Factors influencing the consumer choice of arts and crafts products in Uganda: A case study the Buganda Road African Village

Abstract

This report is an attempt to examine the factors influencing consumer’s choice on art and craft products in Uganda. The main objectives of the study is to identity the existing art and craft products, to assess the level and pattern of consumption of the art and craft products in the Buganda Road African village and to examine the different factors influencing consumer choice of art and craft products in the Buganda Road African village. The study was mainly quantitative and questionnaires were used as the main research instruments. The researcher collected data from 80 respondents including 50 visitors, 20 retailers and 10 association leaders from Buganda Road African village. The study established that a number of art and craft products are sold at Buganda Road African Village include textile, wood and paper craft, ceramics, leather, jewelry and ornament. It was found out that visitors are influenced by a number of factors to buy products from African village including good quality products, affordable prices, good value of money, souvenir to remember Uganda, usefulness of the product not being bulky and attractiveness of the product. The study further comes up with factors limiting visitors to buy products which included high prices of the products, low quality of the product, bulkiness of the product, limited choice of the product and poor customer care services. The researcher concluded by establishing recommendations to the problems affecting Buganda Road African village including adopting new technology, producing high quality art and craft, carrying out market research, improving infrastructures, and good customer care.