The Bengali saree is an exquisite and time-honoured garment that holds a special place in the hearts of every Bengali woman. Its graceful silhouette, vibrant colours, and intricate designs make it a symbol of elegance and tradition. Draping a Bengali saree is an art form that requires precision and finesse.

The Government of West Bengal initiative, under the West Bengal State Handloom Weavers Cooperative Society, has embarked on giving the brand "Tantuja" a facelift. The brand revival plans include expanding the product range, adding more outlets and online ventures, and developing a marketing strategy. Tantuja, marketing a wide range of handloom products made from natural fibres, plans to introduce organic cotton and diversified linen products. The brand currently has 72 stores in West Bengal and 15 showrooms in other states and is preparing to promote and revive the handloom sector. Tantuja has recently partnered with e-commerce platforms like Flipkart, Amazon USA and GoCoop to sell its products online.

LITERATURE REVIEW AND HYPOTHESIS:

Marketing Management:

Marketing management uses scientific and creative methods to plan, organise, implement, and control the transfer of goods and benefits from producers to consumers. Successful marketing management is a crucial bridge, ensuring the alignment of consumer needs and desires with sustained delivery of products and value. This process enhances the effectiveness of conveying offerings to the target audience (Kotler, 2009).

The success of the West Bengal handloom sector hinges on effective marketing management. Understanding consumer preferences, building a reputed brand, and utilising appropriate distribution channels is crucial. Effective pricing, targeted promotions, and performance measurement ensure marketing efforts hit the mark. Highlighting the unique value proposition, personalisation options, and the stories of the weavers can help bridge the gap between traditional and modern consumer needs.

Consumer Behavior:

Consumer behaviour involves more than purchasing a product (Sharma and Shukla, 2017). A complex combination of thoughts, feelings, and environmental factors drives people's choices. From individuals to groups and organisations, everyone exhibits unique patterns when it comes to selecting, using, and disposing of products in pursuit of satisfaction. As Kotler (2009) explains, this decision-making process is influenced by a dynamic interplay of cultural, social, personal, and psychological factors.

· Cultural: Our upbringing, sub-cultural affiliations, social class, and even the values and ideologies of our community all play a role in how we approach consumption. Think of family traditions influencing holiday gift choices or the subtle way trends in social circles can sway wardrobe decisions.

· Social: Our immediate circles influence our buying habits, from families and friends to online communities. Family recommendations might guide our appliance purchases, while online reviews and influencer endorsements can nudge us towards new beauty products.

· Personal: Our unique experiences shape our consumer choices, from age and profession to personality and personal values. Younger consumers may be more drawn to trendy and contemporary designs, while older consumers may prefer classic and traditional designs. Busy professionals may need more time or inclination to shop for handloom sarees, while those with more flexible schedules may be more likely to seek them out. Consumers interested in fashion and self-expression may be more likely to appreciate the unique designs and craftsmanship of handloom sarees. Consumers who value sustainability and ethical production may be drawn to handloom sarees because they are often made from natural fibres and support traditional livelihoods.

· Psychological: Internal forces like our motivations, perceptions, and even profoundly ingrained beliefs guide our consumption. Wearing a handloom saree can evoke a sense of cultural pride and connection to heritage. Individuals might be motivated to purchase one to celebrate a special occasion, like a wedding, or express their identity as part of a specific community or region. Consumers with strong ethical values might be drawn to the story behind handloom sarees, appreciating the skill and dedication of the weavers and the eco-friendly production process. They may be motivated to support traditional crafts and empower artisan communities.

By understanding these interconnected factors, businesses can better target their marketing efforts, tailor their products to specific needs, and ultimately create a more satisfying customer experience.

