Process of lighting fixtures purchasing in Italy
This report studies the behaviour of the Italian consumers of lighting fixtures, taking into consideration: lighting product characteristics, purchasing process, consumer's profile. Purchases of bulbs are also considered. The study is based on 420 telephone interviews with families who purchased lighting fixtures worth at least ITL 50,000 over the previous 12 months. Purchases of lighting products are broken down by product type (floor lamps, table lamps, wall lights and brackets, chandeliers & multi arm fittings, flush fittings, bathroom mirror lights, spotlights projectors, built-in spotlights, outdoor and garden lights), style of lighting product (contemporary/modern/design or classical/traditional), material (glass/crystal, steel/aluminium/metal, bronze/brass, wood, plastic) and positioning of the source of light. The type of light source is also considered (traditional screw-type bulbs, halogen bulbs, fluorescent energy saving bulbs, fluorescent neon tubes). The average total spend on lighting appliances is also provided as well as spend on each type of lighting appliance.All the above mentioned data on purchases of lighting products and bulbs are broken down by socio-demographic characteristics of purchasers: geographic area, size of urban centre, sex, age and profession of head of family. The purchasing process is analysed according to: reasons for purchase, degree of recollection of names of lighting brands and retailers, criteria of choice in the purchase, distribution channels for lighting products, loyalty to the sales outlet, information channels about the lighting products (magazines, Internet), degree of customer satisfaction and reasons for any dissatisfaction. Purchases of lighting fixtures are broken down by product type and purchasing channel: design lighting retailer, traditional lighting retailer, furniture and lighting retailer, large furniture and lighting chain, retailers and wholesalers of electric materials, hypermarkets and department stores, DIY, other (direct sales, craft products, antiques, mail order, gift shops). The consumer's life-style is examined on the basis of socio-economic status, value models (choice of consumer goods, cultural consumption, leisure activities), decision-making process within the family nucleus, living conditions, type of furnishings.
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