Understanding The Organisational Buyer Behaviour Of Craft Retailers In South Africa

Abstract

The purpose of the study was to investigate the buyer behaviour of craft retailers in South Africa (SA). Specifically, the study investigated the stages in the buying process craft retailers go through when buying crafts from the craft producers. 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 craft retailer and buyer behaviour 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. The stages in the buying process did not differ across different types of craft retailers. The stages also did not differ according to the years of buying experience of craft retailers. An understanding of buyer behaviour of craft retailers would be necessary for craft producers who want to target craft retailers, since they (craft producers) will be able to formulate appropriate and effective marketing strategies targeted at craft retailers. Craft retailers go through a lengthy process when buying crafts. Craft producers, therefore, need to understand the stages that craft retailers go through to ensure that the understanding is incorporated into their marketing strategy.