Advance Search

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

Improving visibility and product availability through market communication

Khathutshelo Mercy Makhitha
University of South Africa
Melanie Wiese
University of Pretoria
Gené van Heerden
University of Pretoria
Keywords:
Copyright and Licensing:
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Share:

How to Cite

Informing craft producers in South Africa: Improving visibility and product availability through market communication. (2022). Communicare: Journal for Communication Studies in Africa, 33(2), 1-24. https://doi.org/10.36615/jcsa.v33i2.1634
Crossref
Scopus
Google Scholar
Europe PMC
  • Articles
  • Submited: October 15, 2022
  • Published: October 17, 2022

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.

pdf
pdf

Article Metrics Graph

Article Views | PDF Downloads
Chart Graph | Range Graph

References

  1. Broembsen, M. (2011). Mediating from the margins: The role of intermediaries in facilitating participation in formal markets by poor producers and user. Retrieved November 15, 2013, from http://www.tips.org.za/files/ u65/role_of_ intermediaries _in_facilitating_marketsmarlese_von_broembsen.pdf
  2. Brossard, H.L. (1998). Communication channels used by an organization during a complex decision process: An exploratory article. Industrial Marketing Management, 27:41-50.
  3. https://doi.org/10.1016/S0019-8501(97)00003-5
  4. Bruce, M. & Daly, L. (2006). Buyer behaviour for fast fashion. Journal of Fashion Marketing and Management, 10(3):329-334.
  5. https://doi.org/10.1108/13612020610679303
  6. Cassim, S. (2013). Communicating customer value: Integrating marketing communication strategies. In P. Kotler & G. Armstrong (Eds.), Global and Southern African perspectives: Principles of marketing. (1st ed.). Cape Town: Pearson, Prentice Hall.
  7. Clodfelter, R. (2008). Retail buying: from basics to fashion. (3rd ed.). New York: Fairchild Books Inc.
  8. Cooper, D.R. & Schindler, P.S. (2006). Business Research Methods. (9th ed.). New York: McGraw-Hill.
  9. Deeter-Schmelz, D.R. & Kennedy, K.N. (2002). An exploratory article of the Internet as an individual communication technique: Examining buyer's perceptions. Industrial Marketing Management, 31:145-154.
  10. https://doi.org/10.1016/S0019-8501(01)00178-X
  11. -. (2004). Buyer-seller relationships and information sources in an e-commerce world. Journal of Business and Industrial Marketing, 19(2):188-196.
  12. https://doi.org/10.1108/08858620410531324
  13. Dempsey, W.A. (1978). Vendor selection and the buying process. Industrial Marketing Management, 7:256-267.
  14. https://doi.org/10.1016/0019-8501(78)90044-5
  15. Department of Arts, Culture, Science & Technology. (1998). Cultural Industries Growth Strategy (CIGS): The SA craft industry report. Retrieved November 15, 2013, from www.gov.za/documents/download.php?f=70487
  16. Department of Economic Development. (2009, April). Creating an enabling environment for the growth of KZN Craft: KwaZulu-Natal Integrated Craft Hub Business Plan. Retrieved November 15, 2013, from http://led.co.za/sites/led.co.za/files/kzn_integrated_craft_hub_business_plan_2009.pdf
  17. Department of Labour. (2011). Labour market review: An investigation into the nature of employment relationships in the South African creative industry. Retrieved November 04, 2013, from www.labour.gov.za/.../labour-market-review.../Labour%20Market%20Review_2012.pdf
  18. Department of Sports, Arts, Recreation and Culture. (2007). Final draft Gauteng Craft Audit Report. (October 2007). Gauteng, South Africa. Retrieved November 04, 2013, from www.sacr.gpg.gov.za/.../Strategies/ Craft%20Strategic%20 Framework.pdf
  19. Department of Trade & Industry. (2005). Sector Development Strategy: Craft. South Africa. Retrieved November 15, 2013, from http://www.ccdi.org.za/research-and-publications/research/Customised%20Sector%20Programme%20for%20Craft.pdf.
