Published 2002; 232 pagine; US$ 3750.00
Purchases of household furniture are broken down by product type: kitchens (with or without built-in appliances), tables and chairs, bedroom furniture (bedroom suites, beds, wardrobes), dining room furniture (bookshelves, cupboards, tables, chairs), upholstered furniture (sofas, sofa beds, armchairs, recliners), children's furniture (beds, wardrobes, shelves, desks), home office furniture (desks, swivel chairs, bookshelves, pc tables), bathroom furniture, garden and outdoor furniture. The style of household furniture (contemporary/modern, classic/traditional/rustic) and purchase price range are also considered. The average total spend on home furniture is provided, as well as spend on single furniture item.
All the above mentioned data on purchases of household furniture are broken down by socio-demographic characteristics of purchasers (geographic area, size of urban centre, sex, age and profession of head of family), purchase price range and distribution channel. Availability of computer and Internet connection is also considered.
The purchasing process is analysed according to: reasons for purchase, criteria of choice in the purchase, decision-making process within the family nucleus, sources of information about furniture, degree of recollection of names of furniture brands, criteria of choice and type of distribution channel (specialized dealers, furniture retailers, large scale distribution, Do-It-Yourself, craftsmen, direct sales, antiques shops), degree of customer satisfaction and reasons for any dissatisfaction, means of payment.
The consumer's life-style is examined on the basis of socio-economic status, decision-making process within the family nucleus, living conditions.
Il rapporto analizza il comportamento del consumatore italiano di mobili per la casa: stile di vita, conoscenza del mercato, mobili acquistati, motivazioni d'acquisto, prezzi, canali distributivi, marche, punti vendita
TABLE OF CONTENTS
TABLE OF EXHIBITS
- Level of education, age and profession of the interviewee
- Breakdown of household furniture purchases by product type and geographic area, size of urban centre, sex, age, profession of head of family
- Breakdown of household furniture purchases by style and product type, distribution channel, availability of Internet connection
- Reasons for household furniture purchasing by geographic area, size of urban centre, sex, age, profession of head of family, product type, price range, distribution channel
- Criteria of choice of household furniture
- Reasons for choosing the sales outlet
- Number of visited sales outlets by socio-demographic characteristics of purchasers
- Breakdown of household furniture purchases by purchasing channel and product type
- Degree of customer satisfaction by type of purchaser and geographic area
- Reasons for any dissatisfaction
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