Buyers' preferences of product design for purchase of craft items – with special reference to orissa handicrafts

The beauty and charm of its crafts has always been a source of attraction to many Indian and foreign tourists. Today handicrafts are thus reaching all corners of the world. A clear understanding of consumer behavior can give marketers a better idea of how marketing works, enabling them to devise more potent marketing strategies. Usually outdated designs do not attract buyers. In keeping with the changes in consumer tastes and preferences, artisans have to change their crafts The old, traditional designs, patterns and styles have to be discarded and new designs are to be evolved. The product design of handicraft items needs to be improved in several aspects. The design of a product should be in accordance with the tastes and preferences of customers. So it is necessary for institutions to come together to provide the strategic direction and action plans to evolve systems, procedures and norms related to design, market, technology, innovation and quality