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Process of household furniture purchasing in Italy

III Ed. , 232 pages
Price (single user license): EUR 2500.00 / US$ 2830.25
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Language: Italian  - Report in Italian language only
Report Code: IT.1
Publisher: CSIL
Copyright: CSIL Milano
Status:available for online purchase and immediate download

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Description

The Italian market for home furniture (including kitchens, bedrooms, dining rooms, upholstery, kids furniture, home office, outdoor furniture) is worth about Euro 14 billion. Between March 2001 and March 2002 almost 5 million Italian families purchased household furniture: 61% of purchases were made through furniture retailers and 16% through large scale distribution.

This report studies the behaviour of the Italian consumers of household furniture, taking into consideration: characteristics of purchased home furniture, purchasing process, consumer's profile. The study is based on 903 telephone interviews with families who purchased home furniture worth at least Euro 260 over the previous 12 months.

Purchases of household furniture are broken down by product type: kitchens (with or without built-in appliances), tables and chairs, bedroom furniture (bedroom suites, beds, wardrobes), dining room furniture (bookshelves, cupboards, tables, chairs), upholstered furniture (sofas, sofa beds, armchairs, recliners), children's furniture (beds, wardrobes, shelves, desks), home office furniture (desks, swivel chairs, bookshelves, pc tables), bathroom furniture, garden and outdoor furniture. The style of household furniture (contemporary/modern, classic/traditional/rustic) and purchase price range are also considered. The average total spend on home furniture is provided, as well as spend on single furniture item.

All the above mentioned data on purchases of household furniture are broken down by socio-demographic characteristics of purchasers (geographic area, size of urban centre, sex, age and profession of head of family), purchase price range and distribution channel. Availability of computer and Internet connection is also considered.

The purchasing process is analysed according to: reasons for purchase, criteria of choice in the purchase, decision-making process within the family nucleus, sources of information about furniture, degree of recollection of names of furniture brands, criteria of choice and type of distribution channel (specialized dealers, furniture retailers, large scale distribution, Do-It-Yourself, craftsmen, direct sales, antiques shops), degree of customer satisfaction and reasons for any dissatisfaction, means of payment.

The consumer's life-style is examined on the basis of socio-economic status, decision-making process within the family nucleus, living conditions.

Products covered include: home furniture, kitchen furniture (fitted kitchens, kitchens without built-in appliances, kitchen tables, kitchen chairs), bedroom furniture (bedroom suites, beds, wardrobes), dining room furniture (bookshelves, cupboards, tables, chairs, occasional furniture), upholstered furniture (upholstery suites, sofas, sofa beds, armchairs, recliners), children's furniture (children's bedrooms, beds, wardrobes, shelves, desks), home office furniture (desks, swivel chairs, bookshelves, pc tables), bathroom furniture, garden furniture, outdoor furniture, contemporary/modern furniture, classic/traditional/rustic furniture.

Abstract of Table of Contents

Research objectives, methodology and main results in brief
Household 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 household furniture
Number of purchases by price range
Breakdown of purchased household furniture by product type
Breakdown of purchased household furniture by style
Reasons for household furniture purchase and criteria of choice
Reasons for household furniture purchasing
Criteria of choice in household furniture purchase
Decision-making process within the family nucleus
Degree of recollection of names of furniture brands
Criteria and process of selection of the distribution channel
Breakdown of purchased furniture by product type and distribution channel
Reason for choosing the sales outlet
Number of visited sales outlets
Services available at the sales outlet
Degree of customer satisfaction, reasons for any dissatisfaction
Means of payment
Sources of information
Magazines or newspapers as a sources of information
Availability of computer and Internet connection
Some focuses on household furniture purchasing
Upper-range, middle-range, economic-range household furniture; independent sales outlets, large scale distribution, craftsmen; north and south; small and large centres
Appendix:
Questionnaire

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