Competition on the furniture industry market is ever increasing. Successful companies differ from unsuccessful ones in their understanding of the needs of target customers, and of the capabilities of the company itself. A story plays an important part in selling a product. Rolf Jensen establishes that only those, who will be good "story tellers" first and good managers second, shall become penetrating market leaders. It is necessary to understand the psychology of human decisions, like what we respond to, and what the reason for purchase is. We need to understand the factors of human response stimulation, such as colour, shape and patterns. Interior design is far from simply placing objects in a room; it is perfecting human desires according to possibilities given by the room. The thesis presents an insight into crucial influences persuading a buyer to buy, and an analysis of housing profiles in an age-diverse population. It is determined that people do not know or are not informed enough on the influence of different factors, engulfing them on a daily basis. Among other things, the research determines that most people live in an environment, which they would like to change, that they are surrounded by colours and patterns having unknown effects to them. Money plays no part in the decision to purchase, if the buyer likes the product, and that housing profiles in an age-diverse population are presented in approximately the same percentages, with no major discrepancies.
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