Background
A prominent furniture retailer sought to understand consumer purchasing behaviors and preferences in the realm of home furniture. They commissioned Sapience, a well-renowned research agency, to undertake a comprehensive study
Objectives
To uncover key drivers that influence consumers when deciding where, when, and how they buy furniture, and to identify the primary factors that sway their purchase decisions.
Methodology
Research Approach: Quantitative
Research Tool: Structured questionnaire administered via Computer-Assisted Telephone Interviewing (CATI).
Sample Size: 1200 respondents
Sample Distribution:
- Riyadh: 40% (480 respondents)
- Jeddah: 40% (480 respondents)
- Dammam: 20% (240 respondents)
Interview Duration: Each interview lasted between 15 to 20 minutes.
Demographics of Respondents:
- Gender: Both males and females were included.
- Age: Respondents aged from 20 to 60 years.
- Nationality: Residents of the Kingdom of Saudi Arabia (KSA)
Key Finding
- Store Preference: Furniture chains are most preferred, especially among males (54%). Females (32%) show a notable inclination towards furniture exhibitions.
- Shopping Journey: 59% of consumers visit just one store before buying, indicating brand loyalty or prior research.
- Decision Time: Majority (52%) spend days deciding on a purchase, emphasizing the significance of the investment.
- Selecting Factors: Product quality & durability reign supreme at 84%. In contrast, in-store recommendations influence only 7% of buyers.
Conclusion
The research offers profound insights for the client. It’s evident that while brand and product quality are paramount, there’s an under-tapped potential in the online market. The tactile experience is crucial in furniture purchasing, but there’s room for enhancing the online shopping journey, possibly through augmented reality or virtual try-ons. Furthermore, given the low influence of in-store recommendations, staff training could shift towards understanding individual customer needs rather than pushing for specific products.
Recommendation
- Enhance the in-store experience to leverage the preference for physical stores.
- Explore technological innovations to bridge the gap in the online furniture shopping experience.
- Prioritize customer-centric training for in-store staff to meet individual needs and preferences.
By analyzing these insights, the client can craft targeted marketing strategies, refine in-store experiences, and perhaps redefine their online presence, ensuring they stay ahead in the competitive furniture market.