CONSUMER PERCEPTION OF PRODUCT FEATURES IN BUYING PROCESS OF WOODEN FURNITURE

Wood is the primary and most popular material for furniture manufacturing. As a construction material, wood is a renewable resource, promising in circular economy. The aim of our research is to identify the impact of selected criteria on consumer purchase of wooden furniture. To understand impact of various product features and identify the consumer buying process in a specific product category - a wooden coffee table, qualitative research was chosen with the format of an experiment. The results indicate the most influential factors being the appearance of the product, the material, the place of production and the price. Respondents who associate furniture design with the expression of the personal style or the expression of personality to a greater extent consider furniture design as more important as others. In the case of young couples, the price is crucial factor. In case of consumers in higher age groups, factors such as material, quality and price become decisive.