An Empirical Study to Identify Consumer Brand Relationships During a Crisis

Bhattacharya, Subhajit; Dalal, Arunava; Bandyopadhyay, Nirmalya

doi:10.17010/ijom/2023/v53/i1/172592

Cited by 1 publication

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“…The Kruskal–Wallis test is a statistical test based on ranks, hence the data must be ranked before the test. The Kruskal–Wallis test is robust, meaning it is less susceptible to deviations from normality and variance homogeneity (Bhattacharya, 2019; Bhattacharya et al , 2023). MS Excel 2019 was used to calculate the RIDIT scores as per the algorithm used by Bhattacharya et al (2023) in their study.…”

Section: Stage 1 Studymentioning

confidence: 99%

Ideating a framework for sustainable livelihood of handicraft producers at the bottom of the pyramid: a mix-method study from India

Dalal,

Bhattacharya,

Chattopadhyay

2023

JEC

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Purpose The handicraft sector is unorganized with huge potential for the economic upliftment of the bottom of the pyramid (BOP) craft producers. To ensure the sustainable livelihood of the artisans living in BOP, it is essential to identify the hurdles being faced by them so that they can be worked upon. This paper aims to look at the existing handicraft value chain in an integrated way to identify these hurdles and suggest probable solutions to mitigate them. Design/methodology/approach A two-stage study involving quantitative and qualitative approaches is used. Empirical observations from 218 artisans were analyzed using the relative to an identified distribution to rank the different variables affecting the functioning of the handicraft value chain. Next, 17 handicraft entrepreneurs were interviewed to identify solutions for the hurdles. Findings A two-stage study examining the perspectives of artisans and handicraft entrepreneurs identified five significant challenges affecting the handicraft sector and viable solutions to address them. While presenting an operational model, a comprehensive picture of the handicraft business ecosystem was studied, from the procurement of raw materials to the marketing and sale of finished products. This can assist handicraft producers in sustaining their livelihoods and expanding the industry. Originality/value Studies on the handicraft value chain at BOP are rare, and none have tried to look at the sector holistically to find solutions and propose an operational framework. The study has captured the voices of the artisans and handicraft entrepreneurs and, through a mixed-method approach, identified the main pain points of the BOP artisans to arrive at a workable solution for better business outcomes.

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Section: Stage 1 Studymentioning

confidence: 99%