ABSTRACT
In this study, we investigate the competitiveness in the handicraft sector in Michoacan, Mexico. To determine the competitiveness levels of this Mexican group, we used independent variables, namely quality, the pricing strategy, the technology used, logistics, and marketing strategies, while the dependent variable used was competitiveness. The methodology that we used consisted of a survey which was divided into three sections: the first section considers age, gender, and type of products; the second section includes a SWOT analysis; and the last section consists of 57 Likert-type items. We included 155 handicraftsmen for the study, in which the fieldwork processing showed that Cronbach’s alpha reached up to a value of 0.896, indicating high levels of reliability. The results obtained was located in the range of “regular competitiveness”, which means that the handicraftsmen analyzed reached only up to 62% of the expected competitiveness levels.
