DISSERTATION REPORT

INTRODUCTION
INDIAN HANDICRAFT INDUSTRY
Handicrafts are unique expressions and represent a culture, tradition and heritage of a country. The Indian Handicraft Industry stands a unique place among all other industries. The Indian Handicraft Industry is showing continuous growth every year. (Amit 2005) Handicrafts are a living art form where even a small button is made with hands, curved and finished with precision. Handicrafts are India 's Heritage and there is a great deal to learn from our heritage. They are not only example of finest skill, our history and traditions- they have been a connecting thread between different communities. They teach us reverence for hard work, working with hands and love for nature. With their simple living and using every material around them in a very constructive and creative manner, they don't take ecosystem for granted. But if seen handicrafts from domestic market point of view, these products are available only at craft fairs and exhibitions. Unfortunately, those who are attracted to handicrafts are patronizing only the state emporia, Hauz Khas Village and Surajkund crafts mela, which is only for two weeks in a year. (Jaitly 2008) Paradoxically, the widespread practice of having permanent exhibition grounds, especially in the major metros has contributed both to increased sales for some crafts and in some cases, to a lessening of sales, the consumers often defer their purchase till the next visit. To say that marketing crafts in India is a complex process is a definite understatement, given the great diversity in our country, the numerous chasms between ignorance an knowledge, practice and theory, maker and market place. 1

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(Minhazz 2004) Language and geographical barriers, cultural differences, social systems and the fact that India lives on different time scales the rat race of hi tech metros vs. the languid pace in remote villages where seasons and not the clock dominate lives. These are both realities of modern day India. Globalization, WTO, rapid socio cultural changes, introduction of disposable mind set where in products are consumed and discarded quickly, is the fact of all this. Marketing crafts in India in a sustainable equitable manner is indeed a challenge. (Minhazz 2004) The constraints that craft groups face are many. Due to the unorganized and geographically dispersed nature of the groups, these constraints get even more magnified. From the absence of direct marketing outlets to the difficulty in accessing urban areas that are now the main markets for craft products, the constraints are many and varied. (Sood 2007)

INTERNATIONAL HANIDCRAFT SECTOR

India's handicraft exports increased by a whopping 177 per cent in September, raising hopes of a turnaround in the country's overseas trade that has been battling global recession for the last 11 months. (Press Trust of India 2009) Exports of handicrafts, 71 per cent of which are picked up by customers in the US and EU, increased to $46.87 million in September this fiscal, against a mere $16.88 million a year ago. (Press Trust of India 2009) Internationally also there are many craft fairs which happen round the year in different countries like Europe and Middle East. Some stores outside India are selling handcrafted products, they are exclusive brand outlets such as Color Loom in UK Color Loom, a retail store, offers a cornucopia of original handloomed fabrics, bedding, curtains, pillows, throws and table linens in contemporary color stories for home.

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In Australia there is a store named Gadsly which deals with Handcrafted furniture and other accessories. Both the stores are doing good business and have a good demand. Else than exclusive stores there are many stores spread in different countries, which are selling craft items. Like in the global village fair which is a temporary fair held once a year in UAE from December to February, there are many craft groups from all over who are selling. There are craft groups from within UAE also who are participating in it and have their specialized hand embroidered clothes and marble items.

ORGANISED RETAIL INDUSTRY

The retail sector is presently undergoing a transition in India. Previously, customers used to go to kirana stores to purchases their necessities. This later changed to bigger shops run by one man with a few employees. Here, all the work was done manually. Gradually, more sophistication seeped into this sector and department stores came into being. Beginning in the mid-1990s, however, there was an explosion of shopping malls and plazas where customers interacted with professionals and not with just one single person - the owner. An important point here is that trained staff caters to customers requirements. Today, ORGANISED RETAILING has become an experience characterized by comfort, style and speed. It is something that offers a customer more control, convenience and choice along with an experience. India today has the 9th largest retail industry in the world. Organized retail by 2016 is expected to become $ 175 - $ 200 billion. Out of this if craft occupies even 2 % of the total share it could take on to become $ 4 billion US in the retail industry alone. (Bapna 2009) This demographic is surprisingly enormous and growing every year.

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Retailers are looking for more and more products, which are exclusive and stand out. On the other side, the countrys customer base includes people passionate about indigenous artists, especially those seeking authenticity. Crafts add meaning to people lives and make them feel emotionally connected. But the same art now needs to be promoted internally. In a democracy like India, a democratic activity like craft cannot be ruled out. After all, the people for the people manufacture the products. It can contribute to the product lines in the retail sector, which is also constantly looking out for newer and fresher products to offer to the customer. (Bapna 2009) Modern Consumers like to shop and they want to enjoy the shopping experience. This usually means a convenient location, a friendly greeting, clean and attractive premises, and feeling of safety and availability at the time of requirement.(Brett 2007) In craft sector, there have been some changes too. Besides exhibitions, there are a number of new formats emerging, such as: - State Emporiums, Stand alone craft specialty shops like The Bamboo Store and Dhoop and Chain Stores like Mother Earth. As said by Jas Bhatia at Shoppers stop Bombay, The new trend of chain stores and malls is becoming popular in urban centre. One can buy everything under one roof from household goods, to clothes to gift items. These stores require large quantities and demand moderate price goods that can be delivered in large quantities every few months. They stock products from craft groups to complete the picture of one stop shop and also because craft products are in demand. (Minhazz 2007) Even in India some stores, which have opened, are doing well such as The Bamboo Store in Greater Kailash is Delhi's first shop dedicated to promoting this "Miracle Grass" as a design material. The idea is to offer viable, aesthetic and eco-friendly alternatives to wood and plastics, as bamboo is an easily renewable resource. Aradhana Nagpal, who runs Dhoop, a contemporary Asian crafts shop in Bombay 4

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says, if you give me sawdust, I could even sell that! You have to create demand for your products and then should be able to fulfill that demand. She says she opened her shop on 23 August 2003 and three days later her shop was empty. Even in the Mother Earth store in Bangalore one can find 29,400 different hand made products from all over India. The shop has a concept with products in three themes: home furniture, apparel and food. Mother Earth is a retail concept of Industree Crafts: it is Indias first green store, providing retail space for sustainable and social brands committed to a greener and fairer planet. There are now four Mother Earth stores in India since their latest store opened in Mumbai last August. The ambition of Industree Crafts is to have 40 stores operational in 5 years.

PROMOTION OF CRAFTS
Promotion is one of the key aspects of the marketing mix. For example when a new product is introduced the objective is usually disseminating information about the new product and its arrival in the market. Crafts are majorly promoted through BTL (Below the line) activities. Such as craft workshops, craft exhibitions, Gifts with purchase All of which are short-term activities as the product is not available through out the year. (Bapna 2008) And any new development round the year is not available or made into knowledge of the consumer, it comes to the consumer only at the specified short-term bazaar when the consumer may need it or may not.

BUYER READINESS STAGE

Buying Behavior is the decision processes and acts of people involved in buying and using products. There are Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity. 5

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According to Marc Mancini, Before a customer makes a purchase, he or she first goes through a series of stages called buyer readiness, these stages are: - Awareness Knowledge Liking Preference Conviction Purchase. Looking at the Buyer Readiness stage, Crafts sector due to lack of availability all round the year and at the organized retail sector doesnt develop knowledge about the new developments to the customer time to time, due to which at the time of purchase they just buy a few most important things and they dont buy all things they like, because in a temporary craft bazaar customer would not possibly buy from every store. But the same customer can buy a product at a different time from a store especially after multiple exposures. There is a phenomenon of impulse buying in organized retail where a consumer picks up an item on impulse, on sight or on instant liking, the moment one spots it as against buying after due planning. Internationally, Internet also has a good share in selling and buying. Websites like ebay and etsy are offering buying and selling of craft items though in a limited assortment. Even in India, In order to revive the loss making unit, Himachal Handicrafts has started online selling to make the products available to domestic and foreign customers, said Industries Minister,Kishan Kapoor. Looking at the above state of handicrafts and the scope in organized retail sector, I believe that if Indian Craft Societies like Dastkar look at different retail formats then they can attract a larger number of customers and generate higher sales. A significant problem to this can arise due to longer lead times and higher rent at such organized retail set ups. But as said above by Jas Bhatia from Shoppers Stop, MBOs like shopper stop require larger volumes in fewer months, which may be met by the craft sector. As Crafts, by their very nature, are not mass-produced, if people are working with 6

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their hands, albeit with the assistance of tools and machines, producing goods required in a wide market space, selling to make profits and thereby contributing to national wealth, crafts can be termed as a decentralized creative industry where the human mind and hand is more important than the small machines and tools they may use. (Jaitley 2009) To sum up, there is a lot of scope to give recognition and more business to crafts by conveying the potential and range of crafts available in India to the customers through organized retail set ups. Shifting our focus to provide customers with craft products with a new approach and give recognition to those artists would be a key to establishing a sustainable existence. Looking at the success of different stores and seeing the opportunity for handicrafts sector in India, I would further like to study the various organized retail formats and find out whether any of them can be used to retail crafts in a better manner. I would also like to find out the state of readiness an Indian customer is in, with respect to crafts and do a Primary Research to support the above findings.

RESEARCH OBJECTIVES
Research Objective 1: - To find out the buyer readiness towards crafts amongst customers (of all age). Research Objective 2: - To study the feasibility of selling crafts through organized retail sector. Research Objective 3: - To study the existing retail formats in India and identify the most suited for retailing craft products.

