This study examines the perception of customers towards Khadi products in Coimbatore City with reference to consumer satisfaction levels and attitudes towards Khadi and Village Industries. Launched by Mahatma Gandhi in 1920, Khadi has been the driving force of rural economic development in India. With 200 respondents, the study uses a descriptive type of research design and conducts customer preference analysis using primary and secondary data sources. The study applies basic percentage analysis, chi-square tests, and ranking procedures in assessing the responses of customers. The study finds that the majority of the respondents are females (60%) aged between 21-30 years. Although customer satisfaction tends to be high, product quality, price, and variety are identified to be the most powerful determinants of customer attitudes. Nonetheless, the respondents have also pointed out areas of improvement in terms of product assortment and price. According to the research, the paper recommends that Khadi industries target the enhancement of their marketing, cost-cutting, and diversifying their products so as to address consumer demands better. The research also stresses the possible contributions of government incentives towards the upgrading of technology in Khadi production. KEYWORDS: Khadi Products, Customer Perception, Coimbatore City, Consumer Satisfaction, Village Industries
R. Maharajothi Priya (Thu,) studied this question.