Analysis of the type of commercialization of handicraft products made in the region of Escarcega

Abstract

Currently, artisanal activity represents a source of economic income for the artisans of the municipality of Escárcega, this activity is practiced mainly by family tradition that has been transmitted from generation to generation, however this sector lacks knowledge about the business field, they offer their products. In its own premises or in small fairs or sales points and in few exhibitions, this has the consequence that the crafts made in this region are not known or valued by consumers from other geographical areas. Therefore, it is important that artisans have defined their marketing methods as well as have developed the necessary sales strategies. The general objective of this research is to identify the types of marketing and distribution channels of craft products to design a proposal that promotes and facilitates the sale of crafts from the Escárcega region through Marketing strategies. For this, a qualitative method was used, applied for the documentary phase and descriptive for the field research. Using random sampling for data collection, using main techniques for collecting information, processing the data and disseminating the results, giving guidelines for the steps prior to training for this sector, it is expected to obtain the most precise and real results possible to have a complete and effective investigation, which allows identifying the main problems that limit the marketing of artisanal products, the main distribution and marketing channels of artisanal products.