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PURPOSE OF LITERATURE REVIEW

In this chapter, a detail study on various aspects of Indian Craft Market such as retailing of crafts, buyer readiness, craft retailing, internationalization of crafts and its significance etc. have been discussed. The purpose of this review is to identify the gap in the existing literature. It will help to carry forward my research rigorously. India is a country of rich, culture, history and traditions. India is one of the major producers and supplier of handicraft products in the world. Indias contribution in the world market is 1.21 %, export of craft item accounts to Rs.134129.2 millions. 8

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Handicraft Industrys share in India exports is 1.51 %. (Sarwar 2006) As we know India is a country with over a crore of craftspeople, engaged in diverse crafts from pottery to basket making, stone ware, glass ware, hand made paper products and a number of other utility items made out of local available materials. It is important to remember that nearly all crafts in India are community based, tradition driven and purchased for cultural reasons by a largely domestic market. Baskets, Papier Mache containers, coconut shell containers, textiles, ornamental thread, recycled paper and jute have already have been experimented upon with good results and demonstrate through their popularity a much greater potential for development. As the products have good market acceptance, if the middlemen are replaced than the craftspeople will have a more dynamic relationship with market forces while earning better profits. (Jaitly 2006) Indias agricultural economy is culturally well tuned to fairs, festivals and haats. Dilli haat alone has provided for more than 50,000 small artisans, has been visited by over a million visitors and seen over Rs. 600 crore worth of sales in 10 years. (Jaitly 2006) There is definitely a case for many more such ventures, provided they are presented aesthetically and managed efficiently and honestly. (Jaitly 2006) Crafts in itself being an industry along with having good share in the export market has a lot of scope for expansion of its market on a domestic scale as well, further a swot analysis is done which makes the picture clearer. Along with the Domestic scenario, if we take a look at craft product internationally, According to a research done in a craft fair in Philippines, it was found only 17 % population belonged to 18 25 year old, with 33% between 26 35 year old, 24 % were 36 45 year old and 26 % were over 45 year old. Out of this 81 % were female. (Hibbert 2001) A large number of stores are selling crafts through different retail formats. Two of the successful stores are Jo-Ann Stores and Hobbly Lobby. 9

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Jo-Ann Stores is a US based fabric and craft retailer. Jo-Ann is the largest specialty retailer of fabrics and one of the largest specialty retailers of crafts in the US. The company operates 801 stores , selling a range of merchandise along with offering its merchandise through its website.(Data monitor 2007) Hobbly Lobby operates a private chain of department stores that offers crafts, hobbies, picture framing, jewelry making, fashion fabrics, floral, cards and baskets, wearable art, home accents, and holiday supplies. The company primarily operates in the US. It operates both physical as well as online stores. (Data monitor 2009) These two stores are also doing online selling along with direct selling through retail stores, and they find Internet Selling to be one of their Strengths and as well as opportunity to grow more. Indian Handicraft Industry is greatly influenced by the following factors: STRENGTH Large material and style development etc. There is flexible production

WEAKNESSES Less interest and exposure of young people in craft products. Inadequate information of current market trends

OPPORTUNITIES Rising demand for handcrafted products in developed countries. E-commerce and internet are emerged as promissory distribution channels to market and sell the craft products. THREATS Competition in domestic market 10

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Quality products produced by competing countries like China

(Chu 2001) After looking at the Strength, Weakness, Opportunities and Threats of Indian Handicraft Industry. According to me, awareness should be created among craftsmen and customers by getting out of the craft exhibitions and looking at other ways to sell crafts. There should be a market platform for craft producers belonging to rural areas to market their products through out the year. The real problem with the Indias artisans is not that their markets are failing. The problem is not even that innovation is lacking, Innovations take care of themselves if there is potential demand for a product. (Gokhale 2004). The real problem is physical access to markets. Years ago, most crafts were sold locally which are now sold through exhibitions or exported abroad. And due to exhibitions being short term it is too difficult and is temporary for the rural artisans to access the domestic markets. In order to create demand, firstly its important to create awareness about it. Be it a handcrafted product or a high tech electronic good, before a customer makes a purchase, he or she first goes through a series of stages called buyer readiness. According to Marc Mancini, these stages are: - AWARENESS KNOWLEDGE LIKING PREFERENCE CONVICTION PURCHASE. (Isabel 2005) Though customers pass through all stages in every purchase. But in more routine purchases, customers often skip or reverse some of the stages. (Isabel 2005) For eg. : - A girl buying a dress in a departmental store because she needs it, would suddenly see a beautiful hand made diary and go right to the purchase decision skipping knowledge and awareness. Looking at the Buyer Readiness stage, Crafts sector due to lack of availability all round the year and at the organized retail sector doesnt develop knowledge about the new developments to the customer time to time (Isabel 2005), due to which at the 11

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time of purchase they just buy one most important thing and they dont buy all things they like, because in a 9 day bazaar customer would not buy from every store but he may buy if products are available at the store where they go often, as by seeing the products they may get ready to buy it at a stage and develop liking towards it. There is more tendency to buy non-necessary things by the customer in an organized retail sector just because one likes it or liked when saw somebody wearing it only when it is available to him/her the moment he/she develops a liking. It further leads to impulse buying or unplanned buying. You have to create demand for your products and then should be able to fulfill that demand. (Nagpal 2003) Demand can only be created once the customer is aware. (Nagpal 2003). Personal satisfaction for some craft groups includes educating consumers about craft and creating awareness among them. (Paige 2002) As said above, it shows craft retailers play a very important role in their education focus between customers and a regions cultural heritage. To say that marketing crafts in India is a complex process is a definite understatement, given the great diversity in our country, the numerous chasms between ignorance and knowledge, practice and theory, maker and market place. Add to this, language and geographical barriers, cultural differences, social systems and the fact that India lives on different time scales the rat race of hi tech metros vs. The languid pace in remote villages where lives are dominated by seasons and not the clock. (Minhazz 2004) Further, Handicrafts are classified into two categories: 1. Articles of everyday use 2. Decorative items (Jain 1986) Articles of everyday use would include textiles and decorative items would include 12

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stoneware, woodwork, glass and ceramic etc. In modern times, handicrafts fall under three categories: 1st category being the luxury crafts like silk sarees with gold and silver work, silver ware, jewellery, ivory works, and works with stone or brass and so on. Second category of craft includes works of smiths, carpenters, weavers, tailors and potters. The third category includes articles of bamboo, grass or straw the raw materials that don't cost much. As studied by other people research, that the real problem faced is that craftspeople are unable to access the retail market and are just restricted to the craft fairs, exhibitions and bazaars. India today has the 9th largest retail industry in the world. Organized retail current size $ 7.5 billion which by 2010 is expected to become $ 21 billion and by 2016 is expected to become $ 175 - $ 200 billion. (Bapna 2008) According to me, Out of this if craft occupies even 2 % of the total share it could take on to become $ 4 billion US in the retail industry alone. Craft retailers can enhance their capacity to offer specialized handmade products that can serve to reinforce the local atmosphere and attract domestic market. (Gagnon 2005) The new trend of chain stores and malls is becoming popular in urban centre. One can buy everything under one roof from household goods, childrens toys, home furnishings to garments. (Sood 2008) Retailers are looking for more and more products, which are exclusive and stand out. On the other side, the countrys customer base includes people passionate about indigenous artists, especially those seeking authenticity. (Sood 2008) Consumers prefer organized retail because they get all under one roof along with getting larger variety of products. At the same time organized retail set ups are disliked because of time spent. (Analysis on consumer preference 2001) 13

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Currently the most popular organized retail formats are following: Malls Speciality Stores Discount Stores Department Stores Supermarkets Convenience Stores MBOs Internet

(Paul 2008) Crafts at present are majorly promoted through BTL (Below the line) activities. Such as craft workshops, craft exhibitions, Gifts with purchase All of which are short term as they are not available through out the year. (Bapna 2008) Internationally crafts are also sold through Department Store like Hobbly Lobby, Specialty Store Like Jo Ann, through Internet from websites like ebay. Hobbly Lobby is also a chain store, which also has its stores in malls. Along with the rise of organized retail set ups, products from rural market and from small units will get private brand equity and market all over the world since retail majors for their successful in sourcing cost effective goods for supply through their retail outlets will be depending more on the unorganized manufacturing sectors and small units. (Sreejith 2007) Artisans and household providers of goods and services will be roped into the supply chain by enhancing their skills to bring about quality consciousness and increase their real time incomes. Removing the middle operators these working groups will be getting better remunerations and the living standards of these artisans will surely improve. (Sreejith 2007)

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We can also see this through a company which used to make oil tortas at home and were sold only in the town it was made in, Through fairs, the company met distribution specialists, gathered information on each market country and analyzed how the product was perceived. These distributors started to promote and sell the product within their sales net, in their own shops, along with other new products. (Fierro 2009) For the company, it is very important to choose where to sell, as it is necessary to know how target customers behave. Moreover, the place where sales are located has to be consistent with the products position. (Fierro 2009) The question is not about home or foreign market, but about a market whose clients may be located in any part of the world. The basis of the internationalization of the company starts with consideration that a product in one country also has to be seen as such in other countries. It is believed that hand- crafted products are appreciated everywhere in the world. (Fierro 2009) If we take a closer look at the crafts marketing scenario, there are certain aspects one can assume as absolutes. On of them, in my mind, is the fact that India has a great deal of crafts that can be marketed as they are, without any design interventions. Equally there are many crafts that can be successfully marketed once they are modified for customer usage in different contexts. (Minhazz 2000) For many craftsperson the first step in marketing crafts is the local craft fair. Some fairs are held weekly, others annually, often in conjunction with regional celebrations. Crafts fairs are relatively easy to get into and offer a number of opportunities for both novice and veteran crafts workers. The most important opportunity is in the sheer volume of people attracted to crafts fairs and markets. They are wonderful places to meet the buying public and fellow craftsperson and to learn what is selling this year and what isnt. Selling directly to local shops and galleries is another way in which craftspersons market their wares. Crafts making is a culture and a lifestyle. Craft selling is a 15

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business. The successful craftsperson integrates both. Most small businesses fail due to lack of capital and poor management skills. To succeed in crafts business the craftsperson must acquire more than just a dash of business acumen. The goal is earning a living, and all goals require sacrifice. Fairs, Trade shows and gift shows are some times overlapping terms. Craft fair usually refers to a retail event, which is open to the public. Any reference to fair means a retail event. A gift show is a trade show, but a trade is not necessarily a gift show. A gift shop stocks its shelves with gifts much like any other store will stock its shelves with its specific kind of merchandise. Craft galleries; on the other hand tend to exhibit crafts in groupings of work by individual craftsperson. The crafts mall is a relatively new opportunity for some craftspersons. Typically, a crafts mall is a large store that is divided into small spaces that are rented or leased to craftsperson. The craftsperson does not have to be in attendance during business hours because mall owners or managers handle sales for him. Craft fairs offer a great opportunity to get your work before the public. This is an important step for any craftsperson. The craft fair is one of the best mediums in which to test market new ideas and try out prices. Trends often change as rapidly as weather, and its important to know whats popular and what isnt. Perhaps the biggest drawback to trade shows is their tendency to isolate craftspersons from the main stream of consumerism. Craftsperson at trade shows deals with agents wholesale buyers rather than the buying public, the true creators of demand for crafts. The retail craft fair serves as the link between craft person and craft consumers. A big disadvantage to regularly sell at a craft fair is the amount of time spent traveling. Nearly every weekend has to be devoted to traveling, and to strike a constant balance between producing and marketing.

