The craftsmanship of the arts and crafts embodies a tradition, which lives in the creative imagination of the artists of Orissa. The beauty and charm of its crafts has always been a source of attraction to many Indian and foreign tourists. Today Orissa handicrafts are thus reaching all corners of the world. A clear understanding of consumer behavior can give marketers a better idea of how marketing works, enabling them to devise more potent marketing strategies. Usually outdated designs do not attract buyers. In keeping with the changes in consumer tastes and preferences, artisans have to change their crafts. With change in the outlook of the present customers, artists have to work accordingly, which can fulfill the requirements of the customers. So artists, in order to satisfy and promote this business, should know the art of modern making and work according to the taste of the customers.

Orissa is considered to be India's one of the most hidden splendid cultural landscape. In every community, the handicrafts form a prominent element in the cultural unity of the people. The craftsman becomes a connecting link between the various constituents of a society. Handicraft goods are an effective medium of cultural contacts between nations. These artistic objects carry the minds of the people to distant lands. When a foreigner buys a souvenir made in India for its artistic beauty and utility value, unknowingly he takes with him a symbol of our culture. By the process of isolation, we come to the buyers and buyer groups. This also includes the middlemen and distribution chain. Handicraft is such a product that when a buyer likes it, he is prepared to pay a price, which may be far in excess of the standard price of the product. The prime consideration is his liking the product. Channel agents, such as middlemen, retailer or distributor try to capitalize on such possibilities and earn significant profit mostly at the cost of the craftsmen.

Handicrafts, which are produced with traditional skill, are gradually facing competition from machine made products, which give greater uniformity and better finish. For large number of handicraft items, there have been neither substitutes nor competition from any significant entrant into the field. Thus, suppliers, new entrants and substitute products do not appear to be significant factors in the strategic positioning of handicrafts.

Crafts in every home mean economic stability. Every home becomes a unit of national production and its members the economic helpmates. It opens the field for the young and the old to cooperate in the economic venture of the house. Cooperation leads to the strengthening of the bond of love. The beauty and charm of crafts have always been a source of attraction for many Indian and foreign tourists. Today Orissa handicrafts are thus reaching all corners of the world. Nowadays the emphasis is on marketing. The artisans in handicrafts adopt production-oriented selling concept rather than marketing. Consumer research in handicrafts is conspicuous by its absence. The success of handicrafts depends on how well the artisans can produce the articles in keeping with the tastes and preferences of consumers.

Management Research Journal, Foreign Tourists, Cultural Landscape, Handicraft Goods, Traditional Skill, Economic Ventures, Consumer Research, Mythological Depictions, Religious Depictions, Cosmetic Products, Traditional Designs, Handicraft Items, Business Organization, Customer Satisfaction, State Handicrafts Development Corporation, Promotional Organizations, Marketing Organizations.