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Publication: Journal of Forest Products Business Research
Authors: 0
Reference ID: Volume 2, Article No. 2
Publish Year: 2005
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Title: Determining Consumer Preference for Furniture Timber
The study makes use of the Q-sort method to determine consumer preferences for furniture timber as a means of finding alternatives to the New Zealand furniture industry ’s traditional timber which has now become difficult to source. A survey of furniture consumers was undertaken at a furniture show using a set of finished 17 timber samples. Respondents were asked to arrange the timber samples according to those they most liked, most disliked, and were indifferent to. In an openended
question, respondents were then asked to explain why they made their particular selections. The results indicate that color and grain are the key timber attributes consumers use to form their preferences and that five consumer segments can be identified based on common preferences for color and grain. The results show that locally grown timbers will be able to meet the first preferences of 30 percent and second preferences of 44 percent of New Zealand consumers, providing manufacturers with an opportunity relative to imported furniture.

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