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Another problem in fairs is that more people may just come for the fun than for the sole purpose of buying crafts. (Gerhards 1996) Craft enterprises typically have insufficient resources, inadequate success to specialized expertise and limited opportunities to make an impact on the marketplace. Homethrown a marketing network for a group of 16 potters was created to respond to these environmental changes and competitive threats. They aimed to build the profile of Irish handmade pottery and collectively sought to leverage a more favorable market position. Marketing handmade crafts also involves knowing the market trends and customer needs. In order to manage the supply and demand, following points should be taken care of: - Know customer Needs, Build up extra stock, Stay Ahead, Keep a tab on what you sell and Get hold of more relevant information. (Kimble 2002) Irrespective of which handicraft one sells, which niche of the market one wants to capture, where one wish to sell his/her products, the most critical element is to maintain adequate stocks of your products at all times, so that there is never a stock out situation. If you can access the market trends and customer preferences and make products accordingly, one can soon become a professional in the field. Crafts people also have the capacity to meet the present demand, as seen in the present Dastkar Marie Claire Initiative, where Fifteen designers were selected and were asked to pick up any of the techniques or region of India to work on. The weavers and designers met and worked for three months. And each pair made two garments that were showcased during a fashion show on December 4. The Dastkar Marie Claire Initiative was a success, as after the show Marie Claire also thought of launching a brand in collaboration with Dastkar. As the garments have been really appreciated and have got a great consumer response. (Recreating Craft, 2010) To sum up, there is a lot of scope to give recognition to crafts by conveying the 17

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potential and range of crafts available in India to the customers through organized retail set ups. Shifting our focus to provide customers with craft products with a new approach and give recognition to those artists would be a key to establishing a sustainable existence. Time management, business skills, finance as well as access and exposure. Lack of business skills in areas such as sales, marketing and accounting means that craftspeople believe they are not developing their business to the fullest potential. Crafts enterprises recognize that investments in area such as marketing, product innovation and specialized expertise are essential for growth. (Torres 2001) Indian shoppers seek emotional value more than the functional value of shopping. Shoppers are clustered into two segments: - (Sinha 2003) Fun shoppers: - This segment enjoys shopping and is found to be involved. Work Shoppers: - They take shopping as an activity than needs to be finished with least effort. Retailers need to experiment with a format that attracts both types of shoppers. Indian retailing is facing a transition. While the organized sector contributes only about 2 percent to the industry, its impact has been far reaching. The shoppers are being exposed to a new environment of shopping. (Sinha 2003) We have a notion that crafts cannot be sold through Internet in India, as people here are not that active on buying through Internet here as compared to abroad. But even in India, one of the craft stores named Sundaram Soaps, they are selling online as well as they sell at craft fairs like Nature Bazaar. And they are really satisfied from the response they get from the customers in India.

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GAP IN EXISTING KNOWLEDGE

In 2005, Gagnon and Chu aimed to examine the retail sector in 2010. Their aim was to see that what changes would the retailers have to make in order to cope with trends that will push the retail industry to a world of extremes. In the study, they find that retailers from convenient stores to discount stores to department stores will have to be more customer focused. They also talked about the rise in demand of groceries to apparel and how retailers can attract more customers to these products. (Gagnon and Chu 2005) However, they did not concentrate on how the handcrafted products become a success through such retailers for its sustainable growth. Sinha attempted to understand shoppers from their disposition towards shopping. The analysis indicated that the Indian shoppers seek emotional value more than the functional value of shopping. It also talks about new retail formats that attract more shoppers due to more entertainment value, which they receive. (Sinha 2003) The above study is very basic and it just tells us that its not about how functional a product is, what is more important is how we approach and create demand for a particular product. 19

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According to Miller, In order to survive retailers will have to focus and develop unique market niches, this study identified competitive strategies used by small sized retailers to market crafts to tourists. It tells about how craft groups, should focus on their product mix to fit the expectations and needs of the tourist market. (Miller 1996) However, they have missed on how to market crafts to domestic market and how to focus on the needs of the local customer. Hibert and Tagg challenged the view that consumers only shop for the functional benefits associated with purchasing goods and services, proposing that they also have a range of personal and social shopping motives. This study aimed to study the motives that bring people to a retail outlet and satisfaction of those motives in the course of shopping activities. Result was that the amount of effort made to buy a product reduced the time of purchase for a particular product. It acts as one of the major motives in the course of shopping activity. This was shown through a research done in a craft fair. (Hibert and Tagg 2001) Though, the study talked about motivation towards product at craft fair. But it did not talk about that will the motivation remain same or it will change when the products will also be available at retail stores nearby. Jaitly Jaya has worked for the last 35 years with craftspeople. According to her, crafts in itself can be termed a s a creative industry. It is an industry where mind and hand act as machines in order to produce the goods. She thinks there is ample scope for this industry to come out of the disorganized lowend profile. According to her, if craftsmen are supported and encouraged with the right kind of interventions and they get genuine replacements to the middlemen than they can create a dynamic relationship with market and earn better profit. Even there workplace can be transferred into a workshop in a cost effective way. (Jaitley 2007)

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Looking at the literature review of various researchers based on craft industry as well as looking at the different stages of buyer readiness. It shows that consumers are motivated to buy products which are handcrafted, starting with kids, its the parents who they are dependent on, with youth being unaware of the importance of crafts and those within the age of 25 and above, do not get a chance to have preference for handcrafted products due to low availability of non-availability of such products when they are shopping generally. Though all of them would purchase if aware about the exhibitions which happen once or twice a year, that too its not certain of them visiting it or not due to lack of time. Shilpa bapna in 2002, talked about how crafts are being promoted at present, according to her they are sold through craft workshops, craft exhibitions, gifts with purchase and point of sale displays are the main ways and in an effective manner which seeks a good response for the consumer.(Bapna 2002) This article does not talk about how effective can organized retail sector be to sell crafts which is growing at a very fast pace. Majumdar Minhazz, said that when she saw that the textile products made by rural artisans are not sold in market even when women have capacity to produce for the market. Than she said that its due to ignorance and knowledge for such products as well as due to the race between high tech metros and the villages it becomes tough for the craftsmen to market their product. But if we talk about crafts, there number of crafts which can be marketed very easily directly to the consumer and not through the middlemen, she says its all about the right approach. Crafts exhibitions leads to some people leaving the product and not purchasing it even when they like it due to shortage of time of making the mind to buy it. She says that according to a study done by her after interacting with various groups in 21

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different states, she found that there is a demand for the artisans products and they just need to make the most of it. The groups have to meet the demand that has been created for their product. She says once the demand the demand is created you can sell even dust and it is just important to fulfill the demand of the consumer at the right time when the need arouses. These days people prefer to go for one stop shop, where one can buy everything under one roof. According to Anubha Sood, after looking at the increase in Organized retail sector, if craft occupy even some percentage of this sector it can account to a large part itself. Retailers customer base includes people who are passionate about indigenous artists. Crafts add meaning to peoples lives and make them emotionally connected. We can also relate this with what other researchers said, that customers are more concerned about the emotional value rather than the functional value related to a product.

SUMMARY
Handicraft industry in India is one of the oldest industries. It has gained international exposure and the export market for handicrafts has a very strong base. But if seen handicrafts from domestic market point of view, these products are available only at craft fairs and exhibitions or at Janpath Street and state emporiums. The market at all the places is very different. Todays generation is not aware of the cultural traditions and methods of making handcrafted products. They are living in todays high-tech world of technology where what is puppet is also not known by a child. Though if we look at the success of exhibitions and craft fairs, those who belong to the age group of 25 and above are actually seen to be loyal customers at these bazaars. 22

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These days, children know about all the brands available in the market or in a particular mall because since they are born they are seeing those on a regular basis and they just grasp all what they see. Youngsters are not aware of crafts in the same manner due to low accessibility of the product. It is something, which they might come across once a year and than also they are not told about it is originated. As per the literature review, handicrafts have been proved to be a successful market, internationally as well as for the tourists. But there is no research which talks directly about Why not retail crafts in domestic market? What retail format else than exhibitions can be used to sell crafts? Why not target our local market first than the foreign market? Though there might be a large number of constraints due to which selling of crafts in retail formats is not too prominent in Indian market but there surely might be some ways to get out of it. Therefore, this gap will be investigated.

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PURPOSE OF RESEARCH METHODOLOGY

The research is being carried out to explore the following: -

RO1: - To find out the buyer readiness towards crafts amongst customers (of all age). RO2: - To study the feasibility of selling crafts through organized retail sector. RO3: - To study the existing retail formats in India and identify the most suited for retailing craft products.

The main purpose of research is to find the purchase decision stage at which the kids, the youth and the adults get ready to buy handcrafted products. Also to know the reasons behind each stage and to see how the buying readiness can be more systematic in the case of handcrafted products. The major emphasis is to find out the best retail format to sell crafts. Research process itself involves identifying, locating, assessing, analyzing and then developing and expressing your ideas. The main aim to do research is to use the existing knowledge in experimental development to produce new or improved processes.

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RESEARCH METHODOLOGY
RESEARCH OBJECTIVE 1: - To find out the buyer readiness towards crafts amongst customers (of all age).

RESEARC H DESIGN
Descriptive

DATA SAMPLE COLLECTIO UNIT N TOOL

Questionnaire 15 to 25 year

SAMPL SAMPLING E SIZE TECHNIQU E

100 Quota Sampling Technique South Delhi 25 North Delhi 25 East Delhi 25 West Delhi 25 Convenience Sampling Technique Convenience Sampling Technique

Exploratory

In-depth Interview

Questionna ire Responden ts All age groups i.e. 15 to 25 and 25 above Magazines and Internet

5 each Area

Exploratory

Observation Visual Data Collection

As many as feasible

Exploratory

Secondary Data

5 Approx. Convenience Sampling Technique

RESEARCH DESIGN 1
Descriptive Research will be used to find out the perception of youth towards handcrafted products. And also see if youth have an intention to buy handcrafted 25

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products or not. This would give answers to following questions: How aware are they about handcrafted products? Do they buy handcrafted products? What perception they have about handcrafted products?

