Consumer Buying Behaviour for Geographical Indication Product: Evidence from Balaramapuram Sarees in Ernakulam District

ICCMCT-2018 | Special Issue | September 2018 | Published Online: 29 September 2018    PDF ( 337 KB )
Author(s)
Divya N. D 1; Anoop K. K (Dr) 2

1Research Scholar, Department of Commerce and Management, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidhyapeetham (India)

2Assistant Professor, Department of Commerce and Management, Amrita School of Arts & Sciences, Kochi, Amrita Vishwa Vidhyapeetham (India)

Abstract

The buying behaviour of consumer is fluctuating day by day. The study of consumer behaviour takes an important role in marketing of any goods and services. The process of consumers decisions like what, when, how and from whom to purchase goods and services is called consumer behaviour. Balaramapuram is one of the most traditionally important places for fine cotton handloom fabrics in Kerala. It holds the monopoly over the traditional Kasavu mundu and Settumundu. It is the first handloom product in Kerala to receive Geographical Indication tag. The intention of the study was to analyze the consumer buying behaviour and factors influencing consumer buying behaviour of Balaramapuram Sarees in Ernakulam District. The data collected by face to face conversation based on the questionnaire with 50 respondents at Ernakulam District. The respondents were interviewed by using a structured questionnaire. Descriptive statistics and correlation analysis were used as analytical tool for testing the study’s hypotheses. The findings revealed that there is a relationship between awareness and consumer buying behaviour. And also there is a relationship between advertisement and consumer buying behaviour.

Keywords
Consumer buying behaviour, Geographical Indication, Balaramapuram Sarees
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