Factors Affecting Consumer Behavior in Purchasing Home Furnishing Products in Bangladesh

Abstract

Home furnishing products are not the frequently purchased item that’s why majority people in Bangladesh are more conscious about selecting and taking final decision to purchase furniture. The decision of purchasing furniture is affected by several factors like store aesthetic design, customer consciousness, brand, reference, convenience and price. The degree of importance of these factors is also exaggerated by demographic variables of consumers considering family size, income and educational qualification. The purpose of the study is to examine how different factors plays significant roles behind purchase intention of furniture among the people in Bangladesh. To conduct this research purposive random sampling technique was used to yield a sample size of 230 people in Bangladesh. Statistical Package for the Social Science (SPSS) version 22 is used as data analysis method. The outcome of the analysis reveals that, consumers decision making process in purchasing home furnishing items is affected severely by the mentioned factors though they are aware regarding those factors. So, marketers of furniture industry can build a strong competitive position for their companies by emphasizing on those factors because consumers in Bangladesh significantly aware about those.