This data would mainly be collected by doing a survey by getting questionnaire filled from the age group of 18 25 years. Survey would include 100 questionnaire and all in Delhi area. Quota Sampling Technique will be used as I have to study the youth all over Delhi. So would get 25 questionnaires filled from South , West, North and East Delhi each. South Delhi 25 North Delhi 25 East Delhi 25 West Delhi 25

RESEARCH DESIGN 2
Buyer readiness occurs in stages, leading to the final stage of buying. Further from those youngsters who say they dont buy crafts we will conduct an in-depth interview and know the stage at which their readiness to buy handcrafted products stops. In order to come in close and direct contact with the people, whom I want to study, I will further interview 10 of those who do not buy handicrafts. Here, I am assuming that out of the 100 sample unit, there will surely be a part of sample who do not buy handcrafted products.

RESEARCH DESIGN 3
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Visual Data Collection will be done in order to see what age group is seen at craft bazaars and craft stores as well as to see what age group is seen in retail stores and malls. I would like to see and observe their mood and feelings exhibited while purchasing a particular product. I would click as many possible and would use the best of all for further data analysis.

RESEARCH DEISGN 4
Alongside, all the above, secondary data will be collected to see how my analysis connects with research done by other people. Following questions will be answered: Stages of buyer readiness Increasing number of retail shoppers Demand of Youth

Historical method will be used in order to fill a gap of making the research possible and also meaningful in the problems that would otherwise have remained unexplored.

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RESEARCH OBJECTIVE 2: - To study the feasibility of selling crafts through organized retail sector. RESEARC DATA H COLLECTION DESIGN TOOL
Descriptiv e Explorator y Questionnaire

SAMPLE UNIT
25 year and above Questionn aire Responde nts All age groups i.e. 15 to 25 and 25 above Magazine and Internet

SAMPL SAMPLING E SIZE TECHNIQU E

100 Convenience Sampling Technique Convenience Sampling Technique Judgmental Sampling Technique

In-depth Interview

10

Explorator y

Observation

Secondary Data

As many as feasible 5 Approx

Descriptiv e

Questionnaire

Craftspeo ple Participati ng In Dastkar Basant Mela Craftspeo

50

Convenience Sampling Technique

Explorator

In-depth

12

Quota 28

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Interview

ple who responded Questionn aire

Sampling Technique Those who dont want to retail 4 Those who already retail and want to expand 4 Those who dont retail and want to retail 4

Explorator y

In-depth Interview

Handicraft Exporters

20

Convenience Sampling Technique

RESEARCH DESIGN 1
Firstly I will do descriptive research through questionnaire with sample unit 100 and those who are seen at craft bazaars and craft stores and are craft lovers. So that the data is not influence by one mans views or beliefs and the greater degree of objectivity may be obtained under this method.

RESEARCH DESIGN 2
Further to justify the questionnaire, I will interview 10 customers who already shop for craft products. As this avoids the possibility of personal biases.

RESEARCH DESIGN 3
Further I will support this with Secondary Data through internet as well as through Visual Data collection done as to how many people shop for craft products from different places, are people buying craft products from retail stores. As well as secondary research on are stores successful who are already selling craft products. As 29

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historical records provide very useful information that goes a long way towards the solution of a research problem.

RESEARCH DESIGN 4
I will also get questionnaire filled from the craftspeople who participate in Dastkar, as to know If they already selling through retail store if they are than from where and if they are not selling than why not. I will further interview craftspeople to know what problems they face because of which they dont retail. I will interview minimum 3 people from 3 different categories as I think it will be a good sample size to justify the questionnaire data.

RESEARCH DESIGN 5
Further in exploratory research I will speak to participants of handicraft fair, who export handicrafts as to know why they only sell in international market and not domestic market. I will interview as many people as I can get through it would be minimum 10.

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RESEARCH OBJECTIVE 3: - To study the existing retail formats in India and identify the most suited for retailing craft products.

RESEAR CH DESIGN
Descriptive

DATA COLLECTI ON TOOL

Questionnair e

SAMP LE UNIT

SAMP LE SIZE

SAMPLIN G TECHNIQ UE
Quota Sampling Technique 100 15 to 25 year old 100 25 year and above

15 to 25 200 year and 25 year and above

Exploratory Visual Data Collection Exploratory Secondary Data Experiment Participate in Flea Market

Both Age Groups Magazin es and Internet All custome rs

As many As feasible 10 Approx. As many as attracte d

Judgmental Sampling Technique Convenience Sampling Technique Convenience Sampling Technique

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RESEARCH DESIGN 1
Survey will be done to find out that those who already buy handcrafted products from craft bazaars will they further buy these products from retail stores as well. And what kind of retail store would they prefer to shop from. Questionnaire will be used because here we need a point of view of large number of people and interviewing 200 people is not possible. Following questions will be asked: Which store they shop maximum from? What retail format is liked/visited the most?

Age group 25 50 years old, as this is the age group which is seen maximum buying Handcrafted products as also seen earlier in literature review. As well as 15 to 25 year old, to know where they shop from. Quota Sampling Technique 100 of each age group. As each age group is already known and we also know this that only those who are seen at craft bazaars and shops are to be contacted for 25 and above. For 15 to 25 years old those who are seen at retail stores are to be interviewed.

RESEARCH DESIGN 2
This will be done in order to see what type of retail format has which age groups. Which type of retail format has which age group? What age group is seen more at craft bazaars as well as retail stores?

The data will be collected through observation at bazaar and retail stores.

RESEARCH DESIGN 3
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This will be done in order to study the most upcoming retail format. Research will be related to following question: Most upcoming retail format Newer retail formats

This will be done in order to study research of other people in general and connect it with those seen through survey done.

RESEARCH DESIGN 4 VALIDATION TECHNIQUE

I would further put a stall in flea market in select city mall for 1 Wednesday i.e. 21st march. I will start my work with sourcing products from crafts groups. Finally, I will source products from 2 groups i.e. Haathi Chaap and Wire Toys. Those products will be sourced which got a good market response as observed at the sales analysis at Nature Bazaar. This will further help me to justify how even youngsters can get attracted to it when available in a place like select city walk mall. Duration of the market is 5 hours i.e. 4:00 PM to 9:00 PM.

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RO1: - To find out the buyer readiness towards crafts amongst customers (of all age).
We found that craft bazaar was visited mostly by people who were 25 and above, it was important to investigate at what stage the youth were. As in this project, we want to analyze the buyer readiness. In order to do so, at first we chose the sample, 56 % of people belonged to the age group of 15 to 20 years and 44% of the sample population belonged to the age group of 20-25 years. Survey was conducted in Delhi, which was subdivided in two age groups 15 20 years and 20-25 years. Survey was conducted within only females, who belonged to middle income group. All the respondents were either High School Students/Undergraduates/Postgraduates. 53% of the respondents are working with 47 % only studying. Out of those who are working 85 % of them are unmarried, with only 15 % of them being married. We were wanting to know whether these people buy handicrafts. According to the survey, it shows 34

Fig. 1

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that 57 % of the population does not buy handicrafts with only 43 % of the sample population who buy handicrafts. It was found that this age group has a Bold, Confident, Eco- cool, Creative, Day Dreamer Attitude. They belong to a Modern, Liberal and Broad Minded Family. Their lifestyle is full of Experiments, Fashion, Eco-friendly environment and they are Innovators. As per the survey conducted during this research, most of them in the age group of 15 25 year prefer shopping when required i.e. 2.8, with sale period being almost at the same level (2.7). This indicates that, as they are consumers who have either pocket money as source of income or have less salary being new at work, they prefer to shop for what is different but less frequently, seeing maximum utilization of the money they have. It was found through secondary research that, Sixty seven percent of women shoppers go to shop with a pre- decided product in mind. Of these 70 per cent come out of stores with the specific product plus some additional product or something totally different from what was originally planned. Coefficient of Correlation between these two parameters is 0.53. (Images Retail 2007) Furthermore, it was found that they shop when required i.e. 48 % shop once in a week and 48 % shop once in a month. Frequency of shopping is seen in generation X as they were exposed from their earliest years to malls. They spend more time in malls than any previous generation. The goal of life is to make and subsequently spend increasing levels of discretionary income and they create a view that shopping is a form of entertainment. Further, according to 35

Fig. 3

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survey about 52 % shop as per innovative product, followed by 33 % shopping as per fashion and only 15 % do shopping as per the brand name. In order to prove that youth are inclined towards new products, this can also be seen through the interview with the owner of the store called Happily Unmarried, catering to this age group, and selling its innovative product. According to interview, it was found that, todays youth are not concerned about the price, not even worried about long lasting products, the only thing that matters to them is what they like at one ASHTRAY BY HAPPILY UNMARRIED

glance, they just want it or they will surely come back to buy it. They are ready to spend good money provided they get something different and they are satisfied with the product. Spending power of people is increasing with the increase in economic development. People have become more environment conscious and fashion conscious. For quality, trendy, stylish, innovative product they are willing to spend. As seen through survey, 42% of those belonging to the age group of 15 to 20 years have feeling them to feel a feel their handicrafts cultural making connected

Perception About Handicrafts - Agewise

culture. A large number of respondents i.e. 44 %

Fig. 4

found the products to be 36

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good looking. 24% of the sample population in age group of 20 to 25 years find handicrafts to be traditional with about 19 % finding them to be old fashioned. Both the age groups dont find the products to be highly priced and out of those in age group 15 to 20 year, only 1% find these products to be old fashioned. This is a very positive finding for handicrafts sector as a new brand or a company can sell its product only to those who understand and see the value in the product. Despite 57% buying of having the only youth

handicrafts,

about 48 % of the sample population are ready to spend more than Rs.1500 On handcrafted product in one shopping visit, with 24 % of them ready to spend Rs.1100 1500/visit and only 12% of them spending between Rs.300 700/visit. There is a possibility to the above data, that the response is influenced by their last purchase amount. In order to prove the above points, I have conducted a set of interviews. According to interview,we found that, youth can spend any amount of money provided they get what they find variety. They also say there is lack of availability of such products, what they get in a craft exhibiton is quiet different from what is available at Janpath and whenever they want to buy something they need to wait for the exhibitions. Out of the 100 sample unit

Fig. 5

Fig. 6

belonging to the age group of 15 to 25 years , both the age 37

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groups 15 20years and 20 25 years rank the highest i.e. 4.4 and 4.1 for lack of knowledge about handicrafts. Followed by lack of awareness being at 4.2 in both the age categories. Conviction i.e. they havent been convinced to buy these products can also be looked upon as a major reason because of them being unaware about the importance of ecofriendly products as well as lack of knowledge about such products. As they have not been convinced to buy these products, they further never bough them. Liking and Preference are the least prevalent with ranging between ( 2 2.5 ) as this shows that whenever they came across such products they did like them but because of so many reasons they stop in the whole buyer readiness process at many stages while making their purchase. We can also see this through an In-depth Interview done with Owner of Craft brand called Ochre, we found that, buyer readiness among youth stops at being knowledgable and aware about such products. In addition to this, it was found that, at exhibitons we just get to see adults as youth are actually not aware about such fairs and if they are they dont have knowledge about what kind of products they get at the craft bazaar, though such products our sold through stores like Mother Earth where even the youth specially tourist buy it. As also seen through survey analysis, that maximum are stuck at knowledge and awareness about crafts. It is also seen that conviction is found to be lacking among youth when it comes to handcrafted products. Also seen through litterature review, in order to create demand firstly its important to create awareness about it. Be it a handcrafted product or a high tech electronic good. Before a customer makes a purchase, Indian shoppers seek emotional value more than the functional value of shopping. It also says new retail formats attract more shoppers due to more entertainment value which they receive. (Sinha 2003) Further I spoke to international students who belonged to the age group of 17 to 25years, showed them images of beautiful handcrafted products. Told them about the eco-friendliness of the products, the only thing they asked is if they available online 38

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and they can purchase these products. After speaking to the students internationally, it was found that, they were never aware of such products, and they asked as to where can they buy them from, so telling them ebay as a option really excited them. After looking at the buyer readiness for craft products among youth, now if we take a look upon buyer readiness of adults, than as already established earlier that adults have an intention to buy handicrafts, as they are ones who are seen maximum at craft bazaars.

