Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3

Consumer Behaviour Approach towards Handloom Industries of

Maharashtra State - With Special Reference to Paithani Saree
Dr. Veena Rajendra Humbe*
Marketing management is one of the most dynamic business functions. On one
hand it reflects the ever changing market place and the constant evolution of
customers preferences and buying habits and of competition. Studying
customers provide clues for developing new product, product features, price,
channel, messages and other marketing mix elements.
The Handloom sector plays a very important role in the countrys economy. It is
one of the largest economic activities providing direct employment to over 65
lakhs persons engaged in weaving and allied activities. Handloom forms a part
of the heritage of India and exemplifies the richness and diversity of the country
and the artistry of the weavers who are below poverty line. So it can be coated
as Rich Products Hungry Lives.

Field of Research: Marketing

1. Introduction
Marketing concept starts with the consumer needs and behaviour. Every action of person is
based on needs. The real problem is to learn what a consumer takes into consideration when
he chooses a particular brand. Such study is concerned with consumer behaviour. Consumer
behaviour refers to the behaviour that consumer display in searching for purchasing, using,
evaluating and disposing of product and services that they expect will satisfy their needs. It is
necessary for a marketer to study the consumer behaviour so that he would know attitudes,
intentions, desires and psychology of customers.
The Textile industry occupies a unique place in our country. One of the earliest to come into
existence in India, it accounts for 14% of the total Industrial production, contributes to nearly
30% of the total exports and is the second largest employment generator after agriculture.
Today, India's textile sector comprises four important segments :
a) Modern Textile Mills
b) Independent Power Looms
c) Handlooms and
d) Garments
The Handloom sector plays a very important role in the countrys economy. It is one of the
largest economic activities providing direct employment to over 65 lakhs persons engaged in
weaving and allied activities. As a result of effective Government intervention through
financial assistance and implementation of various developmental and welfare schemes, this

Dr. Veena Rajendra Humbe, Associate Professor, Department Of Commerce, Dr. Babasaheb Ambedkar
Marathwada University, Maharashtra, India, E-Mail : V_Humbe@[Link].

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
sector has been able to withstand competition from the power loom and mill sectors. This
sector contributes nearly 19% of the total cloth produced in the country and also adds
substantially to export earnings. Handloom is unparalleled in its flexibility and versatility,
permitting experimentation and encouraging innovations. The strength of Handloom lies in
introducing innovative designs, which cannot be replicated by the Power loom sector. Thus,
Handloom forms a part of the heritage of India and exemplifies the richness and diversity of
our country and the artistry of the weavers who are below poverty line. So it can be coated as
Rich Products Hungry Lives.
The following table shows the major Districts involved in manufacturing various handloom
products in Maharashtra state
Handloom Products Manufactured in various Districts of Maharashtra State
[Link].
Districts
Products
1.
Aurangabad
Paithani Sarees, Himroos, Brocades, Design
Fabrics
2.
Yeola
Paithani Sarees, Designed Fabrics, Dress Material
3.
Solapur
Jacquard Bed Sheets / Covers, Double Cloths,
Curtains
4.
Bhiwandi
Traditional Sarees, Khans, Blouse Materials
5.
Malegoan
Shirtings, Handkerchiefs, Sarees, Cotton Bed
Covers
6.
Nagpur
Dhotis, Lungies, Mixed Fabrics, Sarees, Khans
7.
Pune
Cotton Muslin Fabrics, Scarves, Mixed Fabrics
8.
Amravati
Pasodi Sarees, Shela
9.
Tuljapur
Khanas and Cotton
10.
Dharwad
Khanas, Dharwadi Sarees
11.
Pandharpur
Ghongadi, Pasodi, Pitambara
In a country like India, where diversity is what keeps it together, Saree is one costume that's
common to all Indian women and worn in different patterns by womens of different
communities. The Saree is an indispensable costume in our lifestyle. It plays an important
role in defining Indian culture. Earlier women all across Indian subcontinent used to wear
nothing but the humble saree. With the increasing influence of the western civilization, the
popularity of the saree has declined in India but increased in foreign countries. Paithani,
Banarasi, Madhurai, Kanchipuram, Patola, Bandhani, Kosa Silk, Muslin, etc. have got
themselves a patent on international market. However, it continues to remain the traditional
Indian costume worn on exclusive occasions such as weddings, festivals, etc. A saree is a
powerful style statement and is worn by women with deep seated ethnic sensibilities.
Maharashtra has a rich traditional skill of crafts and various products made in the state are
famous within the countries and even abroad. Aurangabad in Maharashtra State is famous
for Paithani sarees of Paithan, Mashru and Himroo fabrics made of cotton and silk with the
luster of satin. The most celebrated textile in Maharashtra, Paithani is the name given to the
costly, high quality, silk, gold embroidered sarees.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
The richest sarees of Maharashtra - Paithani Sarees, are named after the town of Paithan
near Aurangabad in Maharashtra. Paithan today is simple taluka town in Aurangabad district.
Paithan was a prosperous trade centre called Pratishtan and exported rich fabrics and
precious stones to far of lands. Yet, something of the glorious past remains not handed by
the king and princess, nor even by learned men, but the patient weavers working endlessly at
their humble looms, a saree called Paithani, a poem in Silver and Gold. Initially weaving
activities were limited to Paithan town till 17th century. Later weaving activities also started in
Yeola (a village in Nashik district), with the help of local wealthy people. The sale of Paithani
saree picked up from 1984-85 and Yeola village also became the main commercial centre of
Paithani weaving. The weavers of Paithani Saree and Fabrics are mainly in Paithan and
Yeola in District of Maharashtra, India. There are around 2500 handlooms and 700 families
involved in production of the traditional sarees.
The handloom sector occupies a distinct and unique place in the Indian economy, besides
being the largest generator of non-farm rural employment. Handicrafts and Handlooms is a
growing and vital sector of our economy both in terms of generating employment and earning
foreign exchange for the country with negligible import content.
Human expertise may have been replaced by modern machines. However, no machinemade fabric can be compared with the hand-made paithani sarees by the master craftsmen
of Maharashtra.
The focus of this study will be on the handloom industry manufacturing Paithani Sarees in
Maharashtra. In the present economic climate where dependency on foreign capital and
know-how is increasing all round, the handloom industry presents a sustainable model of
economic activity that is not energy intensive and has low capital costs, as well as an
extensive skill base. Its survival in, and adaptability to, a wide range of economic conditions
also needs to be understood in a proper perspective, in order to underline the inherent
viability of this enterprise. An objective appraisal of the handloom industry, therefore, is the
need of the hour. Till last decade the female customers were not so particular for the product
and its use. But today, womens are educated and so selective in their likings of product, they
are vigilant about new and innovated things.
Taking into account the need and importance of handloom industries and their products, and
for the growth and prospects of handloom industries manufacturing Paithani sarees and to
promote the popularity of Paithani saree in the society, Consumer Behaviour Approach
Towards Handloom Industries Of Maharashtra State With Reference To Indian Paithani
Saree is undertaken which would help in suggesting remedial measures to the handloom
industries of Paithani Sarees.

