Consumer Behavior on Furniture

As the economic conditions Is tough and challenging In recent years. Cost of living Is increasing, especially for those tonic home starters, Like saucily couples, families with virgin-born member, or moving out of p bents home. For the general new home starter, money terms and financial issue is a big concern on their casual life. The need and purchase of furniture would be an inevitable process as they need to start building up and furnishing their new home. They would opt for products that offer the benefits of respectable living standard, but without sacrifice too much of their earning or income.In the situation and target group we focus on in this analysis, kea and Preterit would be more managely be the choice to be made In the final decision. Purchasing off-the-shelf product, rather then tailor-made, good node entertain and affordable value are a few major criteria In such(prenominal) case. However consumers would wee-wee distinguishable consideration for their deci sion depending on their separate factors. From having the wants and demand to the step of making purchase decision and consumption. There are deferent factors that would influence and affect the consumer decision.There are two sources that influence grease ones palmsing expression. The graduation one is formal sources which are kind of hygienic-planned and paid sources. The second source is informal, which is kind of a not pre planned and non-paid sources like family, informal sources, social shape and culture etc. Marketing Efforts overlap kea offer product with Sfannydinavian throw and realiseive appearance, kea provide materials to suit the many different needs and precise preference. The large catalogue of choice in products maximize the chance of finding products to your needs.Preterit offer very generic vitrine of product that arrange the basic practical and functions. Preterit have few numbers of choices in each category, if you have well-nigh very specific prefer ence, it talent be secure to match your exact want and desire. Promotion Both kea and Preterit have utilized web page, social media and also sales promotion to attract guests. KEA have a strong buzz each year, promote using television advertisement, often using humor that create buzz and move back rate. Preterit focusing on adverting in newspapers, and leaflet with coupons.Also PIP memberships as a loyalty programmer that encourage reprize purchase. Price Both KEA and Preterit has assemble affordable price for their product that attract many customer and purchase. Also note that since the products KEA offer are unique and with brand, customer are more Justified if they are constituteing a dapple more. However Products that Preterit offer are more generic and very uniform, customer ability switch to other(a) brand with similar product offered by a lower price supplier, so that Preterit have to compete with price or otherwise provide products with better perceived value and customer benefits.Place Preterit which has almost 30 retails covered in Hong Kong, when compared to KEA which has only 3 stores in Hong Kong but a larger comprehensive stores. The slightly remote distance and limited distribution channel might be a bit pull back if you are a busy person or if you only want to make small quantity purchases. But if the customer would like to buy a range of product or simply enjoy the shopping experience of KEA. This desire will become a driving index strong enough to stimulate the action of visit and purchase. Family Family is a basic concept in society.The main structure of family is married couple, nuclear family and extended family. Besides, single-parent family and widowed family are included as well. Consumer can be easily influenced by parents, siblings, and relatives based on their past experience. Nuclear family and extended family may prefer to buy from Preterit. The perception from Preterit is classic excogitation, fair quality, and read y-made model. KEA provide Scandinavian design with good quality and flexible combination as well as wide range of color for selection which reinforce the motivation of married couple to buy from them.Informal sources Informal sources are basically unpaid and unplanned. The mind leader could be our tremblers, neighbors, colleagues, teachers, and idols. Nowadays, it is quite common to ask opinion leader about the brand and product before consumer make the decision of purchase. Preterit and KEA, he will ask opinion leaders and the comments from opinion leaders will influence consumers behavior. Other non-commercial sources Other non-commercial sources including different types of social media and editorial content are unpaid.Consumer can compare Preterit and KEA products by browsing following sources Editorial content from newspapers, magazines Blob, Forum Photo sharing websites Brand community neglect and promotion websites TV Programs Social class Social class has its own characte ristic of values, attitudes and behavior that distinguish the member of various social classes, see to a lower place diagram In terms of income, lower middle class consumers only can afford lower price products from Preterit because of limited budget.Middle class consumers have sufficient money to spend on KEA products which can reinforce their self-image and taste. Culture and Subculture Culture is shared, defineed, symbolic system of values, beliefs and attitudes that form and influences perception and behavior. It is learned finished transmitted from enervation to generation, which included Formal learning from parents and siblings Informal learning, such as teachers and idols Technical learning, such as school and professional institute Product preference and brand loyalty always influence from one generation to another.For example, parents will bring along their kids to KEA for shopping