role in consumer perception towards retail stores. Consumers seek value for their money, expecting competitive pricing without compromising on quality. stores that strike the right balance between affordability and the quality associated with branded silk sarees are more likely to attract and retain satisfied customers.
Celebrity Endorsement:
The influence of celebrity endorsement on consumer perception should not be underestimated. Well-known personalities endorsing branded silk sarees can significantly impact consumer perceptions towards retail stores. Celebrity endorsements create a sense of aspiration and prestige, connecting consumers emotionally with the brand and reinforcing their purchasing decisions.
Consumer perception towards branded silk sarees in retail stores is shaped by various factors. In this article, we highlighted the significance of six individual factors: durability, reference groups, wider choice of color and design, attractiveness, price range, and celebrity endorsement. By focusing on these factors, retail stores can effectively position themselves in the market, cater to consumer preferences, and enhance their overall reputation. Understanding and leveraging these factors will not only contribute to consumer satisfaction but also foster brand loyalty, ultimately driving the success of retail stores in the competitive landscape of branded silk sarees.
Link: https://ejmcm.com/article_4693_f778fd4205ba096d7986bcb59d2e0d9e.pdf