2. Literature Review
The studies of Consumer Behaviour for handloom and textile industries were conducted in
various areas like globalization and its effect on developing countries, competitive
advantages, challenge and implications.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
Jin, B. (2004) studied decrease in competitive advantage, challenges and implications in the
apparel industries in East Asian countries. He identified rise in labour cause, market
instability, limited automation and computerization as features of the industry.
Bilalis, N. (2006) in An analysis of European textile sector competitiveness discussed the
challenges to the European Textile sector and its competition with the exports of new
industrialized countries whose low wages and social charges give them a considerable
competitive advantage. The analysis is based on industrial excellence IE model developed by
INSEAD. Quality, flexibility, supply chain management, strategy formulation and strategy
implementation were observed as key indicators of textile sectors.
Pinar, M., and Trapp, P.S. (2008) in the article, Creating Competitive Advantage through
Ingredient Branding and Brand Ecosystem : The Case of Turkish Cotton and Textiles
suggests the implementation of ingredient branding strategy using its high quality cotton to
differentiate its cotton and textile products in the global marketplace, and also to improve its
competitive position.
On similar lines, Nayak, A. (2009) in his paper Hard Times for Indian Textiles referred to the
challenges of competitiveness of the Indian textile industry reeling under the pressure of the
global financial crunch and to the exporters, who were already suffering from the appreciation
of the Rupee since January 2007. High inflation rates and slow industrial growth were
discussed as the reasons for the textile exporters being in a difficult state.
Ogunnaike, O. (2010) studied Nigerian Perceptions of locally made textile products of
Kaduna State and mentioned local textile company. This study identified some perceptual
variables affecting buying behaviour and explode influence of marketing strategies on
consumer perception.
This study highlights the need and importance of handloom industries and their products, for
the growth and prospects of handloom industries manufacturing Paithani saree and to
promote the popularity of the Paithani saree in the society, a comprehensive study of
Consumer Behaviour Approach Towards Handloom Industries Of Maharashtra State With
Special Reference To Paithani Saree, which till date has not been studied.

