Customer preferences for customized household furniture

Torsten Lihra, Urs Buehlmann and Raoul Graf

Journal of Forest Economics, 2012, vol. 18, issue 2, 94-112

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.

Keywords: Mass customization; Furniture; Conjoint analysis; Consumer preference (search for similar items in EconPapers)
JEL-codes: L73 M11 M3 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (5)

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DOI: 10.1016/j.jfe.2011.11.001

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