Purpose: The investigate how Tamil Nadu retailers affect customers' decisions to buy power loom goods. The goal of the study is to determine how much consumer preference and purchasing behaviour are influenced by elements including product recommendations, interpersonal interactions, trust and shopkeeper communication.

Designs/methodology/approach: Both primary and secondary data are used in the investigation. A systematic questionnaire is used to gather primary data from 50–100 respondents who buy textiles from nearby stores. The convenience sampling technique is applied. Journals, publications, and reports from the textile sector are the sources of secondary data. Charts and basic percentage analysis are used in data analysis to analyse customer answers.