Effect of Select Demographic Variables on the Purchase Decision of Khadi Cloth

Credit goes to our national father Gandhiji in making khadi apparel popular amongst people. It never used to be decorative in the days of Gandhiji.But today it comes in different soothing color, comfortable textures. Khadi has a unique style and brand. The purpose of this research paper is to study the factors affecting the purchase decision of Khadi cloth and to see the effect of select demographic variables on these factors. An empirical study has been done in Indore division, involves 110 respondents to obtain the required data. The questionnaire result analyzed with SPSS which are Independent T test and One Way Anova in order to see that is there any difference of gender and age on the Purchase decision of Khadi Cloth. It was found that gender has its significant effect on the promotion, environmental and total factor of purchase decision of Khadi cloth, while age does not have its significant effect on the purchase decision of Khadicloth. This research also as an effort to help seller in having better performance in future market.


Introduction
The present study focuses on effect of select Demography on the purchase decision of Khadi cloth. With growing awareness, comfortable issue, influence from self-image and concern about environment, the number of consumers are increasing .This is highly lucrative and potential market and there is a need to @ IJTSRD | Available Online @ www.ijtsrd.com | Volume -2 | Issue -2 | Jan-Feb 2018 Research, Indore, Madhya our national father Gandhiji in making khadi apparel popular amongst people. It never used to be decorative in the days of Gandhiji.But today it comes in different soothing color, comfortable textures. Khadi has a unique is research paper is to study the factors affecting the purchase decision of Khadi cloth and to see the effect of select demographic variables on these factors. An empirical study has been done in Indore division, involves 110 uired data. The questionnaire result analyzed with SPSS which are Independent T test and One Way Anova in order to see that is there any difference of gender and age on the Purchase decision of Khadi Cloth. It was found ct on the promotion, environmental and total factor of purchase decision of Khadi cloth, while age does not have its significant effect on the purchase decision of Khadicloth. This research also as an effort to help seller in having Khadi cloth, consumer behavior, The present study focuses on effect of select Demography on the purchase decision of Khadi cloth. With growing awareness, comfortable issue, influence image and concern about environment, the number of consumers are increasing .This is highly rative and potential market and there is a need to explore this market due to its special features. The khadi Cloth is pre-dominate in metros, and Indore division is mini metro, so this research confined to Indore region.
Today, Khadi has become iconic app Khadi has become a matter of pride. Textile designers have commercialized it Khadi glorifies our wardrobes .Fashion designers get innovative ideas to improve the texture of Khadi. If we compare Khadi with machine made cloth, we will find that many ways .It is relatively more comfortable than machine made fabrics. Khadi is non allergic It enhances men personality.

