Author(s): Anjali Bhardwaj and Shalini Juneja

Abstract:
This study examines consumer preferences between hand-knitted and machine-made knitted products through a survey of 500 respondents. The results indicate that quality and craftsmanship are highly valued by 25% of participants, while affordability remains the primary concern for 30%. Additionally, 20% of respondents are influenced by sustainability and ethical production practices, highlighting a growing trend towards environmentally and socially conscious consumption. The survey also reveals a desire for greater transparency, a broader selection of products, fair pricing, and superior quality. Hand-knitted items are particularly appreciated for their uniqueness, while machine-made knits are favoured for their affordability. The findings emphasize the need to strike a balance between quality, price, and sustainability in product offerings to cater to varied consumer preferences and improve market competitiveness.

DOI: https://doi.org/10.22271/23957476.2025.v11.i1a.1757