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International Journal of World Research, Vol - 1, Issue - XVI, April 2015 Print ISSN: 2347-937X

www.apjor.com Page 29

CONSUMER BEHAVIOUR AND SATISFACTION REGARDING NATURAL

SILK PRODUCTS IN DIBRUGARH DISTRICT OF ASSAM

Dipankar Saikia

Research Scholar, Department of Commerce

Dibrugarh University, Dibrugarh-786004, Assam

&

Dr. Chimun Kumar Nath

Assistant Professor (Stage III), Department of Commerce

Dibrugarh University, Dibrugarh-786004, Assam

ABSTRACT

Based on a sample of 300 female married consumers the study has been carried out with the objectives to

analyze factors influencing the Consumers’ behaviour towards Silk Products and to observe the nature and

extent of Consumer satisfaction towards Silk Products in study area. The study further observes the rural and

urban consumer’s behaviour and satisfaction thereof towards Silk Products in the study area. The results

indicate that though there exist difference between the rural and urban consumer’s buying behaviour but such

difference are narrowing down with the development of information and communication system. By and large

the consumers are satisfied with the natural silk products but due to the price factor they preferred to some

other ornamental silk products.

Keyword: Consumer Behaviour, Rural Urban Matrix, Natural Silk Products, Assam

Introduction

With the increase in customer awareness, the focus has shifted to satisfy the customer and to provide

improved product quality. Delivering quality products is thus an essential strategy for success and survival in

today‟s competitive world. Improving product quality and customer satisfaction has become a source of

competitive advantage in the industry. Such a focus on the product quality like silk has lead to the concept of

customer delight. The focus on customer satisfaction and delight has led the manufacturers to understand what

customer satisfaction is, so that they can meet as well as expand customers‟ expectation, which will lead to

improvement in products, higher profitability and customers‟ loyalty.



Review of Literature

According to Bowonder and Sailesh1 they have put emphasis on problems relating to failure of the silk

industry in Kancheepuram and it was due to the lack of support from technology. The industry was on the

brink of extinction due to the obsolescence of the designs and design making procedures. As per their

Observations the use of ICT has not only helped in creating new and complex designs but also reduce the time

involved in the process. The acceptance of these silk sarees by the consumers has also increased with the

automation of designing process.

According to Rawlley (1919)2, the principal object was to discover the exact requirements of the silk

market and to present a general analysis of the facts to the interested parties. In doing this, he has pointed out

a new source of supply for the consumer of raw silk and a new outlet for the producer and if steps are taken to

organize the industry and the trade before it is too late, there is every possibility that India will play a great

part in the fulfillment of world's silk contracts.

Bajpai and Shukla (1998)3 has expressed in their paper that at present the state (U.P.) silk products are

facing a tough competition from different hand1oom corporations in India and the consumers are also giving

preference for mixed fabrics. There is also an organized attempt of silk yarn trader‟s against the Government.

Hence there is an urgent need to overcome these problems. Government should patronize this industry and the

supply of silk yarn should be under Government control. Silk reeling units must be established in the districts

which has sericulture firms and at least one weavers training centers must be opened having free training and

lodging facilities. Interest free loan to the weavers through the banks should be given for the establishment of

silk textile units. Introduction of silk garments for different sex and age is essential because in the state (U.P.)

almost 95% weavers are engaged in making silk saari.

Umesh et. al (2009)4 stated that the silk industry in India is showing a dismal performance in the post

WTO period. This profile of performance can be treated as warning signal for the industry because if the

industry starts declining at this rate, it will be difficult to revive the industry in the near future. Therefore,

there is a need for appropriate policy intervention to remove the clogs in the system to make it more vibrant in

the changed context of WTO regime. The declining trend of area under mulberry is a clear signal emanating

from the near stagnant or decreasing prices of primary products like silk cocoons and raw silk in the country.

The sliding down in the growth of silk industry has to be prevented and it should be vitalized with new growth

impetus so as to increase its contribution to the economy. In order to be competitive in the world market, it is

imperative to ensure adequate domestic production of high quality long staple silk yarn, which will also

overcome the present quality problems, which are coming in the way of enhancing Indian silk exports. Export

competitiveness should be enhanced through increased productivity and quality. To increase production and

exports there is a need to expand production and income enhancing support to

the silk industry.

1Bowonder B. and Sailesh J .V., “ICT for the renewal of a Traditional Industry”: A Case Study of

Kancheepuram Silk Saree, International Journal of Services Technology and Management 2005 - Vol. 6,

No.3/4/5 pp. 342 - 355. 2 Rawlley R.C. (1919), “The Silk Industry and Trade ” : A Study in the Economic Organization of the Export Trade of

Kashmir and Indian Silks, with Special Reference to their Utilization in the British and French Markets, Available at:

http://www.archive.org/stream/silkindustrytrad00rawlrich_djvu.txt. 3 Bajpai, D. N. and Shukla, R. N. (1998). “Growth of sericulture and its impact on silk textile industry in Uttar Pradesh”,

pp. 39-40. 4 Umesh K. B., Akshara, M., Shripad, B., Harish, K.K. and Srinivasan, S. M. (2009). “Performance Analysis of Production and

Trade of Indian Silk under WTO Regime”, Contributed Paper prepared for presentation at the International Association of

Agricultural Economists Conference, Beijing, China, August, pp. 16-22.

http://www.inderscience.com/browse/index.php?journalID=26&year=2005&vol=6&issue=3/4/5


http://www.archive.org/stream/silkindustrytrad00rawlrich_djvu.txt


www.apjor.com 1

In the opinion of De and Das (2010)5, Eri (a variation of Silk) generates substantial income and

employment each year especially for the rural poor masses, its growth has not been noticeably high as the

potential in Assam. The analysis made in their paper taking into account Barpeta district as a case study have

proved the existence of substantial scope for enhancing the ericulture activities even at the existing level of

technology and with little effort in the food leaves production, marketing and financial assistance. According

to them it may be expanded significantly that would generate further income and employment in rural Assam.

Goswami (2006)6, in his paper has made an attempt to analyze the impact of globalization of silk

industry in North-East India from gender perspective. The study found that with respect to raw materials,

globalization has some negative effect in domestic market. According to him the process of globalization of

the industry though generate economic gain from rapid growth of export the negative aspects such as

inadequate health care, education, training and credit facilities are a few important problems that deprived

women workers in the industry.

