Multi‐channel communication and consumer choice in the household furniture buying process

Abstract

Purpose Furniture is among the important personal consumption expenditures for durable goods in the USA. Retailers and manufacturers offer different communication channels to assist consumers all through the process of acquiring furniture. The objective of the present study is to evaluate US consumers' channel use at different steps of the residential furniture‐buying process. Design/methodology/approach A cross‐section study was conducted by taking advantage of the structured nature of quantitative methods using a questionnaire for data collection and a socio‐demographic representative sample of US citizens. Consumers' use of six communication channels through five buying decision steps was assessed. Findings Results showed that the furniture retail store is the most important communication channel at each of the five considered buying process stages. Overall score of that channel was higher for females than males, indicating that women care more about communication when buying furniture. The internet was not of significant importance when buying furniture. Advertising was perceived as a significant means to gather information. Practical implications The study will help to orient companies' marketing strategies by making proper use of communication channels. It also shows marketing students the present state of consumers' communication channel preferences. Originality/value This paper gives unique insights into consumers' buying behavior that will help to design communication channels properly.

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