Author(s): Rajesh Kumar Choudhary and Saroj Kumar Mishra
The present study attempts to identify the factors responsible for determining the consumer purchase intention towards the handicraft products specifically in India. Moreover, it endeavors to recognize the interrelationship of different factors and their levels in determining the intensity of consumer purchase intention. The paper uses Total Interpretative Structural Modeling (TISM) for identifying the factors responsible for consumer purchase intention with the help of literature review done by a panel of experts and models the factors to identify the levels of different factors and interrelations between these factors. The study revealed that all the identified factors have intense interrelationship among themselves in determining the purchase intention for handicraft products. While authenticity stood at level VII and cultural motivation stood at level I, other factors like usability stood at level II, attitude of consumer at level III, social values at IV, perceived information asymmetry, consumer awareness, and psychological qualities at level V and physiological qualities and price stood at level VI. It was found that all these factors were interlinked and exercised profound impact on the purchase intention of handicrafts. This study contributes towards better understanding of consumer purchase intention which can be used for framing market strategies for selling and promoting handicraft products and framing marketing strategies for improving the sales of handicrafts.