BUYING BEHAVIOR OF CONSUMER TOWARDS HANDLOOM AND HANDCRAFT WITH SPECIAL REFERENCE TO CIDCO URBAN HAAT PROJECT NAVI MUMBAI

This research presents results of a survey focusing on study of the target consumers’ buying behavior towards handlooms and handicrafts of CIDCO’s (City and Industrial Development Corporation of Maharashtra) Urban Haat project which is the part of Government of India’s policy to set up permanent marketing infrastructure at prime locations in the country to eliminate middle agencies. Understanding Consumer Buying Behavior offers greater satisfaction to consumers. We assume that the project has adopted the Marketing Concept, purchase decision process and is consumer oriented. The purpose of this survey was to identify target consumers, factors influencing purchase decision process and to analyze is product meet target consumer’s requirements. Therefore survey was conducted through close ended questionnaire from random sampling size of 100 respondents. It has been found that young female and male those are the professionals with middle class family are the target consumers who have greater influence on purchase decision process of handloom and handcraft product.. But their needs are not fully fulfilled due to price and variety factors. And high class consumers are not attracted in this process.