A Study on Customer Perception Towards Chandra Prakash Silk Industries.

Abstract

Customer perception is a critical determinant of long-term success in the silk and textile industry. This descriptive study examines customer perception towards Chandra Prakash Silk Industries, with particular emphasis on product quality, pricing, product variety, design, customer service, and brand image. Primary data were collected from 120 customers through a structured five-point Likert-scale questionnaire. Secondary data were drawn from company records, industry reports, and academic journals. The data were analysed using frequency distribution, percentage analysis, mean score analysis, weighted average ranking, and a chi-square test of independence.

The findings reveal that customers hold a generally favourable perception of the company. Product quality and brand image emerged as the strongest dimensions, while pricing was identified as the relative area of concern. The chi-square test found no statistically significant association between income level and overall satisfaction (?² = 8.805, df = 6, p = 0.185), confirming that satisfaction is driven by product and service quality rather than purchasing power. Based on these findings, the study offers actionable recommendations for pricing strategy, service improvement, and brand-building initiatives.