Purpose

Handloom products often fail to infiltrate the global or mainland market, resulting in small localized markets, limited demand and profitability. Recent times have also witnessed a decline in the weaving population of India. Assam, accounting for a third of all households engaged in the handloom industry in India, has been widely hit by unemployment, migration and demotivation among weavers due to lack of profitability in the sector. This research aims to study the case of Assam as an exemplar to identify the barriers and cognitive biases impacting the sales of such ethnic apparel and propose nudges as interventions to address such concerns.

Design/methodology/approach

A conjoint-based experimental study was used to understand and compare the cognitive biases of two study groups: an ethnic group from Assam and a non-ethnic group from various Tier I and Tier II cities of India. The groups were exposed to a variety of ethnic Assamese and ethnic non-Assamese products to understand their value perception using conjoint analysis.

Findings

Results indicate a potential lack of cognitive fluency when dealing with Assamese ethnic garments, triggering System II thinking among the non-ethnic (national buyer) group. The underlying cause may be the inability to attribute substitution of the given product for a more familiar product. The results suggest that exposure may lead to priming, which in turn can increase cognitive fluency.

Originality/value

Within the limits of the literature reviewed, designing a conjoint-based experiment and proposing the use of nudge to popularize certain ethnic garments are novel contributions of this study.

中文翻译：

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基于价值的民族服装推动：一项旨在区分印度市场民族产品价值认知的联合研究

目的

手摇织机产品往往无法打入全球或大陆市场，导致本地市场规模较小，需求和盈利能力有限。最近，印度的织布人口也有所减少。阿萨姆邦占印度从事手摇织机行业的所有家庭的三分之一，由于该行业缺乏盈利能力，该行业受到织工失业、迁移和消极情绪的广泛打击。本研究旨在以阿萨姆邦为例，确定影响此类民族服装销售的障碍和认知偏见，并提出助推措施作为解决此类问题的干预措施。

设计/方法/途径

一项基于联合分析的实验研究被用来理解和比较两个研究组的认知偏差：一个来自阿萨姆邦的族群和一个来自印度一线和二线城市的非族裔群体。这些群体接触了各种阿萨姆人和非阿萨姆人的产品，以使用联合分析了解他们的价值观念。

发现

结果表明，在处理阿萨姆民族服装时可能缺乏认知流畅性，从而引发非民族（民族买家）群体的系统 II 思考。根本原因可能是无法将给定产品替换为更熟悉的产品。结果表明，接触可能会导致启动，进而可以提高认知流畅性。

原创性/价值

在所审查的文献范围内，设计一个基于联合分析的实验并提出使用微调来普及某些民族服装是本研究的新颖贡献。