Consumers’ attitude and buying behaviour towards Gollabhama sarees

The research aims to investigate consumers’ attitudes, behaviour, awareness level, and factors affecting the buying behaviour of the traditional hand-woven Gollabhama saree. The study gathered data randomly from 60 respondents about their buying behaviour, preference of colour, design, pattern, and price of the Gollabhama saree. The findings revealed that most of the consumers were not aware of the traditional hand-woven Gollabhama saree. The most preferred colour for the saree is red and blue with motifs placed at the pallu and border of the saree. Fabric quality, aftercare and maintenance, traditional value, and price of the saree are the major factors affecting the buying behaviour of the saree. The research suggested that the majority of the respondents were in favour of adopting the Gollabhama saree design into some other products and most of them preferred the design on the dupatta.