Product Quality:

The quality of a product is a crucial factor in meeting or surpassing consumer expectations, encompassing the overall characteristics and features that influence a product's ability to fulfil specific needs (Garvin, 1984). To ascertain and control these characteristics, it is essential to identify and establish benchmarks related to product quality. In essence, a product represents an offering intended to satisfy consumer desires. Various benchmarks serve as metrics to gauge product quality, including:

a) Form: This benchmark assesses the product quality based on structure, colour, shape, and physical size.

b) Quality of Performance (Performance Quality): This pertains to the value of a product's performance, encompassing its features and the outcomes derived from use. Performance quality exists on a spectrum ranging from low to medium to high (Zeithaml et al., 2018).

c) Quality of Conformance (Conformance Quality): This benchmark evaluates whether a product adheres to established standards. Products deemed suitable for marketability exhibit good quality, aligning with established standards and without defects.

d) Durability: This measures a product's resilience and ability to withstand routine conditions, including pressure. It gauges whether a product meets expectations regarding its lifespan and robustness.

e) Reliability: Refers to the certainty that a product will not experience damage or failure before a specified time. It serves as a measure of a product's dependability.

f) Style: Product style plays a significant role in assessing quality, considering the unique appearance and experiences associated with a product that is challenging for competitors to replicate (Kotler and Keller, 2012).

These benchmarks are crucial in evaluating and ensuring the high quality of products, aligning them with consumer needs and industry standards.

Price:

Price is a critical component in the marketing of a product, representing the amount charged and the total value exchanged between the customer and the provider (Kotler and Keller, 2012). The significance of price is underscored by its influence on consumer decisions, as individuals assess the value proposition before deciding to purchase.

Pricing handloom products requires balancing value and affordability to reach a wider audience. Transparency about costs and unique value propositions is crucial for marketing. Balancing fair wages with market competitiveness in handloom marketing requires innovative approaches, such as direct-to-consumer models, government-support ethical practices, clear communication, and a strong brand narrative. Fandy (2016) identifies four fundamental dimensions of price that shape consumer perception and guide decision-making:

a) Affordability: Consumer willingness to purchase is closely tied to the affordability of a product. Customers evaluate whether a price aligns with their budget and the product's perceived value. Affordability is intricately linked with product quality, as higher prices often signal higher quality to consumers. Additionally, price affordability is a performance indicator; unaffordable products may experience slow sales.

b) Price Competitiveness: Positioning a product's price relative to similar offerings on the market is crucial. Consumers tend to choose the lowest price, assuming comparable quality and features. Businesses must remain vigilant about competitors’ pricing strategies and adjust their pricing to maintain a competitive advantage.

c) Price Match with Benefits: This dimension emphasises a product's value proposition. Consumers are more likely to accept a higher price if they perceive significant benefits that outweigh the cost. This is especially relevant for luxury products with unique functionalities. Strategic communication highlighting a product's benefits and problem-solving capabilities can enhance perceived value and justify higher prices.

d) Price Fairness: Establishing a sense of equity in the transaction is crucial. Consumers seek a fair deal, meaning a price that aligns with product quality, benefits, and pricing of similar products. Businesses engaging in unfair pricing practices risk alienating customers and undermining long-term loyalty.

Understanding these four dimensions enables businesses to formulate pricing strategies that resonate with consumers, fostering positive perceptions and influencing purchasing decisions. By aligning prices with affordability, competitiveness, benefits, and fairness, businesses can enhance their market position and build enduring customer relationships.

Customer Satisfaction:

Customer satisfaction is the degree to which a product meets buyers' expectations (Williams and Naumann, 2011). Dissatisfaction arises when the actual performance falls below the anticipated level. At the same time, satisfaction occurs when performance meets or exceeds expectations (Berman, 2005). Customer happiness is contingent on the alignment between perceived and expected performance, with exceeding expectations leading to heightened satisfaction (Voss et al., 1998). To systematically measure customer satisfaction, five core concepts (Vigripat and Chan, 2007) are recognised:

a) Overall Customer Satisfaction: This concept involves assessing satisfaction based on the entirety of the product provided.

b) Confirmation of Expectations: Customer satisfaction measurement is anchored in whether customers hold expectations regarding product quality or performance.

c) Repurchase Intention: Satisfied customers are likelier to repurchase the product, emphasising the connection between satisfaction and future purchase behaviour.

d) Willingness to Recommend: Customer satisfaction is gauged by the propensity of satisfied customers to recommend the products to others.

e) Customer Dissatisfaction: Detection of dissatisfaction is apparent when customers express disappointment with a product.