Factors affecting purchase of Khadi Cloth
Khadi product feature it is better than it in so many ways .It is relatively more comfortable than machine made fabrics. Khadi is non allergic It soft texture gives unusual feeling to wearer.Khadi requires starch which makes it wrinkle free, stopping from crushed. Khadi is a better option because it is durable,elegant,comfortable,eco-friendly,cool in summer and warm in winter .These qualities of khadi make it exclusive in textile field.
Price factor:-Kothari (2011) According to W.J.Stanton "Price is the amount of money which is needed to acquire a product."Apparently khadi seems costlier than machine made cloth. But when we think of durability, it lasts for 4-5 years and due to its quality, it is found that it is not so costly. Because of the extra ordinary look the modern generation prefers to wear khadi. Fashion conscious people and people live for values are interested in having different apparel and khadi fulfills their demand.
Promotion factor: -Kothari (2011) "Promotion is the communication by the marketer to its target customers regarding its product or services.It is a persuasive and informative factor which persuades people to purchase the product. If our product is superb also and offered at fair price too but cannot be sold unless and until people are not informed, influenced and persuaded. Same it is khadi clothes are promoted through fair and exhibitions, advertisements, window display and by giving time to time discount on purchases. To make people aware of khadi cloth, these can be the effective promotional tools.
Place/Availability factor: We mean the system of marketing channels through which products are and services are distributed to the ultimate consumers or final buyers. With the demand of product it is imperative it can be easily available to customers at right quantity, right time and right place. Availability factor affects the demand and supply of khadi cloth. Khadi cloth can be made available through khadi gram udyog, departmental store, retail store etc.
Social factor: -Social factors : ( Kotler 2006) A consumer's behavior is influenced by such social factors as reference groups, family, social roles and statuses.A person's reference factor is which directly and indirectly influences people to purchase the thing. They expose an individual to new choice and product .Reference groups influences people to purchase decision of consumers .These groups can be its family, friends neighbor's, peer group, celebrity/politician, which strongly impels buying decision. At the same time buyer also belongs to many groups like clubs, association etc. His /her own position in each group is specified by his role and status which also influence the purchase decision of khadi fabric.
Environmental factor:-Debraj Datta & Madhu Datta (2006) Environmental Factors:-Behavior always occurs within a situation. Situational influences involve both people and objects and the influences that are in the situation itself. Situational influences can be defined along five dimensions which are Physical surroundings, Socialsurroundings, Time, Task and Antecedent states (temporary mood or condition of the customer).Purchasing decision of Khadi clothalso depends on climatic condition also as it is woven in such a way it has ample amount of ventilation it soaks the sweat and keeps the body cool and dry .It is 100% body friendly andgood for all season. Its industry nonpolluting and do not harm nature in any manner it is eco-friendly. Fashion designers make it to put it on for special Occasion's too.
Consumer behavior:-Kothari and Sharma (2009) Consumer behavior is a reaction of individuals in obtaining & buying goods and services of a particular type .It is an orderly process whereby the customers(individuals interacts with his environment for making a purchase decision of products. It includes communication, purchasing& consumption behavior.Consumer behavior consists of factors that have effect on buying .Consumer behavior consists of factors that have effect on consumer's buying decision. Professor Walter C.G. & Professor Paul C.W "the process whereby individuals decide whether, what, when, where, how and from whom to purchase goods and services."Consumer behavior deals with as to why and why not an individual purchases particular products and service. Consumer behavior as a studyfocuses on the decision process of the individual consumer or consuming unit. In contrast the consumption behavior as a study, is to do with the explanation of the aggregates of consumers or consuming units, either at a given point of time or over a period of time. Consumption is also shaped by the family life cycle& the number, age& gender of people in the household at point in time.In our study we have taken the age group of25-35years, 35-45years, 45years and above as they are employed and with a reasonable disposable income . Bose (2009)The India about 35 million and 25 million are employed in the government and organised sector respectively.The country is also the largest technical man power in the worldwith information technology ,computer and software technology and its people are the strongest and largest asset in the world. The Indian consumer spends 3.5% on Clothing and Footwear .

Sherlekar (2013) Basic Model of Consumer -Decision Making (Stimulus-Response Model)
Consumer decision making is composed of three stages; i.e. Input, Process and Output Input: -is stimulus variable and it includes marketing efforts of the organization and socio cultural environment. The efforts include 4P's of marketing, i.e. Product, Price& promotion & distribution network. The inputs are basically marketing mix components that consist of product, Packaging, Advertisement's Pricing of the product & promotion & distribution channel to move the product from the place of production to the place of consumption i.e. the consumer.
The social -cultural environment serves as a noncommercial source of information .It includes reference groups (friends, colleagues in the office, members of local club etc.) members of the family, social classes and cultural factors. These factors have tremendous influence on consumer.
Process -It deals with how consumer makes purchase decision. The consumer receives the inputs (marketing efforts and socio-cultural factors) and processes the inputs through psychological process of information processing. It includes problem recognition, information search, evaluation of alternatives and benefits that lead to a buying decision. The decision process which involves a number of complex variables is not visible to us.
Output-It consists of purchase behavior and post purchase behavior.
Sherlekar (2013) P.no 120 Purchase decision:-Purchase decision includes decisions regard to product/brand, dealer, quantity and quality, timing and payment. According to Taylor and Wills (2000), psychology places a strong and large part in pricing a product. Consumers facing any risk in their purchasing decision feel safer with a price. The fact that a high price is an indicator of quality of a product is the consumer's perception. Price indicates some amount of money that needs to be paid to achieve something (Friedrich, 2004). Some products or services are purchased based on customer's perception of price instead of the actual money price. Price is classified into two parts that is objective price and perceive price .Objective price is the actual price of the product while perceive price is individual believe of the price in relation to the quality of the product(Donald R., Lichtenstein & Scot B., 1989).
According to Swastha and Irawan (2008), promotional mix is information flows or one way persuasion which directing someone, people, or organization to make a demand. Promotional mix is used to expand and penetrate the market, build the company's image, provide information, increase and stabilize sales, add value to product and differentiate the products (Williamson, 2012) Another research found that there is an impact of place towards customer buying decisionFadhillah AP (2013). On 'the analyze of product, price, promotion, and distribution towards customer buying decision' . Although the number of individuals willing to purchase green products has increased in the last few years, there is little evidence to suggest that purchase of green products has increased; despite environmental concern and positive attitude of customers towards sustainability and green products, market share of green products remains confined to just Research Methodology:- The study: The study undertaken is exploratory in nature and based on survey method. Tool for Data Analysis: Total population of Indore is considered as finite were used for the study purpose. Statisticsused like frequency distributions, graphs, charts and inferential statistics like Independent T test and One way Anova wasimplemented on the collected data The data entry and analysis was performed by using Microsoft Excel and Statistical Package for Social Science (SPSS) version (21.0).and following test were conducted .
In the study Independent t test, one way Anova is implemented on the collected data. T-test has been used to find out the significant effect of gender onthe purchasing decision of khadi cloth. One way Anova has been used to find out the significant effect of age on the purchasing decision of khadi cloth.

