Consumer Behavior: Furniture's purchase

Résumé du document

Nowadays, more people are interested in Furnish and design their home. There are a lot of specialized magazines and TV Shows. For instance, in Western Switzerland, around 15% of the population watches the French program “D&CO” by M6 channel. We can also note that in the German part of Switzerland they there are also a similar programs which is called “Tapetenwechsel –Das grosse Zuglen” (change of scenery – the big ziigler). Schweizer Fernsehen channel created a partnership with IKEA on demand of the people who watched the program. Indeed, the watchers were really interested in the IKEA's product as with can see with the graphic below. It highlights the increasing of the demand in the furniture's purchase.

Thus, for the project group where we have to analyze the consumer behavior in a purchase's situation, we decided to base on this trend. By the way to understand the consumer in this buying's situation, we will have to analyze different points about it and the others factors can influence his behavior as the physical environment, the social environment, the time perspective and the previous states specific to the individual.