The Effects of furniture specifications on purchasing decisions according to some socio-demographic consumer characteristics

Abstract

Abstract Adaptation of the customer expectations to the product is a requirement of quality-oriented structuring. Starting from here, it is necessary to research the expectations and priorities of the customers at certain time intervals and to reflect these expectations on the product. This study aimed to determine factor priorities in purchasing furniture and effect levels of each factor on furniture purchase decisions according to some socio-demographic characteristics of consumers such as gender, marital status, age and education level in Türkiye. The questionnaire method has been used to determine the effect levels of 1–9 scale of 14 furniture specifications such as material, brand image, quality certificate, service life, safety, aesthetics, durability, etc. on furniture purchase decisions according to consumers’ characteristics. The data obtained from the questionnaire forms of 1218 individuals who participated online through Google Forms were analyzed statistically. Regardless of any socio-demographic characteristics, functionality is the most effective factor in furniture purchasing, followed by lifetime and aesthetics. Ease of assembly is the least effective factor. The furniture specifications such as quality certification, lifetime, reliability, aesthetics, size, functionality, durability, warranty and after-sales services are more effective in women's purchasing decisions than men's. The specifications of brand value, lifetime, aesthetics, size, price and ease of assembly are ineffective in the purchasing decisions of individuals from different age groups. In addition, the effect levels of the factors vary according to marital status and education level. The results obtained from this research will be useful in making managerial decisions about marketing.