Marketing mix strategies for traditional and craft products in Algeria Field study

Abstract

In general, this study is aimed at revealing the reality of the marketing of traditional and craft products in Algeria from the point of view of craftsmen. It also seeks to identify, protect and manage the scientific and practical means available for traditional and craft products. The importance of the study is to demonstrate the basic characteristics of Algeria's traditional products and crafts sector and the important role it can play in achieving development in the context of economic transformation. To this end, the study relied on the analytical descriptive approach by addressing the strategies of the trades marketing mix, the analysis of the results of the field study, as well as the use of a sample field survey method through a questionnaire distributed to craftsmen, while the SPSS programme was used to address the questionnaire. This study found that the market for traditional and craft products in Algeria lacks the most basic marketing rules, as a result of the absence of professional marketing companies and institutions to assist craftsmen in marketing their products, so that these products can be made available to applicants at the appropriate quality, price, time and place.