Consumer Buying Behavior Using Exploratory Factor Analysis - A Case Study Of Pochampally Handloom Silk Sarees

Abstract

This study explores the underlying factors that influence the consumer buying decision towards pochampally silk sarees. An empirical study was conducted and an exploratory factor analysis of the survey data revealed six factors which influences the consumer buying decision namely (1) E-Commerce (2) Customer Satisfaction (3) Consumer Awareness (4) attitude (5) perceived behavioral control and (6) purchase intension. The findings of the results provide insights to the master weavers and weavers to design their product, also the marketing strategies to attract and retain the customers.