Normality
Normality is used to determine whether the data population is normally distributed or not. In order to fulfill the criteria of using Independent t test and One way Anova value should be normal distributed. In this study, the author used the normal distribution by using Probability P Plot. Available in Annexure 1 International Journal of Trend in Scientific Research and Development (IJTSRD) ISSN: 2456-6470 @ IJTSRD | Available Online @ www.ijtsrd.com | Volume -2 | Issue -2 | Jan-Feb 2018 Page: 622 One-Sample Kolmogorov-Smirnov Test was applied, whose value was found 0.650, which shows normality of data.
Reliability Analysis had done using Cronbach's Alpha Method with reliability value-0.708, Hypotheses:-The following hypotheses are formulated to test their validity in the Context of above objectives:-H01:-There is no significant difference of the gender of customer on the product factor of purchase decision of Khadi cloth. H07:-There is no significant difference of the gender of customer on the total factor of purchase decision of Khadi cloth. H08:-. There is no significant difference of the age of customer on the product factor of purchase decision of Khadi cloth. H09:-There is no significant difference of the gender of customer on the price factor of purchase decision of Khadi cloth. H010:-. There is no significant difference of the age of customer on the promotion factor of the purchase decision of Khadi cloth. H011:-There is no significant difference of the age of customer on the availability factor of the purchase decision of Khadi cloth. H012:-There is no significant difference of the gender of customer on the Social factor of purchase decision of Khadi cloth. H013:-There is no significant difference of the age of customer on the environmental factor of purchase decision of Khadi cloth. H014:-There is no significant difference of the gender of customer on the total factor of purchase decision of purchase decision of Khadi cloth.

Results and Discussions
Effect of Gender :-To study the effect of gender on purchase decision of Khadi cloth total 7 hypotheses were formulated .The results of hypotheses testing are as follows:- To see the effect of gender on purchasing decision of Khadi cloth, an independent sample test was conducted at level of significance (.05) H01:-There is no significant difference of the gender of customer on the product factor of purchase decision of Khadi cloth an independent sample test was conducted asthevalue (.268) is more than level of significance (.05.).Today buyers whether it is male or female are only concerned with what the product does ,what the product means to them and to what extent it satisfies their social and psychological needs.. As can be observed from the data, there was no significant difference between the men and the women in terms of data, so the hypothesis is not rejected. (Hooley and Saunders 1993, p. 17) In a competitive market, in addition to their basic benefits, products usually have many other attributes, such as features, styles, symbolism, durability, quality, and related services. By designing products with combinations of these attributes, marketers try to attract consumers with particular consumption values. Bose(2009)In India more and more women are getting into jobs, entrepreneurship and executive positions. Women's movement:-Demand for products common to both the sexes become predominant H02:-There is no significant difference of the gender of customer on the price factor of purchase decision of Khadi cloth it is not rejected as the p value (.145) is more than level of significance (.05).According to Taylor and Wills (2000), psychology places a strong and large part in pricing a product. Consumers facing any risk in their purchasing decision feel safer with a price. The fact that a high price is an indicator of quality of a product is the consumer's perception. So there is no effect of gender on price.as today both male and female go for the quality as compared to price.

