AN ANALYSIS OF SOCIO-ECONOMIC DETERMINANTS INFLUENCING THE SELECTION OF DISTRIBUTION CHANNELS AMONG THE WEAVERS IN THE HANDLOOM SECTOR
The study examines socio-economic factors influencing the choice of Distribution Channels among the handloom weavers in Golaghat District, Assam. Drawing on data from 296 weavers selected through Disproportionate Stratified Random Sampling, the research adopts a Quantitative approach using the Chi-square test of independence. Findings reveal that age, marital status, education, income from handloom activities, and years of experience significantly shape the choice of distribution decisions. In contrast, Gender shows no notable impact. Younger, educated, and higher-income weavers tend to explore modern channels, while older and experienced weavers prefer traditional methods. These insights suggest that distribution choices are closely linked to personal and economic realities. The study underscores the need for targeted support such as training and improved market access that aligns with the diverse profiles of weavers, enabling more inclusive growth within the handloom sector.
Keywords: Distribution Channel, Weavers, Socio-economic, marketing, handloom sector