A Study on Market Opportunities & Consumer Buying Behaviour Towards Indian Handicraft Products

Sana Mushtaq Shaikh

A Study on Market Opportunities & Consumer Buying Behaviour Towards Indian Handicraft Products

Sana Mushtaq Shaikh * §

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§ Symbiosis International University

A Study on Market Opportunities & Consumer Buying Behaviour Towards Indian Handicraft Products

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Abstract

India has an extremely rich craft tradition, recognized by its unique aesthetic and mythological emotions expressed through artistry. The history of Indian Handicrafts dates back to one of the earliest civilizations of the world. It is now home to more than 7.3 million artisans residing mostly in rural or semi urban areas of India. This study will give a clear perception of the target consumers behaviour towards purchasing Indian handicrafts and would help stakeholders involved in Indian handicraft sectors to leverage on the critical findings stated in this study and devise a holistic marketing platform to explore the mentioned market opportunities of Indian Handicrafts. Certain critical challenges faced by this sector is inefficient institutional framework, relevant education, low capital, and deprived exposure to new technologies, no access to market intelligence. The paper also highlights critical constraints found during market research from consumer end and also suggests strategies which can be adopted.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Sana Mushtaq Shaikh Mushtaq Shaikh. 1970. "A Study on Market Opportunities & Consumer Buying Behaviour Towards Indian Handicraft Products". Global Journal of Human-Social Science - H: Interdisciplinary GJHSS-H Volume 20 (GJHSS Volume 20 Issue H10).

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GJHSS Volume 20 Issue H10

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-H Classification FOR Code: 150599

Peer Review Double Blind
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Version of record

v1.2

Issue date

October 24, 2020

Language

English

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