consumer preference in furniture.pdf

This paper aims to analyze the characteristics of world and Italian furniture sector. It defines the factors that influence consumers choice of the product and analyze the furniture preferences in the different cultural environment. Furniture industry The consumers furniture preferences in different markets Daria Troian Master in International Management 2009-2011 UNIVERSITY OF TRENTO 1 | P a g e Contents Introduction 2 Furniture market outlook 3 1. World furniture market outlook 3 2. Italian furniture market 5 Factors that influence consumer’s furniture choice 10 3. Factors that shape consumer preferences 10 4. Role of the appearance 12 5. Role of the culture 14 Different furniture preferences among the countries 16 6. Product appearance and design 16 7. Different furniture preferences among the countries 18 Conclusions 25 Bibliography 26 Appendix 27 2 | P a g e Introduction Manufacturers and retails are continuously expanding their business horizons. The aim to go with its own product abroad is usually accompanied by the series of “internalization challenges”: different distribution chains, adaptation of communication strategy and different sectors can usually face a necessity of their product adaptation. The degree to which local consumer accepts the standardized product can be explained by their geographic origin and cultural affiliation. So, it is therefore important to fully understand and conceptualize the influence of the culture on consumption behavior. This paper looks on furniture business, its structure, organization and competitive forces. The main characteristic of the good is a high dependence on consumer esthetic preference. Appearance, design and quality apart from price are the main competitive filed for the producers. Therefore, while considering the internalization of the furniture businesses is it always a dilemma to