Consumer Behavior on Furniture

As the stinting conditions Is tough and challenging In recent years. Cost of liveliness Is increasing, peculiarly for those new home puzzleers, Like new couple ups, families with new-born piece, or moving give away of p atomic number 18nts home. For the general new home starter, nones legal injury and financial electric receptacle is a big concern on their e veryday life. The look at and bribe of furniture would be an inevitable process as they need to start building up and furnishing their new home. They would opt for mathematical yields that offering the benefits of good living standard, simply with come forward sacrifice too much of their earning or income.In the situation and offer sort we focus on in this analysis, kea and preterite would be much likely be the choice to be made In the final finality. Purchasing off-the-shelf product, sooner then tailor-made, good guest value and affordable footing are a few major criteria In such case. However consumers would gestate different parcel outation for their finality depending on their Individual factors. From having the wants and demand to the step of making purchase conclusion and consumption. There are deferent factors that would influence and affect the consumer finis.There are devil sources that influence purchasing behavior. The first one is formal sources which are sweet of well-plotted 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 flesh and culture etc. marketing Efforts product kea offer product with S coffin naildinavian purpose and glossy appearance, KEA earmark materials to suit the many different necessarily and fine preference. The large catalogue of choice in products maximize the chance of purpose products to your need. preterit offer very generic type of product that perform the fundamental practical and mappings. preterit have few numbers of choices in all(prenominal) category, if you have any(prenominal)what very specific preference, it great power be tall(prenominal) to match your exact want and desire. Promotion Both KEA and preterit have utilized web page, social media and also sales procession to attract customers. KEA have a strong buzz separately year, promote using television advertisement, often using humor that earn buzz and recall rate. preterite focusing on adverting in newspapers, and brochure with coupons.Also PIP memberships as a loyalty programmer that encourage reprize purchase. Price Both KEA and Preterit has set affordable price for their product that attract many customer and purchase. Also note that since the products KEA offer are unique and with marque hollo, customer are more than reassert if they are paying a subprogram more. However Products that Preterit offer are more generic and very uniform, customer might understudy to other brand with similar product offered by a sw cease price supp lier, so that Preterit have to compete with price or otherwise provide products with better get the beliefd value and customer benefits.Place Preterit which has al about 30 retails covered in Hong Kong, when compared to KEA which has only 3 stores in Hong Kong alone a larger comprehensive stores. The slightly remote distance and limited distribution channel might be a bit pull back if you are a busy someone or if you only want to see small quantity purchases. merely if the customer would like to buy a range of product or simply enjoy the obtain experience of KEA. This desire will stick a driving force strong enough to stimulate the put through of visit and purchase. Family Family is a basic concept in society.The main grammatical construction of family is espo give couple, nuclear family and extended family. Besides, single-parent family and unmarried family are included as well. Consumer hobo be easily influenced by parents, siblings, and relatives based on their prev ious(prenominal) experience. Nuclear family and extended family whitethorn prefer to buy from Preterit. The perception from Preterit is classic intention, fair quality, and ready-made fashion model. KEA provide S massdinavian design with good quality and flexible combination as well as wide range of food color for fall uponion which reinforce the motivation of married couple to buy from them.Informal sources Informal sources are basically unpaid and unplanned. The intellection attraction could be our friends, 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 leadership 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 chromatography column content are unpaid.Consumer cannister compare Preterit and KEA products by browsing following sources Editorial content from newspapers, magazines Blob, Forum Photo sacramental manduction websites Brand community Discount and progression websites TV Programs Social class Social class has its own characteristic of values, attitudes and behavior that distinguish the member of various social classes, see below diagram In terms of income, lour 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. last and Subculture Culture is shared, learned, symbolic system of values, beliefs and attitudes that form and influences perception and behavior. It is learned through genetic from enervation to coevals, which included Formal learning from parents and siblings Informal learning, such as teachers and idols Technical learning, such as school and professional institute Product prefe rence and brand loyalty ceaselessly influence from one generation to another.For example, parents will bring a coherent their kids to KEA for shopping because they enjoy shopping in KEA with different products for selection and rase kids can select kids furniture for themselves. The substantiating brand image begins in early puerility 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, religious 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 immaterial influence, furniture companys marketing strategy (APS) influence new couples perception, attitudes and teach them to learn or falsify their attitudes towards their products. These marketing strategies can hang societys existing canon 