文章基本信息

标题：Wooden Household Furniture: Does Brand Matter?
本地全文：下载
作者：Shukri Mohamed ; Suhaidi Abdullah
期刊名称：Pertanika Journal of Social Sciences & Humanities
印刷版ISSN：0128-7702
电子版ISSN：2231-8534
出版年度：2006
卷号：29
期号：1&2
出版社：Universiti Putra Malaysia
摘要：Consumers evaluate a product based on various attributes when making a purchase decision. The attributes considered and their importance varies among individuals and differs between products. This paper reports the findings from an exploratory study on the importance of brands in wooden household furniture purchase decision among Malaysian consumers. A structured, self-administered questionnaire was used to collect data from the respondents. Results indicated that the respondents are not concerned about brands, but are instead price-conscious and placed more importance on the tangible attributes of the wooden household furniture items. Brand familiarity among the respondents was low. This paper discusses how the wooden household furniture manufacturers can brand their product in an effective way.
关键词：Wooden; furniture; household; brand; consumer