There is a lot of potential for high quality and uniquely designed fashion accessories and artifacts in both Kenya and Tanzania. With the rise in demand for these products among the locals due to the growth of the middle class, special emphasis needs to be put to target this group.
The key objectives of this research are as follows:
establish the handicrafts customer profiles, to determine trends and perceptions towards handicrafts in Kenya and Tanzania, to uncover the consumption habits of the consumers, to understand the attitudes, values, drivers and barriers to using handicrafts, to understand the knowledge, perceptions towards the Fair Trade concept, to find out level of interaction with Fair-Trade items and to establish communication and media consumption habits.
