Consumer perceptions of softwood lumber quality

Suppliers of softwood lumber can gain competitive advantage by producing and marketing high-quality products. This study developed an evaluation method, derived from a survey of buyer perceptions of quality, that can be used to pursue a quality-based marketing strategy for softwood dimension lumber. As a result of the study, a large array of quality characteristics were conducted into a model made up of five dimensions: Supplier/Salesperson Characteristics, Supplier Facilities, Supplier Services, Lumber Performance, and Lumber Characteristics. The model can be used to measure perceptions of softwood lumber quality. The survey also showed that buyers prefer suppliers who provide high quality and are willing to pay more for better products and better service. A method is outlined that can be used by industry to pursue quality improvement.