  20. Department of Trade & Industry. (2010). Industrial policy action plan (IPAP), 2012/13-2014/2015. South Africa. Retrieved November 13, 2013, from http://www.info.gov.za/view/DownloadFileAction?id=162797
  21. Dwyer, F.R. & Tanner, F.T. (2009). Business Marketing: Connecting strategy, relationships and learning. (4th ed.). Boston: McGraw-Hill Irwin.
  22. Elk, E. (2004). The South African Craft Sector, HSRC [online]. Retrieved November 15, 2013, from http://www.capecraftanddesign.org.za/newsletters/newsletter/2008/ CCDI_newsletter_Dec08.pdf
  23. Esbjerg, L. & Skytte, H. (1999). Retail and wholesale buying behaviour for two different food products in six Eastern European countries. (Working paper No. 66). Denmark: MAPP, The Aarhus School of Business. Retrieved May 6, 2015, from http://www.mapp.asb.dk
  24. Ekeanyanwu, N.T. (2009). Indigenous cultures in the era of globalisation: a case against cultural imperialism theory. Communicare, 28(1):127-143.
  25. Fill, C. & Fill, K.E. (2005). Business-to-business marketing: relationships, systems and communications. Harlow, England: Prentice Hall Financial Times.
  26. Francis, S.K. & Brown, D.J. (1985-86). Retail buyers of apparel and appliances: a comparison. Clothing and Textile Research Journal, 4(1):1-8.
  27. https://doi.org/10.1177/0887302X8500400101
  28. Grobler, A.T. (2005). Product development for community-craft projects in Mpumalanga. Unpublished Master's dissertation, University of Pretoria. Pretoria, South Africa.
  29. Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R.E. (2010). Multivariate data analysis: A global perspective. (7th ed.). New Jersey, USA: Pearson Education.
  30. Hay, D. (2008). The business of craft and crafting the business: Strategies for success in the rural craft sector. Retrieved December 4, 2013, from www.tcd.ufl.edu/Data/Sites/44/media/documents/tropilunch/2011/Businessof Craft Handbook-lowresolution.pdf
  31. Jackson, D.W., Keith, J.E & Burdick, R.K. (1987). The relative importance of various promotional elements in different industrial purchase situations. Journal of Advertising, 16(4):25-33.
  32. https://doi.org/10.1080/00913367.1987.10673092
  33. Johansson, U. (2001). Retail buying: process, information and IT use: a conceptual framework. The International Review of Retail, Distribution and Consumer Research, 11(4):329-357.
  34. https://doi.org/10.1080/713770609
  35. Julien, P.A & Ramangalahy, C. (2003). Competitive strategy and performance of exporting SMEs: An Empirical Investigation of the impact of their export information competencies. Entrepreneurship Theory and Practice, Spring:227-245.
  36. https://doi.org/10.1111/1540-8520.00013
  37. Kaiser & Associates. (2005). Craft first paper. The Scope of the Craft Industry in the Western Cape. Retrieved August 15, 2013, from http://www.weterncape.gov.za/other/2005/11/final_first_paper_craft.pdf
  38. Keller, K.L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15:2-3:139-155.
  39. https://doi.org/10.1080/13527260902757530
  40. Kline, B. & Wagner, J. (1994). Communication channels and retail buyer decision-making: the effect of product specific buying experience. Journal of Retailing, 70(1):75-88.
  41. https://doi.org/10.1016/0022-4359(94)90030-2
  42. Lamb, C.C., Hair, J.F., McDaniel, C., Boshoff, C., Terblanche, N., Elliot, R. & Klopper, H.B. (2010). Marketing. (4th ed.). Cape Town: Oxford University Press.
  43. Lindbon, A. (2008). Communication channels used by contractually integrated retail entrepreneurs: A preliminary article. Journal of Small Business and Enterprise Development, 5(3):527-539.
  44. https://doi.org/10.1108/14626000810892328
  45. Luutonen, M. (2009). Handmade marketing. Proceedings of the Crafticulation and Education Conference. Research in Sloyd Education and Craft Science 14.A:119-127. Retrieved November 15, 2013, from https://helda.helsinki.fi/bitstream/handle/10224/4810/Kaukinen_verkko.pdf?sequence=2
