A SURVEY ON THE CHALLENGES FACING HANDICRAFT BUSINESSES IN IMPLEMENTING PROMOTION STRATEGIES FOR THEIR PRODUCT

ABSTRACT: The study specifically was aimed at ascertaining the challenges faced by handicraft businesses in Benin city in implementing product promotion strategies. This study reviewed and anchored its framework on the Need Theory  and Equity theory.  The study adopted the survey research design and randomly enrolled participants in the study. A total of 100 responses were validated from the enrolled participants where all respondent are active handicraft businessmen in Benin city in Edo State. The study also found that the strategy in use – personal selling was very effective at both centres. In terms of challenges faced by handcraft businesses in promoting their products, the study found out that Government negligence, exploitation, lack of training, lack of financial support, lack of promotion assistance from stakeholders, tax related complaints, expensive working tools. The study recommends that the Government through its relevant ministries, departments and agencies should come forth with support or policies that would create an environment for all stakeholders, including financial institutions, training institutions, and NGOs, to lend a helping hand in promoting skills development in the area as well as the promotion of handcraft businesses and products.