Interneti roll mööbli ostmisel ja ostuotsuse kujundamisel
The role of the internet in the purchase of furniture The purpose of this bachelor’s thesis was to find out how important are the different factors when buying furniture and what kind of possibilities are active internet users using when looking for furniture. In the theoretical part there is an overview of the development of Estonian furniture market to show not only the state at the moment but also the movement and progress. While gathering the theoretical information, I found that there isn’t much research done on consumer behavior for furniture. But some finding from other product groups can also be applied for furniture. Standardized questionnaire was used and distributed through different forums. The selection consisted of 173 people from who 131 were women and 43 were men. The selection consisted of mainly people who had actively looked for furniture recently or at least thought about the subject. The conducted analysis concluded that the importance of different factors depends on the situation and the consumer, but it was possible to do some generalizations and conclusions. Also the importance of different factors has changed in time. Active internet users use mostly internet sources for finding information about furniture, but other channels are also used. The opinions of other people are also of some importance. Finding information about furniture from the internet was found rather easy, but there was some information which was hard to find. There was some discontent with the information on the homepages of furniture stores. It is concluded that for a detailed view of consumer behavior and for further research qualitative interviews are necessary.
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