Hypothesis testing
H03:-There is no significant difference of the gender of customer on the promotion factor of purchase decision of Khadi cloth is rejected as the p value (.866) than level of significance (.05) Men and women consumers evaluate messages in advertisements differently. Marketing strategies differentiates gender buying behavior thus female are more emotional and easily be attracted by advertisements compared to male (Imam, 2013).
Kotler(2009)Nevertheless, men and women may respond differently to marketing messages. One study showed that women valued connections and relationships with family and friends and placed a high priority on people. Men, on the other hand, related more to competition and placed a high priority on action. Kotler P.no 169 H04:-. There is no significant difference of the gender of customer on the availability factor of purchase decision of Khadi cloth is not rejected as Khadi Cloth are easily available as its p value (.134) is more than level of significance(.05).
H05:-. There is no significant difference of the gender of customer on the Social factor of purchase decision of Khadi clothis not rejected as now a days they are influenced by their groups equally. H07:-There is significant difference of the gender of customer on the total factor of purchase decision of Khadi cloth an independent sample test was conducted is rejected as the test revealed that isp value (.006) is less than (.05).the test revealed significant difference of the gender of customer on the total factor of purchase decision of Khadi cloth as According to Mitchell and Walsh (2004), males and females want different products and they are likely to have different ways of liking and obtaining these. Gender has an important role in consumer behaviors. Because, the differences between men and women about expectation, want, need, life-style etc. reflect to their consumption behaviors. This demographic variable is one that retailers consistently use as a means of classifying customer behavior (Marks 2002;Otnes and Mc Grath 2001). Researchers have demonstrated gender differences in terms of shopping preference and behavior for many years and despite the millennium marketers attempt to downplay gender differences, researches show that men's and women's shopping behavior differs on many levels. Men and women have been found to process information differently (Peter & Olson 1999), relate to and value material possessions differently, purchase different items or different reasons (Dittmar et al. 1995(Dittmar et al. , 1996.  ,Environment factor(.738) and total factor (.918) is more than the significant F-value at 0.05 level which reveals that there is no significant effect of age on purchasing decision of khadi Cloth. Abdul Waheed et.al (2014) in his studies mentioned that there are seven independent variables which governs purchase behavior and that are age, education, income, zodiac sign, credit facility, marital status and price of the product. But they emphasized that income and education are the major determinants for the purchase decision as compared to other factors mentioned before.

Bipal
.B.Bose (2009)Age :-However ,the demographic use for segmenting the market can lead to marketing operations on an un expected level ,for ex:-Maggi noodles was launched to target the market of children and young population but it has been found to be liked by even adults.
Limitations of the study: Following are the limitations of the study they are as follows:- The study was limited to Indore city only.  The study was confined to limited number of respondents it could be taken larger.  The study is limited to Khadi cloth only, Khadi products could be taken for study. Promotions should be done through different methods to attract new customers. Awareness regarding its eco friendliness must be done.
If media is used more extensively for creating awareness about utilities of Khadi cloth with its benefits in focus, potential customers will grow much faster than they are growing today. It is comfortable to wear than machine made cloth and its eco-friendly are the key issues for potential customers. Retailers, departmental stores and khadi gram udyog sales men can be used for increasing awareness and promoting about Khadi Cloth. Proper window display, Advertisements through different media must be done to attract all segment.
The marketers has to see how change in its environment can lead to changing patterns of demand for its products .It also needs to access marketing opportunities and threats present in the surroundings.
Just as the human body may have problems, if it fails to adjust to environmental change, similarly business may fail if they do not adapt to external changes such as new sources of competition or changes in consumer's preferences.
In an ideal world ,seller should know its customers so well that it is able to predict what they will require next, rather than wait until it is possibly too late and then follow.

Conclusion:-
The study has been done on six factors that influence purchase decision of customers. The first four factors are related to Marketing mix elements and other two factors are related to buyers characteristics.
The study found significant difference of gender on purchasing decision of Khadi Cloth. The study found no significant effect of gender on product, price, place, social factors on purchasing decision of Khadi Cloth.
But there is a significant difference between male and female on promotion and environment factor. Thus promotion and environment are the two major factors which marketers must concentrate according to gender and basis of segmentation and marketers must target the customers' according to this segmentation.
The study found no significant difference of age on purchasing decision of Khadi Cloth as Khadi Cloth is available in different features price, promotion, available, for every age group. There is no significant difference of age on social and environment factor.
Customers are different in their purchase preferences. Consumers buy products for different reasons, they buy in different ways and use it differently .There is immense unevenness among consumers, so marketers need to understand their requirements and cater them effectively.