Impact of Marketing Mix on Consumer Buying Behavior of Household Wooden Furniture

Authors : H. M. N. M. Heenkenda; M.A. P. D. P. Wickramaratne

Volume/Issue : Volume 8 - 2023, Issue 9 - September

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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.


Paper Submission Last Date
31 - December - 2023

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