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.