In their paper Huang and Wang (2011)7, has stated that China though having a strong share of

production of silk has relatively a small share in silk cloth marketing in the world. In their paper silk apparel

retail marketing development strategies were analyzed and have identified factors like expansion of the

market through customization would be the strategy need to be adopted by China in order to make it a silk

flare brilliant in the world.

Scope and objectives of the Study

The study is confined to the consumers of silk products of Dibrugarh district of Assam. The study is

basically on “Consumers” Consumption Behaviour and their Satisfaction towards Natural Silk Products.

Customers were not taken into consideration for this study. However, if a customer is also a consumer for the

same product, then they were considered within the purview of the study. Assam silk denotes the three major

types of indigenous wild silks produced in Assam—Golden Muga, White Pat and Warm Eri silk. For this

study the researcher has taken all the three variations in total and considered it as “silk products”. The basic

objectives of the Study are:

i) To analyze factors influencing the Consumers‟ behaviour towards Silk Products in Dibrugarh

District.

ii) To observe the nature and extent of Consumer satisfaction towards Silk Products in study area.

iii) To observe the rural and urban consumer‟s behaviour and satisfaction thereof towards Silk

Products in the study area.

Methodology

The study has been analytical in nature. The study has focused the demand side. Here both qualitative

and quantitative data has been used to carry out the study. Due to the vast proximity of the topic, only selected

areas have been chosen for the study. The area and coverage of the study is limited only to Dibrugarh district.

With the infinite universe, the researcher has adopted purposive quota sampling to collect the requisite

5 Dey U.K and Das. M, (2010).“ Scope of ericulture in Assam: An micro-economic analysis”, Journal of agriculture

extension and rural development, Vol. 2(6), pp. 106-105. 6 Goswami (2006), “Impact of globalisation of silk industry in Northeast India: An assessment from gender

perspectives, International conference on WTO, China and ancient economies, university of International business and

economics, Beijing, June 24-25 Available at: http://

faculty.washington.edu/karyiu/confer/beijing06/papers/Goswami.pdf., accessed on 21/11/12 7 Huang Z, Wang X, (2011), "Research on silk apparel retail marketing development strategy, advanced material

research, v 175-176, pp. 900-905, Available at: www.scientific.net



primary data. Quota sampling is also useful when one is unable to obtain a probability sample, but one is still

trying to create a sample that is as representative as possible of the population being studied8.

For this study the subset of the universe i.e. consumers have been identified as the married female

member of a family. From a previous study it has been found that the majority of the consumers of Assam silk

products are married female consumer9. 300 married female women have been considered as respondents

from Dibrugarh district. Such quota has been classified into 150 respondents from urban area and 150

respondents from rural area. Further the third subset of classification of the sample has been made according

to their nature i.e. working women and home maker. So from the urban area sample of 150, 75 women are

working women respondents and 75 are home maker. Similarly in case of rural area also such classification

has been made.

Assam silk denotes the three major types of indigenous wild silks produced in Assam—Golden Muga,

White Pat and Warm Eri silk. For this study the researcher has taken all the three variations in total and

considered it as “silk products”.

The data has been collected through a structured questionnaire developed for the consumers of silk

products. The questionnaire has been translated to local language by taking help of an expert so as to make the

respondents comfortable in responding the questions. For analyzing the data collected through the

questionnaire, simple mathematical tools like percentage and average has been used due to lack of

randomness. However, for analyzing the impact of factors on consumers‟ behaviour the researcher has

utilized the impact index. In order to measure the behaviour level of the respondents the responses were

collected by using 5 point scale, ranging from Highly agreed (5), agreed (4), Neutral (3), Disagreed (2) and

Highly Disagreed (1). Based on the score, the index value has been calculated by using formula

CSI=∑ ri.ni/mi x 100, where:

ri = Score of the ith opinion

ni = number of respondents

mi= maximum attainable score.

Based on the index value the total respondents, it has been divided into 5 classes namely: No Impact

(>25% index), Some Impact (25-50 % index), Moderately Impact (50-75 % index), and Highly impact (75%

index & more). In this way the study has been proceed to summarize the observations and developed the base

for discussion.

Analysis

Based on the methodology adopted for the study, the following analyses have been presented:

A: Consumers’ Consumption behaviour regarding Natural Silk Products in Dibrugarh District.

(Rural Area)

8 Quota Sampling, Available at http://dissertation.laerd.com/Quota-sampling.php, assessed on November 19, 2012.

9 Saikia D. (2012) “A Study on Supply Chain Management of Natural Silk Products of Assam”, M.Phil Dissertation, Department of

Commerce, Dibrugarh University

http://dissertation.laerd.com/Quota-sampling.php



From table no. 1, regarding silk consumption of rural working women it has been observed that majority

of the respondents agreed that they are in need of purchasing silk products during rituals and festivals, during

special occasions like birthday, anniversary, meetings, etc. and hence as a result moderate impact has been

observed. Regarding Need Recognition and for information search of the silk products majority of them

agreed that they collect information about silk products from their friends and relatives and various other sale

representatives and also from different advertisements but most of them also remain neutral regarding and

therefore here again moderate impact has been observed. If we look into the point evaluation of alternatives a

different picture has been observed where actually most of the respondents are highly agreed that they usually

purchase their silk products based on its quality and affordable in terms of price and hence high impact has

been observed. In case of design, promotional measures as well as easy availability no doubt majority of the

respondents have responded for highly agreed as well as agreed but few also remain neutral as well as

disagreed and as a result of which moderate impact has been observed. Regarding reference to beautiful

packaging very few have responded in favour of it whereas majority of the respondents are disagreed which

results to only some impact but regarding silk mark majority of them are not only agreed but also many of

them are highly agreed to this point and for that actually high impact have been observed regarding silk mark

consciousness.



Table 1

Respondent’s response on Silk Consumption (Rural Working Women)

Sl

No. Statements

5.

Highly

Agreed

4.

Agreed

3.

Neutral

2.

Disagreed

1.

