Customer preferences’ research at the Zagreb Furniture Fair

The research presented in this paper was carried out at the Zagreb Furniture Fair Ambienta '98 using a survey among the potential buyers of furniture and business partners. This kind of research gave a real picture of demand and supply at Ambienta of '98. A total of 1 020 Fair visitors were questioned. Several conclusions were made and it was established that today furniture buyers are more demanding and that they want a higher quality for their money. Results show that Ambienta has to satisfy the demands of all groups of customers, to accept some experimental ideas of young designers and to follow the tradition of high quality product and business. The Results of the research can help furniture manufacturers and distributors to make high quality decisions regarding firms' business strategies, and regarding market performance with a specific group of products preferred by furniture buyers.