Artisan jewellery : understanding consumer behaviour in order to help artisans move to consolidation stage of e-commerce

Abstract

This research focuses on an understanding of customer behaviour as regards the manner artisans within the artisan signature jewellery sector are to capitalise on e-commerce. The latter technology needs to be appreciated both as a promotional and informative medium. As a researcher, it was felt that the potential of this electronic medium from a marketing standpoint enjoys sufficient space for profitable development in the visionary future. It is envisaged, that this medium, once understood and artisans appreciate its potential, will in turn help the Maltese artisan sector to expand. This tends to conduce to an increase in sales, and possibly the design of competitive pricing strategies. Further this study sought to explore distinct perspectives of consumers ranging from perceived benefits, word of mouth, personalised on-line communications and fashion consciousness. The outcomes indicate that this electronic media enjoys a high potential to generate sales and expand the jewellery artisan sector in Malta- a potential which if not opportunistically exploited will be lost.