This was also observed by visiting three different craft bazaars help within a week, as can be seen below through images . At all the bazaars adults were the most noticed and all the bazaars went successful with huge sales despite of being on weekdays.

Further it can be seen through survey done among adults at craft bazaar,As seen in graph below in which maximum people buy 39

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handicrafts once in 3 months, those with income level 10 40 k buy more handicrafts as compared to those with an income of 80k and above. As seen through literature review, that adults 25 years and above, are the maximum seen at craft bazaars that actually shows that they have an intention to buy. Being learned and being actual visitors to such craft bazaars, we asked them if they feel todays generation are knowledgeable about handcrafted products or not. As per a set of interviews conducted, with those already observed shopping, it was found that, they feel that hancrafted products are not available.We really need to do a lot of search in order to buy onething. They feel such products need to be more accessible as handicrafts help in sustainability, they are eco-friendly and aesthetically appealing, it takes us back to our roots. Out of those belonging to the age group of 25 and above, 72 % of them feel that yes youth lack about knowledge

handcrafted products. Only 28% feel that youth are

Fig. 8

knowledgeable handcrafted products.

about

Further through secondary research, we learned that educationists also have a special role to play, for which the promoters of arts and crafts must make special efforts to encourage. There have been valiant but minimal efforts at orienting unique and rich contribution the craftsperson can make if they are taught at regular schools. (Bhatt 2008) The value of handwork, the recognition of our aesthetic heritage an respect for this toiling section of society that goes beyond admiring them as a museum piece curiosities are important seeds to be sown in fresh minds. (Jaitly 2007)

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RO2: - To study the feasibility of selling crafts through organized retail sector.
As we have already seen in RO1, youth do not buy handicrafts because of lack of awareness about availability of handcrafted products. This is also proved in RO1, that adults have an intention to buy handicrafts, they already buy a lot of them from exhibitions. Further, can now we

will look upon how the buyer readiness be created 41

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among youth and see if adults and youth both would buy handicrafts and become more aware if handicrafts are sold through organized retail sector. There are various retail formats existing in the market. Based on our study we found that, Department Stores Are preferred by 51% of those belonging to the age group of 15 25 years with Malls being preferred by 43 % of them. It is only 12 % for markets like Karol Bagh and Lajpat Nagar. Though at the same time High End streets like Khan Market and South Extension Market are preferred more by those who belong to the age group of 15 to 20 years.

Fig. 9

Consumers' attitudes, perceptions motivations, learning and memories all play a vital role at time of buying decision-making. And store vibes affect all these factors. The involvement of the senses, emotions and mind, during the buying decision process, provides enjoyment or satisfaction to the customers. The enjoyment of a customers while purchasing motivates him/ her to buy a product, and changes perceptions and attitudes toward a store and a brand. Enjoyment and satisfaction while purchasing create positive experience and linger in the mind of a consumer for long. There are many factors that affect the consumer decision-making processpsychological, personal, social and cultural. Factors that affect behaviour at macro level are those such as culture & society, and factors that affect consumer behaviour at a micro level include psychological factors and group influence. In psychological, perception, motivation, attitude and memory are the factors. (Chauhan 2007) Furthermore, organized formats Department new retail like Stores

and Malls, are even preferred by those belonging to the age group of 25 and above i.e. 49 % of

Fig. 10
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them, with 32 % of them going for local markets like Karol Bagh and Lajpat Nagar. Least preferred is the nearest market or the neighborhood stores i.e. 28%. The above two graphs both of youth as well as adults makes it clearer to us that these days be it any age group, people are more inclined towards the place they shop from, nearer or farther doesnt matter more what matters is the need of the person and where is it available. The above thing can be made more clear by taking a look at the In-depth interview conducted with those who are regular visitors to craft bazaars. According to interviews conducted it was found that they feel that exhibition is an unorganized sector, it needs some change. They feel the place doesnt matter, what product is available at that place is more important. They think it actually is like getting all what you want at one place and with the number of new malls and retail stores opening the proximity is no more a problem. Looking at the response of some people about the SEWA STORE in Delhi, makes us clear about how crafts can be sold through retail sector to reach a wider market. It was found that people are big fans of the sewa shop in Delhi, they always find something quirky to buy. Women love it and they feel it means a lot to them. As seen above, its not that exhibitions is the only way to sell crafts, its actually about selling the right product at the right place. As per the above analysis we learned that todays customers are more inclined towards new retail formats. But now it becomes important to know if they will buy handicrafts from the organized retail sector or not. It is found that 84% of youth (15-25years), even those who do not buy handicrafts feel, they would buy handicrafts if available in organized retail 43

Fig. 11

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sector. 69% of the adults who buy handicrafts from craft bazaars also feel the need of availability of products available of craft bazaars in the new retail format. Through secondary research, we learned that Indian Shoppers seek emotional value more than the functional value of shopping. It also says new retail formats attract more shoppers due to more entertainment value, which they receive. In order to see the eagerness in customers to buy crafts products, seen through Dastkar blog on facebook. People from different states like Pune, Bangalore where dastkar has put bazaar once or twice, the customers even at Dastkar blog as well as in their visitors book are asking Dastkar to atleast open a store or do online selling so that they can buy those products. As seen above that Indian customers are willing to buy handicrafts from organized retail formats. There is a possibility to this data that some of the people might have responded to questions just to do a formality. As under survey method it is very difficult to verify the accuracy of the data collected because accuracy of the data to a great extent is dependent upon the honesty, personal qualities and unbiased attitude of the enumerators and co-operation of the respondents. So in order to make it clear, as we know Indian market is influenced by the International market trend and we have a number of exporters who are exporting craft products. We will now further see the response of handicrafts in the International market. And also we will see if craftspeople are able to meet the export quality in order to meet the customer demand for quality in the domestic market as well. A large number of craft stores already exist outside India. Two of the stores are as follows: Jo-Ann Stores is a US based fabric and craft retailer. Jo-Ann is the largest specialty retailer of fabrics and one of the largest specialty retailers of crafts in the US. The company operates 801 stores, selling a range of merchandise along with offering its merchandise through its website. (Data monitor 2007)

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Hobbly Lobby operates a private chain of department stores that offers crafts, hobbies, picture framing, jewelry making, fashion fabrics, floral, cards and baskets, wearable art, home accents, and holiday supplies. The company primarily operates in the US. It operates both physical as well as online stores. (Data monitor 2009) These two stores are also doing online selling along with direct selling through retail stores, and they find Internet Selling to be one of their Strengths and as well as opportunity to grow more. As we have a notion that crafts can not be sold through Internet in India, as people here are not that active on buying through internet here as compared to abroad. But even in India, one of the craft stores named Sundaram Soaps, they are selling online as well as they sell at craft fairs like Nature Bazaar. And they are really satisfied from the response they get from the customers in India. As seen earlier that the USA students, were really eager to buy the products once they were made aware about it. This shows its just about one being aware of the products, the eagerness to buy is surely there. According to the exporters survey and the set of interviews conducted, it is found that 20 out of 25 exporters are not selling through domestic market on a large scale but they are selling on a small scale either to corporate companies or small stores. Those who are not selling in domestic market is because of having enough work from international buyers. On this we found that, It is not easy for exporters to sell to an organized sector when they are having supply from the completely unorganized sector, but this is the challenge which keeps them going. It was also found that craftspeople have the capability to make the right product in minimal time, its just about the right coordination. Further, as per the analysis it was found that almost all the exporters are fully satisfied with the work of craftspeople in terms of meeting the right design and quality requirement. 45

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Exporters get a lead-time of 60 to 90 days on average and huge quantities. In order to meet the requirement craftspeople increase the number of labor to do the job work and always able to meet the requirement of the buyer. As seen above, firstly handicrafts are selling well in the organized retail sector in the International market. Even the demand for handicrafts products internationally makes us believe that the same products can have a much better response in the Indian market, its just about the right approach. We further also need to see the feasibility from the point of view of craftspeople, as to know why are they themselves not selling through organized retail sector. As per the survey only 3% of the craftspeople interviewed are selling through retail rest 97% are not selling anywhere else than exhibition. Out of the 97 %, only 20% of them have even tried to sell through organized retail stores. It is found that 95 % of the craftspeople want to sell their products through organized retail sector along with exhibitions. It is now important to know why are the 5% of craftspeople not willing to sell through organized retail set up. As per the Group discussions done with the craftspeople and craft organizations, it was found that, the cash flow is not on time from stores like Mother Earth, they want inventory before hand but the cash flow is very late than expected. They also feel, if Dastkar plans to open a store, they would not even have problem in late cash flow because of the trust they have built with Dastkar. Further, it was also found that, many craftspeople work through an organization that markets their products and keep all the profit to themselves. Craftspeople are just paid Rs.1500/month for working about 5 to 6 hours a day. They have no knowledge about how to market the products and whom to sell to, because of which they feel its better they let things go the way they are. Further I also interviewed people who already retail and want to expand further, which shows they are happy with their present sales through organized retail sector. 46

