Investigating the Effective Index on Customers Choice in Buying Furniture

Document Type : Research Paper

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Abstract

The competitive world today, with increasing customers satisfaction and expanding the definition of hosting and its direct connection with quality of products is essential. Thus not only the current customers stay fixed but also it increases. The purpose of this study was to investigate and ranking the crucial indicators that influence the choice of furniture by customers. Because of this, the studied indexes are classified in 6 group: quality, beauty, design, creating a suitable atmosphere for selling the goods, selling conditions and advertising. Population consisted of three major commercial areas in Tehran (Delawaran, Hassan Abad and Yaftabad). Statistical sample consisted a number of 100 people. A questionnaire was developed to gather data. Reliability of the questionnaires has been approved through Cronbach's Alpha coefficient (0.921). Investigation of effective indexes was done by chi-square method and in order to final ranking the indexes, friedman analyses have been used. The results obtained of ranking showed the chief factor in customers choice is under category of beauty due to this elegancy role in customers point of view. After elegancy, according to the classified elements studied in this research, raw material in making furniture, wood production’s price, ergonomy, customers satisfaction for his last purchase and immediate delivery, respectively, are the most important effective index in buying furniture by consumer.

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References

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