Title: Opportunities for craft consumption: analysis of the quality perceived by consumers

Authors: Arturo Molina; Evangelina Aranda; Víctor J. Martín; Jesús Santos

Addresses: Department of Marketing, University of Castilla-La Mancha, Cobertizo de San Pedro Mártir, s/n, 45071 Toledo, Spain ' Department of Applied Economy, University of Castilla-La Mancha, Cobertizo de San Pedro Mártir, s/n, 45071 Toledo, Spain ' Department of Applied Economy, University Complutense of Madrid, Campus de Somosaguas, 28223 Madrid, Spain ' Department of Statistics, University of Castilla-La Mancha, Cobertizo de San Pedro Mártir, s/n, 45071 Toledo, Spain

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.

Keywords: consumer perceptions; craft consumption: quality perception; craft fairs; shopping; Spain; consumer behaviour; craft quality; product presentation; personal skills; sales skills.

DOI: 10.1504/IJGSB.2014.063407

International Journal of Globalisation and Small Business, 2014 Vol.6 No.1, pp.64 - 78

Received: 06 Jun 2013
Accepted: 07 Mar 2014
Published online: 26 Jul 2014 *

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