Understanding customer satisfaction gives businesses valuable insights into customer preferences, expectations, and loyalty. By adopting a comprehensive approach to measuring customer satisfaction, organisations can enhance their understanding of customer experiences and implement strategies to improve overall satisfaction levels.

Hypothesis:

The structure and hypotheses of this study are based on previous research that explores the impact of product quality and pricing on customer satisfaction. Wantara and Tambrin's (2019) findings suggest that product quality has a significant positive and negative effect on customers. Moreover, Khoironi et al. (2018) highlight that price and product quality partially and simultaneously positively impact customers. Despite these insights, a relationship between product quality and price has yet to be identified.

Drawing on insights from multiple preceding studies that explore the interplay of product quality and price, the study hypotheses and research framework are formulated as follows:

H1: Product quality (X₁) positively and significantly

affects customer satisfaction at the Tantuja brand.

H2: Product price (X₂) positively and significantly

affects customer satisfaction at the Tantuja brand.

H3: Product quality (X₁) and product price (X₂)

positively and significantly affect customer satisfaction

with the Tantuja brand.

The visual representation of this research framework is illustrated in Figure 2.

Figure 2. Research framework

RESEARCH DESIGN:

A quantitative research methodology was used to explore relationships between variables. A questionnaire was distributed to gather primary data on product quality, cost, and customer satisfaction. The questionnaire has two sections - one for respondent characteristics and the other for measuring constructs. Responses range from 'Strongly Disagree' to 'Strongly Agree' on a five-point Likert scale. The data collection period was from November to December 2023.

Population, Sample, and Sampling Technique:

Given the absence of specific information on the total number of buyers of Tantuja products, the overall population remains indeterminate. The study used non-probability sampling with a snowball and purposive sampling techniques with the following criteria: i) respondents must have purchased Tantuja products, ii) the respondents must be female, and iii) respondents should be at least 20 years old. Snowball sampling involves selecting a few participants who recruit others until the desired sample size is reached. Participants are informed of the purpose of the study before they complete the questionnaire. A total of 120 consumers received questionnaires, which also included demographic information. However, the analysis only considered 112 completed responses.

Data Analysis:

SPSS was used to analyse data collected through distributed questionnaires. A descriptive analysis was conducted to gauge customer sentiments regarding the quality and price of Tantuja products. The classical assumption test, which includes normality, multicollinearity, and heteroscedasticity tests, was used to assess the underlying assumptions of the research.

Multiple linear regression analysis was employed to study the relationship between the independent variable X, representing product quality and pricing, and the dependent variable Y, denoting customer satisfaction. This analysis included a t-test and f-test, facilitating hypothesis testing and the coefficient of determination assessment.

The coefficient of determination is utilised to quantify the contribution or impact of the independent variables, product quality and price, on the dependent variable, customer satisfaction. This comprehensive approach ensures a thorough exploration of the relationships and influences within the study framework.

RESULT AND DISCUSSION:

Respondent Characteristics:

Survey questionnaires were distributed to respondents, and various characteristics were gathered. The respondents' age, education, and occupation are given in Table 2.

Table 2. Respondent Characteristics (N=112)

Variable	Category	Frequency	Percentage (%)
Age (years)	20 - 29	86	77
	30 - 39	11	10
	40 - 49	5	4
	50 and above	10	9
Education	Secondary	16	14
	Higher Secondary	29	26
	Graduate	51	46
	Postgraduate	16	14
Occupation	Full-time employment	50	45
	Part-time employment	8	7
	Student	16	14
	Applicant/Unemployed	7	6
	Housewife	27	24
	Retired	4	4

Descriptive Analysis:

This study examined how product quality and price affect customer satisfaction. Product quality received a very high average score of 440.89, representing 88.18% of the total possible score and falling within the "Very good" category, suggesting that customers were delighted with the quality of the Tantuja products.

