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

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, and secondary data analysis, the study uncovers the intricate relationship between heritage appeal, quality perception, social status, and modern marketing strategies in influencing sales. The results offer practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, preserve traditional craftsmanship, and expand the reach of patola worldwide. This research adds to the existing body of knowledge on consumer behavior in traditional textile markets and provides a framework for revitalizing heritage crafts in modern markets. The study emphasizes the crucial influence of heritage value, perceived product quality, social status, and innovative marketing approaches on consumer preferences and sales outcomes. It also explores the challenges artisans encounter in maintaining traditional craftsmanship while responding to modern consumer expectations, competitive pricing pressures, and the presence of mass-produced alternatives. The insights gained from this research provide practical guidance for artisans, wholesalers, policymakers, and marketers to improve market visibility, safeguard traditional skills, support sustainable livelihoods, and broaden the global appeal of patola textiles. By adding to the body of knowledge on consumer behavior in heritage and traditional textile markets, the study offers a strategic framework for revitalizing cultural crafts, ensuring heritage preservation, and incorporating traditional artistry into contemporary marketplaces. Overall, the research highlights the complex relationship between cultural conservation, consumer behavior, and marketing strategies in sustaining both the legacy and economic sustainability of patola weaving.