Modeling Decision Process in Textile Buying: A Field Experiment with Data from the Buyipg of Bengal Handlooms in Calcutta

In this study the non-price factors that influence consumers in making their choices are used to build a model for the purchase decisions of textiles. The cognitive variables are measured through structured judgmental responses and subjective attribute values. Hypotheses relating them with expenditure on quantities bought are validated with a sample of handloom buyers in an all textile market.