Transcript
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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

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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

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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

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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

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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.

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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

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SUMMARY AND CONCLUSION ............................................................................ 33

3.1 Conclusion .......................................................................................................... 33

3.2 Action implication .............................................................................................. 34

References

Appendices

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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

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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

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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

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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.

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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

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(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?

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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.

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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.

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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

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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.

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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.

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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

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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

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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

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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.

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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.

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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.

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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

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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

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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

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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

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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.

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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

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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

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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

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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.

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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

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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.

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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

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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

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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,

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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.

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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.

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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.

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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

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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.

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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.

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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.

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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

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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)

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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

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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

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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

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

……………………………………………………………………………………………………………

………………………………………………………………………………