Species, furniture type, and market factors influencing furniture sales insouthern Germany

摘要

The aim of this study was to investigate the furniture markets in Central Europe as a case study focusing on the economic area of Munich, southern Germany. The topics studied were the breakdown by species and furniture types and the marketing factors used to differentiate the product or the sales approach. The factors were divided into 19 different classes, which were classified empirically during the study: price, design, species, furniture selection, domestic product, general quality, durability of materials, "green attributes" extra equipment, delivery in pieces, new products, finishing (waxed and oiled), waxing, oiling, stable construction, guarantee, material, comfort, and practicality. Data were collected from the advertisements in provincial and local newspapers and from advertisements distributed by furniture stores. The most important marketing factor was design (28.2%), which was almost 10 percentage points more than for the second most important factor, species (18.7%). Price was ranked third(14.9%). "Green attributes" and finishing (waxed and oiled), which are ecological factors, were ranked fifth and seventh. "Green attributes" were even more common among the marketing factors than the concept of quality. According to this study, there are large differences in the marketing of wood furniture in different European countries, e.g. Finland and Germany. In Finland, furniture is marketed as good value for the money, large selection, and domestically produced. In Germany, design, species, and pro-environmental factors are highlighted. When "green attributes" and species are used in advertising, pro-environmental thinking is being emphasized.