A Study on Customer Preference of Markets for Purchase of Indian Textiles
The present study was undertaken to assess the preferred choices of market amongst women for traditional Indian textiles from Rajasthan. The study was conducted on 150women visiting various urban haats in Delhi as these were set up by enthusiastic craft entrepreneurs to promote the sale of Indian handicrafts and textiles thereby promoting rural Indian artisans. But contrary to the general notion, study results indicate that a majority of the women felt that although urban haats do provide effective platforms to interact with the artisans and gather information about a particular craft, more variety of products which carry a brand name and have better designs are more commonly found online and other shopping centers. According to them other marketplaces offer conveniences like easy returns and good environment, which are lacking in urban haats.
Keywords - Online, preference, traditional textiles, urban haats, women