3. Methodology:
Marketing management is one of the most dynamic business functions. On one hand it
reflects the ever changing market place and the constant evolution of customers preferences
and buying habits and of competition. An understanding of the economic, psychological and
sociological characteristics of the consumers and their motives, attitudes and personalities
can help to the manufacturers of the goods and services to discover new market
opportunities. The field of consumer behaviour studies, how individual groups and
organizations select, buy, use and dispose off goods, services, ideas or experiences to
satisfy their needs and desires. Studying consumers provide clues for developing new
product, product features, price, channel, messages and other marketing mix elements.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
Over the years, the Indian economy has been undergoing rapid changes. The new economic
policies have altered the course of the nation so radically that marketing has emerged as a
centerpiece of business activities in the country. Competition has rushed in an altogether new
marketing environment. Marketing has become a necessity for survival of business firms :
price, competitiveness, quality, assurance, and customers service have become vital
components of marketing and most business firms are realizing that if they do not have
competitive strength they cannot survive.
The entire business has to be seen from the point of the customers. A companys success
therefore depends on its ability to create and retain customers. Thus, a company, which
wants to enhance its share of market, has to think regarding psychology of customers and
their needs.

Objectives of the Study:

The principal objectives of the present study are as follows :
1) To review the important features of Paithani sarees.
2) To study the brand image and awareness of Paithani saree in the mind of customers.
3) To analyse the factors which are considered by customer while purchasing saree and to
find out its importance and satisfaction level of using the product.
4) To compile the opinions and value judgments of the said respondents.
5) To make the suggestions and recommendations for consumer satisfaction.

Scope of the Study:

As it is beyond ones capacity to cover all essential different type of sarees, the study of
Paithani has been taken for the purpose of observation and analysis of consumer satisfaction
and expectation. For the sake of convenience of the study, the scope of the study covers the
period of year.

Research Methodology of the Study:

It is of crucial importance for a marketer to test the psychology of the consumers towards
consumer expectation and satisfaction of the product. Hence it is important to study whether
the Paithani Saree contains three values viz. Attention, Information and Persuasion or not
and to what extent these values satisfy consumers needs and expectations.
The formulation of research problem in the present study involves the following:

Collection of Data:
Data collection is very important work in the research process. There are two types of data
collected i.e. Primary and Secondary Data.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
The study is mainly based on primary data. A detail and comprehensive questionnaire for
consumers of Paithani Saree was prepared and canvassed among 100 female consumers.
Attempts were made to contact different class of female consumers like working women,
housewives and professions to respond to the questionnaire. Again, efforts were also made
to have their opinion personally. The female consumers were taken into confidence so as to
get their free and frank opinions. All the completed questionnaires were scrutinized carefully
and the data so colleted were tabulated and finally used for study. After completing overall
tabulation of two variables, viz. independent variables like Age, Education, Income and
Employment were linked with the dependent variables in terms of values viz. Attention,
Information and Persuasion.
The secondary data was collected and analyzed from various books, magazines, published
literatures, articles related to topic, web sites etc.

Sample Design:
i) Collection of Primary Data :
The consumer survey was conducted for Aurangabad city. An exhaustive list of
female consumers was prepared and total number of 100 female consumer
respondents was chosen for the purpose of survey.
The size of sample for Paithani Saree was taken as 100 from amongst the
female consumer users of the concerned product.
ii) Collection of Secondary Data :
Data, which are not originally collected but rather obtained from published or
unpublished sources are known as secondary data. Secondary data are usually in the
shape of finished products since they have been treated statistically in some form or
the other. The secondary data was collected from various books, magazines,
periodicals, annual reports, published literature and articles related to the topic,
research publications, internet sites etc.

Interpretation of Data:
The data and information from the questionnaire of respondents was collected and edited.
The data collected were qualitative in nature. The data was tabulated and interpreted from
questionnaire of survey revelations. Approximations have been made correct to two decimal
places. All fractions equaling exactly one-half over one-half have been counted as whole
number and all under one-half have been discarded in the text while analyzing data.
Thereafter, overall tables were prepared. The data were processed for analysis and
interpretation using various statistical methods like simple averages, index numbers and
percentages.
After completing overall tabulation of values for Paithani Saree, the data were interpreted and
the values were compared and analyzed according to various factors such as Age,
Education, Income and Occupation of the respondents. This analysis revealed the extent to
which three values exist in Paithani Saree.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
Hypotheses of the Study:
The study has the following hypotheses :
1. For the consumer, price is the only factor to buy or not to buy the product.
(Marshallian Model)
2. The major sources of influence on consumer are the primary group, culture,
sub-cultures, reference group and social class to which he / she belongs
having not much scope for his / her own choice for buying the product /
services. (Veblenian Model).
3. Psychological elements influencing or attracting the mind mechanism of
consumer play major role in his / her to buy or not to buy the product. (Freud
Sigmund Model)
4. The consumer response depends on his experience and level of learning
associated with intense need / strong drive, for the product concerned for the
satisfaction of physiological needs to buy the product. (Pavlovians Model)

