Artha Vijnana: Journal of The Gokhale Institute of Politics and Economics

Soma Dasgupta ¹

Affiliations
1 University of Calcutta, Calcutta, IN

Abstract

In this study the non-price factors that influence consumers in making their choices are used to build a model for the purchase decisions of textiles. The cognitive variables are measured through structured judgmental responses and subjective attribute values. Hypotheses relating them with expenditure on quantities bought are validated with a sample of handloom buyers in an all textile market.

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Soma Dasgupta ¹

Affiliations
1 Calcutta University, IN

Abstract

This paper attempts to make an appraisal of the Bengal hand loom market in Calcutta. The objective is to identify and observe the characteristics of that segment of consumers who purchase hand loom the most. If the right set of consumers can be identified it will be convenient for the weavers to cater to the tastes of that particular section. To build up a homogeneous set of consumers out of a heterogeneous lot through the process of elimination is the main focus of our study. The process of elimination begins with the correct specifications of variables which will jointly determine the desired set.

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