An inventive coupled approach of Pearson correlation and principal component while analysing the sustainability of digital marketing for the Indian handicraft artisans

The Indian handicraft industry has contributed to India's economy by employing the economically weaker society, especially women. Due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face many challenges in reaching their target audience. The study has highlighted 15 critical factors that influence digital platforms in the handicraft industry. Pearson correlation was employed for analysing the relation between random factors, with 98% significance. Secondly, the weights of the factors were derived using principal component analysis (PCA). The Pearson relation shows that proper training and generation of awareness will increase tax collection, and direct selling will enhance the broader coverage of the market. The PCA outlines the internet and connectivity as the most critical factor with weight (11.2), followed by gender bias (10.8) and digital illiteracy (10.36). The negligence of the factors creates a barrier to using digital marketing platforms. The study indicates that due to a lack of awareness and knowledge related to recent marketing trends, Indian artisans face a lot of challenges to reach their target audience.