Critical Analysis Of In Store Customer Perception And Buying Behavior Toward Home Furniture In Multiproduct Furniture Outlets Of Mangaluru City

Abstract

Customer perception while buying furniture in retail outlets is being studied for newlinethe purpose of preparing, arranging, displaying stocks as per the season and demand; to newlinebe ready for a big sale. What will people buy is to be known to store stock accordingly. newlineWhile customers walk in with an intention of making a buy it is the duty of the sales newlineteam to understand the customer to facilitate a sale. Retail outlets need to have consistent newlinesale to be viable; hence sales team need to plan well in advance by understanding cluster newlineof customers who come in. Understanding customer behavior is the key to understanding newlinetheir perception towards the purchase of a furniture. Behaviour is the way in which one newlineacts or conducts oneself towards the other; customer behavior is all about studying how newlinethey buy, how they choose, how do they pay and how do they take and use these newlineproducts. Do they buy in bulk or do smaller quantities, do they gift or donate, and do newlinethey dump it or discard etc. all these studies come under preview of customer behavior. newlinePerception study: The perception of customers about a showroom is felt as they decide newlineto make a purchase decision. Perception changes when time of the day changes. Factors newlinelike light inside the showroom, product setting in the showroom as well as the price tags newlineof products in the showroom, will lead to a perception of home furniture products. newlineAttitude study: Attitude is a reflection of perception and when people see and feel their newlineattitude towards the same changes. While buying furniture they tend to see products from newlinemultiple approaches. A positive attitude would reflect a positive purchase and a negative newlineattitude may delay the purchase of the furniture. newlineFurniture Industry study: One of the leading Industries which create employment and newlinegreat opportunity for exports. An unorganized sector that generates great amount of newlineemployment and business opportunities to young entrepreneurs in India, as skills when newlinecoupled with machines can generate new furniture. Furniture is n