Recommendations
The leading position of the retail store as communication interface with consumers is a clear signal for furniture manufacturers to develop a close relationship with the stores selling their products in order to get consumer feed back. Recently, North-American furniture manufacturers are trying to get closer to consumer needs and to produce more personalized products to gain competitiveness. In the light of the present study, manufacturer-owned stores or a tight relationship with retail stores seem to be the most efficient way for manufacturers to get direct contact with consumers. One reason for consumer preference for the store as communication channel is the fact that all buying steps may be performed with relative easiness in one location. The internet was still considered as a too limited channel. To increase the use of internet, web sites have to be updated frequently, have to become more user-friendly offering abundant information and secure payment services. The importance of touching the product indicates that consumers are presently not ready for virtual furniture shopping. Showrooms and samples still are of great importance. Women seem to be the leading gender when it comes to furniture buying. Advertising, store and web sites should be designed to suit that target group.