Analysis of the Market Conjuncture of Traditional Handicraft Products in the Bukhara Region

This article provides an in-depth analysis of the market conjuncture of the Bukhara region’s handicrafts sector, with particular attention to the factors influencing the dynamics of demand and supply, examined through the interview method. The part of this study involved the semi-structure interviews with 50 artisans from G‘ijduvon, Vobkent, Shofirkon and the city of Bukhara. Data were collected on the types of products artisans manufactured, their production capacity, seasons of operations, advertising & marketing approaches, branding capabilities, and their perceived need for government assistance. The results indicate that while the Bukhara handicrafts market is evolving in conjunction with cultural heritage and tourism, there exists an ongoing need for better marketing, branding, digital trade, and financial resources. The research highlights market development possibilities based on PESTLE and SWOT assessments and strategic options are recommended.