MOSDER, Association of Furniture Industrialists in Turkey, disclosed the results of a comprehensive study on customer profile, their buying behaviors and brand awareness in the market.
Representing 75 percent of companies in the furniture industry, the Association informed about a research it sponsored. Titled as “Mosder 2015 Consumer Attitude, Behavior, Brand Image and Positioning Study”, the report was presented to the press by Ismail Dogan, chairman of Mosder and representative of research firm.
According to the research, three of four of customers buy furniture on installments by credit cards. Women mostly make buying decisions and 70% of them buy from stores located on main streets. Installments can be extended up to 12 months.
Customers renew their furniture at every 9 years on the average; those living in Black Sea region change their furniture more frequently.
Buyers are more interested in branded furniture. They have four plus one type of homes mostly and interested in items for living rooms and youth rooms. Half of the customers use the internet while the ratio of online buyers has risen up to 81% from 67% in 2013. About 10 percent of buyers visit furniture brands’ websites before they go for shopping. However, they prefer buying from brick stores not from click sites. 78 % of buyers never think about buying online, because they want to touch and inspect the products in store. They use the internet as a guide to learn about the developments and new products in the industry.