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As per the Interviews, it was found that, some of the organizations use exhibitions as a platform for product testing; they only sell those products through organized retail sector, which have a great market response at the exhibitions. They feel that the market has a good demand for their product, the only thing market demand is attractive products followed by good quality. It was further known that, Some craftspeople are happy from the retail response via store like Tarini. The online selling business is also incurring good sales. As seen above, its not that the craftspeople do not have the capability, its all about the right approach i.e. the right product and the right place for the right market. Looking at the eagerness to sell in the craftspeople as well as the willingness to buy in the customers, question arises are craftspeople capable to meet lead times and deadlines. It was also found that, its just about craftspeople getting work, they can anytime increase the labor and do work on time. As said by Rita Patel, we are big groups which are working together we can always get together for a better earning and living. Even the responses from exporters do away with the notion of craftspeople not having the capacity of meeting the deadlines. When a crafts person can meet the requirements of the International Market, Indian market requirements are not more though less as compared to International market. Handicraft product and bazaars and stores, should not be popular just because we get arty things at a fairly inexpensive rate but because health, environment, education, self-value, exposition of cultural diversity and other such vitally important areas are linked to the need of sustaining crafts. (Jaitly 2007) However, it was evident from talking to buyers (exporters and retailers) that there is a demand for craft products. The producers need to fulfill that demand in a certain way. At the buyers end there is a need to understand the producers context and be clear in 47

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their communications. This will facilitate the production process. At the producers end, financial constraints, lack of raw material, change in market trends are all problems that can be dealt with if tackled on time and in a planned way. The cycle of lack of capital and raw material leading to less production and therefore lower sales can be broken. Producer groups and the sellers need to tackle the constraints so as to make to relationship beneficial to both. Rahul Duggal from Aravali Exports said, The NGO Sector is too idealistic, and they confuse too many things when running a business. During my interaction with different groups from different states, I found that there is a realization amongst the groups that they need to get focused and not confuse too many objectives. Groups recognize that they need to run income-generating activities like a business to gain long-term sustainable benefits. The biggest advantage in their favor is that the demand is there and they need to make the most of it. Groups have to meet the demand that has been created for their products.

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RO3: - To study the existing retail formats in India and identify the most suited for retailing craft products.
Consumers prefer organized retail because they get all under one roof along with getting larger variety of products. Currently the most popular organized retail formats are following: Malls Speciality Stores Discount Stores Department Stores Supermarkets Convenience Stores MBOs Internet

(Paul 2008) About 47% of Indias population is under the age of 20, and this will increase by 55 % by 2015. This young population, which is technology savvy, display, the highest propensity to spend, will immensely contribute to the growth of the retail sector in the economy. According to secondary research, by Jaya Jaitly, Handicraft product and bazaars and stores, should not be popular just because we get arty things at a fairly inexpensive rate but because health, environment, education, self-value, exposition of cultural diversity and other such vitally important areas are linked to the need of sustaining crafts. (Jaitly, 2005) For greater reach handicraft products should also be retailed through, other than exhibitions. Handcrafted products should be sold through organized retail sector to 49

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make it more accessible to more people. Crafts at present are majorly promoted through BTL (Below the line) activities. Such as craft workshops, craft exhibitions, Gifts with purchase All of which are short term as they are not available through out the year. (Bapna 2008). Internationally crafts are also sold through Department Store like Hobbly Lobby, Specialty Store Like Jo Ann, through Internet from websites like ebay. Hobbly Lobby is also a chain store, which also has its stores in malls. But in India the only prevalent is exhibitions, with very few indulged in Online Selling, with some exclusive stores like Mother Earth, Tarini, People Tree. Though exclusive stores have good sales in Delhi, but stores like Mother Earth due to their location only get the tourist segment and not the Delhi customer. According to the set of interviews conducted with store managers of stores selling craft products, it was found that they do get youth but tourist who buy products and appreciate them, as said by store manager of Mother Earth, they get youth but those who are tourist and it is also because of not being centrally located and well marketed. At the same time it was found that in a store in GK they get a lot of youth in a location like GK market, with lot of food joints around fetch a lot of crowd to our store. As per the survey in RO2, both adults and youth shop from department stores and malls, 26% adults feel that either shop from department stores like shoppers stop and Westside, followed by 25 % feel they shop from malls. It was also found that 51 % of youth also prefer department stores with 43 % opting for malls. Least preferred by them were local markets like Karol Bagh and Lajpat Nagar. Further, we also found that, if they have to buy handicrafts than where would they like to buy from. It was found that, Shop in shops in department stores are 50

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preferred the most by both youth and adults. With flea market and kiosk in malls, being preferred almost at the same level.

Fig. 11

Both the age groups be it youth or adults, would like to buy handicrafts from department stores or malls, as these are the places maximum preferred for shopping by both the age segments. One of the reasons behind this can also be impulse buying, as handicrafts is not thought to be a very expensive and big product, people do not specially go to an exclusive store to buy it, rather they want such a product to be available where they shop from in their daily life, so that if they like something they can just pick it from there. Shoppers stop would be a shop in shop, but in malls owning a exclusive store for crafts would not create awareness as well as due to limited resources is not possible at the starting stage. By the interviews conducted, it was also found that, maximum craft lovers opt for malls for buying handicrafts, they think kiosks is the best way to sell handicrafts, as being in the centre of the mall, the general public gets attracted to it more, even if people dont buy on their first visit, they surely return back looking for it. As we have already seen that youth as well as adults like the handicrafts, which are 51

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available in craft bazaars are liked by both the groups, youth as well as adults. As seen through the in-depth interview and questionnaire survey that handcrafted products should be made more accessible in order to create awareness about it among youth as well. By observing, at a department store, a small kiosk store of a balloon guy makes him sell more balloons than having a proper store, because kids having a pester power want whatever they get attracted to. But they would get attract to something only when they get access to see. As seen in image below, both the kids came to shoppers stop just with their mom and not thinking they will buy a balloon, but the moment they entered they saw the beautiful shaped balloons, and to keep them happy , the mother also made them buy, so that the child doesnt interrupt in the shopping further. Further we can also see, that these days people prefer malls and department stores, as firstly people get all products under one roof, secondly as it becomes like a small outing for the family as they can eat, shop and enjoy at the same place. The response of flea market (to start work with) can be well seen through interview of Mrs. Vandana Sethi. She says, I used to participate in flea markets every week for a year, the good sales and the customer response, made me open a store at the mall. She also says that her pricing was her strength, she did not increase the price even after opening a store. As seen through survey done both youth and adults want to buy handicrafts from Malls and Department Stores, though due to lack of capital it is not possible through exclusive store. So it is found that kiosk can actually incur good sales and attract a larger number of people of any age category. In order to see if Kiosk stores are actually successful or not, I further interviewed a number of store owners who owned a kiosk store at the malls or participate in flea markets and further opened their own exclusive store seeing the response of the customer. It was found that they opened a kiosk store to see the customer response, 52

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if the response went good than they further opened a exclusive brand outlet even increasing the product range.

TYPE OF FORMAT CRAFT CHAIN STORES SPECIALITY STORES MULTIBRAND OUTLET KIOSKS FLEA MARKET EXHIBITIONS

PRESENCE OF CRAFT EXIST EXIST DO NOT EXIST DO NOT EXIST DO NOT EXIST EXIST

As per the survey, it is found that either the NGOs can have a store with mix merchandise, or craftspeople who have capital can have their own stores. To start with craftspeople can also participate in flea markets at malls in order to attract the general public of that place. As exhibitions already exist as a strong platform for craftspeople, the next level is flea market as observed. Every Wednesday select city walk mall, puts a flea market which has about 50 different stalls, the major reason for the success of it is, as the mall already has a large number of footfall, the flea market firstly gets the loyal customers and also gets the local visitors to the market. Same is with DLF Promenade mall, in which every Saturday Sunday, about 10 stalls are put which are doing good sales, its not that people are coming specially for the stalls, its just the moving crowd which gets attracted to it and later on becomes a loyal customer. It was also found that, They used to participate in flea markets every week since 53

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long, the good sales and the customer response, made them open a store at the mall. It was found that pricing was their strength, so they never increased the profit even after opening a store. Further to this, They keep a large variety of products in their store in High End Street like Khan market and whatever sells the most they only sell those products through the kiosk at select city.

VALIDATION
I further planned to put a stall in flea market in select city mall for 1 Wednesday i.e. 21st march. Duration of the market was 5 hours i.e. 4:00 PM to 9:00 PM. The rent for the stall was Rs. 6500.

I sourced products worth Rs. 10,000 and the total product sold was worth Rs. 6000. From which I could even take out some amount of stall rent i.e. Rs. 1500. Though I had just 5 % profit over the products, and for some products I had no profit as well. Further I observed, that out of the two product categories, both were liked equally. As seen, Kids nagged parents for buying wire toys as they go by what appeals to them at the first look. And the same parents knowing the importance of recyclable material were buying bookmarks and notepads for their child.

I not only did sales, I also got orders for school purposes. I made contacts with people 54

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who are interested in such products on a larger scale in order to do business. I also observed that people are really inclined towards eco friendly products, as there were a large number of people who bought the products just seeing they are recyclable. Finally it is not only about my observation and perception, I also took peoples comments. From both those who bought and even those who showed interest in such products. By the visitors book, I found that parents found the products to be really attractive for their kids, they themselves found the products to be very neat in workmanship. Customers also found this shift of product at the flea market to be very interesting and different.

