Common point of consumers: “We give priority on quality and durability in our furniture purchases”
Turkish Furniture Industrialists Association MOSDER, the heart of furniture sector made the sector’s most important announcement on November 14, Thursday at a press conference held at The Marmara Hotel, Taksim, Istanbul. According to the results of the survey conducted by Nielsen for MOSDER, the furniture consumer places particular importance on quality and durability, and replaces furniture in every 9 years.
Turkish Furniture Industrialists Association MOSDER, along with Nielsen Research affixed its signature under a brand new survey to identify the profile, product use and purchasing behavior of branded furniture consumers, as well as brand awareness and image.
The results of “Furniture Consumer Survey Report” was unveiled to the public during the press conference held on November 14, Thursday at The Marmara Hotel Taksim, with the presentations by Ahmet Güleç, MOSDER Chairman and Nur Serenli, Nielsen Group Manager. According to the results of the survey conducted by Nielsen in August-September 2013, in 14 provinces and with one thousand and thirty two people in total, 3 consumers out of four intend to pay by “installments” for their furniture. Number of installments preference is 12…
The highest monthly installments are paid in Middle Anatolia and the lowest in Aegean and Mediterranean regions
Indeed, every 3 consumers out of 4 prefer branded furniture stores on the street and justify this preference with “reliability, high quality and warranty”. All through Turkey, branded furniture consumers’ average age is 33, socioeconomic status group is C1 and more than a half of them are married…
Consumers living in Middle Anatolia are more generous in their furniture purchases by installments. Considering MOSDER Furniture Consumer Survey Report 2013, Aegean and Mediterranean regions are seen to be those paying the lowest installments with monthly average of 201 TL.
Average furniture replacement period is 9 years
“We have witnessed the active role that Internet use play in branded furniture sales. Consumers pay particular importance to the product quality, durability and brand reliability in their furniture purchases. Design criterion in furniture preference is of particular importance to AB SES group and female consumers. We see that average furniture renewal period of Turkish people is 9 years This figure changes in Aegean region, people in Aegean region use their furniture longer than in Turkey in general.” says Ahmet Güleç, MOSDER Chairman during his speech to assess the survey results.
He further states that according to Nielsen report, consumers prefer “campaigns offering complementary products” while purchasing furniture groups, and this rate increased compared to 2010 and adds: “Turkish Furniture Industrialists Association will keep on taking furniture sector’s pulse every year, with the surveys. As MOSDER, we are proud to act as a guide to both furniture sector and Turkish consumers. The consumer’s demands and expectations have been particularly important for our association and members. To represent whole Turkey, we conducted our survey in Istanbul, Tekirdağ, Bursa, Kocaeli, İzmir, Aydın, Ankara, Kayseri, Antalya, Adana, Samsun, Trabzon, Erzurum and Gaziantep. We have seen that branded furniture purchase with installments is the two indispensable trends for Turkey in general. On behalf of MOSDER members, I would like to share our satisfaction of appreciation by the consumer of our efforts in the gradual improvement in Turkish furniture’s quality standard.”
