Factors Affecting the Buying Behavior of Tourist on
Handicraft Products
(Special reference to tourists visiting Patan Durbar square)
Submitted by:
Ayushi Adhikari
Symbol No: 14455/14
T.U. Registration No: 7-2-22-3-2014
A summer project report submitted to
Faculty of Management, Tribhuvan University
In the partial fulfillment of the requirements for the degree of
Bachelor of Business Administration (BBA)
at the
Patan Multiple Campus
Tribhuvan University
Patandhoka, Lalitpur
May, 2018
ii
RECOMMENDATION BY SUPERVISOR
This is to certify that the summer project entitled “Factors Affecting the Buying
Behavior of Tourists on Handicraft Items (Special Reference to Tourists Visiting
Patan Durbar Square)” is an academic work done by Ayushi Adhikari (T.U reg. No.
7-2-22-33-2014) submitted in partial fulfillment of the requirements for the degree of
Bachelors of Business Administration (BBA) at Faculty of Management, Tribhuvan
University under my supervision and guidance. To the best of my knowledge, the
summer project is an original work of the student and the information presented by her
in the summer project report has not been submitted earlier anywhere for any other
purposes.
………………………
Mr.Promod Raj Upadhyay
Date: May, 2018
iii
VIVA-VOCE SHEET
We have conducted the viva-voce examination of the summer project report presented
by
Ayushi Adhikari
Patan Multiple Campus,
Lalitpur
T.U reg. No. 7-2-22-33-2014
Entitled
Factors Affecting the Buying Behavior of Tourists on Handicraft Items
(Special Reference to Tourists Visiting Patan Durbar Square)”
And found the report to be original work of the student and written according to the
prescribed format. We recommend the report to be accepted as partial fulfillment of
the requirements for the degree of
Bachelor of Business Administration (BBA)
Viva-voce Committee
(………………………) (.…………………..)
Internal Expert External Expert
(Summer Project Supervisor)
(……………………...)
External Expert
(……………………...)
Chairperson, RC Date: May, 2018
iv
DECLARATION
I Ayushi Adhikari (T.U. reg. No.7-2-22-33-2014) hereby declare that I have completed
the summer project and prepared this report entitled Factors Affecting the Buying
Behavior of Tourists on Handicraft Items (Special Reference to Tourists Visiting
Patan Durbar Square) under the supervision and guideline of Mr. Pramod Raj
Upadhyay in partial fulfillment of the requirements for the degree of Bachelors of
Business Administration (BBA) at Faculty of Management, Tribhuvan University. It
is my original work and I have not submitted it earlier elsewhere for any other purposes.
………………………….
Ayushi Adhikari
T.U. Reg. No. 7-2-22-33-2014
Date: May 2018
v
ACKNOWLEDGEMENTS
This is an attempt to present the factors that influence the purchasing behavior of
consumers (handicraft). This study will be beneficial to the students of marketing as
they relate their classroom studies and theories on finance to this study.
First, I would like to thank Mr.Promod Raj Upadhyay for acting as summer project
report supervisor and guiding throughout the report. I would like to thank academic
advisor Director OF BBA Faculty Dr.Yuga Raj Bhattarai for providing us necessary
ideas and materials required for summer project report. Last but not the least, I would
like to thank everyone who has provided me valuable time and response for the
completion of the report.
vi
TABLE OF CONTENT
RECOMMENDATION BY SUPERVISOR ................................................................. ii
VIVA-VOCE SHEET .................................................................................................. iii
DECLARATION .......................................................................................................... iv
APPROVAL LETTER................................................. Error! Bookmark not defined.
ACKNOWLEDGEMENTS ........................................................................................... v
LIST OF TABLES ..................................................................................................... viii
LIST OF FIGURES ...................................................................................................... ix
LIST OF ABBREVIATION .......................................................................................... x
EXECUTIVE SUMMARY .......................................................................................... xi
CHAPTER I ................................................................................................................... 1
INTRODUCTION ......................................................................................................... 1
1.1 Context information ............................................................................................. 1
1.2 Statement of problem ........................................................................................... 2
1.3 Purpose of the study ............................................................................................. 3
1.4 Significance of the study ...................................................................................... 3
1.5 Literature review .................................................................................................. 3
1.5.1 Conceptual review................................................................................................... 4
1.5.2 Review of related studies ........................................................................................ 6
1.6 Research Method .................................................................................................. 9
1.6.1 Research design ...................................................................................................... 9
1.6.2 Population ............................................................................................................. 10
1.6.3 Sample size, type and sampling procedure ........................................................... 10
1.6.4 Data sources, collection procedures and instrument ............................................ 10
1.6.5 Data analysis tools ................................................................................................. 10
1.7 Limitations ......................................................................................................... 11
1.8 Organization of the study ................................................................................... 11
CHAPTER II ................................................................................................................ 13
DATA PRESENTATION AND ANALYSIS ............................................................. 13
2.1 Respondent profile ............................................................................................. 13
2.2 Data presentation and analysis ........................................................................... 14
2.3 SWOT Analysis.................................................................................................. 29
2.4 Finding and conclusion ...................................................................................... 30
CHAPTER III .............................................................................................................. 33
vii
SUMMARY AND CONCLUSION ............................................................................ 33
3.1 Conclusion .......................................................................................................... 33
3.2 Action implication .............................................................................................. 34
References
Appendices
viii
LIST OF TABLES S.No. Tables Page No.
Table 1.1: Major Empirical studies 7
Table 2.1: Weighted average mean 13
Table 2.2: Gender of Respondents 14
Table 2.3: Age Group 15
Table 2.4: Factors Influencing Purchasing Decision from Buyer’s Side 16
Table 2.5: Factors Influencing Buying Decision of Handicraft from
Seller Side 17
Table 2.6 Mean of Cultural Factor 20
Table 2.7 Mean of Motivational Factor 20
Table 2.8 Mean of Economic Factor 21
Table 2.9 Mean of Friends and Family Opinion 22
Table 2.10 Mean of status 22
Table 2.11 Mean of Quality of Handicrafts 23
Table 2.12 Mean of Perception of Purchaser 24
Table 2.13 Mean of Price Influencing Buying Decision 24
Table 2.14 Mean of Promotional Tools 25
Table 2.15 Mean of Buying Intention 25
Table 2.16 Correlation of Quality over Level of Satisfaction 26
Table 2.17 Correlation of family and Friends opinion over Level 26
of Satisfaction
Table 2.18 Correlation of Price over Level of satisfaction 27
Table 2.19 Correlation of Promotional Tools Over Level of Satisfaction 27
ix
LIST OF FIGURES
S. No. Figures Page No.
Fig 2.1: Gender bar diagram 14
Fig 2.2: Age bar diagram 15
Fig 2.3: Buyers interest 15
Fig 2.4: Buyers want 16
Fig 2.5: Level of satisfaction 18
Fig 2.6: Appealing Factor 18
Fig 2.17: Factors 19
x
LIST OF ABBREVIATION
BBA: Bachelors in Business Administration
F: Frequency
X: Ranking of respondents
FX: Frequency*Ranking of Respondents
N: Number of Respondents
∑FX: Summation of Frequency*Ranking of Respondents
Fig: Figure
xi
EXECUTIVE SUMMARY
The history of Nepalese handicraft can be traced back to the stone age. People didn’t
have adequate tools of any kind then. During 5th century when different religions began
to form there bases, the artistic handicrafts emerged and thus lots of religions influence
is seen on Nepalese handicraft.
