In‐Home Businesses: Profiles of Successful and Struggling Craft Producers

Littrell, Mary A.; Stout, JaneAnn; Reilly, Rae

doi:10.1177/1077727x9102000104

Cited by 20 publications

(37 citation statements)

References 8 publications

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“…Promotion can enhance a firm's profitability by securing increased sales volume at a decrease total expense percentage and by accelerating turnover (Shim and Drake, 1991). In Shim and Drake (1991) study, profitable firms gain competitive advantages by having well-planned promotional strategies and attempting to expand their customer base to a large geographic area while less profitable businesses do not extend promotional advertising beyond their local area (Littrell, Stout, & Reilly, 1991).…”

Section: Marketing Strategies and Performancementioning

confidence: 99%

“…Some of the variables however were modified in order to suit with the actual conditions of the batik industry. The previous literatures which have several strengths relevant to this research were Littrell et al (1991), Shim and Drake (1991) and Chaganti and Chaganti (1983).…”

Section: Measurementmentioning

confidence: 99%

“…For example, in Littrell et al (1991) study, they measured the variable out-of-state sales in term of the region, either Midwestern, Eastern, Western or Southern, however this study measured out-of-state sales in term of the amount of sales made out of Kelantan and Terengganu either none, less than half, half, more than half or all. The material was then pre-tested in the survey development stage to enhance the validity of the instrument.…”

Section: Validity Of the Instrumentmentioning

confidence: 99%

“…For example, study by Littrell et al (1991) was in the craft industry and Shim and Drake (1991) was in the textile industry. The craft and textile industries were chosen since they are very close to the batik industry.…”

Section: Validity Of the Instrumentmentioning

confidence: 99%

“…Marketing strategies measurement comprised of the number of sales made directly to the customers (Chaganti & Chaganti, 1983), the number of out-of-state sales, the number of sales marketed at international level, the frequency of entrepreneur advertising his/her product (Littrell et al,1991) and promotional tools (Shim and Drake, 1991). Under this section, the respondents were asked to select the most relevant answer by ticking the corresponding boxes…”

Section: Measurementmentioning

confidence: 99%

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Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia

Mokhtar¹,

Ismail²

2012

IJBM

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In this research, the business owners of batik SMEs were analyzed on their marketing strategies. The objective is to examine if the marketing strategies of high performance batik SMEs differently from low performance batik SMEs. The high and low performance batik SMEs were categorized based on their annual sales and profits for three consecutive years. For this purposes, the questionnaires were distributed among 186 batik business owners in Malaysia. The data collected were then analyzed using Mann-Whitney U Test and Chi-Square Test. The result found that the high sales and profits performers are not only focused in local market, but they expand their sales out-of their states. For high sales performers, they are frequently advertised their businesses and using various promotional tools. Hence, efforts should be made by the low performers to find and expand their sales outside of their states, advertise their businesses more frequently and not only depends on personal network as promotional tools. Using various promotional tools especially media, could help in increasing sales. The conclusion is that the way of how the business owners market their products impact the performance of the firms. By identifying the marketing strategies of high performance batik SMEs, this research will provide batik entrepreneurs some guidance and will help low performers identify their weaknesses by comparing the marketing strategies practiced by high performers.

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Section: Marketing Strategies and Performancementioning

confidence: 99%

Section: Measurementmentioning

confidence: 99%

Section: Validity Of the Instrumentmentioning

confidence: 99%

Section: Validity Of the Instrumentmentioning

confidence: 99%

Section: Measurementmentioning

confidence: 99%

See 3 more Smart Citations

Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia

Mokhtar¹,

Ismail²

2012

IJBM

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Survival theory: tourist consumption as a beneficial experiential process in a limited risk setting

McIntyre

2007

Journal of Tourism Research

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This body of research developed over a number of individual but linked studies, predominantly carried out in the Bournemouth environs in the South Coast of England as well as on the islands of the Isle of Wight and Guernsey. The focus of these studies has been to examine the process, meaning and sought outcomes of the consumption process of individuals while on holiday. The relationship of noneveryday setting and increased desire for interpersonal and intrapersonal significance within holiday consumption experiences are shown to be pivotal in generating a perceived developmental event for the consumer away from the routine of everyday living. An explanation for this is considered within risk-based consumer models as well as within humanist developmental and post-modern identity/experience choice orientations. Within holiday consumption there was found to be a high proclivity to discover, learn and reflect on the developing self, and close social unit (as well as social interactions in general) while on holiday within a non-everyday cultural experience; with inherent alteration of consumer behaviour when in the holiday 'state of mind'. The generally more affective, rather than cognitive, basis of tourist retail consumption is considered relating to the 'risky' nature of individual learning and socialisation processes and consumption behaviour within the limited risk environment of a holiday setting. In further considering risk-based models of adventure holiday consumption, the herein proposed Survival Theory of tourist consumption offers a more general beneficial human development role (individual and social) for most tourist interactions which contrasts with much tourist literature (and popular cultural beliefs) which assumes tourism to be a selfish, destructive or harmful process within the sphere of human behaviour. Differentially across the sample, a tentative typology of tourist consumers is also proposed, with some reference to potential life-stage association and applications to experiential-based marketing of holidays to various consumer groups. Copyright © 2007 John Wiley & Sons, Ltd. Received November 2005; Revised November 2006; Accepted December 2006Keywords: affect; experiential marketing; health; learning and development; insight theory; limited risk; risk theory; risky consumption; survival theory; tourist consumption; tourist retail; tourist typology. INTRODUCTIONT he focus of this paper is the nature of the consumption process for tourists while on holiday. Tourists and non-tourists are, of course, the same people, only at different times. The study therefore explores situational and cultural 'setting' effects of being in a tourist role within the consumption experience as it relates to experiential marketing and the 'experience economy' (Pine and Gilmore, 1999 effect of a variation of the consumer's standard socio-cultural behaviour in a non-everyday setting in integration with their socioeconomical behaviour? Is there a discernable state of mind that can be regarded as 'tourist' as oppos...

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The unique nature of textile and craft home-based workers: A comparison

Loker

Scannell

1992

J Fam Econ Iss

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In‐Home Businesses: Profiles of Successful and Struggling Craft Producers

Cited by 20 publications

References 8 publications

Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia

Marketing Strategies and the Difference Level of Sales and Profits Performance of the Batik SMEs in Malaysia

Survival theory: tourist consumption as a beneficial experiential process in a limited risk setting

The unique nature of textile and craft home-based workers: A comparison

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