What sort of shoppers value handmade products the most?
Handmade items can feel really special and unique. Even more so when they’re a gift for a loved one – such as on Valentine’s Day.
But do people really value them? Are they really smart business?
Tuba Degirmenci and her co-authors Associate Professor Frank Mathmann and Professor Gary Mortimer, took a closer look, running two studies into shoppers’ reactions to handmade products.
Tuba is a PhD Candidate in Marketing, and she’s in the Faculty of Business & Law, School of Advertising, Marketing & PR, at the Queensland University of Technology.
She joined us on the Thursday Daily this morning to share what she and her co-researchers found.
Want to read more?
Article in The Conversation: Does ‘made with love’ sell? Research reveals who values handmade products the most
Research report in the Journal of Consumer Behaviour:
Made With Love: Examining Consumer Engagement With Handmade Versus Machine-Made Production Cues.