Handicraft businesses are historical business in Nepal it is traditional business which
run from very long period. Handicraft product helps to improve the economic condition
of nation and also provide the employment opportunity. This study is conducted in
order to identify factors influencing handicraft buying decision of tourists. Researcher
identify various factors such as perception, price, culture, social, motivation, economic,
family and friend, status, quality. These all factor influence the purchasing behavior of
consumer. Handicraft product such as Pashmina, Jewelry, Carpets, Metal Crafts,
Wooden crafts, Stone crafts etc. Tourist from Norway, France, German, Spain, China,
Mexican, USA, Canada, India and from other nation visit Nepal. On current context of
Nepal, handmade crafts are the major source of income. A record shows that, in the
fiscal year 2013 2.07 billion pashminas were exported; 4 billion garments and 6.075
billion worth carpet were exported.
The sample size for the research was 30. Convenient sampling method was used to
conduct the research. Primary data collection method is used by asking them
questionnaire, taking interview to the people. After receiving the raw data, the next step
is to input data in excel to get the bar diagram, pie chart, mean and correlation. The
tools that researcher used for data analysis is a 5 point Likert scale. The analysis shows
the relationship among variable i.e. positive relationship between price and level of
satisfaction. So, handicraft business should focus on pricing to influence the behavior
of consumers.
1
CHAPTER I
INTRODUCTION
1.1 Context information
Handicrafts are those kind of products which are made by hand and also by the help of
some easy small tools. They have various uses in our daily life. Usually people use it
to decorate the room and for its utility value, like – the rug for decorating either drawing
room floor or bed room floor, dolls for the little kids, wall mat hanged on the wall for
presenting drawing room more beautifully etc. Handicraft products are the unique by
their nature, design, materials used in them and they also reflects the artistic interest
and feelings. According to Dash (2011, p. 241) handicrafts are the unique symbol of a
particular community or culture through indigenous craftsmanship and material. Due
to the increased globalization, handicraft products are competing very intensively with
goods from different corners of the world.
Undoubtedly, handicrafts are made by hands rather than complex technological
machine, it’s a bit luxury and its requiring a lot of craft-skills. However, in some cases
some machines are also used which are mostly operated by hand. It incorporates a very
high labor and the cost of labor is higher than the material and fuel. The value of artistry
of handicraft is also higher than its utility value. Furthermore, though the handicrafts
are highly produced in less developed countries, they are more demandable in
developed countries (Bal and Dash,2010, P. 24)
A handicraft, sometimes more precisely expressed as artisanal handicraft or handmade,
is any of a wide variety of types of work where useful and decorative objects are made
completely by hand or by using only simple tools. It is a traditional main sector of craft,
and applies to a wide range of creative and design activities that are related to making
things with one’s hands and skill, including work with textiles, moldable and rigid
materials, paper, plant fibers, etc. The literal meaning of handicraft is ‘decorative
objects made by hand.’
The evolution of Nepalese handicrafts cannot be explained in precision but can be
traced back to the stoneage. The history of handicrafts began during the 5th century
2
(A.D), when different religion began to form bases among the people of Nepal. The
cultural religious category (community) in Nepal is divided on the basis of work i.e.
Brahimin (priests), Kshatriyas (warriors and rulers), vaisyas (skilled traders, merchants
and minor officials), Sudras (unskilled workers), and Pariah (“harijans” which are also
known as “children of god” and outcasts, “untouchables”). So, we can see lot of variety
of handicraft according to community. Thus, we see a lot of religious influence on
Nepalese handicrafts which are introduced by Nordic Aryans, mixed with different
groups of Mongolians, protected by Buddhist and hindus concept adapted the taste
market.
Handicrafts reflects the pristine culture of the country. In the traditional period crafts
are made on the stone and wood of the temple with the religious value but now a days
crafts are not only made for the temples. It has increased the value in decoration also,
as for an interior decoration as well as for gifting purpose. It is believed that traditional
statue spread positive vibes on surroundings. Which has also increased the import
export of the handmade figurine internationally and has also increased the economic
value.
On the current context of Nepal, handmade crafts are the major source of income. The
record shows that in the fiscal year 2013, (2.07 billion pashminas were exported; 4
billion garments and 6.075 billion worth carpets were exported. Nepalese handicrafts
are exported to U.S.A, Canada, Germany, Italy, France, U.K, Denmark and many other
countries. Which directly explains that demand of Nepalese handicrafts are high. Not
even only statues, the production of pashmina, woolen, felt, silk, cotton, Dhaka
products and hemp products have been facilitating many indigenous societies to make
direct income.in the year 2013 the handicraft covered 46% of total export and Rs. 4.36
billion total handicrafts were exported
1.2 Statement of problem
What is the relationship between prices, product attributes, purchase intention
of consumers on handicraft items?
What are the factors influencing handicraft buying decision of tourists of
Patan Durbar Square?
What are the type of handicrafts tourists of Patan Durbar Square prefer to
purchase?
3
1.3 Purpose of the study
The basic purpose of this study is to identify the factors affecting the tourist buying
decision on handicraft items. The other specific purpose of the study are listed below:
To explore the relationship between prices, product attributes, purchase
intention of consumers on handicraft items.
To provide more insight on factors influencing handicraft buying decision of
tourists of Patan Durbar Square.
To identify the type of handicrafts tourists of Patan Durbar Square prefer to
purchase.
1.4 Significance of the study
The study attempts to examine the factors affectingpurchase intention of handicraft
items among tourists (either domestic or international) of Mangalbajar. In this study,
purchase intention is approached based on previous studies and literature, by building
a framework to link the dimensions of purchase intention and also the factors that
influences it.The study also tries to gather information regarding the consumer’s
decision to purchase a particular handicraft item and what factors made them to choose
that product. This study will help us to get deeper insight on preferences of customer
based on several factors and help the hand-crafters and the marketers to design the
effective handicraft items based on customer value. The major significance of this study
are mentioned below:
This study helps us to know about the factors affecting the purchase intention
of handicraft items among tourists of Mangalbajar.
