A Study On The Role Of Education And Attitude In Shaping Consumer Behaviour Towards GI- Tagged Handicrafts: A Perspective On G.I. Tagged Handicrafts In Kerala
- IJLLR Journal
- Oct 15
- 1 min read
Arya Reghunathan Research Scholar, Government Arts college, Trivandrum University of Kerala, Kerala, India
Dr. Vijila. V Associate Professor, Government Arts college, Trivandrum University of Kerala, Kerala, India
ABSTRACT
This study evaluates the impact of education and consumer attitude on purchasing behaviour towards Geographical Indication (GI)-tagged handicrafts in Kerala. GI tags act as tool to ensure authenticity and quality of the products. The research analyses how educational qualification and attitude of the influence customer to purchase G.I tagged handicrafts by using descriptive and analytical research. Primary data were collected through interview schedules from 317 customers selected by using purposive sampling method. The study reveals that higher educational level and positive attitude are strongly related with increased awareness and preference for GI-tagged handicrafts. This study provides valuable suggestions for Government, artisans, and marketers to strengthen marketing of G.I tagged handicrafts of Kerala’s GI-tagged handicrafts.
Keywords: Geographical Indication (GI) tags, Handicrafts, Consumer Behaviour, Education, Consumer Attitude,
