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Consumer Preferences and Value Proposition Disconnect—Assam Rattan and Bamboo Furniture Industry

机译：消费者偏好和价值主张脱落 - 阿萨姆藤和竹家具行业

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摘要

Rattan and bamboo are important forest resources for the North Eastern Region (NER) of India. Naturally growing in abundance, they find use in a number of industries such as housing, construction, handicrafts, furniture and food industry. Of late, this industry has seen considerable growth outside the NER. But it has not been able to realize its full potential in NER due to significant lack in market orientation of the craftsmen who work from remote areas in NER and try to sell in urban markets. This paper looks into the urban markets, which holds the highest scope for revenue growth for this industry and investigates the gap in the customer preferences and current industry value proposition. The main gaps found are: lack of awareness, limited training focused only on techniques, lack of design awareness and sensitivity (ergonomics, attention to detail, finishing, presentation), lack of branding and marketing knowledge and limited outreach of self help groups (SHG) and clusters.
机译：藤和竹是印度北东部地区（印度）的重要森林资源。他们在丰富的丰富生长，他们在房屋，建筑，手工艺品，家具和食品工业等行业中找到了使用。较晚，这个行业已经看到了人内的相当大的增长。但由于在偏远地区的偏远地区的工匠的市场导向缺乏，并尝试在城市市场上销售，它并未能够实现自己的全部潜力。本文展望了城市市场，拥有该行业收入增长的最高范围，并调查客户偏好和当前行业价值主张中的差距。找到的主要差距是：缺乏意识，有限的培训仅集中在技巧上，缺乏设计意识和敏感性（人体工程学，重视细节，整理，介绍），缺乏品牌和营销知识和有限的外展的自助群体（SHG和群集。

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