Why they’re buying

Replacing worn furniture - that's the No. 1 reason 2010 furniture buyers say they plan to redecorate this year. Six out of ten consumers answering Furniture/Today and HGTV's January survey gave this reason.

Replacing worn furniture leads me back to the quality issue surrounding the industry. I previously discussed quality in one of my December blogs The quest for quality.

Here's how consumers view quality. Furniture/Today's The 2010 Consumer Report showed that three-fourths of home furnishings shoppers are looking for quality product. In order to gain more insight into the quality issue, Furniture/Today asked this question within its most recent HGTV survey:

"Previous research has shown that quality is a very important product characteristic to consumers. How would you define quality as it relates to furniture?"

Here are some of the responses to that question. The 8,000-plus responding consumers define quality as...

"Pieces that are durable, that have a style that isn't just trendy but is classic, and will last many, many years." 33-year-old from Texas
"Quality is essential because you get what you pay for. If you spend a good amount of money on a product, you expect it to last." 41-year-old from Kentucky
"Quality includes high-end materials, real wood, not press board - furniture that is built well and can be handed down generations, as in years past." 42-year-old from Vermont
"The durability of a product in relation to the price." 52-year-old from Nebraska
"Strong furniture built without shortcuts and extremely protective finishes to keep it looking new as long as possible." 33-year-old from Michigan

Are you offering consumers quality?