5. Result / Analysis
The consumers who were having Paithani Sarees were interviewed. These female
consumers were asked about their opinions for the three values viz. Attention, Information
and Persuasion regarding Paithani Sarees.
The main findings of the survey are as mentioned below:
1. An overview regarding the consumer expectations and satisfaction of the three values
reveals that more than 50% consumers are satisfied with all three values viz. Attention,
Information and Persuasion in Paithani Saree.
2. As per the opinion of the respondents Paithani Saree attracts attention due to its bright
colours with gold embroidery and silk texture, whereas,
few respondents who were
unsatisfied felt that Paithani saree has traditional fashioned design which does not attract
attention.
3. According to the opinion of the respondents regarding the Information value, the
respondents from the higher age group were satisfied with Paithani saree. They responded
that Paithani sarees are of premium quality and are more comfortable also suits their tradition
and culture. The information provided by unsatisfied respondents was that as Paithani sarees
are available only at authorized shops and in outlets of handloom industries and tourists are
the target customers of these shops, the cost of Paithani sarees is higher as compaired to its
quality, design and texture. There are no proper displays, advertisements and details
regarding quality and price of Paithani saree in general shops.
4. The graduate respondents who were satisfied for persuasion value felt that Paithani saree
reflects womens dignity and royal culture in society and quoted for its special sales
promotion tool of T.V. programme Home Minister. The unsatisfied respondents felt
persuasion value is less for Paithani saree as there are no special offers or discounts on it.

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
5. Paithani saree has important elements of Veblenian Socio-Cultural
Model
and
Freuds Psycho-Analytical Model of consumer behaviour. Paithani saree has some of the
important elements of the Veblenian Socio-Cultural Model like cultural, social and
traditional factors. According to the culture, where by using the product, consumer can satisfy
her wants and comforts by wearing Paithani saree in marriages, parties and festivals. As per
the Freuds Psycho-Analytical model, the main aim of the marketer is to show psychological
elements influencing the mind mechanism, that consumers by using the product will look
attractive and traditional. By introducing psychologicalelement, consumer reacts fast on
decision-making. A Maharashtrian woman feels that she should have atleast one Paithani
saree for her.

Testing of Hypothesis:
The models of consumer behaviour i.e. Veblenian Socio-cultural Model and Frueds Psycho
Analytical Model are confirmed as Paithani saree reflects cultural, social and religious values.
Whereas, Marshallian Micro-Economic Model and Pavlovians Learning Model are
confronted.

Recommendations:
In view of the above findings, following recommendations can be offered to manufacturers
and marketers of Paithani sarees for satisfying consumer needs and expectations :
1. It is suggested that latest fashion designs in Paithani saree can attract younger
generation, hence it would be beneficial to have various changes in designs without changing
the traditional look.
2. Paithani sarees are generally available only at authorized shops and in outlets
of
handloom industries and tourists are the target customers of these shops. Therefore, it will
be beneficial for the regular customers if Paithani sarees are available in regular markets of
village, talukas and districts of different areas
3. The proper information regarding Paithani saree is rarely available to customers. Hence
proper displays, advertisements and details regarding quality and price of Paithani saree in
general shops can help the women consumers to purchase the product.
4. For Paithani saree, marketer should also emphasis on the Marshallian Micro-Economic
Model, where consumer is the rational buyer and for him price is the only aspect. As saree is
the basic need and regularly used product, price plays important role in buying decision. It is
recommended to marketer and manufacturer to concentrate on price factor, which may
persuade the customers to buy the product.

6. Conclusions
After studying consumer behaviour approach towards handloom industries product i.e.
Paithani Saree, attempts should be made to make the process of production more capital
8

Proceedings of 4th Asia-Pacific Business Research Conference

30 September - 1 October 2013, Bayview Hotel, Singapore, ISBN: 978-1-922069-31-3
intensive rather than labor intensive. As men and women weavers of this industry take
painstaking efforts for completing Paithani saree, so they should be rewarded with better pay
wages and returns. Also consumers will get varieties of products with low cost and quality
product.
On account of the decreasing popularity of Paithani sarees, handloom weavers have
diversified and also started the production of Paithani dress materials, scarves and other
household items. There are very few weavers who still practice this art. Weavers are finding it
difficult to reach break even, let alone making a profit. Many have shifted to other professions
that are more monetarily rewarding.
To overcome these drawbacks, it is necessary that more innovative motifs be used in
Paithani sarees by taking into account consumer expectations and satisfaction for Paithani
saree.
It has also become necessary to use a different fabric in these sarees so that a better drape
can be achieved. Manufacturers / weavers of Paithani handloom industries should try to
make certain changes in the traditional Paithani saree so as to bring down the cost of
production and hence, the price. Attempts should be made to make the process of production
more capital intensive rather than labor intensive. As men and women weavers of this
industry take painstaking efforts for completing Paithani saree, so they should be rewarded
with better pay wages and returns.

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