Furniture: Marketing and Consumers

Question 2 employ a multistage CDP model, describe how consumers in this trade segment( Gen Y and junior professionals) typically demand article of piece of furniture get decisions. In this case, it mentions 4 stages which include need recognition, search process, pre-purchase evaluation, and purchase. motif recognition occurs when consumers really need to a greater extent furniture commonly. Actually, many situations ordain seduce their needs. For instance, replacing their furniture, having more(prenominal)(prenominal) money, get tinkle married and so on.After they decide to purchase new furniture, if the need of new furniture is not very urgent, they intend to do external research to make sure. However, in many cases, they forget be persuaded by gross gross sales furtherance and previous bed. Advice from friends and family go forth be a reference. Advertising, comp bed with that, is the most untrustworthy. They will go to real shops to see what they cargon onli ne and feel the comfort and workmanship in person. If they similar a brand, they will find oneself relevant products from that brand or some other brand with similar styles.After deciding which to buy, it comes to the purchase process. Most of consumers had used financing in the past, but now they prefer to redress in cash. But for Gen Y and young professionals, they have measlyer income and potnot contribute to gestate cash. They desire to feel the perception, that they can respect a lifestyle that is above what they can afford by blossom forthing the payments everywhere a coherent period of time. Therefore, they would handle to pay it with interests for six calendar months. Question 3 How should Family article of furniture respond to competitors?Over the divisions, Family article of furniture has faced many everywheresized competitors. many furniture store attract customers with no, no, no advertising, which core no down payment, no interest and no payments unti l next year. It was reported that an increasing number of Family piece of furnitures customers went to other stores in other cities or nearby regions to buy furniture and some others were making their purchases through the Internet. This has pitch Family furniture into a perplexing situation. In my view, Family Furniture should expand its target marketplace to younger people, together with the old.The fact that the urban center has many young consumers, unemployment rate is low are an advantage for the attach to. That consumers here are mostly white-collar and well-educated workers with a high level of income tells us that they are totally be able to afford their purchases in Family Furniture. With a strong diachronic business, the caller-up can promote big advertising campaigns to recall customer awareness, much(prenominal) as offering big sales on special occasions or sending magazines to their mail boxes every month to show new products with new promotional programs.Thes e programs should always emphasize the familiarity of customers with Family Furniture over other competitors through a long period, well-known national brands and the quality of furniture. In addition, marketing techniques involving community involvement such as an official website or curious websites should also be improved, because they will experience customers attention and help them find schooling about the company and products much more easily. Question 4 What promotional scheme and media do you recommend for Family Furniture?Family Furniture is a business-to-consumer company but not a business-to-business one. They sell furniture forthwith to consumers. So I recommend this company to use a pull dodging which means spending on advertising, sales promotion and direct marketing to commence final consumers to buy their furniture. Advertising will help Family Furniture to present their promotion of ideas, goods, or services to compete with others, like Ikea. Direct market ing concentrates on singular consumers to both obtain immediate solvent and cultivate exiting customer relationships, such as the using of internet.According to the research on reasons of choosing a peculiar(prenominal) store, previous experience and sale or promotion broadside for 28 and 36 percentage respectively. It means these two reasons are the most authorized elements that make consumers choose a particular store. Family Furniture should choose both ain communication channels (two or more people communicate directly with from each one other) and non- private communication channels (media that carry messages without personal contact for feedback) as their media to induce consumers to purchase.The last channel of personal communication is grapevine influence. People may influenced by their neighbors, friends, family members and so forth. Print media, for instance, newspapers and magazines should be remained, because it works and has lasted for decades. As Cult Advertis ing said recently, nontraditional marketing techniques need to be involved. young generations use computers more often than sometime(a) people, they will pay attention to uncontaminating and new things rather than printed brochures.Online media like company Web, e-mail should be used as well because most of their customers are aged(a) people, they should attract more young people. indeed their consumers region will be broader. apply mass media often affect vendee behavior indirectly by causation more personal communication. If the products in Family Furniture are very good, consumers will spread this information by word-of-mouth influence channel.