Consumer Preference And Satisfaction For Handicraft Products A Case Study Of Odisha

Abstract

In the age of digital marketing and cut-throat competition, consumer is regarded as the king newlineof the market. The industry, which can satisfy consumers, will prevail in the market. newlineConsumer preference is an option that a consumer has greatest anticipated value of among newlinemany options. Knowing consumer preference will help artisans and stakeholder of the newlinehandicrafts industry to segment and produce handicrafts in favour of the consumers. newlineConsumer Preference determines what products people will buy and what factors influence newlinethem to take decisions. Thus, knowing and understanding consumer preference, their newlinepurchase pattern and satisfaction level is highly required. Higher disposable income, newlineincreased product awareness, affordable pricing, and shift in lifestyles have together been newlineinstrumental in changing the amount and pattern of consumer spending; thereby, resulting in newlinestrong growth in the handicraft industry. As all consumers are not alike and their shopping newlinepatterns and preferences are constantly changing, they prefer varieties of products which newlinereflect their own needs, personalities and lifestyles. newlineHandicrafts newlineHandicraft industry plays a prominent role in the economic growth of the nation. The Indian newlinehandicrafts industry is home to seven million artisans and boasts of more than 67,000 export newlinehouses. The exports revenue collected in 2018-19 was 26590 crores. Handicraft industry newlineplays a prominent role in the economic growth of the nation in terms of its contribution to newlineemployment generation, usage of indigenous raw material and thus supporting the economy newlineand exports. Odisha, the land of enchanting beauty is well known for its exquisite handicrafts. newlineThe State was known as Utkal , which means the place of art of highest degree. Cultural newlineheritage is a vital part of the tourism product and is one of the energetic factors that can newlinedevelop the competitiveness of a tourism destination. Odisha, the land of Jagannath, has newlinedistinct styles of architecture, sculpture, painting, song, dance and literature. It has some of newlinethe World s renowned temples, like the Lingaraja temple at Bhubaneswar, Jagannath temple newlineat Puri and the Sun temple at Konark, which is included are the World Heritage list. There is newlinea huge market potential for handicraft products in Odisha when tourists visit the state. They newlinespend 7 per cent of their expenditure on purchasing souvenirs and gifts newline