Graduate Thesis Or Dissertation

 

Marketing practices of textile-related, home-based business owners Public Deposited

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  • The present research was an exploratory study which investigated the marketing practices of textile-related, home-based business owners. Questionnaires were mailed to 204 textile-related, home-based businesses throughout the continental United States. The final response rate was 42 percent with 86 useable questionnaires. A five-point semantic differential scale was used to measure the importance of reasons for starting the textile-related, home-based business and the importance of the following marketing issues: (1) distribution methods; (2) promotion methods; and (3) educational and professional marketing resources. Reasons given by respondents for starting their textile-related, home-based business which received the highest importance means were "to work flexible hours" and "to be my own boss." These two reasons were not significantly different in importance from each other, but were statistically more important than the third highest importance mean, "to have a creative outlet." The most important distribution method was "selling directly to consumer" (M̲ = 4.54). The most important promotion method was "word of mouth" (M̲ = 4.73). None of the educational and professional resources achieved a mean importance score of 4.00 or higher. The importance scores for the four highest means were not statistically different from the highest mean. The difference between self-study books (M̲ = 3.99) and community/junior college seminars (M̲ = 3.29), the fifth importance mean, was statistically different (p̲ < .05). The resource, self-study books, was nominated the most important resource by 23.5 percent of the respondents. Marketing reach, a summed score of geographic marketing area, distribution methods, and promotion methods, was analyzed in relation to the variables education level of the business owner, marketing training, contribution of the business to household income, product/service orientation of the business, and the importance of the reason "to be my own boss" for starting the textile-related, home-based business. Findings indicate that the higher the score for marketing reach, the higher the education level of the business owner, the more likely the business owner was to have received marketing training, and the more important the reason "to be my own boss" to the starting of the textile-related, home-based business. The correlation between marketing reach and the variables contribution of the business to household income and product/service orientation of the business were not statistically significant.
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