International Journal of Research Studies in Management
United Tourism and Hospitality Professionals Special Issue
2024 Volume 12 Issue 7
Available Online: 15 July 2024
Author/s:
Guzman, Joan Marie S.*
Graduate School, Lyceum of the Philippines University – Batangas, Philippines (guzmanjoanmarie@gmail.com)
Apritado, Jennie Margaret
Lyceum of the Philippines University – Batangas, Philippines (jmapritado@lpubatangas.edu.ph)
Abstract:
Handicrafts, may boost economies worldwide. Furthermore, traditional craftsmanship is a crucial aspect of the cultural assets of a province. Hence, the researcher intended to determine the product innovation, marketing strategies, and local government support for handicrafts industry in Ilocos Region. It tested the significant difference in responses when grouped according to firmographic profile. The researcher used quantitative descriptive research method using an adapted survey questionnaire among the 402 Department of Trade Industry (DTI) registered local product businesses and souvenir shop owners, sellers, and workers in the handicraft industry. Further, Frequency, Percentage Distribution, weighted mean, ranking and Pairwise Comparison Test and Kruskal Wallis Test were used as statistical tools. The study concluded that most respondents are the owners and had been operating for 16-20 years with ten customers daily and below. Results revealed that in terms of product innovation, the local products industry is open to new handicraft developments and to achieve competitiveness. While in terms of marketing strategies, Ilocano artisans agreed that the 7ps of marketing play a significant role in this industry because the performance of existing strategies used for marketing handicrafts is far from satisfaction. Relatively, the respondent expressed their agreement on the impact of local government support on their businesses. In addition, there was a significant difference when grouped according to profile. With this, the research paper proposed a framework for local product development in the Ilocos Region founded on the result of the study and provided relevant recommendations.
Keywords: handicraft industry, local product, development framework, Ilocos region, Philippines
DOI: https://doi.org/10.5861/ijrsm.2024.2013
Cite this article:
Guzman, J. M. S., & Apritado, J. M. (2024). Product innovation, marketing strategies and local government support to handicraft industry in Ilocos Region: Inputs for local product development framework. International Journal of Research Studies in Management, 12(7), 153-166. https://doi.org/10.5861/ijrsm.2024.2013
* Corresponding Author