An Analysis of Consumer Attitude towards Art and Craft Products

Abstract

India had an extensive and illustrious craft culture, distinguished by its own aesthetic and mythical feelings portrayed in art. Handicrafts from India date back to one of the world's first cultures. It now houses approximately 7.3 million artisans, the majority of whom reside in rural and semi-urban India. This study will provide a clear picture of the target consumers' attitudes towards purchasing Indian arts and crafts, as well as help the stakeholders to utilize the key findings and develop a holistic marketing platform to explore market opportunities for Indian arts and crafts. Some of the significant issues this industry encounters are unproductive institutional structure, appropriate education, insufficient funding, denied exposure to new technology, no access to market information and marketing techniques. In addition, the report discusses important consumer constraints discovered during market research and suggests solutions for overcoming them.