Consumer perceptions of children’s furniture in Shanghai and Shenzhen, China

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Title: Consumer perceptions of children’s furniture in Shanghai and Shenzhen, China
Author: Chen, Jiao
Other contributor: Helsingin yliopisto, Maatalous-metsätieteellinen tiedekunta, Metsätieteiden laitos
University of Helsinki, Faculty of Agriculture and Forestry, Department of Forest Sciences
Helsingfors universitet, Agrikultur- och forstvetenskapliga fakulteten, Institutionen för skogsvetenskaper
Publisher: Helsingfors universitet
Date: 2013
Language: eng
Thesis level: master's thesis
Discipline: Skogsekonomi och marknadsföring
Forest economics and marketing
Metsäekonomia ja markkinointi
Abstract: China’s high-speed economic growth has accelerated consumers’ disposable income evidently. With the improvement of living standards, people have increasingly been concerned about their life quality, especially when buying consumables like food, toys and clothing as well as durable commodities like furniture for their children. In the past ten years, the Chinese children's furniture market has developed rapidly, making up 9% of total furniture market. However, no studies concerning the analysis of consumer behavior in this market segment exist so far. The objective of this study is to fill this gap by examining Chinese consumers’ perceptions of children’s furniture based on their socio-demographics, their attitudes towards product, supplier and environmental attributes. The empirical part of the study focused on analyzing quantitative data, which were collected by using a structured questionnaire in Shanghai and Shenzhen of China.The data were analyzed by a wide array of statistical analysis methods using SPSS software package. The final sample size was made up of 299 respondents. The data reveal that females accounted for 67% of the total respondents, with 63% of all respondents being in the range of 31-40 years old and 23% in the range of 20-30 years old. The results indicate that safety and environmental friendliness were the primary consideration for parents to purchase children’s furniture. And supplier quality was detected as the central dimension when respondents perceived different attributes of children’s furniture. In addition, 83% of the respondents chose solid wood as the primary raw material for children’s furniture, and 35% of them stated that they were willing to pay 6-10% more for environmentally friendly children's furniture. The choice of environmentally friendly products was closely connected with consumers’ lifestyle and majority of respondents expressed positive attitudes towards healthy and sustainable lifestyle. However, Chinese consumers showed low brand awareness in the children’s furniture market and their price expectations on solid wood furniture were below current market levels. Nevertheless, the Chinese children’s furniture presents a tremendous market potential not only for wooden furniture producers but also for both domestic and international wood raw material suppliers.
Subject: consumer perceptions
children's furniture

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