The study helps to make the people know about the importance and trend of handicraft
goods in Mangalbajar.
This study shows the actual positions of handicraft goods of same district.
This study also helps to generate some new policies about promotion on these goods.
1.5 Literature review
Literature review or literature survey in a project report is that section which shows the
various analyses and research made in the field of the interest and the result already
published, taking into account various parameters of project and the extent of the
project. Literature review presents the theoretical concepts related to this study.
4
1.5.1 Conceptual review
The buying behavior of tourists on handicraft items are affected by several factors.
There have been various studies made on the field of consumer buying behavior.
Theory of Reasoned Action, Engel, Kollet, Blackwell (EKB) Model , Motivation- need
theory and Hawkins Stern Impulse buying are the theories developed in the field of
consumer buying behavior. They are as follow:
Theory of Reasoned Action
Created by Martin Fishbein and IcekAjzen in the late 1960s, the Theory of Reasoned
Action centers its analysis on the importance of pre-existing attitudes in the decision
making process. The core of the theory posits that consumers act on a behavior based
on their intention to create or receive a particular outcome. In this analysis, consumers
are rational actors who choose to act in their best interests.
According to the theory, specificity is critical in the decision-making process. A
consumer only takes a specific action when there is an equally specific result expected.
From the time the consumer decides to act to the time the action is completed, the
consumer retains the ability to change his or her mind and decide on a different course
of action.
Marketers can learn several lessons from the Theory of Reasoned Action. First, when
marketing a product to consumers, marketers must associate a purchase with a positive
result, and that result must be specific. Axe Body Spray used this concept very
effectively by linking its product to desirability with women. Second, the theory
highlights the importance of moving consumers through the sales pipeline. Marketers
must understand that long lags between initial intention and the completion of the action
allows consumers plenty of time to talk themselves out of a purchase or question the
outcome of the purchase.
Engel, Kollet, Blackwell (EKB) Model
The EKB model expands on the theory of Reasoned Action, and lays out a five step
process that consumer use when making a purchase. The first input is when consumers
absorb most of the marketing materials they see on television, newspapers or online.
Once the consumer collects the data, he or she moves into information processing where
the consumer compares the inputs to past experiences and expectations.
5
Consumer moves to the decision making stage after a period of thoughts, choosing to
make a purchase based on rational insight. Consumers are affected in the decision
making phase by process variables and external influences, including how the consumer
envision his or herself after making the purchase.
Motivation-Need Theory
Abraham Maslow put forward his hierarchy of needs in 1943, sending ripple effects
through the entire psychology community. Under his theory, people act to fulfill their
needs based on a five part priority system. The needs include, in order of importance:
physiological (survival), safety, love, esteem, and self – actualization.
Business school and marketing classes adapted Maslow’s theories to explain the need
to tailor marketing messages to consumers in a particular way. Successful marketing
campaigns must not only bring awareness to a product, but also establish its place
somewhere on the hierarchy of needs. Consumers are motivated to prioritized purchases
toward the base of the hierarchy, so it is vital that companies draft a message that instills
a sense of need or urgency in consumers.
Marketers have been able to use motivation-need theory very effectively by creating an
artificial need for consumers. Modern luxury carmakers are especially good at
highlighting the safety and security features of their vehicles over the aesthetic. In the
consumer’s mind, they need to spend the money on an expensive luxury car because it
is the only way they can provide adequate safety features for their family.
Hawkins Stern Impulse Buying
While many of the theories of consumer behavior focus on rational action, Hawkins
Stern believed heavily in the theories of impulse behavior. Stern argued that sudden
buying impulses fit alongside rational purchasing decision to paint a complete picture
of the average consumer. Impulses purchases are driven largely by external stimuli, and
have almost no relationship to traditional decision-making.
Stern established four categories of impulse buying. First are the purely impulse
purchase, like a candy bar at the checkout line of a grocery store. Second, consumers
make reminded impulse buys, like placing a display of hot dog buns next to a meat
cooler. Third are suggested impulse purchases, such as a warranty for an electronic
6
device. Finally, consumers make planned impulse decisions, where they know they
want to buy a product, but are unsure about the specifics.
Impulse buying theories present an ocean of opportunities for marketers. Every aspects
of a product, from the way the packaging catches the eye to the way the product is
displayed in the store has an impact on a consumer’s impulse control. Marketers who
can capture the impulsive thought and close the sale will have the most success.
Consumer behavior theories predict how consumers make purchasing decisions and
show marketers how best to capitalize on predictable behaviors. Though impulse
purchases are a significant part of a consumer’s buying patterns, rational decision-
making processes dominate consumer behavior and affect marketing theory.
1.5.2 Review of related studies
Tourist buying behavior on handicraft item is affected by various factors. Many studies
conducted in this regard have shown varying results on what factors create positive or
negative impact on the handicraft buying behavior. Most of the studies conducted
observed that the factors like social factors, psychological factors, and economic factors
positively or negatively affect the buying decision.
Past empirical studies related to the current study have been summarized as follows:
Wikins (2011) has investigated the motivations for souvenir purchase. A sequential
mixed method was adopted. The data was collected through three focus groups
comprises six to eight respondents. A rigorous scale development process, as
recommended by Churchill (1979) was adopted. There has been investigation on the
impact of gender on souvenir purchased and the motivation for purchase. The research
addresses these gap in the literature and evaluates the souvenir purchase behavior of
tourists. It identifies the core importance of the souvenir as evidence of the experience
as well as the roles of memory and as gift.
Esfandiar, Farahani, & Namin (2014) haveexamined tourist buying souvenir in Iran.
Primary data using structured questionnaire were collected from 115 tourists from
Tehran city, Iran. The result obtained through this analysis showed that men tent to
spend more on souvenir purchase than women; there is not a significant relationship in
terms of shopping spending patterns between leisure tourists and business tourists; and
design, traditional motives quality and portability of souvenirs affect purchase behavior
considerably.
7
Dash(2015) has investigated the role of family influence in buying handicraft products
in India. The data has been collected from primary sources through survey method with
structured questionnaire. The sample size was 1000 for customers. The result of the
research concludes that the marketers themselves take the decision to buy handicrafts.
Marketers were influenced by the spouse, parents and others. The other is the family of
procreation- the buyer’s spouse and children- exert a more direct influence on everyday
buying behavior.
This table presents the major empirical studies that are undertaken to investigate the
factors affecting tourists buying behavior of handicraft items. The list of the studies
cover the period from 2011 to 2017 that were conducted in various countries and are
presented in chorological order. First column shows the citation of the studies and
second column present the major findings of the study.