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 need to buy new furniture.Two different task actualisation styles actual state types &038 desired state types are described on our case. Actual state types, they recognize double coat bed is needed. craved state types, they already have double sizing bed but desire new design attractive bed, e. G. Princess bed. Purchases Search New couple usually search their memory first, browsing internet, go to shopping and they whitethorn engage in extensive search of outside if no experience. valuation 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 apply before and acceptable. They have already established the basic criteria for evaluation, but not completel y 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 their comprehend quality of Perceived risk associated with the brand, e. G.Consumer may not handle self- fiction furniture by themselves after evaluation, and also information costs deliver 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 elicited 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 bonny weight the price between brands.Uncompensated decision rules when couples evaluate such size of bed excee d, they will forgive that brand. They may make decision to turn off or withdrawal from purchasing after shopping if they cannot suffer a suitable bed. Psychological Field Motivation As we know that consumer needs is the essence of marketing concept. However each consumer have their vary needs and wants depending on the culture environment and affection. Therefore item-by-item 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, at that place 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 cordially and dulcet interior and environment so that they can provide a coos tune for their friend and relative when visit, to fulfill the social needs The motives and needs can have positive and negative dir ections that impel positive rives and negative drives.In most situation for the consumer, it is largely driven by positive motives, for examples, KEA has always inject and project the warm and happy home environment and painting in their promotional materials such as catalogue and advertisement which farm a positive desire for consumer to dream of and the need and want of having the dulcet home using the KEA furniture product. Associate the warm and gratifying image with the brand KEA. Motivation can have the bi-direction of positive and negative, it can also be distinguish into rational motives and emotional motives.There are flummoxd 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 panache and trend on design s tyle, color and material used. erudition 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 natural 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 think for the positioning. For instance, each year KEA has a new shooting of low-price have ad shown on television. Using the televisions advertisement media has the advantage of reaching the mass, but catching the audience forethought in the clutter is a challenge.kea has use many witty ideas and humor to catch attention and convey the means of low- price, the use of dramatic visual and theme, exaggerated facial expression, music, mountain and motion with the contrast color, figure and ground, bold size fonts, helps to catch attention in order t o 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 soft 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 olfactory modality 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 last for only seconds is very limited, message have to be brief and sharp, it is smart to leave a open-ended diaphragm that the catalogue is out now, to let the consumer to response and find out more from the catalogue by mail, in-store or online.Personality Personality defined as the intragroup psychological characteristic determine and reflect Consumer who choose 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 customized and DID to suit their personal need, letting consumer to have 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 set customer as they position their product / furniture tends to be more like a smart product than a technical product. stance A learned predisposition always influences their attitudes toward or avoids the object.Transcri ption 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 &038 operate attributes, form a preference and intent to buy. KEA has provided customized, DID, Nordic stylish &038 self-assembly products, and Preterit provided a localized design, assembled products. Those specific brands product features is influence consumer attitude, both(prenominal) perform attitude-toward-object model.For examples, KEA illustrate FAX printing presss 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 example wardrobe consumers evaluate the wardrobes functions, what and how it can provide and belief the wardrobes can reward their need. Attitudes are also influence by companys marketing strategy, a societal marketing strategy of KEA people &038 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, family 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 &038 orbiter 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 &038 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 some displayed furniture &038 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 response that they consider ready to buy.Reinforcement increases the likelihood that specific response will occur in the future as the result of particular cues. KEA, Preterit are well-know and fond brand, according to classical conditioning theory, KEA, Preterit are an un learn stimulus, the supreme 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 wardr obes 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 the behavior, KEA perform a positive reinforcement by repeating design better home &038 low price messages.By assuring customer satisfaction with their products, the benefit &038 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 postproces sor evaluation is perform. A positive discrimination is when the