Memmy Roque Iledan (Author)
Abstract
The pottery industry in Lezo, Aklan is a business that manufactures and sells different pottery products. This qualitative research using a case study approach examined the marketability, sustainability, challenges, and coping strategies of pottery owners. It aimed at ascertaining the profile of the pottery owners and workers, their marketing and adaptive strategies, challenges experienced in the marketability and sustainability of their business, and their coping strategies. The validated researcher-made focus group discussion questions were used to gather data from the 12 participants, nine (9) DTI registered pottery owners, and three (3) workers. Data were analyzed and interpreted using frequency and thematic analysis. Findings revealed that pottery owners and workers were females. Most owners were between 32 to 40 years old. All were married, high school graduates, and had been in the industry for 13 to 19 years. On the other hand, most workers were single, ages 18 to 30 years old, and college level. Owners were selling and promoting their products through displaying in stall areas, posting on social media, word of mouth, cash, installment, and digital/online payment, and mostly having pick-ups and few deliveries. Several challenges were related to the product’s marketability, customer demand and supply, customer preferences and satisfaction, and sustainability of business capital, raw materials, and workers’ salaries. In response, owners employed coping strategies such as borrowing capital from lending institutions, promoting products on social media, and collaborating with colleagues/workers to increase the volume of products. Despite these challenges, the owners’ resilience and adaptability through strategic planning and community support help in the sustainability and success of the pottery industry.
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Keywords: Marketing strategies, Marketability, Sustainability, Adaptive strategies, Challenges, Coping strategies, Pottery