8
Table 1.1Major Empirical Studies
(Wikins, 2011) The research addresses these gap in the literature and
evaluates the souvenir purchase behavior of tourists. It
identifies the core importance of the souvenir as evidence
of the experience as well as the roles of memory and as
gift.
( Esfandiar, Farahani,
& Namin, 2014)
Men tent to spend more on souvenir purchase than
women; there is not a significant relationship in terms of
shopping spending patterns between leisure tourists and
business tourists; and design.
(Dash, 2015) The marketers themselves take the decision to buy
handicrafts. Marketers were influenced by the spouse,
parents and others.
(Makhitha , 2015) Craft retailers go through homogenous buying stages. The
stages in the buying process did not differ across different
type of craft retailers
(Faulina, Novita, &
Siregar, 2017)
The variable of situational factors had the highest impact
on tourists purchase behavior, then followed by social
factors.
Makhitha (2015) surveyed in Organizational Buyer Behavior of craft retailers in South
Africa. The survey was conducted among 233 craft retailers. A convenience sampling
method was adopted for the study. The findings revealed that craft retailers go through
homogenous buying stages. The stages in the buying process did not differ across
different type of craft retailers. The stages also did not differ according to the years of
buying experience of craft retailers
Faulina, Novita and Siregar (2017) have investigated the factors affecting on the tourists
purchase behavior on handicraft items. Primary data using structured questionnaire
were collected from the 182 respondents from Medan city, Indonesia. Purposive
9
sampling method was used for data collection. Exploratory Factor Analysis (EFA) and
Regression Analysis was conducted to analyze the data. The result showed that the
variable of situational factors had the highest impact on tourists purchase behavior, then
followed by social factors.
1.6 Research Method
This section deals with research methodology that aims at answering the research
questions raised and accomplishing the research objectives set in the introductory part
of the study. This section has been further divided into five sections. First sub-section
deals with the brief description of research design, while second sub-section describes
about the population and samples. Sub-section three explains about the nature and
sources of data. Subsequently, fourth sub-section has been devoted to the definition of
the variables and finally fifth sub-section deals with the methods of data analysis.
The researcher has chosen to study on (handicraft) identifying the factors that
influences the purchasing behavior of consumer in Lalitpur district. As Lalitpur is the
major center for handicraft products, it will be easy to conduct a study.
1.6.1 Research design
The research design used in this study was descriptive research design. A descriptive
method is one in which information is collected without changing the environment that
is nothing is manipulated. Descriptive studies are used to describe various aspects of
the phenomenon. In its popular format, descriptive research is used to describe
characteristics and or/ behavior of sample population.
Qualitative research analysis method had been used in this study. Qualitative research
is primarily an exploratory research which is used to gain an understanding of
underlying reasons, opinions, and motivations. Qualitative research is a method of
inquiry employed in many different academic disciplines, including in the social
sciences, but also in non-academic contexts including market research, business, and
services demonstrations by non-profit.
Researcher identify various factors such as perception, price, culture, social,
motivation, economic, family and friend, status, quality.Perception refers to how we view
the thing. Perception also affect the purchasing behavior of consumer. Price is the very
sensitive element small change in price leads to unlimited change in demand and
supply. Culture refers to the ideas, customs and social behavior of a particular people
10
or society. Culture also influence the buying behavior of consumer. Quality refers to
freedom from defect. Motivation refers to encouraging people to do something. These
all factor influence/affect the buying behavior of consumer.
1.6.2 Population
The total number of tourist visited Nepal in the year 2016 was 729,550. It can be
considered as the total population for the year 2017. There are more than 25 places in
Nepal where handicraft items can be sold. The major markets for handicrafts are
Pokhara, Kathmandu durbar square, Patan durbar square, Bhaktapur durbar square,
Thimi, Chitwan, Muktinath, Janakpur, Palpa. Handicraft items such as Pashmina,
jewelry, carpets, metal crafts, wooden crafts, stone crafts, etc attracts the tourist’s
interest. Tourists from India, China, Japan, Mexico, U.S.A, France, Norway, German,
Spain, etc visited Nepal in the year 2016.
1.6.3 Sample size, type and sampling procedure
Sampling is the process used in statistical analysis in which a predetermined number of
observation are taken from larger population. The sample size for this study was 30.
Convenient sampling method was used in this research. It is one of the type of non-
probability sampling where the sample is taken as per the convenience of the researcher.
It is made up of people who are easier to reach. This sampling method includes getting
respondents wherever you can find them and wherever it in convenient.
1.6.4 Data sources, collection procedures and instrument
Primary data collection method is used by asking them questionnaire, taking interview
to the people. Primary method of data collection is the method in which the information
is collected first hand from the environment or research area. Here interview and
questioner method is used to collect the data.
The researcher went to Patan durbar square request tourist to fill up the form.
1.6.5 Data analysis tools
The tools that researcher used for data analysis is a 5 point Likert scale (1=strongly
disagree, 2=disagree, 3=neutral, 4=agree and 5=strongly agree). The Likert scale
commonly used for questionnaire and is mostly used in this research. This research is
survey based research so it would be easy to interpret the analysis mentioned above two
11
method are used to distribute questionnaire out of total 45 respondents were distributed
in person to respondents and collected the information from them. After receiving the
raw data, the next step is to input data in excel to get the bar diagram, pie chart, mean
and correlation.
1.7 Limitations
The study area is limited to Lalitpur district only. The limitations of the study are as
follow:
Other tourist spots of Patan district were ignored as the study is conducted only
within the region of Patan Durbar Square.
Since the tourists were in jolly mood, some might had responded without
actually getting deeper within the question.
Only Qualitative method of research is used in this study, Quantitative methods
can also be used to calculate financial performances on handicraft business, but
this has been ignored.
1.8 Organization of the study
The whole study has been divided into three chapters. First chapter is introduction,
which includes the context information, statement of problem, objectives of the study,
significance of the study, review of literature, research methodology, limitation of the
study, and organization of study. It deals with the review of literature with concerned
related studies and concluding remark is established for the comfort. This study also
explains the research methodology employed to conduct the study and tools and
techniques used in analysis of the data as well. Research methodology includes research
design, population and sample, nature and source of data, model specification, variables
and hypothesis, methods of data analysis, and instruments for data analysis.
Second chapter is devoted to the data presentation and analysis which includes
respondent profile, data analysis and results, major findings of the study and discussion
of the research. It includes presentation of data in weighted average mean, mean and
colereation. The main working of this chapter is to analyze the factor affecting buying
behaviour of tourists on handicraft items visiting patan durbar square. Major finding
of the study are also included in this chapter.
12
Third chapter is the last chapter of the study, which provides conclusion and action
implications for improving the future scope of business in handicraft sector.
