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The Italian market for children's furniture
CSIL, January 2003, III Ed., Pages: 66
Price: EUR 800.00 / US$ 1088.80
Report in Italian language only.
Summary: a brief statement of the content of the report
In 1999 the Italian market for children's furniture (beds, wardrobes, bookcases, desks and other furniture for children in wood, lacquer and laminates) was worth ITL 2,000 billion. Italian families made approximately 500,000 purchases, spending an average of ITL 4,500,000 for a complete children's room and ITL 2,500,000 for other items. Families made a further 650,000 purchases of wardrobes and bookcases amounting to a total of ITL 2,000 billion. In Italy roughly 15,000 traditional furniture outlets sell children's furniture, wardrobes and bookcases, but the market share of the large scale retail trade, which includes large multi-product chains such as IKEA, Mercatone Uno and Semeraro, is growing.
This report studies the behaviour of the Italian consumers of children's bedrooms and wardrobes, taking into consideration: characteristics of purchased children's furniture, purchasing process, consumer's profile. The study is based on 480 telephone interviews with families who purchased kids' furniture worth at least ITL 1,000,000 over the previous 12 months.
Purchases of children's furniture and wardrobes are broken down by: product type (kids' room furniture sets; single furniture for kids' room - beds, wardrobes, bookcases, computer tables/desks; wardrobes for other rooms; library/shelving for living rooms; library/shelving for study rooms), material of furniture (solid and veneered wood, laminated, lacquered and other), style of furniture (contemporary/modern, traditional/rustic), purchase price, number of purchased items.
All the above mentioned data on purchases of children's furniture and wardrobes are broken down by socio-demographic characteristics of the purchasers (geographic area, size of urban centre, sex, age and profession of head of family), purchase price and distribution channel (specialized distribution, non-specialized distribution, large scale distribution, craftsmen). Availability of computer and Internet connection is also considered.
The purchasing process is analysed according to: reasons for purchase, degree of recollection of names of children's furniture and wardrobes brands and retailers, criteria of choice in the purchase, distribution channels, loyalty to the sales outlet, degree of customer satisfaction and reasons for any dissatisfaction.
The consumer's life-style is examined on the basis of socio-economic status, decision-making process within the family nucleus, living conditions, type of furnishings.
Products covered include: solid wood children's furniture, veneered wood children's furniture, laminated children's furniture, lacquered children's furniture, children's bedroom furniture, children's room furniture sets, beds, wardrobes, bookcases, computer tables, desks, chairs/seats, library/shelving for living rooms, library/shelving for study rooms, shelves, contemporary/modern children's furniture, traditional/rustic children's furniture, household furniture.
(Copyright: CSIL Milano)
Contents: short index and selected companies mentioned
- Methodology and main results in brief
- Children's furniture consumer's profile
- Socio-demographic characteristics of purchasers: geographic area, size of urban centre, sex, age and profession of head of family, number of family members
- Characteristics of purchased children's furniture
- Type of purchased children's furniture
- Price of kids' furniture
- Number of purchased items for children's room
- Material of children's furniture
- Style of children's furniture
- Criteria of brand selection
- Breakdown of brands by product type
- Loyalty to specific brand
- Reasons for children's furniture purchase and criteria of choice
- Reasons for children's furniture purchasing
- Criteria of choice in children's furniture purchase
- Criteria of sales outlet selection
- Number of visited sales outlets
- Name of selected sales outlet
- Type of distribution channel
- Size of sales outlet
- Loyalty to the sales outlet
- Criteria of sales outlet choice
- Degree of customer satisfaction and reasons for any dissatisfaction
- Life-style of the consumer
- Size of home and type of furnishings
- Availability of computer and Internet connection
- Selected companies mentioned:
- Artec/Colombini, Battistella, Berloni, Besana, Colombini, Flou, Foppa Pedretti, G&D, Ikea, Imac, Lema, Mercatone Uno, MobilGirgi, Molteni, Mercatone Zeta, Poliform, Record, Scavolini, Tisettanta, Zalf
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The Italian market for children's furniture (IT.22)
- Publisher: CSIL
- Price: Euro 800.00 / US$ 1088.80
- Language: Italian
- Pages: 66
- Publication date: January 2003
- Copyright: CSIL Milano
- Status: available for online purchase and immediate download
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