Informing craft producers in South Africa : improving visibility and product availability through market communication

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dc.contributor.author Makhitha, K.M. (Khathutshelo Mercy)
dc.contributor.author Wiese, Melanie
dc.contributor.author Van Heerden, Gene
dc.date.accessioned 2015-07-20T09:01:28Z
dc.date.available 2015-07-20T09:01:28Z
dc.date.issued 2014-12
dc.description.abstract Craft producers struggle to access the retail market because of their inability to communicate effectively. Understanding craft retailers’ buying behaviour, particularly with regard to the communication channels used, could potentially assist craft producers to create better awareness of their crafts. The purpose of this article is to investigate the communication channels used by formal craft retailers when searching for craft suppliers and craft products. A survey of formal craft retailers resulted in a total of 233 useable questionnaires. Principalcomponent factor analysis was used to identify the various types of communication channels while ANOVA analysis was applied to test the hypothesis. The results indicated that craft retailers differ in their use of certain communication channels and that they tend to use particular channels more often than others. The factor analysis identified three types of communication channels: internal and personal, promotional, and print advertising. The results further indicated that craft retailers consult internal and personal channels more frequently than promotional channels and print advertising. The results also revealed that different types of craft retailers differ in their preference of promotional channels, whereas no such differences could be found in the way these craft retailers used internal and personal channels or print advertising. The results presented in this article provide useful insights – especially to informal craft producers – on how to improve their visibility and product availability by communicating more effectively with formal craft retailers. en_ZA
dc.description.librarian am2015 en_ZA
dc.description.uri http://www.journals.co.za/ej/ejour_comcare.html en_ZA
dc.identifier.citation Makhitha, MS, Wiese, M & Van Heerden, G 2014, 'Informing craft producers in South Africa : improving visibility and product availability through market communication', Communicare: Journal for Communication Sciences in Southern Africa/Tydskrif vir Kommunikasiewetenskappe in Suider-Afrika, vol. 33, no. 2, pp. 1-24. en_ZA
dc.identifier.issn 0259-0069
dc.identifier.uri http://hdl.handle.net/2263/49116
dc.language.iso en en_ZA
dc.publisher Southern African Communication Association en_ZA
dc.rights Southern African Communication Association en_ZA
dc.subject Communication channels en_ZA
dc.subject Retail marketing en_ZA
dc.subject Craft suppliers en_ZA
dc.subject Craft products en_ZA
dc.subject Visibility en_ZA
dc.subject Product availability en_ZA
dc.subject Informal craft producers en_ZA
dc.subject Formal craft retailers en_ZA
dc.title Informing craft producers in South Africa : improving visibility and product availability through market communication en_ZA
dc.type Article en_ZA


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