Among product quality indicators, "Tantuja products have various colour variants" scored highest at 93.20%, indicating customers mostly appreciated diverse colour options. However, the score for "Tantuja products have high-quality materials" was lower at 81.80%, indicating room for improvement in the perceived material quality.

Customers positively evaluated the price variable, awarding it an average score of 411.20 (82.24%), placing it firmly in the "Good" category. The indicator "Tantuja product prices are adjusted to the quality of the products offered" received the highest score (85.00%), indicating that customers appreciate pricing that reflects product value. The lowest score (79.20%) went to "Tantuja's product prices can be reached by all consumers," suggesting room for improvement in affordability for some customers.

Tantuja shines in customer satisfaction, earning a remarkable average score of 426 (85.20%), landing it in the "Very good" category. The indicators "I feel comfortable after using Tantuja products" and "I will suggest my friends to buy Tantuja products" tied for the highest score (87.20%), showcasing strong brand loyalty and positive product experiences. Meanwhile, repurchase intent scored lowest at 82.40%, suggesting potential areas to focus on driving repeat purchases and long-term customer engagement.

Normality Test:

Normality tests are crucial in regression analysis to ensure that the residual or confounding variables follow a normal distribution. It is essential because many statistical inferences rely on the assumption of normality. The Kolmogorov-Smirnov test is a standard method for assessing normality. In this test, a significance value greater than or equal to 0.05 indicates normal distribution, while a value less than 0.05 suggests non-normality.

In the present analysis, the normality test yielded a significance value of 0.200, exceeding the 0.05 threshold. This finding supports the normal distribution of the data. Consequently, we can confidently evaluate the residual value of the regression model about the population's parameters, as presented in Table 3.

Table 3. Normality Test

One-Sample Kolmogorov-Smirnov Test
		Unstandardised Residual
N		112
Normal Parameters	Mean	0.000
	Std. Deviation	1.763
Most Extreme Differences	Absolute	0.071
	Positive	0.045
	Negative	-0.071
Test Statistic		0.071
Asymp. Sig. (2-tailed)		0.200

Multicollinearity Test:

A multicollinearity test assessed the model's potential for overly similar independent variables. The results in Table 4 indicate an absence of multicollinearity between the product quality and pricing variables. This is supported by tolerance values exceeding 0.10 and Variance Inflation Factor (VIF) values below 10 for both variables. These findings suggest that the independent variables are not highly correlated, which helps to ensure the stability and reliability of the regression coefficients.

Table 4. Multicollinearity Test

Model	Collinearity Statistics
Model	Tolerance	VIF
Product Quality	0.788	1.269
Price	0.788	1.269

Heteroscedasticity Test:

A scatter plot was utilised in this study to assess non-uniform dispersibility. The absence of non-uniform variance is indicated by a scatter plot where the points are dispersed widely both above and below 0 on the Y-axis without any discernible pattern (Figure 3).

Figure 3. Heteroscedasticity Test

Multiple Linear Regression Analysis:

Multiple linear regression analysis is a tool used to predict the impact of two or more independent variables on one dependent variable to determine whether there is a correlational relationship or causal relationship between two or more independent variables X₁, X₂, X_i about the dependent variable, Y. The result of the multiple linear regression analysis is presented in Table 5.

Table 5. Multiple Linear Regression Analysis

Model	Unstandardised Coefficients		Standardised Coefficients
Model	B	Std. Error	Beta
(Constant)	2.343	2.499
Product Quality	0.337	0.067	0.373
Price	0.686	0.099	0.514

The study focuses on the relationship between product quality, one of the two factors denoted as X, and its impact on customer satisfaction, represented by the variable Y.

