Sustainable Entrepreneurship and Local Manufacturing: Consumer Perceptions of Branded and Unbranded Household Products in Tezpur, Assam

Abstract

This study explores consumer perceptions of branded and unbranded household products in Tezpur, Assam, within the context of sustainable entrepreneurship and local manufacturing. Data were collected from 100 respondents representing diverse income, occupation, and age groups to examine how socio-economic variables influence purchasing behaviour. The findings show that 84 % of consumers prefer unbranded household products, 16 % purchase both branded and unbranded goods, and none depend solely on branded items. Among product attributes, 74 % of respondents rated durability as most important, 66 % prioritised price, and 41 % valued appearance. Nearly 97 % agreed that branded goods are overpriced, while 91 % preferred unbranded alternatives because of affordability and accessibility. These unbranded items, produced by small and micro enterprises, demonstrate how local entrepreneurship supports sustainable consumption through affordability, adaptability, and community trust. The analysis shows that such enterprises advance economic sustainability by generating local employment and maintaining low-cost supply chains, social sustainability by promoting inclusion and equitable access, and environmental sustainability by minimising transport emissions and encouraging reuse. The study concludes that sustainable entrepreneurship in semi-urban regions can flourish when local producers align their manufacturing and marketing strategies with consumer values of affordability, durability, and ecological responsibility, making unbranded local production a viable and sustainable business model.