Publication Details
Abstract
This study is aimed at empirically analyzing consumer demand for handicraft products and their purchasing behavior in the Bukhara region. Reviving national cultural heritage, developing local economy and promoting tourism are transforming handicrafts into the vital direction in Uzbekistan in recent years. Thus, knowing what consumers want and the factors driving market demand are more important than ever. Under the study design, a degree and structured survey with questions of closed-ended format was carried out among 571 respondents. The findings reveals that the main consumer sector for handicraft products are the young consumers who aged 18–35 and individuals with an increased level of education. Many of the respondents indicated that they purchase such products as gifts in addition to reasons concerning aspects of aesthetics, culture, and practical value. Despite social media being the main source of information, purchasing online is still low. Consumer demand, on the other hand, is driven down by price sensitivity, a lack of advertising and competition from import products — the study found. Practical implications: From the findings, practical recommendations were formulated to develop market, design innovation, digital marketing, branding, and pricing. Overall, this research contributes to the scholarly understanding of consumer behavior in the handicraft market and provides a valuable foundation for future policy and marketing decisions.