Mindset of Small-Scale Garment Business: Production and Marketing Perspective Muhardi(1), Dede R. Oktini(1), Nurdin(1), Norsiah Binti Hami(2), Salmah Binti Omar(2), Shafini binti Mohd Shafie(2)
(1) Universitas Islam Bandung
(2) Universiti Utara Malaysia
Abstract
The objective of this research is to understand small-scale garment business practitioners based on the perspectives of production and marketing. This research utilizes a descriptive qualitative method. The required data is primary data obtained from depth interview with garment industry practitioners in Bandung City and Bandung Regency. Based on this research, it was revealed that the small-scale garment industry practitioners^ mindset based on the production perspective are mostly aiming to locate the best production method (creativity is no longer a method but a mindset), noting that the market demand are often comes with a relatively rapid life cycle. This is why, market responses regarding their products are often transformed into vital inputs for garment business practitioners to develop market-oriented products. Most of the practitioners think that cost is related to extravagance- which is the reason why they implement lean concept in their production activities. Related to the production mindset, garment business practitioners also reflect their attention towards marketing activities. Customer loyalties is considered as a vital component of their businesses because customer is considered as the soul of their business instead of burdens, and marketing is considered as margin centre instead of cost centre. Based on this research, we concluded that the small-scale garment practitioners^ mindset mostly possesses production mindset which is an important part of their business and to create continuous quality improvement by making their market and customers as a vital asset that vital for their businesses.
