Authors :
H. M. N. M. Heenkenda; M.A. P. D. P. Wickramaratne
Volume/Issue :
Volume 8 - 2023, Issue 9 - September
Google Scholar :
https://bit.ly/3TmGbDi
Scribd :
https://tinyurl.com/4dd5v5zr
DOI :
https://doi.org/10.5281/zenodo.8410125
Abstract :
Wooden Furniture is one of the fiercest
competitive industries in Sri Lanka. Improving sales on
household wooden furniture of State Timber Corporation
(STC) via consumers’ insights on marketing is essential to
survive in market and to gain market share. Hence, the
objectives of this study was to investigate the consumer
profile and home furniture purchase decision-making
process and to find the factors influence of marketing mix
on consumers’ decisions to purchase wooden furniture
products from STC. To realize previously mentioned
objectives, 60 STC furniture customers from Boossa and
Pallekake showrooms and another 60 household furniture
customers near to those showrooms were conveniently
selected. Primary data were collected through field
survey by using pre-tested structured questionnaire and
secondary data was utilized to increase the value of the
findings. Wilcoxon sign rank test was employed to
analyze the data. Consumer Profile information reveled
that majority of respondents were married, males belong
to middle aged category. In addition, income level,
education level, and knowledge on timber of STC
customers were higher than other household furniture
customers were. Most of STC customers were
government employees with large household areas. As per
findings, most respondents recently required new or
additional piece of furniture. Visiting showroom helped
them to get an idea or information on furniture purchase.
Most respondents usually visited approximately three
stores before making their purchase decision by
themselves. In basic merchandise, the function was
considered as the most important product characteristic
having a positive influence on the furniture purchase.
Majority of respondents mentioned that they had good
experience in furniture showrooms. It was also found
main operational strategies that furniture shops should be
improving their service image especially in delivery and
warranty. Finally, this study suggests that in STC, e-
marketing should be improved while reducing prices by
cutting down costs and wastages in order to compete with
the local competitors.
Keywords :
Consumer Buying Behavior, Marketing Mix, Wooden Furniture.
Wooden Furniture is one of the fiercest
competitive industries in Sri Lanka. Improving sales on
household wooden furniture of State Timber Corporation
(STC) via consumers’ insights on marketing is essential to
survive in market and to gain market share. Hence, the
objectives of this study was to investigate the consumer
profile and home furniture purchase decision-making
process and to find the factors influence of marketing mix
on consumers’ decisions to purchase wooden furniture
products from STC. To realize previously mentioned
objectives, 60 STC furniture customers from Boossa and
Pallekake showrooms and another 60 household furniture
customers near to those showrooms were conveniently
selected. Primary data were collected through field
survey by using pre-tested structured questionnaire and
secondary data was utilized to increase the value of the
findings. Wilcoxon sign rank test was employed to
analyze the data. Consumer Profile information reveled
that majority of respondents were married, males belong
to middle aged category. In addition, income level,
education level, and knowledge on timber of STC
customers were higher than other household furniture
customers were. Most of STC customers were
government employees with large household areas. As per
findings, most respondents recently required new or
additional piece of furniture. Visiting showroom helped
them to get an idea or information on furniture purchase.
Most respondents usually visited approximately three
stores before making their purchase decision by
themselves. In basic merchandise, the function was
considered as the most important product characteristic
having a positive influence on the furniture purchase.
Majority of respondents mentioned that they had good
experience in furniture showrooms. It was also found
main operational strategies that furniture shops should be
improving their service image especially in delivery and
warranty. Finally, this study suggests that in STC, e-
marketing should be improved while reducing prices by
cutting down costs and wastages in order to compete with
the local competitors.
Keywords :
Consumer Buying Behavior, Marketing Mix, Wooden Furniture.