Besides these, references and appendices will also be presented at the end of summer
project. Similarly, declaration, recommendation of supervisor, viva voce sheet,
acknowledgement, table of content, list of tables, list of figures, list of abbreviations
and executive summary are included in the front part of the project.
13
CHAPTER II
DATA PRESENTATION AND ANALYSIS
2.1 Respondent profile
Handicraft is that object which requires skill with hands or in other words, they are
manmade. Basically, a product solely made by human hand without using any kind of
complicated machinery or equipment is called handicraft.
Nepalese handicraft can be traced back to the stone age when human beings were
inadequate of tools of every things. The history of artistic handicrafts only began during
AD, when different religions began to form their bases among the people of Nepal.
Towards the end of the nineteenth century, Nepalese arts and crafts industry and the
entire home based industries in general suffered a great deal due to the general liberal
import policy of the government. Nepal was interpreted as the main route Tibet for
external trade with other countries. But the treaty of 1904 AD facilitated the British to
open a new route between India and Tibet through Chumbic Valley and the trade route
treaty of 1923AD between British and India which was not in favor of Nepal and had
very unfavorable effects both on industries and on flourishing trade of the country.
On current context of Nepal, handmade crafts are the major source of income. A record
shows that, in the fiscal year 2013 2.07 billion pashminas were exported; 4
billion garments and 6.075 billion worth carpet were exported. Nepalese handicrafts are
exported to USA, Canada, Germany, Italy, France, U.K, Denmark and many other
countries. Which directly explain that the demand of Nepalese handicrafts is high. Not
even only statue, the production of pashmina, woolen, silk, cotton, Dhaka
and hemp have been facilitating many indigenous societies to make direct income. In
the year 2013 the handicraft covered 46% of total export and Rs 4.36 billion total
handicrafts were exported. With the further development in technology, the procedure
of trading the crafts has also changed for example the handmade craft products are listed
on the online store from where we can easily get all the information about the products
on detail and even can purchase online with the facility of home delivery.
14
2.2 Data presentation and analysis
Weighted average mean
Table 2.1.
Weighted Average Mean
q.no
. Topic 5 4 3 2 1
Weighted Avg.
mean
Ran
k
3 Cultural Values
1
0
2
6 8 1 0 4.00 1
4 Motivation 7
1
3
1
1
1
0 4 3.20 8
5 Amount Separated 8
2
5 7 3 2 3.76 4
6 Friends Opinion 7 6
2
0 8 4 3.09 9
7 Status 0 5 7
1
8
1
5 2.04 10
8 Quality
1
4
1
5
1
0 6 0 3.82 3
9 Perception
1
5
1
7 8 4 1 3.91 2
10 Price Product Feature 7
1
5
1
3 9 1 3.40 5
11
Promotional
Activities 5
1
3
1
4
1
2 1 3.20 7
12 Intention to Learn 4
1
5
1
7 6 3 3.24 6 Source: questionnaire survey
Hence from table 2.1 we can conclude that Cultural Values plays the most important
role while purchasing Handicraft products as weighted average mean of this is more
than any other i.e. 4.
Gender
Table 2.2
Gender of respondents
Gender No. of respondents
Male 21
Female 24
Total 45
Source: Questionnaire survey
15
Figure 2.1 Gender bar diagram
In the given figure 2.1 out of 45 respondents, 24 respondents were female and 21
respondents were male. This made 53.333% male and 46.67% female.
Age group
Table 2.3.
Age group
Age No. of respondents
0-16 0
16-20 16
20-25 7
25-35 10
35-55 6
55 above 6
total 45
Source: Questionnaire survey
19.5
20
20.5
21
21.5
22
22.5
23
23.5
24
24.5
male female
16
Figure 2.2 Age groups
Buyer’s interest
Figure 2.3 Buyer's interest
In the Figure 2.3 out of 45 respondents, 7 were interested in pashmina, 10 were
interested in jwellery, 4 were interested in carpets, 6 were interested in metal crafts, 15
were interested in wooden crafts and 3 were interested in stone crafts. This indicates
16% in pashmina, 22% in jwellery, 9% in carpets, 13% in metal crafts, 33% in wooden
crafts and 7% in stone crafts.
0
2
4
6
8
10
12
14
16
18
0-16 16-20 20-25 25-35 35-55 55 above
16%
22%
9%13%
33%
7% 0%
pashmina jewellery carpets metal crafts
wodden crafts stone crafts total
17
Buyer’s want
Figure 2.4Buyer's want
As per the 45 respondents, 11 wants to buy pashmina, 7 wants to buy jwellery, 5 wanted to buy
carpets, 6 wanted to buy metal crafts, 7 wanted to buy wooden crafts, 5 wanted to buy stone
crafts and 4 wanted to buy none of the above. This indicates 24% in pashmina, 16% in jwellery,
11% in carpets, 13% in metal crafts, 16% in wooden crafts, 11% in stone crafts and 9% in none.
Factors Influencing Purchasing Decision from Buyer’s Side
Table: 2.4.
Factors Influencing Purchasing Decision from Buyer’s Side
Factors
Strongly
agree
Agre
e
Neutra
l
Disagre
e
Strongly
Disagre
e
Weighted
A.mean Rank
Scale 5 4 3 2 1
Cultural 10 26 8 1 0 4.00 1
Motivation 7 13 11 10 4 3.20 6
Economic
factor 8 25 7 3 2 3.76 4
Family and
friends 7 6 20 8 4 3.09 7
Status 0 5 7 18 15 2.04 8
Quality 14 15 10 6 0 3.82 3
Perception 15 17 8 4 1 3.91 2
Intention 4 15 17 6 3 3.24 5
4 15 17 6 3 3.24 5
Source: Questionnaire
24%
16%
11%13%
16%
11%
9%
pashmina jewellery carpets metal crafts wodden crafts stone crafts none
18
The most influencing factor for the buyers to purchase handicraft is cultural factor and
the next important factor influencing buying decision is the perception of the buyer.
Similarly the least important factor that influences the buying decision of handicraft
among buyers is the status of the buyer. This is calculated by using weighted average
mean.
Factors Influencing Buying Decision of Handicraft from Seller Side
Table 2.5.
Price, Promotional Activities
Factors
Strongly
Agree
Agre
e Neutral
Disagre
e
Strongly
Disagre
e
Weighte
d
A.mean Rank
Rank 5 4 3 2 1
Price 7 15 13 9 1 3.4 1
Promotion
al
Activities 5 13 14 12 1 3.133333 2
As per the table 2.5 the factors influencing buying decision of handicraft items among
tourist from the seller side is price and promotional activities. While calculating the
weighted average mean we can conclude that price is the most important factor
influencing buying decision and the promotional activities are the least important one.
