Examination of Decision Factors in the Process of Buying Kitchen Furniture Using Conjoint Analysis

The aim of this research was to determine the relative importance of three factors relevant for buying wooden kitchen furniture in Croatia and Slovenia. A survey was made of 172 potential kitchen buyers: 138 in person at two largest furniture stores in Croatia and Slovenia, and 34 online. A conjoint analysis revealed that respondents were more concerned about the manufacturer and design than the price of the kitchen furniture. For all demographic groups, the lower price kitchen furniture was preferable. Only three demographic groups (35-45 years of age, elementary school or less, and unemployed) preferred the classic kitchen furniture design, while all other groups preferred the modern design. For the manufacturer, differences were found among most sociodemographic categories.