FINDINGS AND CONCLUSION

Through literature review, it was found that, Handicraft industry in India is one of the oldest industries. It has also gained international exposure and the export market for Indian handicrafts is very strong. As per the literature review, handicrafts also have a successful market, in the tourists. But there is no research, which talks directly about how best to retail crafts in domestic market? Can organized retail format be used to sell crafts in a better 55

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manner? Can our success with international market be replicated with the Indian market? Further research was done in order to see at what stage of buyer readiness is the Indian youth with regard to handicrafts. Research was done through questionnaires, In-depth Interviews, observation and secondary data. A validation exercise was carried out for validating the findings in the practical world. We found that youth like handicrafts and respond very positively and enthusiastically to them. But they are not aware of availability due to lack of marketing of such products. Being restricted to exhibitions and not being available in organized retail sector is also one of the major reasons for lack of awareness in youth. Demand can only be created once the customer is aware. Personal satisfaction for some craft groups includes educating consumers about craft and creating awareness among them. As per my research finding, youth really like the craft products, they also would like to buy them if available. It is not that youth do not like such products, its about youth being unaware about handcrafted products being so beautiful. They are in the old notion of handcrafted products and have not seen the new and developed handicrafts. Youth like well made nicely designed, constantly innovating product. For craft products, its not only about profit; it is also about the nature friendliness of these products. Development and more sellable craft product is important from the aspect of sustainability too as these leave smaller footprints overall. The constraints that craft groups face are many. Due to the unorganized and geographically dispersed nature of the groups, the constraints get even more magnified. From the absence of direct marketing outlets to the difficulty in accessing urban areas for craft products, the constraint are varied. As craft products are mostly sold through craft bazaars, and as adults are the most seen group in the bazaars, it is important to understand what is the perception of other age groups (youth) and why are they not seen at craft bazaars. 56

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Purpose to do this study is to see how handicrafts can have a increase in market share in domestic retail sector. Further, to also identify at what stage the buyer readiness among the youth is and how can the demand be increased through new organized retail sector. According to me, handicrafts should be sold through organized retail sector because availability all round the year at the organized retail points shall lead to exposure and familiarity leading to purchase. Small craft items like keychains etc. can really be very interesting impulse purchase items. Exporters say that the craftspeople have a capacity to work and deliver on time, its just about the right co-ordination with them with regard to bulk orders. Craftspeople themselves agree that due to lack of knowledge about how to market, theyare just restricted to exhibitions. Both youngsters and adults were found to have a willingness to buy handcrafted products from organized retail sector. Further, as per survey youth and adults both prefer malls and department stores to purchase handcrafted products. Opening a store in a mall in capital city is an expensive fair. Due to lack of resources and capital we cannot have an exclusive store in a mall without really knowing the actual customer response. Retail Merchandising Units (RMU) perhaps defined as a special purpose kiosk. RMUs are also called Retail Kiosk, Mall kiosk, Display Island, Vending Kiosk, Island Retail Unit, Isle Kiosk, etc. They almost replaced the old carts in the specialty retail industry by eliminating the traditional wheels and adding retail fixuring and shelving, and illuminated with special lighting used in Visual Merchandising. Apart from these visually appealing features it has many security features, and the most significant being its 360-degree exposure. One can find RMUs being located in the common areas of retail center replicating an island or they may be placed along a wall and ultimately becomes a wall shop. They are retail boutiques that are 57

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strategically located in a center or focal point of a mall were there is good flow of people. After looking at the success of some kiosks in some malls, it was found that the best way can be to sell through kiosks and use exhibitions in addition as a platform for testing the market for their product. So they would only sell those products through retail, which incurred good customer response. As earlier seen through existing literature on shopping orientation in the evolving Indian market, the study analysis indicated that the Indian shoppers seek more emotional value than functional value of shopping. It also talks about new retail formats that attract more shoppers due to more entertainment value, which they receive. This was also observed from my research that it is about the functional aspect, and also about the traditional aspect of handicrafts. Even the response of customers to buy through organized sector seen through questionnaires and interviews, justified that entertainment factor is very important reason to be attracted to new retail formats.

RECOMMENDATIONS
As we have already seen that the craft products offered at the flea market were really liked by the customers of all age groups. As seen through in-depth interviews and the questionnaire survey that people prefer to buy from malls and department stores. I would recommend craft manufacturers that they should participate in flea markets along with the traditional exhibition format. As we have established that the non-traditional craft customers i.e. youth is ready to buy handicrafts from organized retail setup. Flea market is STEP 1 to organized setup, as this is low cost, frequent, can be used to test the market for its product and exposure to youth/non-craft customers. Craft organizations who open shops, like Dastkar and SEWA, they have a tendency to 58

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gravitate to a location which is craft heavy like Shahpurjat and Hauz Khas Village. But the awareness about those stores is limited to core craft lovers and admirers. These places target 25 year and above traditionalists or tourists. Whereas in my research I have established that most of the youth spend money but they do not frequent these places. Youth buys from organized retail setups or malls in areas like Gurgaon and South Extension. Even these organizations have to plan exposure to youth in organized set up. The exposure could be a shop like (Mother Earth) or it could be a kiosk or even a participation in flea market depending upon your plan and budget. It needs to be made accessible to a larger section of people. I would recommend that if Dastkar wants to invest in opening a shop in Shahpurjat, they should rather choose to sell through kiosks first and see the market response and create awareness about themselves being centrally located.

LIMITATION
This study is Delhi centric which is similar to metro cities, as I interviewed and observed craft buyers in Delhi. I could not interview craft buyers outside Delhi in different cities like Bangalore and Pune, where there has been a great response at craft bazaars held by different NGOs. I could not visit craft fairs held internationally, as well as the global Village held in Dubai where all the craftspeople from all over the world sell their products. As visiting the places internationally, would have got me interviews and perceptions of craft suppliers and customers there.

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FUTURE RESEARCH
The implications of my research can give craft manufacturers a strong platform to meet new customers. They can study the market needs from the point of view of customization of their product. And introduce customization of crafts to customers as per customer needs. The finding needs to be validated by researching customer response specially youth response in the Tier II cities. It will add a strong element, if craft customers from outside Delhi would be interviewed. Another organized form of retail i.e. online selling has not been investigated. Further study can be done on this. Further, it would also be interesting to study craft buyers and suppliers at international craft fairs, with respect to demand for such products. And then introduce the desired products in the market as Indian market is influenced by the international market trends with the increasing globalization.

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CRITICAL REFLECTION
According to me, the research process I chose was quiet appropriate, as doing a study on crafts which is more of an unorganized sector needs a lot of justification. As when we need to make it organized we need to see all the pros and cons and see what can hinder the proposal ad what not, and if something hinders how can we still have a solution to it. I got the most accurate result by speaking to exporters and craftspeople, as exporters being very business oriented do not tend to give fake answers. Secondly, e-mail conversation gives them more time to think and answer back the questions and its not a hurried process. From my research I have realized that, I should actually start reading all the literature review papers before introduction itself. So that I have ample time to edit my Introduction and Literature Review chapters, which actually form a strong base in the whole research. I would like to meet the craftspeople outside the bazaar in their city, to see their working system and know more about them. I would like to spend more time 61

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observing consumers in retail stores, I actually waned to do a follow up study with atleast 3 consumers to see how their purchase is related to nature, is it related or not. But this was not possible because of time constraint. I strongly feel that it is very important for a child to know about handicrafts, their existence, importance, and use. I would further want to study how can crafts be more innovative, how can we actually teach kids by may be visiting to crafts manufacturing area, by calling craftspeople to the schools and arranging workshops, to see the cost benefit of the same for the craftspeople. As I have already seen through my research work in handicrafts, firstly children love doing hand craft work and buy the products. We have also seen that kids have pester power, if they like something they will surely buy it. And further I have also researched why youth are not buying it and how can we increase the awareness level. I feel if kids firstly realize the importance about such products, they automatically become future customers. One most important thing I realized about myself is I dont give up. I was told by everyone that emailing exporters will not help as they wont reply as they are busy. But still I persisted and I emailed about 400 exporters and got a very good response from about 25 of them. Same way I emailed questionnaires to the mailing list from Dastkar facebook blog and got a great response from the customers. I realized that we should not sit back thinking it cant happen. If we want something we need to try for it by any means. I feel I can really work in handicraft sector, as this really is an exciting and experimental field. I just want to focus on marketing of handicrafts, which actually is my strength. That is why I further plan to do my MA in marketing, because I believe education is a very important aspect of life and it leads to learning from others experience. I have got a lot of experience working with dastkar in last 7 8 months, so I feel now I can actually study marketing, and go ahead with my career in the same.

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BIBLIOGRAPHY
Mc Auley, A 2009,Growing the Micro-enterprise : observations from the Craft Sector , Journal of Research in Marketing and Entrepreneurship, vol 11, no. 1, pp-22-31 http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessioni d=FB7E3AE5ECE494CACCF90138D0A79F99? contentType=Article&contentId=1827982 Fierro, J 2009,The challenges of internationalizing national culturebased hand-crafted products, Journal of Marketing Intelligence and Planning, vol 27, no. 7, pp-900-908 http://www.emeraldinsight.com/Insight/viewContentItem.do? contentType=Article&contentId=1817017 Paige, R 2002,Craft retailers criteria for success and associated business strategies, Journal of Small Business Management, vol 4, pp-314-331 http://www3.interscience.wiley.com/journal/118910753/abstract? CRETRY=1&SRETRY=0 Gagnon, J 2005,RETAIL IN 2010 : A World of Extremes, Journal of Strategy and Leadership, vol 33, no. 5, pp-13-23 http://www.emeraldinsight.com/Insight/viewContentItem.do;jsessioni d=74C59D619236D58D50A00FE8E4E7AAC5? contentType=Article&hdAction=lnkhtml&contentId=1515335 63

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Kean, R 1996,COMPETITIVE STRATEGIES IN THE CRAFT PRODUCT RETAILING INDUSTRY, Journal of Small Business Management, vol 34, pp-13-23 http://www.questia.com/googleScholar.qst;jsessionid=LQRGt2jSwC3 gMwQFWRvTpJTQZgPhvwYp7nV4v4Q4Dnswn28K9kfJ!1183837010! 61581967?docId=5000382419 Torres, A 2001,MARKETING NETWORKS AS A FORM OF STRATEGIC ALLIANCE AMONG CRAFT ENTERPRISES, International Journal of Nonprofit and Voluntary Sector Marketing, vol 7, no. 3, pp 229-243 http://www.ingentaconnect.com/content/jws/vsm/2002/00000007/00 000003/art00003 Sinha, P 2003,SHOPPING ORIENTATION IN THE EVOLVING INDIAN MARKET, The Journal for Decision Makers , Vol. 28 Issue 2, p13-22 http://www.google.co.in/search? hl=en&q=shopping+orientation+in+the+evolving+indian+market +&btnG=Search&meta=&aq=o&oq=

