Article-6 Challenges of Marketing of Handloom Products: A Cross-Sectional Study in Kushtia District

Abstract

As a traditional product, most of the handloom products in Bangladesh are primarily made for domestic market although there is much potential for them in international market. This industry is beset with lots of marketing problems. Still, this industry follows traditional distribution system that keeps away the industry from the potential of fast thriving. The purpose of this study was to evaluate how the weavers experience various marketing challenges to promote handloom products in home and abroad along with providing some recommendations for improvement in respective domain. To attain goal of the study, both primary and secondary data have been used. As the primary data, 50 interviews have been conducted through purposive sampling technique and as the secondary data, various books, journals, reports, handloom census of Bangladesh have been reviewed. The study found that the weavers are very much disappointed for the lack of proper marketing promotion that causes financial damage and frustrated for not getting proper support from the concerned authority to flourish this sector with large scale. This study also found that the weavers also spend days starving or committing suicide for various challenges. The study has recommended a set of marketing strategies along with a close monitoring and surveillance system from the concerned authority to create a business-friendly environment.