A study of consumer preferences for traditional handicraft products of the Sanjiang Dong ethnic group: an interview method perspective

Liang Xianfei and Zairul Anuar Md. Dawam (2024) A study of consumer preferences for traditional handicraft products of the Sanjiang Dong ethnic group: an interview method perspective.

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Abstract

This study aims to explore consumer preferences for traditional handicraft products of the Dong ethnic group in Sanjiang, and to find out consumers' satisfaction with demand, popularity, opinions on improvement, and expectations of the products through qualitative research methods using face-to-face informal interviews. The results of the study show that consumers recognise the cultural attributes and exquisite craftsmanship of existing products, prefer diverse and portable creative products, want to incorporate Dong cultural symbols into modern commonly used artefacts, highlight the cultural and educational functions of the products, and have high expectations for experiential and customised services. Based on this, it is recommended to improve the craftsmanship of craftsmen, increase the diversity and creativity of product types, enhance product quality and cultural added value, clarify branding strategies, and develop small and practical products to meet modern market demands.

Item Type:	Proceedings
Keyword:	Sanjiang Dong ethnic group, traditional handicraft products, consumer preference, informal interviews
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-9999 Industries. Land use. Labor > HD2321-4730.9 Industry > HD2340.8-2346.5 Small and medium-sized businesses, artisans, handicrafts, trades N Fine Arts > NK Decorative arts > NK1-(9990) Decorative arts
Department:	FACULTY > Academy of Arts and Creative Technology
Depositing User:	SITI AZIZAH BINTI IDRIS -
Date Deposited:	05 Mar 2025 14:24
Last Modified:	05 Mar 2025 14:24
URI:	https://eprints.ums.edu.my/id/eprint/43045

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