Factors Influencing Consumer Purchase Behaviour Towards Branded Furniture

TEJAS K
Department of Management Studies
Dayananda Sagar College of Engineering

JAYASHREE K
Assistant Professor
Department of Management Studies
Dayananda Sagar College of Engineering

ABSTRACT

Branded furniture has emerged as a distinct and rapidly growing segment within the broader furniture retail industry, as rising disposable incomes, urbanisation, and greater exposure to organised retail and digital media have made consumers increasingly conscious of brand identity even in categories traditionally dominated by unorganised, local carpenters and unbranded manufacturers. This study examines the factors influencing consumer purchase behaviour towards branded furniture, focusing specifically on brand image and brand awareness, price, product quality and durability, design and aesthetics, social influence, and after-sales service and store experience. Drawing on the Theory of Planned Behaviour, Keller's Consumer-Based Brand Equity model, and the Engel-Kollat-Blackwell model of consumer decision-making, the study develops a conceptual framework in which the identified factors act as independent variables influencing purchase intention and, in turn, actual purchase behaviour, with income level and brand loyalty examined as moderating variables. A descriptive, quantitative research design was employed, using a structured questionnaire administered to consumers who had purchased, or seriously considered purchasing, branded furniture within the preceding twelve months. Data were analysed using descriptive statistics, reliability analysis, Pearson correlation, multiple regression, and one-way ANOVA. The results indicate that all six factors are significantly and positively associated with consumer purchase behaviour towards branded furniture, with product quality and durability and brand image emerging as the strongest predictors, followed by after-sales service, design and aesthetics, social influence, and price. Income level was found to significantly moderate the relationship between price and purchase behaviour, with higher-income consumers exhibiting lower price sensitivity than middle-income consumers. The study concludes with theoretical contributions and practical recommendations for branded furniture manufacturers and retailers seeking to strengthen consumer preference and loyalty, together with the limitations of the study and directions for future research.

Keywords: consumer purchase behaviour, branded furniture, brand image, brand equity, purchase intention, product quality, retail marketing.