Exploring Consumer Loyalty towards Sambalpuri Handloom: A Structural Equation Modeling Approach

: The purpose of this study is to explore the inclination of consumers towards Sambalpuri handloom. An attempt has been made to assess the consumers’ loyalty through analysis of the factors influencing buying decisions towards these products. The data were collected from 550 selected respondents from the Sambalpur District of Odisha through random sampling. Exploratory Factor Analysis, Confirmatory Factor Analysis, Structural Equation Modeling, Garrett Ranking Technique and ANOVA have been applied to the data as per the objective. This study reveals thatmost consumers are highly familiar with Sambalpuri Handloom. Sambalpuri Bastralaya is the most preferred destination for the respondents and the usage of Sambalpuri Handloom is influenced by product specifications as well as market reach. Therefore, the focus of the policymakers should be on bringing handloom products within consumers’ reach in terms of product, price, promotion and physical distribution.