Preferences of different target groups of consumers in case of furniture purchase
Oblak, Leon (Author), Glavonjić, Branko (Author), Pirc Barčić, Andreja (Author), Bizjak, Teja (Author), Grošelj, Petra (Author)

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In a market environment where changes are constant, understanding customer buying behaviour is crucial for companies in order to operate both successfully and effectively. We analysed how different age groups and net monthly incomes per household influence consumer decisions in Slovenia, Serbia and Croatia in the case of furniture purchases, when the three main factors are material, price and service. Each factor was further divided into three levels. In the case of material, the respondents could choose between solid wood, chipboard and fibreboard or other materials. In the case of price, they could choose between a low, middle or high price range, and in the case of services, they could choose between pre-sales, sales and after-sales services. With conjoint analysis, we analysed the markets in Slovenia, Serbia and Croatia. The important differences in consumer buying behaviour in these three countries were discovered. The results of the research will serve as a useful basis for wood sector companies to design more successful marketing strategies, which will help them to achieve their goals in different target markets.

Keywords:marketing, buying decision process, furniture, conjoint analysis
Work type:Article (dk_c)
Tipology:1.01 - Original Scientific Article
Organization:BF - Biotechnical Faculty
Number of pages:Str. 79-87
Numbering:Vol. 71, iss. 1
ISSN on article:0012-6772
DOI:10.5552/drvind.2020.1932 This link opens in a new window
COBISS.SI-ID:5647782 This link opens in a new window
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Record is a part of a journal

Title:Drvna industrija
Shortened title:Drv. ind.
Publisher:Šumarski fakultet Sveučilišta u Zagrebu, Hrvatsko šumarsko društvo, Croatiadrvo, d. d., Exportdrvo, p. o.
COBISS.SI-ID:2858754 This link opens in a new window

Document is financed by a project

Funder:ARRS - Agencija za raziskovalno dejavnost Republike Slovenije (ARRS)
Funding Programme:P4-0059
Project no.:P4-0059
Name:Gozd, gozdarstvo in obnovljivi gozdni viri

Funder:ARRS - Agencija za raziskovalno dejavnost Republike Slovenije (ARRS)
Funding Programme:P4-0015
Project no.:P4-0015
Name:Les in lignocelulozni kompoziti

Secondary language

Title:Sklonosti kupaca pri donošenju odluke o kupnji namještaja
Keywords:marketing, odločevalski procesi, pohištvena industrija

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