Marketing opportunities and constraints of indigenous handcrafters in Izinqoleni, rural KwaZulu-Natal.
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Date
2006
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Abstract
In many cases rural crafters have had only limited exposure to the market economy and
have little understanding of how it works. If the crafters are unable to market their
products, then their efforts in making craft items are being wasted. It was for this reason
that this study was undertaken. The study focused on indigenous handcraft (beadwork,
basketry and leatherwork) owing to the fact that these kinds of crafts are widely produced
in the area of Izinqoleni. The purpose of this study was to investigate the marketing
opportunities of indigenous handcrafts, and highlight problems faced by crafters in
Izinqoleni. To accomplish this, the study had to describe the productive functioning of
individuals and group producers of indigenous handcraft, find out about the kinds of craft
items produced, and understand what was required to produce crafts in sufficient
quantities and appropriate quality for markets. It also had to identify such suitable
markets and describe the market places in relation to access, requirements, and potential
for economic returns of crafters, to identify the gaps in the relationships between present
production by crafters and marketing requirements, identify the constraints on crafters
and markets, and recommend remedial actions that need to be taken.
For this study, in-depth interviews, focus group discussions, and personal observations
were employed to obtain information. The target population of this study comprised of
the individuals and group crafters, craft traders (formal and informal traders such as art
and craft galleries, craft shops, farm stalls, Tourism Information Centre, beach/road side
craft sellers) as well as the buyers of indigenous handcrafts (schools and Shembe
religious groups). Ten individual crafters, two craft groups, seven informal craft traders,
four formal craft traders, two schools and two Shembe groups participated in this study.
The findings of this study indicated that, despite the constraints facing the crafters in
Izinqoleni; both the individual and group crafters had great potential for producing
marketable products, although groups had better opportunities in term of exposure to
markets and other requirements than individuals. There was not a big difference between
the craft items that were produced by the crafters of Izinqoleni and those that were
available at the local craft outlets. The traders, however, did not obtain their goods from
local crafters; they depended on the distant crafters for supply of indigenous handcrafts.
Therefore, they were very positive in creating strong relationships with the local crafters,
provided they conformed to the requirements of these markets. It was therefore
recommended that the crafters form cooperatives so that they could become recognized
and then be supported in every possible way. The Government policies should consider
indigenous handcraft as a major contributor to the economy, and promote indigenous
handcraft production and marketing by providing sufficient support and services.
Description
Thesis (M.Sc)-University of KwaZulu-Natal, Pietermaritzburg, 2006.
Keywords
Handicraft--KwaZulu-Natal--Izinqoleni., Handicraft--KwaZulu-Natal--Marketing., Selling--Handicraft--KwaZulu-Natal., Handicraft industries--KwaZulu-Natal., Informal sector (Economics)--KwaZulu-Natal., Small business--KwaZulu-Natal., Self-employed--KwaZulu-Natal., Theses--Community resources.