EXPLORING THE IMPACT OF CULTURAL FACTORS AND UNDERSTANDING THE CHALLENGES AND OPPORTUNITIES IN MARKETING REGIONAL PRODUCTS: A CASE STUDY ON ASSAM’S SILK INDUSTRY
Abstract
The research paper delves into exploring the influence of cultural factors on the marketing of regional products, particularly focusing on the silk industry in Assam, India. Assam's silk industry holds substantial cultural and economic significance but encounters several challenges in effectively marketing its products. The study aims to comprehend how cultural influences impact consumer behavior regarding silk products and to pinpoint the challenges and opportunities for marketing Assam's silk. To achieve this, a mixed-methods approach incorporating qualitative interviews and quantitative surveys was employed to gather comprehensive data. Qualitative interviews allow for in-depth exploration of cultural influences and consumer perceptions, while quantitative surveys provide statistical insights into consumer behavior patterns. By combining these methods, the study seeks to offer a holistic understanding of the cultural dynamics affecting the marketing of Assam silk.
The findings of the research provide valuable insights into the cultural factors that shape consumer preferences regarding silk products. Understanding these influences is crucial for devising effective marketing strategies tailored to the cultural context of Assam. Additionally, the study aims to identify both challenges and opportunities present in marketing Assam silk products. By uncovering these factors, the research contributes to enhancing the marketing effectiveness of regional products like Assam silk, which is vital for the growth and sustainability of the silk industry in the region. Overall, this research paper offers a comprehensive investigation into the intersection of cultural factors and marketing strategies within the context of Assam's silk industry, providing insights that can guide businesses, policymakers, and stakeholders in effectively promoting and sustaining regional products in the market.