The multiple linear regression equation is Y = a + b₁X₁ + b₂X₂

Where :

Y = Dependent variable

a = Constant

b = Regression coefficient

X₁= Product Quality

X₂ = Product price

The multiple linear regression equations derived from the data presented in Table 5 are as follows:

Y = 2.343 + 0.337 X₁+ 0.686 X₂

The variable (X₁), corresponding to product quality, exhibits a positive regression coefficient of 0.337, implying a unidirectional correlation between consumer satisfaction and product quality. Similarly, the variable (X₂), associated with the product price, demonstrates a positive regression coefficient of 0.686, signifying a unidirectional relationship between product quality and customer satisfaction.

T-Test (Partial Hypothesis):

We employed a partial significance test, specifically the t-test statistics, to examine the hypothesis. This method determines whether a partially significant relationship exists between X and Y. The criteria for evaluating the partial hypothesis are as follows: if the t-count is greater than the t-table value or the significant value is greater than 0.05, then H0 is accepted, and H1 is rejected. Conversely, if the t-count is greater than the t-table value or the significant value is less than 0.05, H0 is rejected, and H1 is accepted. The results of partial hypothesis testing (t-test) can be seen in Table 6.

Table 6. T-Test (Partial Hypothesis)

Model	t	Sig.
(Constant)	0.937	0.351
Product Quality	5.036	0.000
Price	6.928	0.000

Product Quality:

The product quality variables exhibit a t-count (5.036) surpassing the t-table (2.276), and the associated p-values (0.000) are lower than the significance level (0.05). Consequently, the null hypothesis (H0) is rejected, while the alternative hypothesis (H1) is accepted. This indicates a discernible impact of the product quality variable on customer satisfaction, suggesting a partial influence.

Price:

The product quality variable demonstrates a significant impact, with a t-count value (6.928) surpassing the critical t-table value (2.276) and a p-value (0.000) being less than the significance level (0.05). Consequently, the null hypothesis (H0) is rejected in favour of the alternative hypothesis (H1), indicating a partial influence between the price variable and customer satisfaction.

F-Test (Simultaneous Hypothesis):

The F-test serves as a collective examination of regression coefficients, concurrently assessing the influence of multiple independent variables—namely, product quality and price—on the dependent variable, customer satisfaction. This statistical analysis compares the calculated F-count to the critical F-table value, with a significance level set at 0.05. The survey model becomes untenable if the F-count surpasses the F-table value or the probability (Sig) is less than 0.05.

Referring to Table 7, the computed F-count is 66.945. Consequently, as the F-count (66.945) exceeds the F-table value (3.090) and the significance level is 0.000 (< 0.05), it can be inferred that the null hypothesis (H0) is rejected in favour of the alternative hypothesis (H1). Therefore, product quality and price variables simultaneously and significantly impact customer satisfaction.

Table 7. F-Test (Simultaneous Hypothesis)

Model	df	F	Sig.
Regression	2	66.945	0.000
Residual	97

Coefficient of Determination test (R²):

The coefficient of determination assesses the impact of independent variables, product quality and price, on the dependent variable, customer satisfaction. In Table 8, the R² value is 0.580, which is expressed as a percentage by multiplying it by 100. The calculated coefficient of determination, at 58%, indicates that the combined influence of product quality and price accounts for this percentage of the variation in customer satisfaction. The remaining 42% is attributed to factors beyond the scope of the regression model used in this study.

Table 8. Coefficient of Determination (R²)

Model	R	R Square (R²)
1	0.762	0.580

DISCUSSIONS:

a) The effect of product quality on customer satisfaction:

The data analysis from the study indicates a partial influence of the product quality variable on customer satisfaction. This underscores the enhanced quality of Tantuja products, characterised by models that exhibit minimal wrinkling, high-quality construction, aesthetically pleasing designs, comfortable materials, a diverse range of attractive colour options, and materials resistant to damage. Consumer satisfaction with the Tantuja brand will likely increase when they have access to high-quality, comfortable clothing. The findings align with the outcomes of previous research conducted by Mirza et al. (2021) on customer satisfaction and repurchase intention towards branded clothes.