DATAMONITOR JO www.datamonitor.com

ANN

STORES,

2007,

retrieved

from

http://web.ebscohost.com/ehost/resultsadvanced? vid=2&hid=3&sid=da435b0a-cb07-47ab-854406e7a134d6d0%40sessionmgr14&bquery=jo+ann+store++swot+analysis&bdata=JmRiPWJhaCZ0eXBlPTEmc2l0ZT1laG9zdC1s aXZl DATAMONITOR hobbly www.datamonitor.com lobby, 2009, retrieved from

http://web.ebscohost.com/ehost/resultsadvanced? vid=3&hid=3&sid=da435b0a-cb07-47ab-854406e7a134d6d0%40sessionmgr14&bquery=hobbly+lobby++swot+analysis&bdata=JmRiPWJhaCZ0eXBlPTEmc2l0ZT1laG9zdC1s aXZl Hibbert, S 2001, SHOPPING MOTIVATION : INVESTOGATING THE SHOPPING PROCESS AND PUTCOMES OF THE RETAIL EXPERIENCE AT A CRAFT FAIR, Journal of Marketing Management, vol 17, pp-341366 http://www.ingentaconnect.com/content/westburn/jmm/2001/00000 017/F0020003/art00005 64

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Dunbar, R 2008,Where has design craft gone?, The Magazine for Magazine Management, vol 37,no. 9, pp80 http://www.ebscohost.com/thisMarket.php?marketID=1 CRAFTS AS INDUSTRY 2005 http://www.india-seminar.com/2005/553/553%20jaya%20jaitly.htm FIVE BASICS OF SUPPLY AND DEMAND IN THE HAND MADE CRAFT BUSINESS http://www.articlesnatch.com/Article/Five-Basics-Of-Supply-AndDemand-In-The-Hand-Made-Craft-Business/88364 BRINGING CRAFTS BACK INTO THE NATIONAL AGENDA 2004 http://www.financialexpress.com/printer/news/111594/ INDIAN HANDICRAFT INDUSTRY 2006 BY TARANNUM M SARWAR http://www.google.co.in/search? hl=en&q=indian+handicraft+industry&btnG=Search&meta=&aq=0 &oq=INDIAN+HANDICRAFT+ 6 STAGES OF BUYER READINESS 2005, retrieved February 5,2010, from http://www.powerhomebiz.com/blog/2005/09/6-stages-of-buyerreadiness/ INDIAN HANDICRAFT INDUSTRY http://www.jstor.org/pss/4375683 DATKAR MARIE CLAIRE http://www.canvera.com/web/99600846/staticContentAction.do? contentPage=Canvera_news_marieclaire HOW TO SELL WHAT YOU MAKE: THE BUSINESS OF MARKETING CRAFTS BY PAUL GERHARDS 1996 http://books.google.com/books? id=KebI2qhFa40C&source=gbs_navlinks_s THREAD RETAIL LOOK INSIDE http://www.craftrevival.org/voice.asp RETAILING CRAFTS A SELLING PROPOSITION 65

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http://www.craftrevival.org/voiceDetails.asp?Code=96 PROMOTION http://www.craftrevival.org/voiceDetails.asp?Code=199 ACCESSING MARKETS http://www.craftrevival.org/voiceDetails.asp?Code=19 Business Standard http://www.business-standard.com/india/news/handicraft-exportsrise-177-in-sept/23/08/75465/on SIMPLY INDIA http://indiadesignnow.wordpress.com/ CONSUMER BEHAVIOUR http://www.scribd.com/doc/21564287/Consumer-Behavior-in-CARselection

YOUTH QUESTIONNAIRE

Name: - _________________________________ Gender: o Male o Female Age: o 15 20 years 66

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o 20 25 years Occupation: o Student o Working Location: o West Delhi o South Delhi o East Delhi o North Delhi o NCR o Outside Delhi Q1. Do you buy handcrafted products? O Yes (If yes, Go to Qs. 2) O No (If no, Go to Qs. 3)

Q2. If yes, where do you buy handicrafts? 1. Exhibitions & Craft Bazaars like: o Dastkar o Surajkund Mela o Dilli Haat o Others,please specify 67

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2. Stores o Mother Earth o Tarini o People Tree o Others, please specify . 3. Janpath Street 4. Flee Markets at Malls Q2 a. What do you use handcrafted products for? o Gifting o Decoration o Self use Q3. If you do not buy handicrafts, what is the reason behind it ? (Rank 1 6. 6 Most appropriate, 1 Least appropriate) ( ( ( ( ( ( ) You are not aware about it ) You dont have knowledge about where you can buy it from ) You dont like it ) You dont prefer it over other products available ) You are not satisfied or convinced to buy it ) Because you have never bought it

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Q4. What is your favourite shopping place? (Tick Two) o Department Stores like Shoppers Stop o Malls like Select city Walk o Karol Bagh and Lajpat Nagar Market o Janpath Streets o High end streets like South x and Khan Market Q5. If handcrafted products were made available at the place where you like shopping, would you buy it? (Tick One) o Yes o No Q6. What handicraft products are you most likely to buy? o Textiles o Hand Made Paper Products o Accessories o Toys o Others, please specify Q7. What is the average amount you are likely to spend on such a shopping spree? (Tick One) o Rs. 300 Rs. 700/visit o Rs. 700 Rs. 1100/visit o Rs. 1100 Rs. 1500/visit 69

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o Rs. 1500 & above/visit Q8. What comes to your mind when it comes to handcrafted products? (Tick as many as appropriate) o It is traditional o It is good looking o It has cultural feeling o It is highly priced o It is old fashioned and outdated Q9. Do you think handcrafted products should be sold in well-known city shops for a wider reach? (Tick One) o Yes o No If yes, please suggest where: _____________________________________________________________________ Thank You for your Co-operation Radhika

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YOUTH CODING SHEET

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ADULT QUESTIONNAIRE
Dear Sir/Madam, I am a student of Pearl Academy Of Fashion and this survey is being conducted as a part of the course requirement on selling of handcrafted product through organized retail formats for my research project. Your response will be confidential and will be analyzed for academic purpose only. Kindly answer all the questions. Name: - _____________________________ Contact No. : - ____________________________ Occupation: - (Tick One) Service Age: - (Tick One) 25 years 35 years 35 years 45 years 45 years and above Income: - (Tick One) Rs. 10,000 Rs. 40,000/Month Rs. 40,001 Rs. 60,000/Month Businessman Professional

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Rs. 60,001 Rs. 80,000/Month

Rs. 80,001 & Above/Month

Q1. Where do you buy handcrafted products? (Tick One) Exhibitions State Emporiums Janpath Street Q2. How often do you buy handcrafted products? (Tick One) Once a Month Once in 3 Months Once in 6 Months Once A Year Q3. Why do you think handcrafted products should be bought? (Tick One) Cultural Value Low Price Good looking Traditional

Q4. Would you buy handcrafted products from places like shoppers stop or some other retail outlets? (Tick One) Yes No

If yes, why _____________________________________________________ Q5. Do you think handcrafted products available at Basant Mela should also be made available throughout the year? (Tick One) Yes No

If yes, than where would you want them to be available: Internet Local Markets in Delhi 73

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If yes, why _____________________________________________________ Q6. Do you think there is lack of knowledge among todays generation about the value of handcrafted products? (Tick One) Yes No

Q7. Where all do you shop from? (Tick any Two) Newer Organized Retail shops like Shoppers Stop Local Market like Karol Bagh Familiar Neighborhood Shops Q8. If you visit newer organized retail shops, which one amongst the following shops you prefer? (Tick One) Shoppers Stop Globus Lifestyle Westside

Others, please specify .. Q9. What do you like about the newer organised retial shops? (Rate 5 Best, 1 Poor) Everything at one place Ambience Faster Service Location 12345 12345 12345 12345

Q10. What handcrafted product would you prefer to buy from a organized retail store? (Tick Any 3) Textiles like Suits, Fabric Paper Products like Diaries, Pen Holder

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Toys Decorative Items Home Furnishings ( Rugs and mats ) Bags Accessories How much would you spend per trip on such products? (Tick One) Rs. 200 Rs. 400 Rs. 600 Rs. 800 Rs. 400 Rs. 600 Above Rs. 800

Q11. Crafts should be sold through organized retail formats for a wider reach?(Tick One) Yes No

If Yes, Please give your suggestions here: _____________________________________________________________________

I deeply appreciate the time that has been spent on answering the above questions. Thank you for your cooperation. Regards Radhika Gupta

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ADULT CODING SHEET

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ADULT INTERVIEW QUESTIONNAIRE

Q1. Do you visit craft bazaars often? Q2. Which craft bazaar do you like the most? Q3. What products do you really look forward to buy at the bazaar? Q4. Do you feel the products available at the craft bazaars are not available in the domestic market? Q5. Do you feel there is a need for such products to be more accessible? Q6. IF you say yes for the 5th question, than please suggest where do would like to buy it from? a. Department Stores, b. Small vendor stores in malls, c. Internet. d. Others please specify................................... Q7. Have you ever faced a situation, in which you wanted to buy some handcrafted product, but due to low accessibility you could not get it at the time you wanted it? Please share your experience Q8. Do you feel at the craft bazaar you end up doing unplanned purchase just because you liked it visually?

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CRAFTSPEOPLE QUESTIONNAIRE
NAME: - __________________________________ YEAR OF ESTABLISHMENT: - ________________________________ Q1. How long have you been involved into crafts? 5 years 10 years More than 10 years

Q2. Since when have you been displaying and selling through exhibitions? _____________________________________________________________________ Q3. Else than exhibitions how do you sell your product? _____________________________________________________________________ Q4. Would you like to sell your product through big retail stores? Yes No

Q5. Have you ever tried to do that? Yes No

Q6. If yes, where and how?

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_____________________________________________________________________ Q7. Which product of yours is liked the most by the people? _____________________________________________________________________

Q8. How much time would you take to make 250 pieces of that product? _____________________________________________________________________ _____________________________________________________________________ Q9. What was the quantity of the biggest order you got and what was the lead-time? _____________________________________________________________________ _____________________________________________________________________ Q10. Would you like to give your products to big retail stores and at what profit? _____________________________________________________________________ _____________________________________________________________________ Thank you for your cooperation. Radhika Gupta

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DISSERTATION REPORT

EXPORTERS INTERVIEW QUESTIONNAIRE

BEST SELLING PRODUCT - _________________________________ 1. Do you only do exports or you sell in domestic market as well? 2. If you sell only through exports, than why not domestic market? 3. If you sell in domestic market,than where? 4. Which country do you export to maximum? 5. What are the lead times approximately you get from the buyer? 6. Do you get repeat orders from buyers? 7. What is the cycle of product development? 8. Are you getting anything made from the craftspeople in the villages? 9. If yes, than are you happy with their work in terms of meeting deadlines and design? 10. Do you feel the products which are handcrafted like accessories, toys and other items we get at craft bazaars should be made accessible in retail market for a wider reach? Will it sell?

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