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.
| Identifer | oai:union.ndltd.org:NWUBOLOKA1/oai:dspace.nwu.ac.za:10394/4694 |
| Date | January 2010 |
| Creators | Labuschagne, Adri |
| Publisher | North-West University |
| Source Sets | North-West University |
| Detected Language | English |
| Type | Thesis |
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