A study on consumer awareness about handloom products with special references to Jorhat district

Introduction

Handlooms are a part of India's tradition and are an excellent representation of the country's richness, diversity, and weavers' artistry. The most significant cottage industry in the nation is the handloom sector. The Indian textile industry's handloom sector is historical and has contributed significantly to employment in the country's economy. By being justified and encouraged to introduce value-added customized products for customers worldwide, it can currently play a significant role in the quota free trade system. This necessitates the proper kind of government assistance. Given its scale and employment potential, the industry is highly significant. It is the largest economic activity, second only to agriculture, and employs over 13 million weavers directly and indirectly. Indian handloom goods are renowned for their exquisite craftsmanship and distinctive designs. The growing trend is to produce unique items by combining traditional designs with modern methods. The Ministry of Textiles, Government of India, established the Handloom Export Promotion Council (HEPC) as a statutory agency to encourage the export of all handloom articles, including carpets, floor coverings, textiles, and home furnishings. When HEPC was founded in 1965, it had 65 members; today, it has over 2, 000. In addition to existing programs and schemes, the Government of India has launched a new program called the Deen Dayal Hathkargha Protsahan Yojana and recently established a National Centre for Textile Design (NCTD) in an effort to support handloom weavers financially and boost the fabric's design industry. The Health Package Scheme (1993), the Thrift Fund Scheme (7th Five-Year Plan), and the New Insurance Scheme for Handloom (1997-98) are among the Weavers Welfare Schemes being implemented by the Indian government. It is widely acknowledged that the handloom industry plays a significant role in the national economy. This sector has the potential to significantly contribute to export earnings due to its many advantages, including the ability to produce in small quantities, originality, constant opportunity for innovation, eco-friendliness, adaptability, and, most importantly, the element of rich artistry. As a result, exporting handloom goods has been designated as a "Thrust Area" for the sector's overall growth.

Methodology 2.1 Area of the research study

The study was conducted in the Jorhat district of Assam.

Selection of respondents

The respondents were selected from the Assam Agricultural University, Jorhat which includes undergraduate and postgraduate students. A total of 100 respondents were selected randomly for the study and all of them are having idea about the handloom products.

Development of tools for data collection

A questionnaire was developed to collect information from undergraduate and postgraduate student of Assam Agricultural University regarding the consumer buying behavior.

Collection of Data

Data were collected by personal interview method. Structural scheduled was used to collect data in the present study. Every effort was made to clarify the questions to get the correct responses from the respondent. Interview schedule which was prepared in simple English language.

Statistical analysis of Data

The collected data were tabulated and analyzed properly in accordance with the objectives of the present study. The following descriptive and inferential statistics were used to analyses the data in the present study. a) Frequency distribution. b) Percentage.

Results and Discussion

3.1 Distribution of number of male and female members engaged in the study. Table 3.1 reveals that 30% respondents were male and 70% respondents were female.

Distribution of respondents according to their marital status.

Figure 1 reveals that 82% respondents were unmarried and 18% respondents were married. Table 3.4 shows that 91% of the respondents were using handloom products and 9% were not using handloom products.

Distribution of respondents according to their frequency of using handloom products.

Figure 3 reveals that 68% of the respondents were using handloom product daily and 32% using handloom product occasionally.

Distribution of respondents based on their type of handloom product usage

Figure 4 reveals that from the total respondents 93% using gamocha, 67% using mekhela/chadar, 58% people using cushion cover, 41% people using kurti, 36% people using pillow cover, 27% people were using bed sheet, 12% people using shirt and 18% people using any other products as handloom products. 3.7 Distribution of respondents according to use of power loom product. Table 3 shows that 100% of respondents use power loom products.

Distribution of respondents according to their ability to identify the handloom and power loom products.

Figure 5 shows that 67% respondents were able to identify the handloom and power loom products. 3.9 Distribution of respondents based on criteria use to differentiate handloom products from power loom products.

Figure 6 reveals that 57% respondents able to differentiate handloom products from power loom products by observing, 24% by touch and 19% by any other criteria.

Distribution of respondents according to the source of information regarding the characteristics of handloom products.

Figure 7 illustrates the sources from which respondents obtained information about the characteristics of handloom products. Television was the most common source, cited by 26% of respondents, followed by exhibitions (24%), books (19%), and magazines (16%). Meanwhile, 8% received information through radio, and the remaining 7% relied on other sources. Table 4 shows that 66% respondents were aware about handloom mark and 34% were not aware about handloom mark.

Distribution of respondents according to their awareness about handloom mark.

3.12 Distribution of respondents according to their source of information about the handloom mark. Figure 8 represents that 19% of respondents obtained information about the handloom mark from purchased product, 18% from books, 18% from exhibition 17% from magazine, 14% from television, 8% from radio, and 7% from any other sources. Table 5 reveals that 58% of respondents check handloom mark in the time of purchasing while 42% do not check.

Distribution of respondents based on their consideration of handloom mark at the time of purchase.

Distribution of respondents according to their knowledge of the role of handloom mark.

Figure 9 reveals that 53% respondents knew about the role of handloom mark in handloom products and 47% don't have idea about handloom mark.

Conclusion

The study highlights the significant role of handloom products in the lives of consumers, with 91% of respondents using handloom products. However, a smaller portion (9%)

does not engage with these products. Among the users, 68% incorporate handloom products into their daily routines, while 32% use them occasionally. The preference for specific handloom items varies, with gamocha being the most widely used (93%), followed by mekhela/chadar (67%) and cushion covers (58%). Other products such as bed sheets, pillow covers, shirts, and kurtis also have considerable usage. Despite the widespread use of handloom products, the study finds that all respondents (100%) also use power loom products, indicating that consumers do not exclusively rely on handloom textiles. Additionally, 67% of respondents can distinguish between handloom and power loom products, with the majority identifying them through observation (57%), followed by touch (24%) and other methods (19%). This suggests that while many consumers recognize the difference, a substantial portion (33%) cannot differentiate between the two. The awareness regarding the handloom mark, which certifies the authenticity of handloom products, is moderate. About 66% of respondents are aware of the handloom mark, while 34% remain uninformed. Information about handloom products and marks is obtained through various sources, including television (26%), exhibitions (24%), books (19%), and magazines (16%). However, only 58% of respondents actively check for the handloom mark while purchasing products, and 53% understand its significance. The findings indicate a strong presence of handloom products in consumer choices, yet highlight gaps in awareness and authentication. There is a need for increased educational efforts and promotional campaigns to enhance consumer knowledge about the distinction and certification of handloom textiles, ensuring informed purchasing decisions and the preservation of traditional weaving practices.

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