Handicrafts have a traditional value which holds the indigenous ethnicity of a particular
region. The skills to produce those products has continues flow from generation to
generation. Though in the modern world, the industrial product has taken over the market
still it has the popularity. The purpose of our research is to find out the factors that
influence the Swedish customers‟ purchase decision of handmade crafts. Hence, this study
was done in Sweden.
Our research question is based on Theory of Planed Behavior (TPB) and Theory of
Reasoned Action (TRA). These two theories are relevant when assesses the human
behavior in question and the influential factors behind the behavior. To conduct this
research the quantitative method has been chosen. From the three cities of Sweden we
collected a total of 320 responses from people of different gender, income, age and
occupation.
With the help of the TPB and TRA we have developed our hypotheses. Each of our
hypotheses is based on the each element of TPB. From the analysis it is seen that different
factors influence the Swedish customers‟ purchase decision of handicraft products. Such as
- product‟s authenticity, genuineness, artistic value, origin of the craft, their income level
etc. They give value to the opinions of their important referent groups too. However,
among different influential factors it is confirmed that opinions of friends and family have
the highest influence on the purchase decision. Product appearance and showing up the
shoppers‟ social status are the next two most
I hope it helps, have a good day ;)
