RESEARCH ON THE OPINION OF THE CONSUMER CONSIDERING THE IMAGE OF THE FURNITURE IN HUNGARY

Information
Title: RESEARCH ON THE OPINION OF THE CONSUMER CONSIDERING THE IMAGE OF THE FURNITURE IN HUNGARY
Issue: Vol. 3, No 1, 2010
Published date: 20-05-2010 (print) / 20-05-2010 (online)
Journal: Economics & Sociology
ISSN: 2071-789X, eISSN: 2306-3459
Authors: Balázs Kállay
Keywords: qualitative research, focus group, wood science, strategy, furniture, image
DOI: 10.14254/2071-789X.2010/3-1/10
DOAJ: https://doaj.org/article/946f00975ae6478b9d4fd8c4eb2ff60d
Language: English
Pages: 104-114 (11)
JEL classification: Z13
Website: https://www.economics-sociology.eu/?96,en_research-on-the-opinion-of-the-consumer-considering-the-image-of-the-furniture-in-hungary
File http://www.economics-sociology.eu/files/10%5B5%5D.pdf
Abstract

Is it possible to characterize an industrial branch in the nowadays complex competition surroundings merely with its companies' financial indicators? Is it possible to leave the soft factors out of consideration? The one who is standing behind: the person... In my research on the decision making procedure in strategic management of the furniture industry, I focused on the opinion of the consumer. I guided 20 focus groups, which were located in different places and were segmented according to the modified traditional family life cycle from the furniture industries point of view. My goal was to lay down: what is the peoples' opinion about the substance of their furniture. I wanted to find out if the opinion of the decision makers of the furniture trade consistent with the opinion of the average people. And finally I wondered whether these opinions have any effect on their strategic decisions.