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PGDM Customer Behavior Study: Visit to Dilli Haat, INA


The History of Dilli Haat tells us that it was established and opened in 1994 with the joint venture of Delhi Tourism (DTDC), D.C (Handicrafts), NMDC, D.C. (Handlooms) and Ministry of Tourism and Textile, Government of India.

Dilli Haat provides a full exotic variety in shopping products that includes handlooms, handicrafts, woodcarvings, camel hide footwear, drapery, fabric made clothing, gems, beads ornaments etc. The crafts men registered with D.C. Handicraft are only eligible to set up their stalls in Dilli Haat. In all 62 stalls for selling handicrafts are allotted on rotational basis to the craftsmen and they comprise from all over the state of India.





A mere payment of INR.100/- is taken from the craftsmen for the period of 15 days to place their products in the stall. The tourist and visitors can get the product at the price that is not burdened with the maintenance cost.

I visited Dilli Haat, INA for a consumer behavior survey for my Post Graduate Diploma in Management (PGDM) Semester 1 project with 4 of my friends as a group.
We had to record consumer behavior prevailing in Dilli Haat via a primary research with the help of a questionnaire. 



The responses to these questionnaires were to be put together and analysed to come to a conclusion as to what thought goes in while making a purchase.

Here are the brief things that I observed and learnt from this study:


1. Spending Capacity:

The spending capacity of 40% shoppers was between Rs. 1000 to Rs. 1500 which was driven because of the needs/wants of the people overpowering the individual income level.

2. Foreign Footfall: 

There were shoppers who had a budget of way more than Rs. 2000 because they were foreigners and paid in foreign currency
A shopper named Michelle told us that he came to Dilli Haat 2 years back and bought a leather duffle bag for a reasonable price in Euros. 

He again came to Dilli Haat in August, 2017 for similar leather products for the sake of its durability (quality) and value for money. 
This time he paid 70 Euros (Rs. 5250) which was a profitable deal even for the vendor. 

3. Buying Inspiration:

26% of the people now look up to a blogger’s style or features as an inspiration for their next purchase. Other factors such as Family, friends and people in the area still continue to dominate the sector with a combined percentage of around 50%.

4. Demand for Indian Handcrafts:

People were seen coming for the brass items made into god idols, key holders, jewelry holders, etc. And also for leather products like travel journals with handmade paper and leather case, leather bags of different styles and purpose, bands, etc.



It was followed by unique group of shoppers coming for ethnic kurtis or suits or sling bags or juttis, who only and only come to Dilli Haat for this. 

5. Reasons to choose Dilli Haat:

On being asked about why they come to Dilli Haat over other similar markets, we could find two factors prominent in almost every response we got, which were the Variety of the goods and their superior quality. 




A lot of them were delighted to see a wide range of products of different utility on one common ground. 


Then there were customers who were coming for a repeat purchase because they were satisfied with earlier purchase like in the case of handmade paper journals and rugs.

6. Foodie's Paradise:

Having a varied range of food items from different states, there are still a handful of stalls that generate the maximum revenue.



A few of those states are Nagaland, West Bengal, Rajasthan, Bihar and Manipur. Dilli Haat is that one food fest which you can visit throughout the year.

Being a foodie at heart,
Dilli Haat has become one of my to go places for the best fried momos!

This one in the picture is from Sikkim House! Do Try!!

7. Rational Consumer:

We also observed that many shoppers carefully explored the products in the whole area and then made a buying decision after a comparison in respect to price. 

8. Personal Learning(s):

As a primary data collectors; we, a group of five learnt and improved on interpersonal skills. 
We learnt how to approach random people and indulging them in a conversation, and also to face rejection when the potential respondent would refuse to give us their feedback. 

To be persistent and come up with new approaches to reach out to the respondent for a personalised conversation. 



And also, 
how to work in a team, delegating, collecting data, analyzing the same and putting the theoretical knowledge to use. 


There are many more projects like these lined up in the curriculum.
If the first ever field survey was this fun, I can't imagine how amazing the other projects would be.

For many such experiences, 



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