Study on consumer buying behaviour towards jute products in Coimbatore city, Tamil Nadu

The main focus of the present study was to analyse the buying behaviour, satisfaction level and awareness level of consumers towards jute products, the factors influencing the purchase and the constraints faced by the customers while purchasing jute products. The study was conducted in Coimbatore city, Tamil Nadu on 120 sample respondents with specific jute stores in Coimbatore city. The respondents were mainly below 35 years of age; the maximum awareness among jute products was about handbags; most of the respondents were occasional purchasers (72.50%); had retail shops their preferred channel (73.33%); spent 15–30 min at jute shops (51.66%); got information from friends and family (47.50%); wives were the decision makers (68.33%); purchased jute products as these were eco-friendly (92.50%); main purpose was shopping (39.16%); 74.16 per cent respondents showed their willingness to pay for jute products and majority (49.16%) were ready to pay 0–10 per cent premium. As the source of jute products, from quality and handling point of view, retail and trade fairs and from eco-friendly point of view, trade fairs were the preferred sources; overall satisfaction level of the jute products was excellent (31.66%); the jute products were purchased due to easiness in handling (average 114.37) and higher cost was the major constraint (average 64.08).