19
Level of satisfaction
Figure 2.5 Level of Satisfaction Over the Product
As per respondents, 5 of the respondents were highly satisfied, 29 are satisfied, 9 of
them are neutral, 2 are dissatisfied and none of them are highly dissatisfied. This
indicates, 11% are highly satisfied, 64% are satisfied, 20% neutral, 4% dissatisfied and
0% are highly dissatisfied.
Appealing factors
Figure 2.6 Appealing Factors
11%
64%
20%
5%0%
highly satisfied satisfied neutral dissatisfied highly dissatisfied
0
5
10
15
20
25
30
35
40
45
50
product features price easy availability promotionaltools
total
20
As per respondents, for 22 respondents product feature was the most appealing aspect
while purchasing handicrafts. Similarly, for 8 respondents it was price, for 10
respondents it was easy availability, and for 5 it was promotional tool.
Factors
Figure 2.7 Factor Affecting Purchasing Decision
As per response, for 10 respondents it was product feature that influenced purchase
decision. Similarly, for 23 respondents it was price, for 9 it was easy availability, and
for 3 it was promotional tool.
0
5
10
15
20
25
30
35
40
45
50
product features price easy availability promotionaltools
total
21
Cultural factors
Table 2.6.
Cultural Factors
X (Rank) F (Frequency) FX
1 0 0
2 1 2
3 8 24
4 26 104
5 10 50
n 45
∑fx 180
Mean 4
Source: Questionnaire survey
Out of 45 respondents who were asked whether cultural values, social practices play
important role in purchasing handicraft, the mean was found to be 4, which could be
termed ‘Agree’. Hence, it can be explained that respondents were agreed upon cultural
factors.
Motivation
Table 2.7
Motivational Factors Influencing Buying Decision
X (Rank) F(Frequency) FX
1 4 4
2 10 20
3 11 33
4 13 52
5 7 35
N 45
∑FX 144
Mean 3.2
Source: Questionnaire survey
22
Out of 45 respondents who were asked whether feeling of scarcity that motivates them
to purchase the handicraft, the average mean was found to be 3.2, which could be
termed ‘Neutral’. Hence, it can be explained that respondent agreed upon motivational
factor.
Economic factor
Table 2.8.
Economic Factors Influencing Buying Decision
X (Rank) F (Frequency) FX
1 2 2
2 3 6
3 7 21
4 25 100
5 8 40
n 45
∑FX 169
Mean 3.755556
Source: Questionnaire survey
Out of 45 respondents who were asked whether amount separated for shopping plays
important role in your purchase action towards handicraft purchase the average mean
was found 3.75, which could be termed as ‘Agree’ rounding up Hence, it can be
explained that respondent agreed upon economic factor.
23
Friends and family opinion
Table 2.9.
Friends and Family Opinion Influencing Buying decision
X (Rank) F (Frequency) FX
1 4 4
2 8 16
3 20 60
4 6 24
5 7 35
N 45
∑FX 139
Mean 3.08888889
Source: Questionnaire survey
Out of 45 respondents who were asked whether family and friend whose opinion are
important when you purchase handicraft the average mean was found 3.1, which could
be termed as ‘Neutral’ rounding up Hence, it can be explained that respondent was
neutral upon family and friend opinion.
Status
Table 2.10.
Status
X (Rank) F (Frequency) FX
1 15 15
2 18 36
3 7 21
4 5 20
5 0 0
N 45
∑FX 92
Mean 2.044444
Source: Questionnaire survey
24
Out of 45 respondents who were asked whether although it is more expensive they buy
handicraft to show their status to others the average mean was found 2.04, which could
be termed as ‘disagreed’ rounding up. Hence, it can be explained that respondent
disagreed upon price.
Quality
Table 2.11.
Quality of Handicraft Items
X (Rank) F (Frequency) FX
1 0 0
2 6 12
3 10 30
4 15 60
5 14 70
N 45
∑FX 172
Mean 3.822222
Source: Questionnaire survey
Out of 45 respondents who were asked whether buy handicrafts because respondent
think handicrafts looks more genuine than those produced in factories the average mean
was found 3.82, which could be termed as ‘agreed’ rounding up Hence, it can be
explained that respondent agreed upon quality.
25
Perception
Table 2.12.
Perception to Buy Handicraft Items
X (Rank) F (Frequency) FX
1 1 1
2 4 8
3 8 24
4 17 68
5 15 75
N 45
∑FX 176
Mean 3.91111111
Source: Questionnaire survey
Out of 45 respondents who were asked whether it is mostly me whether or not to
purchase handicrafts the average mean was found 3.911, which could be termed as
‘agreed’ rounding up. Hence, it can be explained that respondent agreed upon
perception.
Price
Table 2.13.
Price Influencing Buying Decision
X (Rank) F (Frequency) FX
1 1 1
2 9 18
3 13 39
4 15 60
5 7 35
N 45
∑FX 153
Mean 3.4
26
Source: Questionnaire survey
Out of 45 respondents who were asked whether price, product feature influence your
purchasing decision or not the average mean was found 3.4, which could be termed as
‘neutral’ rounding up Hence, it can be explained that respondent neutral upon price.
Promotional tools
Table 2.14 Promotional tools Influencing Buying Decision
Source: Questionnaire survey
X (Rank) F (Frequency) FX
1 1 1
2 12 24
3 14 42
4 13 52
5 5 25
N 45
∑fx 144
Mean 3.2
Out of 45 respondents who were asked whether promotional activities such as sales
promotion offer, advertisement affect your decision or not the average mean was found
3.2, which could be termed as ‘Neutral’ rounding up Hence, it can be explained that
respondents were neutral upon price.
Intention
Table 2.15 Buying Intention
X (Rank) F (Frequency) FX
1 3 3
2 6 12
3 17 51
4 15 60
5 4 20
N 45
∑FX 146
Mean 3.24444444
27
Source: Questionnaire survey
Out of 30 respondents who were asked whether even if respondent were unaware about
the product respondent would purchase with the intention to learn about it later the
average mean was found 3.367, which could be termed as ‘Agreed’ rounding up Hence,
it can be explained that respondents were agree upon price.
Correlation of Quality of product over level of satisfaction
Table 2.16.
Correlation of Quality Over Level of Satisfaction
Quality of product Level of satisfaction
Quality of product 1
Level of satisfaction 0.045881261 1 Source: Questionnaire survey
Correlation= 𝐶𝑜𝑣𝑎𝑟𝑖𝑎𝑛𝑐𝑒(𝑥𝑦)
√𝑉𝑎𝑟𝑖𝑎𝑛𝑐𝑒(𝑥)×√𝑉𝑎𝑟𝑖𝑎𝑛𝑐𝑒(𝑦)
Correlation= 0.045881261
Identifying the two key factors, levels of satisfaction over quality of the product among
the survey, the correlation among them were studied. The correlation calculated among
these two factors of 45 respondents was found 0.045881261, which shows positive but
very weak correlation among level of satisfaction over quality of product.
