EXPLORING PROBLEMS OF MARKETING IN WOOLEN COTTAGE INDUSTRY IN CHITRAL

Abstract

This study focuses on the issues associated with the marketing of a local product in order to develop a strategic awareness of the obstacles and opportunities. The problem is assessed using sequential mix methodologies, which include quantitative research followed by a qualitative investigation. Primary data were obtained using questionnaires and semi-structured interview schedules from 220 and 40 workers, respectively, out of a total population of 3000 operating in the Garum Chashma Valley's woolen cottage industries. Because the study area is dispersed and mountainous, convenience sampling was adopted. The study reveals the issues that local artists confront, such as a paucity of Kari wool, a lack of marketing tactics, powerful middlemen, insufficient skills, and fierce competition. The study describes the challenges faced by household woolen industries in Garum Chashma, aiming to raise awareness among diverse stakeholders regarding the issues and potential opportunities within this crucial sector of the local economy. The goal is to stimulate the recovery and revitalization of the industry.