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. Age Under 20 years 41-50 years 3. Education College or equivalent Doctoral Degree 4. Employment Status Unemployed Dependent 5. Marital Status Single Government Employee Retired Bachelor Degree
Female
21-30 years 31-40 years 61 years and up
51-60 years
Master Degree
Employee
Self-employed
Married
1 Children 4 Children
2 Children
5 Children & Above
7. How many members are there living in the same household? 1 Person 2 Person 3 Person 4 Person 8. Monthly household income. Less than 100,000 Ks 500,001-700,000 Ks 5 Person
100,001-300,000 Ks 700,001-900,000 Ks
Above 900,000 Ks
Twin House
Condominium
Apartment
Purchasing Pattern 1. How often do you tell others when you have had a good experience or satisfied service while purchasing furniture? Always
Sometime
Never
2. How often do you tell others when you have had a bad experience or unsatisfied service while purchasing furniture? Always Sometime
Never
3. Which are the most important factors that you consider when buying furniture? (Please give priority to your strategies) Lifelong Durability Design Price Quality Brand Service & Installation After Sale Service The Personal Care for Customer Fast Service Warranty Color Material Comfort Ease of Maintenance Matching with Other Items Size Suitable for the Place The Location of the store
4. Who has influenced you the most to make a decision of purchasing new furniture? Parents Husband/wife 5. How do you find the price? Right Price Sales Promotional Price Relative Friends
Children
Myself
Reasonable Price
Discount Price
No
6. The cheaper the price of the products, the more the consumer will buy.
Yes
Yes
7. Buying Expensive and Brand products make me feel as if my living standard becomes higher.
No No
8. I purchase the items because of the other persons recommendation not because of the price. Yes
Yes
No
11. When shopping at the showroom rather than furniture mall, I feel as if my living standard becomes higher. Agree
Disagree
Two stores Five stores
12. How many stores did you look at before you bought furniture? One store Four stores
Three stores
Six stores or more
13. Please describe the form of sale promotion you like best. Discount Lucky Draw Giving free gift Coupon Contents Visiting Celebrities Others
14. When you bought new furniture last time, how long had you been seriously thinking about buying once? Buying new furniture or started looking seriously at furniture advertisements or reading articles about new furniture in magazines or Newspaper. Immediately or 1 day 2 days to one week 8 days to one month 1-2 months 2-4 months
4 months or more
15. What is likely the source where you get the information and ideas about home furnishing products from?(Can choose more than one option) T.V
Brochure/Catalogue
Website/Internet
Book/Magazines
Salesperson
16. Concerning the advertisement of the Furniture Shop, describe the media you think as most suitable you like best?(The first priority will be classified as No.1 and the second priority as No.2 and so on) Newspaper Magazine 2 Pamphlet 1 Direct mail Radio T.V Online Billboard Electronic Billboard
Others
Recently moved to a new residence Impulse purchase (see it and like it) Planning to buy a new model or style of furniture
Behavioral Intention to Purchase Furniture Sr. Particulars 1 My Family has a crucial influence on my furniture purchase. 2 It bothers me if my friends or my family disapprove of my furniture purchase. 3 If a celebrity who I admire is endorsing a furniture product, I feel like buying that one. 4 A salesperson can influence me to select the furniture. 5 I buy different furniture brands to get some variety. 6 I will buy only my most favorite furniture brand. 7 I always buy the same furniture brands because I am afraid
Yes
No
8 9 10 11 12 13 14 15 16 17 18 19 20
that the new furniture will not match with the old one. I will buy knock-down furniture, if the store offers furniture assembly service. I will buy furniture, if the store offers delivery service. The store environment encourages me to buy furniture. I will buy furniture in the store that I regularly visit. When buying furniture, I pick one with the lowest price. I am more likely to buy furniture that is on sale. Discount furniture might either remain in stock or obsolete products. I will buy cheaper furniture rather than more expensive one, but the former must meet certain quality requirements. I think that the higher price of furniture, the higher quality. I prefer to buy finished furniture rather than knock-down furniture, even thought the knock-down furniture is cheaper. I think that the knock-down furniture is cheaper and has a shorter product life cycle than finished furniture. When buying furniture, I pay more attention to new models or styles the current ones. I am willing to go shopping for furniture at stores outside the city or far away from my place.