Purchase Intention of Customers towards Handloom Textiles with Geographical Indications

Abstract

Geographical indications refer to a collective Intellectual property right conferred upon products that draw unique quality on account of the environmental or human skills unique to that place. In Kerala, there are 38 registered Geographical indications. Geographical indications are often viewed as a marketing tool that supports producers and consumers. The producers can use GIs as a product differentiation tool that helps them gain a competitive advantage. Whereas for consumers GIs act as a tool that helps them overcome information asymmetry and therefore choose genuine products. The present study is done to identify the factors determining the purchase intention of customers towards handloom textiles having geographical indications. The sample for the present study is drawn from the customers of Kuthampully Textiles, a geographical indication registered in Kerala. The data collected were analyzed using factor analysis and logistic regression. The factor analysis was done to identify the main factors affecting the purchase intention of GI-tagged textiles and the logistic regression was applied to determine factor interactions.