Correlation of family and friends opinion over level of satisfaction
Table 2.17.
Correlation of Family and Friends opinion over level of Satisfaction
Friends and Family Opinion Level of Satisfaction
Friends and Family Opinion 1
Level of Satisfaction 0.102556 1 Source: Questionnaire survey
Identifying the two key factors, friends and family opinion over level of satisfaction
over of the product among the survey, the correlation among them were studied. The
correlation calculated among these two factors of 45 respondents was found 0.102556,
28
which shows positive but weak correlation among friends and family opinion over level
of satisfaction.
Correlation of Price over level of satisfaction
Table 2.18
Correlation of Price Over Level of Satisfaction
Price Level of Satisfaction
Price 1
Level of Satisfaction 0.142224 1 Source: Questionnaire survey
Identifying the two key factors, price over level of satisfaction over of the product
among the survey, the correlation among them were studied. The correlation calculated
among these two factors of 45 respondents was found 0.142224, which shows positive
but weak correlation among price over level of satisfaction.
Correlation of promotional tools over level of satisfaction
Table 2.19
Correlation of Promotional Activities Over Level of Satisfaction
Promotional tools Level of Satisfaction
Promotional tools 1
Level of Satisfaction 0.018012 1 Source: Questionnaire survey
Identifying the two key factors, promotional tools over level of satisfaction over of the
product among the survey, the correlation among them were studied. The correlation
calculated among these two factors of 45 respondents was found 0.018012, which
shows positive but very weak correlation among promotional tools over level of
satisfaction.
29
2.3 SWOT Analysis
SWOT analysis is a study undertaken by an organization to identify its internal
strengths and weaknesses, as well as its external opportunities and threats. Strengths
describe what an organization excels at and separates it from the competition.
Weaknesses stop an organization from performing at its optimum level. They are areas
where the business needs to improve to remain competitive. Opportunities refer to
favorable external factors that an organization can use to give it a competitive
advantage. Threats refers to factors that have the potential to harm an organization.
Strengths:
Large range of product
There are large range and variety of handicraft product such as pashmina, metal
craft, stone craft, wooden craft, jewelry, paper product, bamboo product,
plastic item etc.
Low capital investment
Handicraft business require low capital investment. Handicraft business can be
initiated as a home based and can be operated as part time.
Potential source
Handicraft business is the potential source of foreign revenue because of higher
export
Weakness:
Lack of communication facilities.
Handicraft business lacks the communication and infrastructure facility. In
many places transportation has not reached so it is difficult to operate in rural
areas of Nepal.
Lack of skilled labor
Handicraft workers use high-level technical skills to apply both traditional and
contemporary methods in the design and production of jewelry, pottery mainly
worker require job-specific skills, problem solving skill, learning and
communication skill.
Lack of promotion of products.
30
Handicraft product such as wooden craft, stone craft, carpets are not promoted.
Promotional tools such as advertisement, public relation, publicities are not
used by handicraft business.
Opportunity:
High demand
Demand of handicraft is increasing day by day. Increasing in the demand of
the handicraft provides opportunity to handicraft business to earn profits.
E-commerce and internet emerged
Nowadays it’s easy to operate the business through internet. Internet is used to
sale the product in different places or country which helps to expand the
business.
Development of international relation
Handicraft business also helps to develop good international relation.
Threats:
Competition
Competition is increasing day by day due to globalization. Competition is
increasing in terms of price and product feature.
Political instability
Political instability harms handicraft business directly or indirectly such as
strike, change in rules, regulation and policies.
2.4 Finding and conclusion
Out of 45 respondents, 21 were male and 24 were female. Which made 47% to
be male and 53% were female. This indicates majority of respondents were to
be female.
31
We can conclude that Cultural Values plays the most important role while
purchasing Handicraft products as weighted average mean of this is more than
any other i.e. 4.
Among 45 respondents, the most influencing factor for the buyers to purchase
handicraft is cultural factor and the next important factor influencing buying
decision is the perception of the buyer. Similarly the least important factor that
influences the buying decision of handicraft among buyers is the status of the
buyer. This is calculated by using weighted average mean.
The factors influencing buying decision of handicraft items among tourist from
the seller side is price and promotional activities. While calculating the
weighted average mean we can conclude that price is the most important factor
influencing buying decision and the promotional activities are the least
important one.
Using likert scale, 11% strongly agree, 29% agree, 31% neutral, 27% disagree
and 2% strongly disagree that they would buy handicrafts with the intention to
learn about it later even if they were unaware about the product.
Using likert scale, 11% are highly satisfied, 64% are satisfied, 20% neutral, 4%
dissatisfied and 0% are highly dissatisfied.
As per respondents, for 22 respondents product feature was the most appealing
aspect while purchasing handicrafts. Similarly, for 8 respondents it was price,
for 10 respondents it was easy availability, and for 5 it was promotional tool.
As per response, for 10 respondents it was product feature that influenced
purchase decision. Similarly, for 23 respondents it was price, for 9 it was easy
availability, and for 3 it was promotional tool.
Identifying the two key factors, levels of satisfaction over quality of the product
among the survey, the correlation among them were studied. The correlation
calculated among these two factors of 45 respondents was found 0.045881261,
which shows positive correlation among level of satisfaction over quality of
product.
Identifying the two key factors, friends and family opinion over level of
satisfaction over of the product among the survey, the correlation among them
were studied. The correlation calculated among these two factors of 45
32
respondents was found 0.102556, which shows positive correlation among
friends and family opinion over level of satisfaction.
Identifying the two key factors, price over level of satisfaction over of the
product among the survey, the correlation among them were studied. The
correlation calculated among these two factors of 45 respondents was found
0.142224, which shows positive correlation among price over level of
satisfaction.
Identifying the two key factors, promotional tools over level of satisfaction over
of the product among the survey, the correlation among them were studied. The
correlation calculated among these two factors of 45 respondents was found
0.018012, which shows positive correlation among promotional tools over level
of satisfaction.
33
CHAPTER III
SUMMARY AND CONCLUSION
3.1 Conclusion
Handicrafts are those kind of products which are made by hand and also by the help of
some easy small tools. They have various uses in our daily life. Usually people use it
to decorate the room and for its utility value, like – the rug for decorating either drawing
room floor or bed room floor, dolls for the little kids, wall mat hanged on the wall for
presenting drawing room more beautifully etc. August 2: according to federation of
handicrafts associations of Nepal, Nepal has exported handicraft products amounting
to above Rs.4.75 billion in recently concluded fiscal year (fy) 2072/2073.As per the
federation, maximum handicrafts were exported to U.S federation informed of
exporting Rs.1.36 billion worth of handicrafts to U.S which is 30% of the total export.
