Journal of Forest Economics > Vol 18 > Issue 2

Customer preferences for customized household furniture

Torsten Lihra, , torsten.lihra@fpinnovations.ca Urs Buehlmann, , buehlmann@gmail.com Raoul Graf, , graf.raoul@uqam.ca
 
Suggested Citation
Torsten Lihra, Urs Buehlmann and Raoul Graf (2012), "Customer preferences for customized household furniture", Journal of Forest Economics: Vol. 18: No. 2, pp 94-112. http://dx.doi.org/10.1016/j.jfe.2011.11.001

Published: 0/4/2012
© 0 2012 Torsten Lihra, Urs Buehlmann, Raoul Graf
 
Subjects
 
Keywords
JEL Codes:M11M3L73
Mass customizationFurnitureConjoint analysisConsumer preference
 

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In this article:
Introduction
Objectives
Theoretical background and operationalization
Methods
Results
Discussion
Summary and conclusions

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.

DOI:10.1016/j.jfe.2011.11.001