Handloom segment is one of the old and traditional Industries in India and on which the millions of handloom weavers depends upon the weaving and the livelihood for rural artisans in our country. By and large the handloom products are in good quality, affordability, durability, availability and artisan work. On the one hand, at present handloom segment is at its worst condition that it faces severe problems like strict competition from power loom as well as from mill made producers. At this juncture the government has taken some preventative measures to divide the handloom products and machine made products as well as mill made products. On the other hand the customers are totally confused about in finding the differentiation between the handloom product and the machine made product. From this perspective, the paper tries to analyze and study the customer Attitude and Satisfaction towards buying and utilizing of handloom products. Moreover, the different factors that influence the buying behavior of handloom customers. Therefore, the present study has been conducted in SPSR Nellore district of Andhra Pradesh. The data has been collected from primary sources through questionnaire. At the same time, a sample of 150 respondents has been selected from four mandals, by using stratified random sampling method and Statistical analysis to derive the assessment. © Serials Publications Pvt. Ltd.