Why consumers don't buy
By Furniture Today Staff -- Furniture Today, September 3, 2001
HIGH POINT — HIGH POINT —Why do sizable numbers of consumers begin shopping for furniture but then get cold feet?
"It's too expensive" was the single biggest reason consumers gave when asked by Furniture/Today to explain why they quit the shopping process. Almost half — 47% — of all consumers surveyed in 1997 gave that reason. The survey of nearly 1,500 consumers was done as a follow-up to a broader survey of consumer households also conducted that year.
Furniture/Today didn't repeat the follow-up survey this year, but it's likely that many of the same factors are still at play.
Multiple responses were allowed. The other reasons the consumers cited for quitting the shopping process in 1997 were:
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Features were not what I wanted: 43%
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Change in finances/budget priorities: 34%
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Lack of quality furniture in my price range: 32%
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Style issues: 24%
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Size issues: 22%
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Functionality did not meet my needs: 20%
