Exploratory Study in Consumer Behavior

A research method is presented that may be used to increase the effectiveness of marketing interior housing materials in such areas as advertising, personal selling, and, product policy formulation. An attempt is made to determine “what” and “why” a consumer likes or dislikes a product. Tile, according to the middle class respondents in the study, gave the room a “cold” feeling. Through the blending of market research and product planning it is possible that a tile product could be developed that portrays a “warmer” look in a room. Management in the forest products industry would gain from the use of such consumer oriented product analysis studies. Interview responses are presented on products including hardwood flooring, tile, linoleum, paint, hardwood plywood paneling, and hardboard paneling and implications and conclusions are drawn from the responses.

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