Highly

Disagreed

Total

Score

Maximum

Score

Impact

Index Remark

1 During rituals, I feel the need

of purchasing silk products. 8 25 11 30 1 234 375 62 Moderate Impact

2 I feel the need of purchasing

silk products during festivals 4 27 19 24 1 234 375 62 Moderate Impact

3

I feel the need of purchasing

silk products during special

occasions like birthday,

anniversary, meetings, etc.

23 25 13 14 0 282 375 75 Moderate Impact

4

I used to collect information

about silk products from my

friends and relatives

15 27 10 23 0 259 375 69 Moderate Impact

5

I usually get information from

different advertisements on

silk products

10 12 38 15 0 242 375 65 Moderate Impact

6

I usually get information on

different silk products from

sales representatives

10 25 23 16 1 252 375 67 Moderate Impact

7 I usually purchase silk

products based on its quality 51 18 5 1 0 343 375 92 High Impact


products based on its design 27 18 9 16 5 271 375 72 Moderate Impact

9

I usually purchase those silk

products which are affordable

in terms of price

39 32 2 2 0 333 375 89 High Impact

10 I prefer to buy silk products

which are easily available 18 31 13 13 0 279 375 74 Moderate Impact



11

Promotional measures such as

retail shop display, showroom

display etc. helps me in

buying silk products

23 26 12 9 5 278 375 74 Moderate Impact

12

I usually buy silk products

because it comes with a

beautiful packaging

5 6 8 29 27 158 375 42 Some Impact

13

I usually buy only those silk

products which carry silk

mark in it.

25 31 5 8 6 286 375 76 High Impact


products by paying cash 42 26 6 1 0 334 375 89 High Impact


products on credit 3 8 10 17 37 148 375 40 Some Impact


products on installment basis 5 14 20 18 18 195 375 52 Moderate Impact

17

I often compare my silk

products with other

products/brands

20 17 17 16 5 256 375 68 Moderate Impact

18

I often see the „values‟ of the

silk products that I have

purchased

36 29 7 3 0 323 375 86 High Impact

19

I normally feel esteemed if

someone complement my

purchase of silk products

34 32 4 5 0 320 375 85 High Impact

20

I usually collect feedbacks

from my friends/relatives

regarding my purchase of silk

products

15 29 15 6 10 258 375 69 Moderate Impact

21

I usually follow the “do‟s”

and “don‟ts” as prescribed by

the silk board time to time to

25 36 13 1 0 310 375 83 High Impact



preserve my silk products.

22

I usually follow the

suggestions put forwarded by

the seller of the silk products

for preservation.

29 27 17 2 0 308 375 82 High Impact

23



my parents, relatives and

forefathers for preservation of

my silk products.

14 37 24 0 0 290 375 77 High Impact



Regarding purchase of silk products most of the respondents are in favour of cash

purchase so high impact has been observed and regarding credit purchase the scenario is just

the opposite where majority of the respondents are highly disagreed so some impact has been

observed but regarding purchase through installment basis no doubt few of them are in

favour but majority of them remain neutral as well as disagreed so moderate impact has been

observed. Finally regarding post purchase behaviour majority of the respondents often see

the “values” of the products that they have purchased and also feel esteemed if someone

compliment on their purchase, they also agreed to the fact that they follow the “do‟s” and

“don‟ts” as prescribed by the silk board time to time, suggestions put forwarded by my

parents, relatives and forefathers as well as suggestions put forwarded by the sellers in order

to preserve their silk products, hence as a result of which high impact has been observed. But

in case of collection of feedbacks from friends/relatives regarding purchase of silk products

no doubt majority of them agreed to it but also many of them remain neutral and few

disagreed as well as highly disagreed hence moderate impact has been observed.

From table no. 2, regarding silk consumption of rural home maker women it has been

observed that regarding need recognition majority of the respondents are highly agreed that

they are in need of purchasing silk products during rituals and festivals, during special

occasions like birthday, anniversary, meetings, etc. but some of them are also again highly

disagreed and hence as a result moderate impact has been observed. Regarding information

search of the silk products majority of them agreed that they collect information about silk

products from their friends and relatives and from different advertisements on silk products

as a result moderate impact has been observed but most of them are in favour of getting

information from sales representatives and hence high impact has been observed. If we look

into the point evaluation of alternatives a different picture has been observed where actually

most of the respondents are highly agreed that they usually purchase their silk products based

on its quality design, affordable in terms of price and easy availability hence high impact has

been observed but regarding promotional measures, beautiful packaging as well as silk mark

most of the respondents remain neutral in their response as a result of which moderate impact

has been observed. Regarding purchase of silk products most of the respondents are in favour

of cash purchase as well as credit purchase but many of them also remain neutral so moderate

impact has been observed but regarding purchase on installment basis responses that are in

favour is very less, most of the respondents remain neutral and the others are not in favour of

purchasing on installment basis as a result of which only some impact can be observed and

finally regarding post purchase behaviour majority of the respondents often see the “values”

of the products that they have purchased and also feel esteemed if someone compliment on

their purchase, as well as suggestions put forwarded by the sellers in order to preserve their

silk products, hence as a result of which high impact has been observed. They also agreed to

the fact that they follow the “do‟s” and “don‟ts” as prescribed by the silk board time to time

but most of them remain neutral so moderate has been observed. Regarding suggestions put

forwarded by my parents, relatives and forefathers, collection of feedbacks from

friends/relatives regarding purchase of silk products and comparison of silk products with

other similar products/brands no doubt majority of them agreed to it but also many of them

remain neutral and few disagreed as well as highly disagreed hence moderate impact has

been observed.



Table 2

Respondent’s response on Silk Consumption (Rural Home Maker Women)

Sl

No. Statements

5.

Highly

Agreed

4.

Agreed

3.

Neutral

2.

Disagreed

1.

Highly

Disagreed

Total

Score

Maximum

Score

Impact

Index Remark





3





14 21 18 9 13 239 375 64 Moderate Impact

4




24 20 10 18 3 269 375 72 Moderate Impact

5



silk products

12 15 14 34 0 230 375 61 Moderate Impact

6




21 28 17 9 0 286 375 76 High Impact




products based on its design 35 18 19 3 0 310 375 83 High Impact

9



in terms of price

36 33 6 0 0 330 375 88 High Impact

10 I prefer to buy silk products 18 45 8 4 0 302 375 81 High Impact



which are easily available

11





15 21 22 14 3 256 375 68 Moderate Impact

12



beautiful packaging

10 6 23 20 16 199 375 53 Moderate Impact

13



mark in it.

