Informing craft producers in South Africa

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 craf...

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Main Authors: Khathutshelo Mercy Makhitha, Melanie Wiese, Gené van Heerden
Format: Article
Language:English
Published: University of Johannesburg 2022-10-01
Series:Communicare
Subjects:
Online Access:https://journals.uj.ac.za/index.php/jcsa/article/view/1634
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author Khathutshelo Mercy Makhitha
Melanie Wiese
Gené van Heerden
author_facet Khathutshelo Mercy Makhitha
Melanie Wiese
Gené van Heerden
author_sort Khathutshelo Mercy Makhitha
collection DOAJ
description 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.
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institution Kabale University
issn 0259-0069
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language English
publishDate 2022-10-01
publisher University of Johannesburg
record_format Article
series Communicare
spelling doaj-art-90a5c5b7de8147319fc24f58fa2ce9fa2025-01-20T08:55:02ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0133210.36615/jcsa.v33i2.1634Informing craft producers in South AfricaKhathutshelo Mercy Makhitha0https://orcid.org/0000-0001-5040-3826Melanie Wiese1https://orcid.org/0000-0002-0117-3830Gené van Heerden2https://orcid.org/0000-0003-2039-8047University of South AfricaUniversity of PretoriaUniversity of Pretoria 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. https://journals.uj.ac.za/index.php/jcsa/article/view/1634craft producersSouth Africamarket communicationvisibility and product availabilityANOVA analysis
spellingShingle Khathutshelo Mercy Makhitha
Melanie Wiese
Gené van Heerden
Informing craft producers in South Africa
Communicare
craft producers
South Africa
market communication
visibility and product availability
ANOVA analysis
title Informing craft producers in South Africa
title_full Informing craft producers in South Africa
title_fullStr Informing craft producers in South Africa
title_full_unstemmed Informing craft producers in South Africa
title_short Informing craft producers in South Africa
title_sort informing craft producers in south africa
topic craft producers
South Africa
market communication
visibility and product availability
ANOVA analysis
url https://journals.uj.ac.za/index.php/jcsa/article/view/1634
work_keys_str_mv AT khathutshelomercymakhitha informingcraftproducersinsouthafrica
AT melaniewiese informingcraftproducersinsouthafrica
AT genevanheerden informingcraftproducersinsouthafrica