Marketing Of Craft To Retailers: Understanding Their Buying Process, Supplier Selection Criteria And Information Sources Used

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Khathutshelo Mercy Makhitha


Buying Process, Craft, Craft Product, Craft Retailers, Craft Producers, Marketing Strategy, Supplier Selection Criteria, Information Sources


The purpose of the study was to investigate the buying process, supplier selection criteria and information of craft retailers in South Africa (SA). The information collected about the buying process, supplier selection criteria and information sources used were to propose a marketing strategy for craft producers wanting to target retailers. Craft retailers play a dominant role in the craft industry value chain yet craft producers face difficulties selling to this market. Instead, they resort to selling directly to end consumers and not through craft retailers. An understanding of the retailer’s buying process, supplier selection criteria and information sources   is a necessity for craft producers who want to sell their products successfully through the craft retailers. A survey was conducted among 233 craft retailers in SA. A convenience sampling method was adopted for the study. The findings revealed that craft retailers go through homogenous buying stages. Craft retailers go through a lengthy process when buying crafts. The most important supplier selection criteria are product quality, product is exciting and attractive, product styling and design and product distinctiveness/uniqueness. The information sources most often used are existing sales records, buyer’s experience and sales persons visiting with samples.


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