IMPLICATIONS OF MARKETING STRATEGY ON CONSUMER BEHAVIOR IN COTTAGE INDUSTRY SINCE COVID19

Abstract

In the time of web and media showcasing when every business is flourishing to step into the market with its products or services, the little scope ventures in provincial zones generally known as the small scale or cottage industry have no admittance to the electronic media. This industry includes the manufacturing of generally handmade items going from characteristic body care items, food, furniture, home style, textile, khadi, and some more. The business is commonly restricted to the neighborhood geological region as it by and large does not have the capital and credit stream for any development to another region. Due of the absence of market information, buyer points of view, purchasing choices, market techniques, and their prepared selling situations, the small-scale industries can't enter the mainstream market as contenders. In India, the household business gives a work stage to a great deal of rural families. It likewise has a tremendous potential to take into account the necessities of the semi-urban and urban populaces in different classes of products. With the advancement of the cottage business, the Indian economy will likewise observe tremendous benefits. The Indian government has taken numerous activities and propelled a few plans towards making the sector a composed area. This research will focus on the customers and their viewpoint toward cottage industry items which will empower this sector to settle on choices in their showcasing their products.

This research during the study incorporates the pandemic situation and the emotional factors of Indian consumers influenced by the Atmanirbhar Bharat and the local drive campaign in India during the pandemic.

It has identified moderate to strong positive relationship between perceived risks, internet marketing and emotional factors that were influenced by the Atmanirbhar Bharat and the local drive campaign in India during the pandemic. Additionally, this research observes the highest value of Pearson correlation coefficient than emotional factor or perceived risks indicating comparatively stronger positive relationship with the consumer buying behavior towards cottage industry products. It can likewise be reasoned that Internet showcasing can likewise be utilized to impact the essential element of buyers that is affected during the pandemic age.