  46. Makhitha, K.M. & Bresler, N. 2011. The perceived marketing benefits of the 2010 FIFA World Cup for craft businesses. African Journal for Physical, Health Education, Recreation and Dance [Supplement]:232-252.
  47. Malan, C.W. & Grossberg, A. (1988). The social cultural context of development communication at the Tswaing crater - a SA case article. Communicare, 17(1):160-181.
  48. Malhotra, N.K. (2010). Marketing research: An applied orientation. (6th ed.). New York: Pearson.
  49. Mawson, E & Fearne, A. (1997). Organisational buyer behaviour: an article of UK restaurant chains. British Food Journal, 99(7):239-243.
  50. https://doi.org/10.1108/00070709710179354
  51. McCarthy, A & Mavundla, K. 2009. Craft as an economic enterprise: Strategies for alternative livelihoods in Kwazulu-Natal. Small Enterprise Development Agency (SEDA), 5(1):34-42. Retrieved November 15, 2013, from http://www.seda.org.za/ Publications/ Publications/SEDA%20SBM%202009.pdf
  52. Nagori, H. & Saxena, K. (2012). Marketing of Rural Handicraft Products through Retail Format: A Synthetic Review. Annals of Management Research, 2(1):45-59, January - February.
  53. O'Guinn, TC., Allen, C.T & Semenik, R.J. (2011). Advertising and integrated brand promotion. (6th ed.). Mason, Ohio: South-Western Cengage Learning.
  54. Pallant, J. (2013). SPSS survival manual: a step-by-step guide to data analysis using IBM SPSS. (5th ed.). Berkshire, England: McGraw Hill Education.
  55. Pereira, T., Shackleton, C. & Shackleton, S. (2006). Trade in reed-based craft products in rural villages in the Eastern Cape. South Africa, Development Southern Africa, 23(4):477-495.
  56. https://doi.org/10.1080/03768350600927235
  57. Phillip, T.K. (2006). Enterprise Development on the Margins: Making Markets work for the Poor? Unpublished doctoral thesis, University of the Witwatersrand. Johannesburg, South Africa.
  58. Reinold, T. & Tropp, J. (2012). Integrated marketing communications: How can we measure its effectiveness? Journal of Marketing Communications, 18 (2):113-132.
  59. https://doi.org/10.1080/13527266.2010.489334
  60. Rogerson, C.M. (2010). The enterprise of craft: Constraints and policy challenges in South Africa. Acta Academica, 42(3):115-144.
  61. Shackleton, C.M., Shackleton, S.E., Buiten, E. & Bird, N. (2007). The importance of dry woodlands and forests in rural livelihood and poverty alleviation in South Africa. Forest Policy and Economics, 9:558-577.
  62. https://doi.org/10.1016/j.forpol.2006.03.004
  63. Skallerud, K. & Gronhaug, K. (2010). Chinese food retailers' positioning strategies and the influence on their buying behaviour. Asia Pacific Journal of Marketing and Logistics, 22(2):197-209.
  64. https://doi.org/10.1108/13555851011026944
  65. Sternquist, B. & Chen, Z. (2006). Food retail buyer behaviour in the People's Republic of China: a grounded-theory model. Qualitative market Research: an International Journal. 9(3):243-265.
  66. https://doi.org/10.1108/13522750610671671
  67. Tabachnik, B.G. & Fidell, L.S. (2001). Using multivariate statistics. (4th ed.). International student edition. Boston, MA: Pearson Education Company.
  68. Urban-Economic Tourism. (2010). Feasibility Article for Umbumbulu Arts and Crafts Trade Centre. Quotation 38DED/2008.
  69. Wiese, M., Jordaan, Y. & Van Heerden, C.H. (2009). Communicating to prospective students through appropriate channels of communication: a comparative article of selected public higher education. Communicare, 28(1):68-87.
  70. Yeboah, I.E.A. 1998. What's informal about the informal sector? Culture and the construction of development in Sub-Saharan Africa. Geographic review, 20(1):1-10.
  71. https://doi.org/10.1080/00707961.1998.9756255
How to Cite
Informing craft producers in South Africa: Improving visibility and product availability through market communication. (2022). Communicare: Journal for Communication Studies in Africa, 33(2), 1-24. https://doi.org/10.36615/jcsa.v33i2.1634

Send mail to Author

Send Cancel

Custom technologies based on your needs

  • ORCID
  • Crossref
  • PubMed
    • Clarivate