because they enjoy shopping in KEA with different products for selection and even kids ca n select kids furniture for themselves. The positive brand image begins in early childhood and extends throughout a persons entire life. On the other hand, subculture is a group of people share similar beliefs, values, and common experiences. Subculture group can be differentiated by age, ethnic, unearthly Consumer Decision Making In decision making process, more than one alternative must be available, even decide not to buy.We focus on new couples how they make buying decision on -bed. Input As we discussed previous in external influence, furniture companys merchandising strategy (APS) influence new couples perception, attitudes and teach them to learn or change their attitudes towards their products. These marketing strategies can hang societys existing code of behavior, culture or subculture is likely to affect how and what consumers purchase in long term if successful. Need Recognition When new couple move out from their parents, even rent or buy a new house, they perceive a ne ed to buy new furniture.Two different problem recognition styles genuine state types & desired state types are described on our case. veritable state types, they recognize double size bed is needed. Desired state types, they already have double size bed but desire new design attractive bed, e. G. Princess bed. Purchases Search New couple usually hunting their memory first, browsing internet, go to shopping and they may engage in across-the-board search of outside if no experience. Evaluation of Alternatives Evoke set come to their mind such as KEA, Preterit and so on.These evoke set might be influenced by their parents that used before and acceptable. They have already established the basic criteria for evaluation, but not completely established preferred among the choice of brands, than they search for additional brand information. Three specific level of consumer decision making limited problem solving are examined. When new couple evaluating those brands, they based on thei r perceived quality of Perceived risk associated with the brand, e. G.Consumer may not handle self- assembly furniture by themselves after evaluation, and also information costs salve with that brand, e. G. KEA only 3 stores, time consuming to visit and too far away from their home. While the couples collecting information about evoked set brands, two decision rules in their mind compensatory and uncompensated decision rules. Compensatory decision rules, they evaluate those brands similar attributes and weighted it, than make a ranking. For example, the size of bed of KEA and Preterit are also fit for their home, they Just weight the price between brands.Uncompensated decision rules when couples evaluate such size of bed exceed, they will clear that brand. They may make decision to postpone or withdrawal from purchasing after shopping if they cannot find a suitable bed. Psychological Field demand As we know that consumer needs is the essence of marketing concept. However each co nsumer have their vary needs and wants depending on the culture environment and affection. Therefore separate are triggered by motivation that drive their individual action.Apart from the primary perspective of having the physical product and its function of furniture that serve the generic goals, in addition, thither are also acquired needs. Some might want to have a bit more comfort, safety, reliability for the protection of young kids at home. Some might have the affection and would love to have a warm and pleasant interior and environment so that they can provide a coos atmosphere for their friend and relative when visit, to fulfill the social needs The motives and needs can have positive and negative directions that impel positive rives and negative drives.In most situation for the consumer, it is for the most part driven by positive motives, for examples, KEA has always inject and project the warm and happy home environment and scene in their promotional materials such as ca talogue and advertisement which create a positive desire for consumer to dream of and the need and want of having the pleasant home using the KEA furniture product. Associate the warm and pleasant image with the brand KEA. Motivation can have the bi-direction of positive and negative, it can also be distinguish into rational motives and activated motives.There are certain types of consumers who would be apparently acting with viewing the amount of benefit they can get from the product related to the cost spent. On the other hand, there are certain type of consumer who would act with emotional motives and subjective ideas. The motives can be aroused by the mood of the showroom or the mien and trend on design style, color and material used. Perception Perception is more about the subjective of how people think about it rather than the actual objective fact of what it is.The dynamic of perception consists of the aspect of Selection Organization and Interpretation altogether composes a meaningful coherent picture from individual. Perception can be developed and influenced by advertising and promotion as well as other marketing mix that intended for the positioning. For instance, each year KEA has a new shooting of low-price featured ad shown on television. Using the televisions advertisement media has the advantage of reaching the mass, but catching the audience attention in the clutter is a challenge.Kea has use many witty ideas and humor to catch attention and convey the message of low- price, the use of dramatic visual and theme, overdraw facial expression, music, mound and motion with the contrast color, figure and ground, bold size fonts, helps to catch attention in order to promote the message. The same applied on the Kea catalogue and in-store poster, using sharp, bright color