Similarly, the lowest amount of export was made to Monaco amounting Rs.25000.
currently, Nepali handicrafts are exported to more than 60 countries including USA,
Germany, UK, France, Philipines, Canada, Kuwait, Japan, China and India.
From the analysis and findings it is clear that all factors such as culture, price,
promotion, quality, status etc. are very essential to influence the purchasing behavior
of consumer. The analysis shows the relationship among variable i.e. positive
relationship between price and level of satisfaction. So, handicraft business should
focus on pricing to influence the behavior of consumer. It is concluded that all factor
such as quality, price, promotion, status, culture etc. are very essential to influence the
purchasing behavior of consumer.
34
3.2 Action implication
While preparing this project, the attention had been made on what are the major factors
that affect tourist’s buying behaviour. While working on similar research topic, a few
areas that will be beneficial for the future researchers could be as follows;
Apart from price, product attributes and quality, motivating factors, other
factors such as advertisement, easy availability, etc. also have an impact on
tourists buying behaviour on handicraft items. Hence, study should be made
taking them as well as more independent variables to make the study more
reliable.
As the respondents’ population size was small, the study was small. When
conducting research on similar topic, a large sample should be taken into
considerations so that more reliable information could be collected.
Since, the cultural factors influence the handicraft purchasing decision is good
i.e. positive, above the average line. So the handicrafts business should
manufacture the product reflecting the Nepali culture which may enhance the
handicraft business.
Since, the quality of handicraft also influence the buying decision of handicraft
among tourists as the result is above the average line , there is the room for
improvement of quality of handicraft items this will result to the increase in sale
of these item and increase in profit as well.
This study is conducted taking a small area of Patan district, it could be taken
as reference for conducting the big research for academic as well as other
purpose so that the needed changes could be brought in the field of handicraft
business in Nepal.
References
Handicraft. (n.d.). In Wikipedia. Retrieved February 18, 2018, from
https://en.wikipedia.org/wiki/Handicraft
All about Handicrafts. (July3, 2012). In Evsumricote.wordpress. Retrieved
February 18, 2018, from
https://evsumricote.wordpress.com/2012/07/03/about-handicrafts-2/
Handicrafts Introduction. (n.d.). In India-crafts. Retrieved February 18, 2018
from http://www.india-crafts.com/business-reports/indian-handicraft-
industry/handicraft-introduction.htm
History and current status of Nepalese handicrafts. (july, 2013). Imartnepal.
Retrieved February 18, 2018 from
https://www.imartnepal.com/blog/history-and-current-status-of-nepali-
handicraft.html
Esfandiar, K., Farahani, F.V., &Namin, A.T. (2014). Effective Factors on
Souvenir Purchase: The Case of Foreign Tourists' Viewpoint in Tehran
City, Enlightening Tourism. A Pathmaking Journal, 4, 147-167.
Faulina, Novita. V., Siregar. E. (2017). Proceedings of 71st IASTEM
International Conference: Factors influencing tourists to purchase
souvenir, 9-17.
Wikins, H. (2011). Journal of Travel Research: souvenir: what and why we buy,
1-30. doi: /10.1177/0047287510362782
Dash, M. (2015). International Journal in Management and Social Science
(Impact Factor- 3.25). The Role of Family Influence in Buying
Handicrafts Products, 03(02), 445-453.
Makhitha, K.M., (2015) Journal of Applied Business research. Understanding
The Organizational Buyer Behavior Of Craft Retailers In South Africa,
31(2), 501-514.
Handicraft Worth Rs.4.6 Billion Exported. (August, 2016). Retrieved April 4,
2018 from http://www.newbusinessage.com/Articles/view/4101
Appendices
Factors Affecting the Buying Behavior of Tourist on Handicraft Products
(Special reference to tourists visiting Patan Durbar square)
Questionnaire
I am Ayushi Adhikari and I am conducting a survey on the topic ‘Factors Affecting the Buying Behavior
of Tourists on Handicraft products (Special reference to tourists visiting Patan Durbar Square). This
survey is conducted for the academic purposes so I hope that you will respond it truly. So please fill up
the questions by giving some of your valuable time. I am hoping for your positive responses.
Thank you...
Name (Optional): ………………………………………….…………………....
Gender: Male Female
Age Group:
Under 16 16-20 21-24 25-35 35-55 55 above
Occupation: ……………………….
Nationality: …………………………….
Income Group:
Below 5k 5-10k 10-20k Above 20k
1.Which handicraft product are you interested in?
Pashmina
Jewellery
Carpets
Metal crafts
Wooden crafts
Stone crafts
2.Which handicraft product will you buy? or already bought?
Pashmina
Jewellery
Carpets
Metal crafts
Wooden crafts
Stone crafts
None
Please let us know your option about these statements by putting a (x) mark.
(5 - Strongly Agree, 4 - Agree, 3 - Neutral, 2 – Disagree, 1 - Strongly Disagree)
3. Cultural values, social practices play important role in purchasing handicrafts.
4. The feeling of scarcity that motivates me to purchase handicraft.
5. Amount separated for shopping plays important role in your purchase action towards
handicrafts.
6. Friends' opinions are important when I purchase handicraft.
7. Although it is more expensive I buy handicraft to show my status to others
8. I buy handicrafts because I think handicrafts looks more genuine than those produced in
factories.
9. It’s mostly up to me whether or not to purchase handicrafts.
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly
Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly
Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly
Disagree
5 Strongly Agree
4 Agree
3 Neutral
2 Disagree
1 Strongly
Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly
Disagree
10. Price product feature influence my purchasing decision.
11. Promotional activities such as sales promotion offer advertisement affect my decision.
12. Even if I were unaware about the product I would purchase with the intention to learn about it
later.
13. Level of satisfaction over the product
14. What was the most appealing aspect while purchasing handicrafts in Nepal?
a. Product Feature
b. Price
c. Easy Availability
d. Promotional tools used
15. What was the factor that made you stop back before purchasing it?
a. Product Feature
b. Price
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly
Disagree
5
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly Disagree
5.
Strongly Agree
4
Agree
3
Neutral
2
Disagree
1
Strongly Disagree
5
Highly
Satisfied
4
Satisfied
3
Neutral
2
Dissatisfied
1
Highly
Dissatisfied
c. Easy Availability
d. Promotional tools used
16. How did you find the quality of handicraft product you already purchased in Nepal? (if
any)
Highly satisfied
Satisfied
Not satisfied
Disappointed
Any Suggestions/ Feedback
……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
……………………………………………………………………………………………………………
………………………………………………………………………………