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.