Introduction: A Mysore Silk Saree is a very unique and enjoyable purchase for customers since it embodies a weaving of both material and intangible advantages. These sarees are of high quality and are expertly woven with finest silk, which ensures both durability and opulent aesthetics. Customer relationship management is crucial for the business of Mysore silk sarees because it focuses on maintaining a strong market presence while prioritizing customer satisfaction and accordingly the customer is turning into a key factor for the little and huge organizations.
Aims and objectives: This research paper aims to study the complex
relationship between consumer preferences, brand influence, and the traditional
realm of buying Mysore silk sarees. It covers the relationship with business
partners, regulators and investors and society in large. The aim of the study
is also investigate customer behaviors and opinions towards buying Mysore Silk
Sarees. It examines the branding components and how it affects the consumers
decisions. It studies the complex relationship of consumer preferences, brand
influence, and the traditional realm of buying Mysore silk sarees and
understanding the customer needs, that includes design, color, pattern,
quality, trust, celebrity endorsement, brand name, tradition.
Place and Duration of Study: The study was conducted in Bangalore
city, with also include people who might be the visitors to the city. Duration
of the study was 2 months from May and June 2023.
Study Design: The research design used is Descriptive design. In
this study design, features, behaviors, or occurrences are carefully observed
and described without the usage of manipulative factors. It seeks to give
readers a precise and thorough overview of the topic under study. This design
gives a better understanding to the researchers into current patterns,
linkages, and trends, so that it will give them a scope of further research
opportunities. Data has been gathered by using both statistical methods and
theme classification for qualitative inputs. When navigating the world of
Mysore silk saree procurement, this analytical phase sought to identify trends,
patterns, and recurring themes relating to the perceived advantages associated
with brands.
Results: The research results provide brands, producers, and
marketers with concrete ideas on how to incorporate the observed advantages
into their branding strategy and strengthen consumer loyalty and trust. Mysore
silk creates a brand image in the customer’s mindsets and maintains a long-term
relationship with their customers.
Conclusion: Purchasing a Mysore Silk Saree is an act of supporting
regional craftspeople, conserving history, and boosting local economies.
Additionally, these sarees became symbols of distinction, denoting not just individual
pride but also a group ties to a past that still permeates modern life.
Author
(s) Details
Aishwarya S Arahunasi
Acharya Institute of Technology, India.
Juin Choudhury
Acharya Institute of Technology, India.
Please see the book here:- https://doi.org/10.9734/bpi/mono/978-93-48859-98-3/CH25
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