Market Augmentation of Khadi Products through Channelizing Consumer Attitude in National Capital Region of India

Abstract

Market Augmentation of Khadi Products through Channelizing Consumer Attitude in National Capital Region of India

Abhay Varshney

Prof. Shikha Bhargava

The marketing of Khadi today has evolved and transformed to reflect the dynamic change in the preference of customers to preserve and retain the genuineness of the brand. Such a change has resulted in the power of internet technology generating novel opportunities for marketing and selling Khadi products, thus making them more available and accessible to buyers any where in the world. In order to expand its market beyond the traditional territories, it is a must for Khadi to adopt the Digital KVIC strategy wherein e-commerce sites are used for the sale of products. Therefore, the KVIC partnered with a number of portals and came up with its own portal so that the sales of Khadi could be expedited. This ushered the traditional piece of cloth into the modern world and made it accessible worldwide. The knowledge of consumer behavior is the objective of every marketer, including Khadi. Consumer behavior is that subject of marketing which uses the fields of psychology, sociology, anthropology, and economics to research why and how psychological factors of consumers influence their buying decision. An understanding of the motives and buying behavior of consumers can strengthen the progress of companies and therefore the economy at large. This paper is about the various kinds of marketing used for Khadi in the National Capital Region of India. The NCR is an excellent place to analyze the augmentation of market activities related to Khadi because the consumers of the NCR are diversified and affluent. This study will attempt to understand the attitude of the customers towards Khadi products and evaluate the current as well as future marketing methods that can influence future promotions.