b) The effect of price on customer satisfaction:

The findings from the analysis of this study reveal that the price variable partially influences customer satisfaction. This suggests that if the Tantuja brand maintains a competitively low price accessible to a broad consumer base, aligns with product quality, offers benefits commensurate with its cost, and competes effectively with other retail products, customer satisfaction with the Tantuja brand will likely increase. The results are consistent with the conclusions drawn in previous research by Ismail and Safrana (2015) relating price as a marketing strategy for customer satisfaction and customer retention in the handloom industry.

c) The effect of product quality and price on customer satisfaction:

The study explored the impact of two key variables, handloom product quality and price, on customer satisfaction for the Tantuja handloom brand. The analysis revealed that handloom product quality and price significantly and positively influence customer satisfaction. This suggests that when the handloom product quality and price are combined effectively, they can positively enhance customer satisfaction levels for the Tantuja handloom brand.

CONCLUSION:

The analysis explored the impact of product quality and desired price on the Tantuja brand, revealing interesting insights. Consumers overwhelmingly perceive Tantuja products as "very good" quality, placing them favourably within the competitive landscape. Additionally, price perceptions fall under the "good" category, suggesting customers find them reasonable. In essence, Tantuja products balance high quality and reasonable pricing. However, the impact of these factors on customer goals differs. While product quality plays a moderate role, accounting for 33.7%, price holds a much stronger influence, with a significant 68.6% impact. Notably, both factors contribute to customer satisfaction, explaining 58% of the variation. This highlights the importance of considering quality and price when shaping the Tantuja brand strategy to maximise customer satisfaction.

CONFLICT OF INTEREST:

The authors have no conflicts of interest to declare.

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Received on 28.02.2024 Revised on 09.11.2024

Accepted on 01.05.2025 Published on 29.07.2025

Available online from August 05, 2025

Asian Journal of Management. 2025;16(3):193-202.

DOI: 10.52711/2321-5763.2025.00030

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Creative Commons License.

District Name	Manufactured Handloom/Handcrafted Textile Products
1. Bankura	Baluchari saree, silk than, shirting, tassar scarf
2. Birbhum	Tassar than, shirting
3. Cooch Behar	Tangail saree, fine/coarser cotton saree, mekhla, dokna
4. Dakshin Dinajpur	Tangail saree, delicate cotton saree
5. Darjeeling	Woollen chadder, shawl and sweater, coarser saree, muffler, carpet, knitting items, house decorative items,
6. Hooghly	Dhaniakhali, Begumpuri, fine/coarser cotton saree and cotton dhoti
7. Howrah	Fine/coarser cotton saree/dhoti, shirting, furnishing fabric, gamcha
8. Jalpaiguri	Coarser saree, gamcha
9. Murshidabad	Silk fabric, silk shirting, korial saree, coarser cotton saree
10. Nadia	Tangail, Jamdani, Santipuri saree, coarser saree, scarf, stole, dress materials, lungi, gamcha
11. North 24 Parganas	Gauze, bandage, gamcha, lungi, coarser saree
12. Paschim Medinipur	Fine/coarser saree, tassar fabric, cotton shirting
13. Purba Bardhaman	Tangail, Jamdani saree, coarser saree, scarf, stole, cotton shirting, home furnishing, gamcha, lungi, dhoti
14. Purba Medinipur	Coarser saree, shirting, furnishing gamcha
15. Purulia	Tassar fabric, silk shirting, coarser cotton saree, gamcha
16. South 24 Parganas	Delicate/coarser cotton saree, gamcha
17. Uttar Dinajpur	Gamcha, coarser saree, jute furnishing
18. Malda	Silk fabric, coarse cotton saree, cotton towels, lungi,


Jamdani	Tangail	Baluchari	Begumpuri

Dhaniakhali	Santipuri	Garad	Korial

Tant with motifs	Kantha	Batik	Silk printed