12 15 33 12 3 246 375 66 Moderate Impact


products by paying cash 15 23 28 5 4 237 375 63 Moderate Impact


products on credit 24 4 26 21 0 256 375 68 Moderate Impact


products on installment basis 0 10 32 18 15 187 375 50 Some Impact

17


products with other

products/brands

7 23 15 20 10 222 375 59 Moderate Impact

18



purchased

27 32 10 6 0 305 375 81 High Impact

19




30 36 6 0 3 315 375 84 High Impact

20




products

3 24 18 24 6 219 375 58 Moderate Impact

21 I usually follow the “do‟s”

and “don‟ts” as prescribed by 15 20 34 4 2 267 375 71 Moderate Impact





22




for preservation.

18 40 14 3 0 298 375 80 High Impact

23





my silk products.

16 32 20 4 3 279 375 74 Moderate Impact



From table no. 3, as per satisfaction regarding natural silk products by rural working

women is concerned most of the respondents are agreed as well as highly agreed to all the

questions on the variables of perceived quality i.e. they usually purchase silk products by

looking into its strength, adaptability, reliability and customization and hence as a result of

which high impact has been observed. Regarding appearance of the silk products it has been

observed that majority of the respondents disagreed to the point that they look into how

fashionable it is while choosing but many of them are also in favour, regarding colour and

trendy no doubt few of the respondents remain neutral but most of them are in favour they go

through these features while choosing the silk products and hence moderate impact has been

observed in all the three variables of appearance. If we look into the point expectation no

doubt few of the respondents remain neutral but most of the respondents are agreed as well as

highly agreed to all the questions on the variables of expectation i.e. the respondents are

usually satisfied when the silk products are reliable, can be customized and also durable in

nature and hence as a result of which high impact has been observed. Regarding expectations

and regarding delivery system is concerned most of the respondents are agreed that they are

satisfied with all the three systems that are given as variables of the delivery system i.e. home

delivery system, vendor delivery and show room purchase but many of them also remain

neutral in their response and as a result of which moderate impact has been observed. If we

go through the sales performance a different picture has been observed where actually most

of the respondents are highly agreed that they usually purchase their silk products from

outlets where there is a showroom, where price is reasonable and also which provides offers

such as discount, free gifts etc. hence high impact has been observed but regarding outlet

where the sales volume is high and outlet which keep varieties such as design, colour etc. no

doubt many of the respondents agreed but many of them remain neutral in their response as a

result of which moderate impact has been observed. If we look into perceived value while

purchase of silk products most of the respondents are often satisfied regarding affordable

price for a given quality silk products and also better quality silk products for a given price

hence high impact has been observed. Regarding consumers satisfaction most of the

respondents are satisfied on purchasing silk products when all the aspects such as price,

quality, durability etc. are favourable also when confirmed expectations are fulfilled and also

when it is up to the mark with an ideal because almost all the respondents have responded to

agreed as well as highly agreed and hence high impact has been observed. Regarding

disconfirmed expectations no doubt many of them are highly agreed but few also remain

neutral as well as disagreed as a result of which moderate pact has been observed and

regarding consumer‟s complain it can be observed that respondents are satisfied if as a

customer attention has been made towards them whenever they approach and also if attention

is given towards their complains, as a result of which high impact has been observed. Finally

if we look into consumer‟s loyalty most of the respondents are in favour of the point that they

will remain loyal to their chosen silk products and hence high impact has been observed but

regarding giving suggestions to others for purchasing of silk products no doubt many of the

respondents agreed but many of them also remain neutral in their response as a result of

which moderate impact has been observed.



B. Consumers’ Satisfaction regarding Natural Silk Products in Dibrugarh District. (Rural Area)

Table 3

Respondent’s response on Satisfaction regarding Natural Silk Products (Rural Working Women)

Sl No.

Statements

5. Highly Agreed

4. Agreed

3. Neutral

2. Disagreed

1. Highly

Disagreed

Total Score

Maximum Score

Impact Index

Remark

1 For my satisfaction, I usually focus on the strength of the silk products

29 37 0 9 0 311 375 83 High Impact

2 For my satisfaction, I usually focus on adaptability of the silk products

27 48 0 0 0 327 375 87 High Impact

3 For my satisfaction I usually focus on reliability of the silk products

29 46 0 0 0 329 375 88 High Impact

4 For my satisfaction I usually focus on the customization of the silk products

15 44 13 3 0 296 375 79 High Impact

5 In choosing the silk product I usually look into how fashionable it is

15 20 10 30 0 245 375 65 Moderate Impact

6 In choosing the silk products I usually look into the colours

10 41 12 12 0 274 375 73 Moderate Impact

7 In choosing the silk products I usually look into how trendy it is

15 35 15 10 0 280 375 75 Moderate Impact

8 I usually get satisfaction with the silk products when it is reliable

9 48 18 0 0 291 375 78 High Impact

9 I am satisfied with the silk products because it can be customized

20 34 21 0 0 299 375 80 High Impact

10 I am satisfied with the silk products because of its durability nature.

27 35 13 0 0 314 375 84 High Impact

11 Home delivery system in 6 40 29 0 0 277 375 74 Moderate Impact



purchasing silk products has increased my satisfaction level

12

Show-room Purchase system in acquiring silk products is increasing my satisfaction level

12 35 19 6 3 272 375 73 Moderate Impact

13

Vendor delivery system in acquiring silk products is increasing my satisfaction level

0 36 30 9 0 252 375 67 Moderate Impact

14

I usually get satisfaction in buying silk products from an outlet where the sales volume is high

15 39 15 0 6 282 375 75 Moderate Impact

15 I am satisfied in buying silk products from a shop which contain a showroom for it.

20 31 18 3 3 287 375 77 High Impact

16

I am satisfied in buying silk products from an outlet which keep varieties such as design, colour etc.

12 36 15 12 0 273 375 73 Moderate Impact

17 I am satisfied in buying silk products from an outlet where the price is reasonable

27 30 15 0 3 303 375 81 High Impact

18

I am satisfied in buying silk products from an outlet where they provide various offers such as discounts, free gifts etc.

