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Customer preferences for customized household furniture

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  • Lihra, Torsten
  • Buehlmann, Urs
  • Graf, Raoul

Abstract

In the context of market globalization, furniture manufacturers attempt to differentiate their products to attain competitive advantages. Mass customization is one strategy enabling such differentiation. This study measured, through a choice-based conjoint analysis, the value that US American consumers assign to the availability of customization when buying furniture. Roughly 50% of consumers’ product choice is driven by price, 20% by product customization, 20% by delivery time, and 10% by the time needed to customize the product. Thus, while there is a customer segment driven by price, there also is a segment, consisting mainly of females, that values product customization.

Suggested Citation

  • Lihra, Torsten & Buehlmann, Urs & Graf, Raoul, 2012. "Customer preferences for customized household furniture," Journal of Forest Economics, Elsevier, vol. 18(2), pages 94-112.
    • Handle: RePEc:eee:foreco:v:18:y:2012:i:2:p:94-112
    DOI: 10.1016/j.jfe.2011.11.001
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    References listed on IDEAS

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    4. Jerrod Penn & Wuyang Hu & Linda Cox & Lara Kozloff, 2016. "Values for Recreational Beach Quality in Oahu, Hawaii," Marine Resource Economics, University of Chicago Press, vol. 31(1), pages 47-62.
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    Keywords

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    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L73 - Industrial Organization - - Industry Studies: Primary Products and Construction - - - Forest Products

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