Factors Effective on Diversity of Isfahan Hand-knotted Carpet

Diversity in the design of hand-knotted carpet may satisfy different tastes in the market as well as cause a boost in the purchase of the product. Isfahan hand-knotted carpet has a unique quality and originality in its design¡ but these characteristics are almost solely well-known in Isfahan market¡ so that in the national level¡ most buyers of Isfahan carpet comprises of Isfahani people. In the current state of affairs bearing the sanctions in the mind¡ preservation and promotion of Isfahan carpet is of great importance to support the weavers and employees of this industry and to improve their welfare as well as continuation of this national art. In this paper¡ the hypothesis is that the design of Isfahan carpet suffers from lack of diversity in such a way that it acts as a hurdle in the promotion of the carpet market. To examine this hypothesis¡ 152 questionnaires were distributed in Isfahan and Tehran carpet markets. Also some questionnaires were filled by Isfahani entrepreneurs and designers of carpets. Sampling was done according to Convenience Sampling method and the answers to the questionnaires were analyzed by the inferential and descriptive statistical analyses. The results demonstrate that if customers would have more favorable attitudes towards Isfahan carpet¡ the purchasing motivation would increase. Also lack of organized marketing strategy and insufficiency of potent designers are among the factors snagging diversity in the design of Isfahan carpet.