A STUDY ON CUSTOMER ATTITUDE AND PERCEPTION TOWARDS GI TAGS

Abstract

The study aimed to explore the attitudes and perceptions of customers towards Geographical Indication (GI) tags. GI tags are an important form of intellectual property protection that indicate a product's origin and unique characteristics, and can be used to promote and market these products. The study was conducted through a survey of people across Delhi NCR. The study recommends that there is a need for greater awareness and education about GI tags among consumers, especially in urban areas and younger generations. It also suggests that producers and marketers of products with GI tags should emphasize the unique characteristics and benefits of these products in their marketing campaigns to increase consumer understanding and appreciation. The study is important because it can provide light on the utility of GI tags as a tool for marketing as well as their effects on customer perception and attitude. The research findings can aid producers and governments in creating strategies that will both market items with GI labels and safeguard the traditional and cultural heritage they are linked to. The study can also add to the body of knowledge on consumer behaviour and branding, especially as it relates to GIs. Overall, the study suggests that GI tags can play an important role in promoting and preserving traditional products, but there is a need for greater awareness, understanding, and support for GI tags among customers.