Conclusion of Findings

In summary, the findings from secondary and primary research methods are valuable for the understanding of the British domestic crafts industry. First, the outcomes of both approaches suggest that the British homemade crafts industry is growing fast. A source recorded that crafts account for 1.35 percent of the total value of goods exported by the UK. Moreover, this research finds that the key players, which are also Zuza’s main competitors in the market include Ethnic supplies, Shanti Shanti colors of Nepal, Tilnar Art, Sunlovers, Namaste, Green Tulip, Shared Earth, Spark Etail Limited, Folksy, and Ethical Shop.

On the other hand, it is shown by the result of the primary research method that Zuza’s ethical trade criteria is critical for its success in the developing market. The findings from secondary sources demonstrated the business’ effort to supply crafted products which meet sustainability criteria. Equally, evidence from primary research backs this outcome by affirming how important sustainability has become to consumers. Thus, organizations are shifting their focus to sustainable products.

Furthermore, it is shown by findings from secondary research that Zuza Trading’s marketing/advertising strategy involves the use of Facebook, its website, and Instagram. In the same way, the primary analysis demonstrates the company’s reliance on social media to communicate to customers. The strategy works effectively for Zuza Trading because the majority of its potential and existing clients are frequent social media users. Additionally, Zuza uses street markets, wholesales, and its online store to distribute its products.

Further, the results of interviews and online surveys equally provide insightful information about the industry as well as Zuza Trading’s positioning within the sector. First, it is shown by the sustainability analysis that consumers in this market favor handcrafted products that are environmentally friendly, ethically produced, and socially beneficial. However, most buyers do not take into consideration, the origin of crafted products when making purchasing decisions.

On the other hand, it is interesting to note a few differences among the findings of secondary and primary research methods. For instance, in regards to how frequent consumers buy handcrafted products, the primary research suggested that the majority of respondents purchase handcrafted products for special occasions. Sources linked this trend to the fact that these kinds of products are considered as non-necessities. Moreover, those who buy handcrafted products purchase them from Fairs and Street markets according to the secondary sources.

However, evidence from primary research shows that the majority of young people tend to shop online. Additionally, from secondary research findings, it is found that consumers buy handcrafted products without regards to where it is manufactured. By contrast, first-hand information from the interview and online surveys illustrate that some categories of customers think the country of origin of the product is a factor to affect their choice.