Title: Investigating distribution practices of Banarasi silk industry: an empirical study

Authors: Alok Kumar Rai; Medha Srivastava

Addresses: Faculty of Management Studies, Banaras Hindu University, Varanasi – 221005, Uttar Pradesh, India ' Faculty of Management Studies, Banaras Hindu University, Varanasi – 221005, Uttar Pradesh, India

Abstract: Distribution is a trade decision that is mainly responsible for bridging the gap between a manufacturer and his customers. There have been numerous advancements in business processes and avenues affecting almost all kinds of decision-making that take place in a commercial organisation. E-commerce, e-business, mobile commerce, supply chain management, software-enabled ERP etc. are few that have transformed the distribution format of the industries. Banarasi silk industry is a centuries old industry and is the economic life line of millions of people of Eastern Uttar Pradesh. There has been a serious downturn the industry has been experiencing in the recent past. The present paper studies the distribution practices of Banarasi silk industry and evaluates its practices from the customers' perspectives. The paper also attempts to suggest solutions to the industry for redesigning its distribution related decisions for securing sustained success.

Keywords: Banarasi silk; distribution practices; India; culture; customer satisfaction; price regulation; silk industry; silk fabrics; marketing channels; distribution channels.

DOI: 10.1504/IJICBM.2015.068171

International Journal of Indian Culture and Business Management, 2015 Vol.10 No.2, pp.212 - 229

Received: 12 Jul 2013
Accepted: 05 Dec 2013
Published online: 30 Apr 2015 *

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