The end consumer’s choice of floorcovering in the Netherlands and the United Kingdom: a comparative pilot study of substitute competition

In order to understand the competitive situation of wood, it is essential to consider the end consumer of building materials. The knowledge of factors affecting the end consumer’s choice of building material for specific purposes, i.e., the mechanisms of substitute competition, is limited. Field studies of the British and Dutch floorcovering markets revealed that context, usage context as well as the general life situation, is of crucial importance in substitute competition. This contextual character severely limits the usefulness and adequacy of interviews with fixed-reply alternatives, as well as classical statistical methods of analysis. In this article, a qualitative approach to data gathering is combined with multivariate analysis. The results indicate that by using this methodology it is possible to determine which are the decisive predictors of material preferences, make cross-cultural comparisons, and apprehend the underlying motives or perspectives. The results further show that, unlike the other floorcovering materials studied, the determinant reasons for choosing wood appear to be exclusively nonfunctional in nature.