A Study on The Role of E-Commerce in The Indian Handicrafts Industry: A Consumer Perspective

https://doi.org/10.34047/MMR.2024.114

Abstract

India  is  a  land  of  tradition  and  culture.  This  culture  is  passed  on  to  generations  by  various  means.  One  such  means  is  handicrafts.  Indian  handicraft  industry  has  untapped  potential  in  the global as well as domestic markets. The new era of digitalisation has made even traditional industries like handicrafts change their mode of business. E-commerce has significantly played an important role in bringing a variety of products and services to the door of the customer. However, its contribution to the Indian handicraft industry is unknown. With changing attitudes and lifestyles, the customers’ perception of the products has also changed. This study intends to investigate the consumer perception of Indian handicrafts purchased through e-commerce platforms. This study aims at understanding the factors that determine customer satisfaction after online purchases of Indian handicrafts and determining the right segment of customers to sell handicrafts through e-commerce. The study led to the conclusion that there is a need to spread awareness about Indian handicrafts, and about the e-commerce site selling them online. The results showed that variables classified under web functionality, product perception and trust are the factors that have a positive impact on customer satisfaction and a satisfied customer is likely to recommend their online purchase to others. The customer segment likely to purchase handicrafts online was also thoroughly studied.