Study On Furniture Consumption Psychology Of Urban Residents

This thesis takes the furniture consumption psychology of urban residents as the research objects. According to the survey and refined analysis of demographic factors, the main research results are as follows:(1) Purchase characteristics of furniture: Most consumers do not have much understanding of furniture and its related concepts, and hope buy furniture in person for their new houses; Most of the furniture purchases are planned and jointly decided by spouses; The consumer have obvious psychology of in the pursuit of inexpensive furniture, and the expecting price is proportional to their income; The changing of living environment usually leads to the demand for furniture; The requirements of furniture service life for most people are less than 20 years.(2)The preference for purchasing: The consumers are of practical psychology evidently, and women, people with high educational background and metropolitan buyers have a certain pursuit of perfect psychology; The label of price and material in furniture stores are the most dissatisfactory; Most people prefer to the shopping atmosphere which is free to ask purchasing guide when they need; The most welcomed sales promotion is cutting the price; Public praise has strong effects, which embodies a certain mass-following psychology of the public.(3) The preference for types: Natural materials represented by solid wood are more popular compared to man-made materials, and sofa upholstered in fabric and leather is the mainstream demand. Mattress made by spring and palm is still the first choice for the public: Natural color of wood is the favorite and modern furniture are the mainstream choice.(4) The preference for locations: Furniture plazas are the preferred place; Some young people and residents from second-tier cities and third tier cities would purchase furniture in other cities of the country; The regional brand concept is not totally formed yet in China, except for the regional brand advantage of furniture made in Guangdong; There are market demands for foreign furniture brand among high income group and young people to some extent.