24 21 24 6 0 288 375 77 High Impact

19 Affordable price for a given quality silk products often satisfies me

20 43 9 0 3 302 375 81 High Impact

20 Better quality silk products for a given price often satisfies me

30 35 6 4 0 316 375 84 High Impact

21 I am satisfied on purchasing 35 40 0 0 0 335 375 89 High Impact



silk products when all the aspects such as price, quality, durability etc. are favourable

22

I am satisfied in buying silk products whenever my confirmed expectations are fulfilled

33 33 9 0 0 324 375 86 High Impact

23

I am satisfied in buying silk products whenever my disconfirmed expectations are fulfilled

30 12 13 20 0 277 375 74 Moderate Impact

24 I often get satisfaction when it is up to the mark with an ideal that is in my mind

35 30 10 0 0 325 375 87 High Impact

25

I am satisfied when as a customer they pay attention towards me whenever I approach

30 45 0 0 0 330 375 88 High Impact

26 I am satisfied when the sellers pay attention to my complaints

30 33 10 2 0 316 375 84 High Impact

27 I often suggest others to go for purchasing silk products

12 27 25 11 0 265 375 71 Moderate Impact

28 I usually remain loyal to my chosen silk products

20 43 12 0 0 308 375 82 High Impact



From table no. 4, regarding satisfaction on natural silk products by rural home maker

women, most of the respondents are agreed as well as highly agreed to all the questions on

the variables of perceived quality i.e. they usually purchase silk products by looking into its

strength, adaptability, reliability and customization and hence as a result of which high

impact has been observed. Regarding appearance of the silk products it has been observed

that majority of the respondents disagreed to the point that they look into how fashionable it

is while choosing their silk products but many of them are also in favour, regarding colour

and trendy, no doubt few of the respondents remain neutral but most of them are also in

favour. They go through these features while choosing the silk products and hence moderate

impact has been observed in all the three variables of appearance. If we look into the point

expectation no doubt few of the respondents remain neutral but most of the respondents are

agreed as well as highly agreed to all the questions on the variables of expectation i.e. the

respondents are usually satisfied when the silk products are reliable, can be customized and

also durable in nature and hence as a result of which high impact has been observed

regarding expectations. Regarding delivery system is concerned most of the respondents are

satisfied with the receiving of products through home delivery system and hence high impact

has been observed whereas purchase through show-room purchase system and vendor

delivery system no doubt many of them remain neutral as well as disagreed but many of them

are also satisfied through those systems and hence as a result of which moderate impact has

been observed. If we go through the sales performance a different picture has been observed

where actually most of the respondents are highly agreed that they usually purchase their silk

products from outlets where price is reasonable and hence high impact has been observed.

But regarding outlet where there is a showroom, where the sales volume is high and outlet

which keep varieties such as design, colour etc. and also which provides offers such as

discount, free gifts etc. no doubt many of the respondents agreed but many of them remain

neutral in their response as a result of which moderate impact has been observed. If we look

into perceived value while purchase of silk products most of the respondents are often

satisfied regarding affordable price for a given quality silk products and also better quality

silk products for a given price hence high impact has been observed. Regarding consumers

satisfaction most of the respondents are satisfied on purchasing silk products when all the

aspects such as price, quality, durability etc. are favourable also when confirmed

expectations are fulfilled and also when it is up to the mark with an ideal because almost all

the respondents have responded to agreed as well as highly agreed and hence high impact has

been observed. Regarding disconfirmed expectations no doubt many of them are highly

agreed but few also remain neutral as well as disagreed as a result of which moderate pact

has been observed. Regarding consumer‟s complain it can be observed that respondents are

satisfied if as a customer attention has been made towards them whenever they approach and

also if attention is given towards their complaints as a result of which high impact has been

observed. Finally if we look into consumer‟s loyalty most of the respondents are in favour of

the point that they will remain loyal to their chosen silk products and hence high impact has

been observed but regarding giving suggestions to others for purchasing of silk products no

doubt many of the respondents are agreed but many of them also remain neutral in their

response as a result of which moderate impact has been observed.



Table 4

Respondent’s response on Satisfaction regarding Natural Silk Products (Rural Home Maker Women)

Sl No.

Statements

5. Highly Agreed

4. Agreed

3. Neutral

2. Disagreed

1. Highly

Disagreed

Total Score

Maximum Score

Impact Index

Remark


25 44 6 0 0 319 375 85 High Impact


20 37 18 0 0 302 375 81 High Impact


15 45 15 0 0 300 375 80 High Impact


42 27 6 0 0 336 375 90 High Impact


10 17 18 26 4 228 375 61 Moderate Impact


15 35 16 9 0 281 375 75 Moderate Impact


12 39 12 12 0 276 375 74 Moderate Impact


35 40 0 0 0 335 375 89 High Impact


30 42 3 0 0 327 375 87 High Impact


36 36 3 0 0 333 375 89 High Impact

11 Home delivery system in purchasing silk products has

12 40 20 3 0 286 375 76 High Impact



increased my satisfaction level

12


3 36 12 24 0 243 375 65 Moderate Impact

13


6 30 33 6 0 261 375 70 Moderate Impact

14


6 15 24 20 10 212 375 57 Moderate Impact


10 32 9 18 6 247 375 66 Moderate Impact

16


12 21 30 9 3 255 375 68 Moderate Impact


48 18 9 0 0 339 375 90 High Impact

18


3 27 33 3 9 237 375 63 Moderate Impact


20 34 18 3 0 296 375 79 High Impact


35 35 5 0 0 330 375 88 High Impact

21 I am satisfied on purchasing silk products when all the

55 17 3 0 0 352 375 94 High Impact



aspects such as price, quality, durability etc. are favourable

22


42 27 0 3 3 327 375 87 High Impact

23


18 12 12 24 9 231 375 62 Moderate Impact


24 42 9 0 0 315 375 84 High Impact

25


51 21 3 0 0 348 375 93 High Impact


42 27 6 0 0 336 375 90 High Impact


10 23 25 14 3 248 375 66 Moderate Impact


25 34 16 0 0 309 375 82 High Impact



From table no. 5, regarding silk consumption of urban working women it has been

observed that respondents agreed that they are in need of purchasing silk products during

