Estimating the Influence of Product Attributes on Consumers Preference for Santiniketan Leather Craft Products

Abstract

Santiniketan leather craft products are popular handicrafts with attributes that inspire consumers to get them as souvenirs. The attributes such as price, design and store location, meet competition among leather-based handicraft retailers that influence the consumer purchase decision. The study identifies the product attributes that affect the purchase decision of Santiniketan leather craft products among consumers. The research is a quantitative study involving consumers with the experience of buying Santiniketan leather craft products that are either leather batik or printed batik products. Descriptive and multiple regression approaches were used for data analysis. The result revealed that consumer purchase decisions are influenced by price attributes, followed by design and store location.