Opportunities for craft consumption: analysis of the quality perceived by consumers
by Arturo Molina; Evangelina Aranda; Víctor J. Martín; Jesús Santos
International Journal of Globalisation and Small Business (IJGSB), Vol. 6, No. 1, 2014

Abstract: The processes of innovation and internationalisation open new channels of development for sectors with few modernisation margins because of their traditional contexts and which are worried about quality improvement, as the craft sector. Therefore, a strategy based on quality may be essential in order to improve craft consumption. The goal of this paper is to determine, from a consumer perspective, the dimensions that define craft products quality and the indicators that better explain the consumer behaviour when purchasing and consuming. Thus, an empiric application has been carried out by means of 331 personal surveys of craft consumers during the celebration of a fair. The results obtained allow us to state that the presentation of products as well as sellers' personal skills are two of the key elements to gain a positive perception of craft quality.

Online publication date: Sat, 26-Jul-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Globalisation and Small Business (IJGSB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com