Labels serve as a source of external information during the consumer decision–making process, and frequently contribute to consumers’ prior knowledge of different products as well as their search activities prior to purchase of furniture. Labelling of a wide range of products, such as food and clothing has been investigated with regard to the effectiveness of the label, to convey information and draw consumers’ attention to the product, and the usage of the labels by consumers. However, no literature suggests the existence of labels with regard to furniture items, or consumers’ expectations about furniture labels. It is believed that labels on furniture items could assist consumers during the pre–purchase information search of the decision–making process. The current study investigated consumers’ expectations of furniture labels, during the pre–purchase information search of the consumer decision–making process, in order to propose furniture labels. The objectives of the study were to determine what questions regarding product information consumers frequently ask store assistants prior to furniture purchasing; to determine consumers’ expectations regarding furniture labels in terms of the product information on the label, the appearance of the label and the placement of the label on furniture items; and finally to suggest a preliminary furniture label according to consumers’ expectations. A mixed–method research approach was followed, using a two–phase exploratory design. Qualitative findings indicated that consumers enquire about the type of materials used for the manufacturing of furniture items, finishes used on items, quality, guarantees, warrantees, design, performance, maintenance, care instructions and colours of items. Similarly, quantitative results showed that the majority of respondents deemed the price, materials used, cleaning instructions, guarantee and warrantees important to be displayed on the furniture label. Appearance characteristics were summarised and preliminary furniture labels were suggested accordingly. These labels can be used by product developers, marketers, and the furniture industry to assist consumers during their pre–purchase information search of the consumer decision–making process. / Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2011.

Labels serve as a source of external information during the consumer decision–making process, and frequently contribute to consumers’ prior knowledge of different products as well as their search activities prior to purchase of furniture. Labelling of a wide range of products, such as food and clothing has been investigated with regard to the effectiveness of the label, to convey information and draw consumers’ attention to the product, and the usage of the labels by consumers. However, no literature suggests the existence of labels with regard to furniture items, or consumers’ expectations about furniture labels. It is believed that labels on furniture items could assist consumers during the pre–purchase information search of the decision–making process. The current study investigated consumers’ expectations of furniture labels, during the pre–purchase information search of the consumer decision–making process, in order to propose furniture labels. The objectives of the study were to determine what questions regarding product information consumers frequently ask store assistants prior to furniture purchasing; to determine consumers’ expectations regarding furniture labels in terms of the product information on the label, the appearance of the label and the placement of the label on furniture items; and finally to suggest a preliminary furniture label according to consumers’ expectations. A mixed–method research approach was followed, using a two–phase exploratory design. Qualitative findings indicated that consumers enquire about the type of materials used for the manufacturing of furniture items, finishes used on items, quality, guarantees, warrantees, design, performance, maintenance, care instructions and colours of items. Similarly, quantitative results showed that the majority of respondents deemed the price, materials used, cleaning instructions, guarantee and warrantees important to be displayed on the furniture label. Appearance characteristics were summarised and preliminary furniture labels were suggested accordingly. These labels can be used by product developers, marketers, and the furniture industry to assist consumers during their pre–purchase information search of the consumer decision–making process. / Thesis (M. Consumer Science)--North-West University, Potchefstroom Campus, 2011.

Submitted by Leticia Klotz Silva (leticia.klotz@yahoo.com.br) on 2014-05-22T20:03:36Z No. of bitstreams: 1 Dissertacao.pdf: 954000 bytes, checksum: e6f9ad03459719a76f932ca5a316ec2b (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2014-05-26T15:09:46Z (GMT) No. of bitstreams: 1 Dissertacao.pdf: 954000 bytes, checksum: e6f9ad03459719a76f932ca5a316ec2b (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2014-05-28T17:18:53Z (GMT) No. of bitstreams: 1 Dissertacao.pdf: 954000 bytes, checksum: e6f9ad03459719a76f932ca5a316ec2b (MD5) / Made available in DSpace on 2014-05-28T17:19:12Z (GMT). No. of bitstreams: 1 Dissertacao.pdf: 954000 bytes, checksum: e6f9ad03459719a76f932ca5a316ec2b (MD5) Previous issue date: 2014-04-30 / Este trabalho investiga como os padrões de compras de consumidores de bens estocáveis são afetados por suas expectativas de preços. Usando um modelo dinâmico padrão de maximização da utilidade, deriva-se uma expressão analítica para as compras dos consumidores como uma função das suas expectativas em relação aos preços futuros. Em seguida, uma versão mais tratável do modelo é construída, de forma a ilustrar graficamente como os diferentes tipos de expectativas de preços implicam diferentes padrões de compras dos consumidores. Além disso, na aplicação empírica, investigo qual o modelo de expectativas de preços, entre aqueles comumente utilizados na literatura, é consistente com os dados. Por fim, encontra-se suficiente heterogeneidade em expectativa de preços dos consumidores. Mostra-se que famílias de pequeno porte acreditam que os preços seguem um processo de Markov de primeira ordem, enquanto famílias de alta renda são racionais. / I investigate how patterns of consumers’ purchases of storable goods are affected by their price expectations. Using a standard dynamic model of utility maximization, an analytical expression of consumer’s purchase is derived as a function of consumers expectations regarding future prices. Then, I construct a more tractable version of that model to see graphically how different types of price expectations imply different patterns of purchases for the consumers. Moreover, in the empirical application, I investigate which model of price expectations, among those commonly used in the literature, is consistent with the data. Finally, I find strong heterogeneity in con- sumers price expectations, showing that small size households believe prices follow a first order Markov process, and high income households are rational.