rituals and festivals, during special occasions like birthday, anniversary, meetings, etc. but

many of them also disagreed to this point and as a result moderate impact has been observed

regarding Need Recognition. Regarding information search of the silk products majority of

them agreed that they collect information about silk products from their friends and relatives

and various other sale representatives but many of them responded to neutral regarding

collecting information from different advertisements as well as from sales representatives

where actually moderate impact can be observed. If we look into the point evaluation of

alternatives a clear picture has been observed where actually most of the respondents are

highly agreed that they usually purchase their silk products based on its quality and

affordability in terms of price and hence high impact has been observed. However in case of

design, promotional measures as well as easy availability, no doubt, majority of the

respondents have responded for highly agreed as well as agreed level but many of them also

remain neutral and as a result of which moderate impact has been observed. Regarding

reference to beautiful packaging very few have responded in favour of it whereas majority of

the respondents are disagreed which results to only some impact but regarding silk mark

majority of them have not only agreed but also many of them are highly agreed and as a

result moderate impact has been observed regarding silk mark consciousness. Regarding

purchase of silk products most of the respondents are in favour of cash purchase as well as

credit purchase so high impact has been observed but regarding purchase through installment

basis no doubt few of them are in favour but many of them remain neutral as well as

disagreed so moderate impact has been observed and finally regarding post purchase

behaviour majority of the respondents often see the “values” of the products that they have

purchased and also feel esteemed if someone compliment on their purchase, they also agreed

to the fact that they follow the “do‟s” and “don‟ts” as prescribed by the silk board time to

time as well as suggestions put forwarded by the sellers in order to preserve their silk

products, hence as a result of which high impact has been observe. But in case of

suggestions put forwarded by parents, relatives and forefathers and also collection of

feedbacks from friends/relatives regarding purchase of silk products no doubt majority of

them agreed to it but also many of them remain neutral and few disagreed as well as highly

disagreed hence moderate impact has been observed.



C: Consumers’ Consumption behaviour regarding Natural Silk Products in Dibrugarh District. (Urban Area)

Table 5

Respondent’s response on Silk Consumption (Urban Working Women)

Sl

No. Statements

5.

Highly

Agreed

4.

Agreed

3.

Neutral

2.

Disagreed

1.

Highly

Disagreed

Total

Score

Maximum

Score

Impact

Index Remark





3





21 20 6 12 16 243 375 65 Moderate Impact

4




21 20 6 22 6 253 375 68 Moderate Impact

5



silk products

16 20 21 12 6 253 375 68 Moderate Impact

6




18 24 21 6 6 267 375 71 Moderate Impact





9



in terms of price

40 20 0 3 12 298 375 80 High Impact



10 I prefer to buy silk products

which are easily available 21 36 6 3 9 282 375 75 Moderate Impact

11





24 20 12 16 3 271 375 72 Moderate Impact

12



beautiful packaging

6 10 11 30 18 181 375 48 Some Impact

13



mark in it.

20 25 3 6 21 242 375 65 Moderate Impact




products on credit 37 12 6 15 5 286 375 76 High Impact


products on installment basis 9 12 15 15 24 192 375 51 Moderate Impact

17


products with other

products/brands

21 20 19 9 6 266 375 71 Moderate Impact

18



purchased

36 25 5 3 6 307 375 82 High Impact

19




45 15 9 0 6 318 375 85 High Impact

20




products

27 24 12 3 9 258 375 69 Moderate Impact

21 I usually follow the “do‟s” 25 26 15 0 9 283 375 76 High Impact



and “don‟ts” as prescribed by



22




for preservation.

39 15 16 0 5 308 375 82 High Impact

23





my silk products.

30 18 15 3 9 282 375 75 Moderate Impact



From table no. 6, regarding silk consumption of urban home maker women a clear picture has

been observed that respondents are highly agreed that they are in need of purchasing silk products

during rituals and festivals hence as a result the impact is high and during special occasions like

birthday, anniversary, meetings, etc. no doubt many of them are agreed as well as highly agreed to this

point but many of them also highly disagreed and as a result moderate impact has been observed

regarding this point of need recognition. Regarding information search of the silk products majority of

them are highly agreed to all the points that they collect information about silk products from their

friends and relatives, different advertisements on silk products and also from various other sale

representatives and as a result high impact can be observed. If we look into the point evaluation of

alternatives a clear picture has been observed where actually most of the respondents are highly agreed

that they usually purchase their silk products based on its quality, affordable in terms of price, easy

availability as well as promotional measures and hence the impact is high whereas in case of design no

doubt majority of the respondents have responded for highly agreed but many of them are also in

neutral mode as well as disagreed and highly disagreed and as a result of which moderate impact has

been observed. Regarding preference to beautiful packaging and silk mark very few have responded in

favour of it whereas majority of the respondents are highly disagreed which results to only some

impact. Regarding purchase of silk products most of the respondents are in favour of cash purchase,

credit purchase as well as purchase of silk products through installment basis so high impact has been

observed on all the three points and finally regarding post purchase behaviour moderate impact can be

observed only on collection of feedbacks from friends/relatives point as because some of the

respondents are disagreed as well as highly disagreed but in all the other variables of post purchase

behaviour a different picture has been observed as majority of the respondents are highly agreed

regarding “values” of the products that they have purchased and also feel esteemed if someone

compliment on their purchase, they also agreed to the fact that they follow the “do‟s” and “don‟ts” as

prescribed by the silk board time to time as well as suggestions put forwarded by the sellers in order to

preserve their silk products, suggestions put forwarded by parents, relatives and forefathers and also

regarding comparison when made with other similar products/brands hence as a result of which high

impact has been observed.



Table 6

Respondent’s response on Silk Consumption (Urban Home Maker Women)

Sl

No. Statements

5.

Highly

Agreed

4.

Agreed

3.

Neutral

2.

Disagreed

1.

