A STUDY ON THE CONSUMER PERCEPTION TOWARDS HANDLOOM SAREES IN THE DIGITAL ERA

COMMERCE

This study focuses on consumer perception towards handloom sarees in the digital era. In today’s technology-driven environment, digital platforms such as e-commerce websites, mobile applications, and social media play an important role in influencing consumer buying behaviour. The traditional handloom industry has adopted digital marketing strategies to reach wider markets and increase awareness among consumers. The main objective of this study is to analyze consumer awareness, perception of quality, authenticity concerns, price sensitivity, and trust factors related to online purchasing of handloom sarees. The research adopts a descriptive research design, and primary data was collected from 100 respondents using a structured questionnaire. Statistical tools such as percentage analysis and ranking analysis were used to interpret the collected data. The findings reveal that Instagram plays a major role in creating awareness about handloom sarees. Most respondents consider brand reputation and customer reviews as important trust factors while purchasing online. Although many consumers feel that handloom sarees are slightly expensive, they accept the price due to traditional value and craftsmanship. The study concludes that trust, authenticity, and effective digital marketing strategies are key determinants influencing consumer perception in the digital era.

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