Handicrafts

Handicrafts Products: Identifying the Factors that Affecting the Buying Decision of Customers

(The Viewpoints of Swedish Shoppers)

Chapter 1: Introduction

In this introductory chapter we present the background of handicraft products and the buying decision of consumer towards such products. Our research outline will be explained, as well as the reason why it is especially relevant to examine factors that affect purchase of handicraft product. The purpose of our research and the research questions will be generated from the problem discussion.

1. Problem Background:

Definition of Handicrafts:

Handicrafts have aesthetic value and it is not necessarily required that handicrafts must be used for physical purpose. However, a clear demarcation does not exist where artistic value and utility depart (Deepak, 2008, p. 197). In reality, the hallmark of good craftsmanship ensures the object‟s functionality and appeal to subtler forms of intellection. The complexity of defining handicraft is also addressed by UNCTAD/GATT, International Trade Centre (1989, cited in RP Ang and JC Teo,1995,p.4) in the following words:

„„One general problem that we face in studying this sector is the fact that there is really no separate product classification for handicrafts…… Because there is no universally accepted definition of the term "handicrafts", it has been used to refer to a very wide range of items, including a broad spectrum of "gift items", house ware, home furnishings, products of craft industries, and fashion accessories‟‟

Again, According to UNESCO/ITC (1997) '‟Artisanal products are those produced by artisans, either completely by hand, or with the help of hand tools or even by mechanical means, as long as the direct manual contribution of the artisan remains the most substantial component of the finished product. The special nature of the finished products derives from their distinctive features, which can be utilitarian, aesthetic, creative,...