Dastkar Industry Mix

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The lack of a brand image for handicraft products sold in Dastkar Nature Bazaars reduces the chances of attracting customers who believe such products to be a reflection of their personality. Proper marketing strategy will help Dastkar target different segments of consumers efficiently and position their handicraft products in such a way that they appeal to the different personalities of the consumers.

Findings from primary research performed at the ‘Dastkar Handicraft Fair’:

Dastkar is having external (consumers of handicraft products) and internal customers (sellers). People visiting Dastkar fair are generally elite consumers who are from the affluent class of the society and are in search of high quality ad elegant products. Dastkar targets consumers who want authentic handicraft products and appreciate touch and feel factor. Dastkar provides platform to sellers who are in the search of customers that can value their individual art forms and are willing to pay the right price for it.

Types of Buying Behaviour

The different types of Buying Behaviour are:

Complex:

Consumers are highly involved in making the purchase. The products are generally highly priced, serve the purpose of purchase for a long period of time and hence are bought rarely and are also highly self-expressive about the tastes, personality and even values of the consumer.

Handicraft products which fall under this category are – expensive decorative items, furniture, etc.

Complex buying behaviour means the consumer is willing to put in efforts to learn about the attributes of the product and is also well aware of the alternatives available in the market. Hence, it is necessary that the marketing strategy creates visibility for such high-end handicraft products and involves elements that provide a personalized experience for the consumer.

Dissonance-reducing:

This behaviour also caters to the expensive and rarely bought products. The consumer exhibiting such behaviour is not particular about which brand the product belongs to and reacts quickly to a good purchase offer or purchase convenience. The decision-making is a fairly quick process. The consumer tends to act first and then form beliefs and opinions about the product.

It is necessary that the marketing strategy developed must aim to supply the consumer with information that help the consumer feel good about his or her choice of purchase. A more personalized customer experience will help create more visibility for the handicraft products of Dastkar Nature Bazaars.

Habitual:

This behaviour is exhibited by consumers in regard with products of low-cost and with very frequent usage. The consumer sees no difference in the different brands available for the same product and is loyal to a particular brand only out of habit.

In this case, the marketing strategy must focus on highlighting the attributes of the most frequently used handicraft products. Visual advertisements will help register the product better in the minds of the consumers.

Variety-seeking:

Consumers exhibiting such behaviour tend to try out different products of the same brand either out of boredom or for the sake of trying out a new variety. Thus, an affinity to a particular brand is not established in the consumer’s mind.

The marketing strategy to be used for consumers exhibiting this behaviour is one that can highlight the variety, which is a wide range, in the handicraft products.

Major Findings from consumer survey:

- Around 73% population is from 18-40 age group

- Handloom products are the most popular in the Indian handicrafts industry

- Around 70% consumers are notified about fairs through personal SMS and emails

- Most of the consumers are not price sensitive, they prefer quality products

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References

http://www.yourarticlelibrary.com/consumers/consumer-buying-behaviours-4-important-types-of-consumer-buying-behaviours/22153/

Marketing Management – Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha, Edition 14e