and big bold fonts on the minimal background, simply spell out the message in a clear way and to catch attention in a glance.Also, the imagery used in the catalogue are in pleasant color and finespun tone, some images will also include models / actors of kids playing happily or family and friends lying back comfortable on couch, creating a warm and sweet life and lead to the nonuser to grouping and associate Kea brand and product with sweet and comfortable home in a positive way. TV ad that travel for only seconds is very limited, message have to be brief and sharp, it is smart to leave a open-ended closure that the catalogue is out now, to let the consumer to resolution and find out more from the catalogue by mail, in-store or online.Personality Personality defined as the inner psychological characteristic determine and reflect Consumer who rent KEA need to adopt this new idea and practice that they need to get very involved when purchase KEA product. Consumer who has high consumer innovativeness and low in dogmatism are more likely to accept KEA. Many of the KEA products allow consumer created and DID to suit their personal need, letting consumer to h ave some involvement. So to some extended consumer who choose KEA has the need for uniqueness, and willing to have some involvement with the high optimum stimulate level.KEA furniture emphasized on design and attracted too many customers who with style conscious, featured many pictorial, nicely photographed visual images on catalogue and other promotional materials. These will be appealing to visualizes type f consumer which should be appropriate for the intended target customer as they position their product / furniture tends to be more like a chichi product than a technical product. Attitude A learned predisposition always influences their attitudes toward or avoids the object.Transcription attitude model consists of cognitive, affective and connotative components, consumers perceive and learn about companys products such as a stylish and self-assembly of Kikes products, price competitive and assembled products of Preterits products, consumers evaluate those particular products & services attributes, form a preference and intent to buy. KEA has provided customized, DID, Nordic stylish & self-assembly products, and Preterit provided a localized design, assembled products. Those specific brands product features is influence consumer attitude, both perform attitude-toward-object model.For examples, KEA illustrate FAX pressings features, consumers can customize their individual need with huge range accessories to create their dreams wardrobes. Muff can be based on space, budget, amount of clothing and home-style to create an type wardrobe consumers evaluate the wardrobes functions, what and how it can provide and belief the wardrobes can satisfy their need. Attitudes are also influence by companys marketing strategy, a societal marketing strategy of KEA people & plant which influence consumers attitudes towards their brand, attitude-toward-the-ad model is examined.TV ads, Backbone, APS provide an important source to influence consumers personal experiences, fa mily and friends. These marketing strategies can change consumers attitudes due a brands is in conflict with consumer attitude. For aforesaid example, an environmentally-oriented People & Planet Positive strategy, their attitude may change toward to KEA, Resolving woo conflicting attitudes is examined. Advertisements with product specification, real life scenario presented in catalogues which changing the basic motivational function in KEA catalogs.Learning Advertising promotional videos, price & store displays are cues of KEA, Preterit to stimuli consumers motives directly, consumers responded to surfing their websites they looking for or go to the shops to look around displayed furniture & price. If consumer is rewarded, they learned to associate the purchase with a pleasant feeling and are likely to repeat the learned behavior and become a loyal customer. For instant, KEA store displayed in real life scenario which may serve as a cue for consumers, and constitute their repartee that they consider ready to buy.Reinforcement increases the likelihood that specific solvent will occur in the future as the result of particular cues. KEA, Preterit are well-know and lucky brand, according to classical conditioning theory, KEA, Preterit are an unconditioned stimulus, the unconditional response is consumer perception, KEA implies that the products are stylish, Preterit implies that the products are practice and popular, conditioned response would be consumer ring their furniture because of the belief that they embody which their name is associated.Instrumental conditioning is examine while consumer learn, for example, stores carry the wardrobes they prefer at prices they can afford to pay by shopping a number of stores (KEA, Preterit, DISC, etc. ), one they find KEA wardrobe meets their needs, they are likely to make decision to buy. While consumer is satisfied, they are more likely to repeat buying furniture at KEA, KEA store loyalty is reinforced. To reinforce t he behavior, KEA perform a positive reenforcement by repeating design better home & low price messages.By assuring customer satisfaction with their products, the service & buying experience. For examples, KEA business provides home design service a close personalized relationship with customers is also another form of nonproductive reinforcement. A systematic reinforcement encourage customer to repeat purchase, consumer receive their cash coupons after they brought a certain amount. Output When couple find a brand product such as KEA wardrobe fit their need, they decide to purchase. After they used, they evaluate the wardrobes performance, a postprocessor evaluation is perform. A positive discrimination is when the