Factors affecting furniture preference: An application in Bursa

In this study, the changing phenomenon of consumption with its general framework was handled and factors influencing the buying behaviors in the furniture sector were evaluated with the survey study. Within this scope, a series of factors affecting the buying behaviors in furniture sector has for the first time been quantitatively investigated; additionally, factors, which women and men find determinant in the buying process, were compared. Thanks to this, important contributions, regarding the factors affecting the choices of consumers in Turkey in general consumption expenditures, were presented to literature. All these evaluations were quantitatively carried out through testing the models and hypothesizes determined earlier. The city of Bursa, where intensive furniture production is made, was selected as the pilot area. The findings of this study showed that low and medium status consumers mostly prefer high-quality furniture as well as furniture with long guarantee term while high-status consumers prefer high-priced furniture. Besides, the study also indicated that the quality of furniture offered for sale raises the commitment of consumers to the relevant brand. Finally, it was noted that a great majority of consumers, when buying furniture, take into consideration not only the guarantee period and quality of furniture but also some elements of trust such as after-sales services. We think that trust-centered furniture sales strategies that will be created by manufacturers will increase their sale successes.