Consumer Attitudes and Buying Behavior for （消费者的态度和购买行为）.pdf

Consumer Attitudes and Buying Behavior for Home Furniture Prepared for: Franklin Furniture Institute Furniture Outreach Program Prepared by: Nicole Ponder Professor of Marketing Department of Marketing, Quantitative Analysis, and Business Law College of Business Box 9582 Mississippi State, MS 39762 Phone: (662) 325-1998 Fax: (662) 325-7012 Email: nponder@ This report was prepared with the help of a grant supplied by Lane Furniture Company and the Furniture Outreach Program at the Franklin Furniture Institute. The author wishes to thank Toni Ford for her help with data analysis. Thanks also to Bill Martin and Amy Garrard for their helpful comments during survey development. July 10, 2013 TABLE OF CONTENTS LIST OF TABLES ii EXECUTIVE SUMMARY iii INTRODUCTION 1 PROBLEM IDENTIFICATION 2 RESEARCH METHOD 4 SURVEY DEVELOPMENT4 DATA COLLECTION AND SAMPLING PROCEDURE 5 DATA ANALYSIS 8 RESULTS 9 PROBLEM OR NEED RECOGNITION 9 FURNITURE AND THE SELF-CONCEPT 10 FAVORITE FURNITURE IN THE HOME 12 FREQUENCY OF PURCHASE DECISIONS 13 INFORMATION SEARCH 14 EVALUATIVE CRITERIA 15 CONSIDERATION SET 18 INFORMATION SOURCES 19 ALTERNATIVE EVALUATION 24 OUTLET SELECTION AND PURCHASE 27