Preferences of different target groups of consumers in case of furniture purchase

Oblak, Leon (author), Glavonjić, Branko (author), Pirc Barčić, Andreja (author), Bizjak Govedič, Teja (author), Grošelj, Petra (author)

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.

• Language: English
• Keywords: marketing, buying decision process, furniture, conjoint analysis
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: BF - Biotechnical Faculty
• Publication status: Published
• Publication version: Version of Record
• Year: 2020
• Number of pages: Str. 79-87
• Numbering: Vol. 71, iss. 1
• PID: 20.500.12556/RUL-116913
• UDC: 630*72
• ISSN on article: 0012-6772
• DOI: 10.5552/drvind.2020.1932
• COBISS.SI-ID: 5647782
• Publication date in RUL: 16.06.2020

Record is a part of a journal

• Title: Drvna industrija : Znanstveno stručni časopis za pitanja drvne tehnologije
• Shortened title: Drv. ind.
• Publisher: Šumarski fakultet Sveučilišta u Zagrebu, Hrvatsko šumarsko društvo, Croatiadrvo, d. d., Exportdrvo, p. o.
• ISSN: 0012-6772
• COBISS.SI-ID: 2858754

Secondary language

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

Projects

• Funder: ARRS - Slovenian Research Agency
• Funding programme: P4-0059
• Project number: P4-0059
• Name: Gozd, gozdarstvo in obnovljivi gozdni viri

• Funder: ARRS - Slovenian Research Agency
• Funding programme: P4-0015
• Project number: P4-0015
• Name: Les in lignocelulozni kompoziti