1 publication

• Published Subscription 30 Aug 2025

  Understanding the Consumer Mindset: Key Behavioral Drivers of Patola Apparel Sales in Surendranagar

  By Maulik Jadav, Indra Meghrajani

  Abstract: Patola, a handwoven silk textile from Surendra Nagar, Gujarat, holds immense cultural and economic significance. This research paper examines the mindset and behavioral factors that impact the sales of patola apparel, specifically single ikat patola sarees, in the region of Surendra Nagar. By examining psychological, social, cultural, and economic factors, the study reveals the underlying motivations that drive consumer preferences. By utilizing a mixed-methods approach that includes surveys, in-depth interviews, …

  Published in NOLEGEIN Journal of Global Marketing · Vol. 8, Issue 2, 2025 · pp. 1–7 Read article →