Highly

Disagreed

Total

Score

Maximum

Score

Impact

Index Remark


of purchasing silk products. 51 5 4 15 0 317 375 85 High Impact


silk products during festivals 35 30 5 5 0 320 375 85 High Impact

3





21 21 6 6 21 240 375 64 Moderate Impact

4




36 21 6 6 6 300 375 80 High Impact

5



silk products

36 15 10 12 2 296 375 79 High Impact

6




45 12 10 5 3 316 375 84 High Impact





9



in terms of price

50 20 0 5 0 340 375 91 High Impact

10 I prefer to buy silk products 45 0 9 15 6 288 375 77 High Impact



which are easily available

11





42 15 6 3 9 303 375 81 High Impact

12



beautiful packaging

3 3 6 6 57 114 375 38 Some Impact

13



mark in it.

15 6 3 12 39 171 375 46 Some Impact




products on credit 63 0 6 6 0 345 375 92 High Impact


products on installment basis 57 6 6 6 0 339 375 90 High Impact

17


products with other

products/brands

35 15 9 10 6 288 375 77 High Impact

18



purchased

45 12 9 9 0 318 375 85 High Impact

19




42 12 12 3 6 306 375 82 High Impact

20




products

39 6 3 15 12 270 375 72 Moderate Impact

21 I usually follow the “do‟s”

and “don‟ts” as prescribed by 40 12 11 6 6 299 375 80 High Impact





22




for preservation.

42 6 12 15 0 300 375 80 High Impact

23





my silk products.

48 12 6 9 0 324 375 86 High Impact



From table no. 7, observations regarding satisfaction on natural silk products of urban working

women are like most of the respondents are agreed as well as highly agreed to all the questions on the

variables of perceived quality i.e. they usually purchase silk products by looking into its strength,

adaptability, reliability and customization and hence as a result of which high impact has been

observed. Regarding appearance of the silk products it has been observed that majority of the

respondents disagreed to the point that they look into how fashionable it is while choosing hence

moderate impact has been observed but many of them are in favour, regarding colour and trendy

because as per them they are highly satisfied and hence high impact has been observed. If we look

into the point expectation no doubt few of the respondents remain neutral but most of the respondents

are agreed as well as highly agreed to all the questions on the variables of expectation i.e. the

respondents are usually satisfied when the silk products are reliable, can be customized and also

durable in nature and hence as a result of which high impact has been observed regarding

expectations and regarding delivery system is concerned most of the respondents are satisfied with

the receiving of products through home delivery system and vendor delivery system hence high

impact has been observed. Whereas purchase through show-room purchase system no doubt many of

them remain neutral as well as disagreed but many of them are also satisfied through those systems

and hence as a result of which moderate impact has been observed. If we go through the sales

performance a different picture has been observed where actually most of the respondents are highly

agreed that they usually purchase their silk products from outlets where price is reasonable and hence

high impact has been observed. But regarding outlet where the sales volume is high, where there is a

showroom and outlet which keep varieties such as design, colour etc. and also which provides offers

such as discount, free gifts etc. no doubt many of the respondents agreed but many of them remain

neutral in their response as a result of which moderate impact has been observed. If we look into

perceived value while purchase of silk products most of the respondents are often satisfied regarding

affordable price for a given quality silk products and also better quality silk products for a given price

hence high impact has been observed. Regarding consumers satisfaction most of the respondents are

satisfied on purchasing silk products when all the aspects such as price, quality, durability etc. are

favourable also when confirmed expectations are fulfilled and also when it is up to the mark with an

ideal because almost all the respondents have responded to agreed as well as highly agreed and hence

high impact has been observed. But regarding disconfirmed expectations no doubt many of them are

highly agreed but few also remain neutral as well as disagreed as a result of which moderate impact

has been observed and regarding consumer‟s complain it can be observed that respondents are

satisfied if as a customer attention has been made towards them whenever they approach and also if

attention is given towards their complaints as a result of which high impact has been observed and

finally if we look into consumer‟s loyalty most of the respondents are in favour of the point that they

will remain loyal to their chosen silk products and hence high impact has been observed. But

regarding giving suggestions to others for purchasing of silk products no doubt many of the

respondents are agreed but many of them also remain neutral in their response as a result of which

moderate impact has been observed.



D: Consumers’ Satisfaction regarding Natural Silk Products in Dibrugarh District. (Urban Area)

Table 7

Respondent’s response on Satisfaction regarding Natural Silk Products (Urban Working Women)

Sl No.

Statements

5. Highly Agreed

4. Agreed

3. Neutral

2. Disagreed

1. Highly

Disagreed

Total Score

Maximum Score

Impact Index

Remark


45 25 3 2 0 338 375 90 High Impact


45 30 0 0 0 345 375 92 High Impact


30 40 5 0 0 325 375 87 High Impact


35 20 6 5 9 292 375 78 High Impact


20 15 15 21 4 251 375 67 Moderate Impact


35 25 9 3 3 311 375 83 High Impact


30 27 9 3 6 297 375 79 High Impact


45 30 0 0 0 345 375 92 High Impact


30 30 15 0 0 315 375 84 High Impact


40 35 0 0 0 340 375 91 High Impact

11 Home delivery system in 20 30 20 3 2 288 375 77 High Impact



purchasing silk products has increased my satisfaction level

12


15 25 25 5 5 265 375 71 Moderate Impact

13


15 40 15 3 2 288 375 77 High Impact

14


14 22 18 12 9 245 375 65 Moderate Impact


20 18 20 15 2 264 375 70 Moderate Impact

16


20 20 20 15 0 270 375 72 Moderate Impact


50 20 5 0 0 345 375 92 High Impact

18


27 12 30 0 6 279 375 74 Moderate Impact


36 33 3 3 0 327 375 87 High Impact


35 35 5 0 0 330 375 88 High Impact

21 I am satisfied on purchasing 54 18 3 0 0 351 375 94 High Impact



silk products when all the aspects such as price, quality, durability etc. are favourable

