Expanding Market Reach of Local Creative Artists in Naga City
Abstract
This research examined the challenges and marketability factors impacting local artists in Naga City, Camarines Sur, Philippines. It determined demographic variables such as age, gender, income, art types, and marketing platforms. It also identified the challenges of local artists in terms of promotion, partnerships, profitability, and government support. Using data gathered through surveys and interviews with local artists, the research applied a mixed-method approach to analyze correlations between artist profiles, challenges faced, and marketability factors, including pricing, market channels, and product appeal. Findings have identified that inadequate promotion, poor government support, and limited collaborations severely restricted handmade crafts' marketability, resulting in diminished profitability and competitiveness in local and national markets. To address these issues, a marketing toolkit was proposed to provide actionable strategies for expanding market platforms and enhancing the sustainability of handmade crafts. By offering insights into the unique needs of Naga City’s artistic community, the study aimed to support cultural preservation and foster sustainable economic development.
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