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Home furnishings consumption choices: a qualitative analysis

Katherine Annette Burnsed (Department of Retailing, University of South Carolina, Columbia, South Carolina, USA)
Nancy J. Hodges (University of North Carolina, Greensboro, North Carolina, USA)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 7 January 2014




The purpose of this study was to analyze the role of consumer perceived value relative to home furnishing case good (i.e. furniture made of wood and not upholstered) consumption choices.


A qualitative approach to data collection and interpretation was used. A semi-structured depth-interview and focus group schedule was created based on an extant review of literature and consisted of open-ended questions about shopping for and purchasing home furnishings case goods.


A thematic interpretation of interviews and focus groups led to the development of emergent themes: the key factors influencing participant's value perceptions were quality, comfort, and price; participants decorated first for themselves; a welcoming, attractive environment for family and friends/guests was important; and desires and wants were more salient than needs. Themes were then categorized according to Sheth, Newman, and Gross' five consumption value dimensions.

Research limitations/implications

Limitations of the study include a focus on Southeastern US consumers and a focus on home furnishings case goods.

Practical implications

Although the findings of this research are market specific, they have important implications for the home furnishings case goods industry. Overall, this study provides product developers, manufacturers, and marketers with a greater understanding of the home furnishings case goods consumer, which could allow sellers to create lead times and provide consumers with more tailored offerings/selections that would better suit their needs and desires.


This paper offers insight into the role of consumer perceived value relative to home furnishing consumption choices to product developers, manufacturers, and marketers.



Annette Burnsed, K. and J. Hodges, N. (2014), "Home furnishings consumption choices: a qualitative analysis", Qualitative Market Research, Vol. 17 No. 1, pp. 24-42.



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