Investigation of the impact of quality certificates in furniture consumer preference: Example of Kocaeli province

This dissertation examines the impact of quality documents on the preference of customers in furniture. Within the scope of the study, information is gathered about the impact of quality documents by performing face to face survey with 400 consumers with different socio-demographic characteristics residing in Kocaeli Province. Survey results are coded into the SPSS package program to obtain a data set. Statistical analyses were carried out benefiting from this data set and the results were revealed. Data presented in the findings and discussions sections are compared with studies in the literature and interpreted. Statistical assessments unveil that 46.5% of the participants make their own assessments about quality in their preference of furniture within their families. Despite numerous variable factors, 58,1% of the participants were found to be willing to pay more for the furniture with quality documents. In addition to that, another result is 51,7% of the participants attach importance to the quality documents while purchasing furniture. This study lays a foundation for furniture companies while also shedding light to the customers besides furniture producers. Keywords: Consumer preference, Furniture, Kocaeli, Quality, Quality certificates.