The Impact of Product quality and pricing on Customer Satisfaction: A Case Study of Tantuja Handloom brand in West Bengal

West Bengal handlooms showcase the weaver’s skill by transforming yarns into vibrant textiles reflecting the region’s rich heritage. Unfortunately, handloom use is declining due to competition from machine-made textiles, shifting preferences, and inadequate marketing. Well-performing cooperatives, like the West Bengal State Handloom Weavers Cooperative Society, known as ‘Tantuja,’ act as a backbone for the handloom sector, supporting weavers and balancing power against intermediaries. Consumers rely on cooperatives for authentic products, sustaining tradition and empowering weavers. Tantuja has been a key player in marketing the state’s diverse range of handloom products. This study explores the relationship between product quality, pricing, and customer satisfaction within the Tantuja brand. A survey of 112 respondents using Likert scale questionnaires revealed that 58% of customers at the Tantuja brand were satisfied with the product quality and price. The remaining 42% is attributed to variables beyond the scope of the regression model. Able cooperative society and quality products are essential for handloom survival. Understanding what drives customer satisfaction can help cooperatives thrive and sustain this rich artistic tradition.