In the May/June issue of FURNITURE WORLD, we looked at some fabulous consumer research concerning customer motivations and decision-making processes. I mentioned some other research that shows as many as 4 out of 10 furniture shoppers report not making a purchase as the result of shopping. That’s 40%! And, this study was conducted for at least 4 consecutive years. Because this study focused on determining which categories people were shopping for, the reasons for their not buying were not discovered. However, because I am the self-proclaimed director of opinions on these things, I believe I know why at least some of them didn’t make a purchase. They needed more help than they found in furniture stores.
