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From Preference to Choice: An Empiri...

Yang, Jin.

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From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.

Record Type:	Electronic resources : Monograph/item
Title/Author:	From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry./
Author:	Yang, Jin.
Description:	117 p.
Notes:	Source: Dissertation Abstracts International, Volume: 76-09(E), Section: A.
Contained By:	Dissertation Abstracts International76-09A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3701733
ISBN:	9781321725872

From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.
Yang, Jin.

From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry. - 117 p.

Source: Dissertation Abstracts International, Volume: 76-09(E), Section: A.

Thesis (Ph.D.)--Arizona State University, 2015.

In this study I investigate the factors that may influence consumer preference and choice in China's home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers' choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage?

ISBN: 9781321725872Subjects--Topical Terms:

536353
Marketing.

From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.
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245 1 0 $a From Preference to Choice: An Empirical Analysis of Consumer Decision Making in China's Home Interior Decoration Industry.
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500 $a Adviser: Wei Shen.
502 $a Thesis (Ph.D.)--Arizona State University, 2015.
520 $a In this study I investigate the factors that may influence consumer preference and choice in China's home interior decoration industry. With the fast development of information technology such as the internet in China, it becomes increasingly important to have a more precise understanding of consumer preference and choice in home interior decoration decisions so that companies in this industry can provide better services to meet customer needs. Using survey data from a sample of potential customers and a sample of existing customers of a large home interior decoration company, I find that (1) internet has become the mostly used channel by consumers to gather information about home interior decoration, (2) design style is the most influential factor in consumers' choice of home interior decoration company, and (3) consumers are more likely to choose home interior decoration companies to provide full services when they are between 35 to 45 years old or above 55 years old, when it is the first time for them to purchase a real estate property, and when they are located in the Eastern region of China. Findings of this study can help home interior decoration companies better understand customer needs and preferences, facilitate changes in their marketing and sales strategies, and consequently strengthen their competitive advantage?
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