22


45 30 0 0 0 345 375 92 High Impact

23


21 22 6 11 15 248 375 66 Moderate Impact


40 30 5 0 0 335 375 89 High Impact

25


35 30 5 5 0 320 375 85 High Impact


42 27 6 0 0 336 375 90 High Impact


18 12 30 12 3 255 375 68 Moderate Impact


36 30 6 0 3 321 375 86 High Impact



From table no. 8, it has been observed that regarding satisfaction on natural silk products the urban

home maker women respondents are agreed as well as highly agreed to all the questions on the variables

of perceived quality i.e. they usually purchase silk products by looking into its strength, adaptability,

reliability and customization and hence as a result of which high impact has been observed. Regarding

appearance of the silk products it has been observed that many of the respondents disagreed and also many

of them remain neutral while answering to the point that they look into how fashionable it is and also

regarding colour and trendy while choosing the silk products and hence moderate impact has been

observed in all the three variables of appearance. If we look into the point expectation no doubt few of the

respondents remain neutral but most of the respondents are agreed as well as highly agreed to all the

questions on the variables of expectation i.e. the respondents are usually satisfied when the silk products

are reliable, can be customized and also durable in nature and hence as a result of which high impact has

been observed. Regarding expectations and regarding delivery system is concerned most of the

respondents are satisfied with the receiving of products through home delivery system, show room

purchase system and as well as vendor delivery system, hence high impact has been observed. If we go

through the sales performance a different picture has been observed where actually most of the

respondents have highly agreed that they usually purchase their silk products from outlets where price is

reasonable, where there is a showroom and also which provides offers such as discount, free gifts etc. and

hence high impact has been observed. But regarding outlet where the sales volume is high and outlet

which keep varieties such as design, colour etc. no doubt many of the respondents agreed but many of

them remain neutral in their response as a result of which moderate impact has been observed. If we look

into perceived value while purchase of silk products most of the respondents are often satisfied regarding

affordable price for a given quality silk products and also better quality silk products for a given price

hence high impact has been observed. Regarding consumers satisfaction most of the respondents are

satisfied on purchasing silk products when all the aspects such as price, quality, durability etc. are

favourable also when confirmed expectations as well as disconfirmed expectations are fulfilled and also

when it is up to the mark with an ideal because almost all the respondents have responded to agreed as

well as highly agreed and hence high impact has been observed. Regarding consumer‟s complain it can be

observed that respondents are satisfied if as a customer attention has been made towards them whenever

they approach and also if attention is given towards their complaints as a result of which high impact has

been observed. Finally if we look into consumer‟s loyalty most of the respondents are in favour of the

point that they will remain loyal to their chosen silk products and also suggest others to go for purchasing

silk products and hence high impact has been observed.



Table 8

Respondent’s response on Satisfaction regarding Natural Silk Products (Urban Home Maker Women)

Sl No.

Statements

5. Highly Agreed

4. Agreed

3. Neutral

2. Disagreed

1. Highly

Disagreed

Total Score

Maximum Score

Impact Index

Remark


55 0 6 9 5 316 375 84 High Impact


45 20 4 6 0 329 375 88 High Impact


45 20 7 3 0 332 375 89 High Impact


48 3 18 6 0 318 375 85 High Impact


30 9 3 12 21 240 375 64 Moderate Impact


13 16 16 10 20 217 375 58 Moderate Impact


33 10 3 6 23 249 375 66 Moderate Impact


55 9 0 11 0 333 375 89 High Impact


51 15 0 3 6 327 375 87 High Impact


48 18 6 3 0 336 375 90 High Impact

11 Home delivery system in purchasing silk products has

40 9 20 0 6 302 375 81 High Impact



increased my satisfaction level

12


45 0 9 15 6 288 375 77 High Impact

13


45 6 10 8 6 301 375 80 High Impact

14


36 6 10 12 11 269 375 72 Moderate Impact


53 0 6 13 3 312 375 83 High Impact

16


25 6 9 15 20 226 375 60 Moderate Impact


45 15 6 6 3 318 375 85 High Impact

18


60 10 5 0 0 355 375 95 High Impact


45 6 10 8 6 301 375 80 High Impact


51 14 10 0 0 341 375 91 High Impact

21 I am satisfied on purchasing silk products when all the

50 15 4 6 0 334 375 89 High Impact



aspects such as price, quality, durability etc. are favourable

22


45 15 9 6 0 324 375 86 High Impact

23


42 9 12 9 3 303 375 81 High Impact


50 10 9 3 3 326 375 87 High Impact

25


45 12 6 6 6 309 375 82 High Impact


45 20 7 3 0 332 375 89 High Impact


45 9 0 9 12 291 375 78 High Impact


45 6 18 3 3 312 375 83 High Impact



The respondents from both rural and urban area usually collect information about their silk products from

different advertisements, friends and relatives and also from sales representatives etc.

As per the response it is found that consumers mainly select their products by looking its quality as well as

price but response towards beautiful packaging is quite negligible. Almost all the respondents are not at all

conscious about the silk mark. Purchasing of silk products on installment basis is not much popular regarding

rural respondents whereas urban respondents are in favour of it.

Almost all the respondents from both rural as well as urban area of Dibrugarh purchase silk products by

looking into its strength, adaptability, reliability and customization and hence as a result of which they get

satisfaction. Most of the urban respondents look into the colour and trendy part while choosing the silk

products whereas rural respondents are not that serious regarding this. The rural as well as the urban

respondents are satisfied with the silk products because of its durability nature.

Regarding delivery system urban consumers are satisfied with the receiving of products through home

delivery system, show room purchase system and as well as vendor delivery system whereas rural consumers

are mainly conscious with the home delivery system only. Almost all the rural as well as the urban consumers

are satisfied while buying silk products from an outlet where they provide various offers such as discounts;

free gifts etc. If we look into perceived value while purchase of silk products most of the respondents both

from rural and urban area are often satisfied regarding affordable price for a given quality silk products and

also better quality silk products for a given price.

As per the response from rural area respondents are satisfied in buying silk products whenever their confirmed

expectations are fulfilled whereas in case of urban area respondents are satisfied when both confirmed

expectations as well as disconfirmed expectations are fulfilled. Almost all the respondents are satisfied when

the silk products are up to the mark with an ideal. Urban respondents often feel pleasure regarding giving

suggestions to others for purchasing of silk products which in case of the rural response it is not seen. If we

look into consumer‟s loyalty most of the respondents from urban as well as rural area are in favour of the

point that they will remain loyal to their chosen silk products. So, it can be concluded that though there exist

some differences between the rural and urban consumers regarding the consumption pattern of natural silk

products, but the differences seems to be narrowing down in this rural urban matrix due to the development of

information and communication system.

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