Factors Affecting Furniture Purchase in Pakistan

Abstract

The local furniture market is facing declining sales due to an increased influx of imported Chinese furniture in the Pakistani market. This paper aims to find out the extent to which specific factors affect on furniture purchases in Pakistan. 362 people were a part of this study and their responses were used to generate the results. The questionnaire adopted for this study had been established reliabilities and validities, which re-ascertained for the present set of data. Eight constructs used in this study; each element having items ranging from three to five. These items were based on a five-point Likert scale. It found that price, product quality, brand loyalty, customer reviews, and attitude have a positive effect on the purchase intention of the customer, whereas customer services have seen as insignificant. The findings of this study can help the furniture brands to focus on the exact factors that customers are looking for when purchasing the furniture. Based on the results of this study that are consistent with previous studies, the brands were more focused on customers’ requirements. The limitations of this study are that the responses gathered were only from Karachi so the study is not an exact representation of the entire Pakistani population.