Females’ preference of constructional features for readymade khadi kurties

Abstract

Khadi industry produces readymade kurties in large amounts but kurties produced by khadi manufacturer are not according to consumer demand. So, demand of readymade khadi kurties are less as compare to kurties from other brands. So, keeping in the view the need of the consumer’s for readymade khadi kurties, this study was planned with objective i.e., to know the females’ (consumers’) preference of constructional features for readymade khadi kurties The study was conducted at Govind Ballabh Pant University of Agriculture and Technology, Pantnagar, Uttarakhand, India. One hundred female between 21 to 31 years of age were selected as sample by using stratified random sampling method. Survey method was used for data collection by using a self structured questionnaire schedule as a tool. This questionnaire schedule consists two sections; first section dealt with general information and second section dealt with specific information related to different constructional features desired by consumers for readymade khadi kurties. The collected data were tabulated and analyzed by using frequency and percentage statistical measures. The results shows that maximum consumers were preferred readymade khadi kurties having A-line silhouette with below knee length and flared kurties with calf length followed by stand collar and U-shaped neckline type, plain and flounce type sleeve with different length i.e., three quarter and above elbow, style line type of fullness, semi deep depth of neckline for front and back, placement of placket at front, hooks and button type of fasteners.