THE INFLUENCE OF LIFESYLE ON THE PURCHASE OF READYTO-ASSEMBLE AND PRE-ASSEMBLED HME FURNITURE IN KLANG VALLEY, MALAYSIA

By

MAYA UILIA ABDI

ABSTRACT

This study is conducted in order to analyze consumer lifestyles in Klang Valley, Malaysia towards the purchasing of RTA and pre-assembled home furniture. The purposes of this study are to identify and analyze factors such as demographics and store attributes that affect consumer lifestyles. Secondly, to classify and evaluate the kind of consumer lifestyles that influence their home furniture buying behavior. Lastly, to give recommendations to local marketers and manufacturers in order to enhance their competitiveness in furniture industry. Lifestyles are certainly related to demographics and it was used to better segmenting the target market characteristics. In order to explain the relationship between lifestyles and consumer behavior, the eight distinct consumer segments that introduced by VALS was used to analyze the dynamics underlying consumer preferences. The sample size of 120 respondents in Klang Valley was chosen through the concpt of non probability convenience sampling and as a result, primary data was collected through research questionnaires. On the other hand, company website, Internet data sources, textbooks and journal articles were used to collect secondary data. The findings have shown that majority of the respondents are youngsters between 18 to 26 years old and they belonged to ‘experiencers’ are the largest buyer segment for ready to assemble home furniture. They are future oriented, relatively single and motivated by self-expression. On the other hand, ‘Thinkers’ preference on home furniture is more towards pre-assembled as they considered many aspects in choosing their home furniture such as durability, functionality and value. Finally, marketers and manufacturers should be more open-minded towards the organization levels. They should focus in product design, supplier relationships, and customer service practices in order to enhance their competitiveness in furniture industries.

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Bachelor of Arts (Hons) In Marketing

December 2003

Number 2