Conclusion
Furniture is the second most important personal consumption expenditure for durable goods in the USA. To assist consumers all trough the buying process, furniture manufacturers as well as furniture retailers have to offer effective and consumer-friendly communication channels. Traditionally, the furniture store was the most important – and often only – channel to acquire furniture. Recently, in a context of globalization and the new economy, consumers may desire multiple channel choices to live the best buying experience. The present study aims to evaluate how US consumers navigate through different communication channels at different steps of the buying process and how they would like to use communication channels in the future. The buying process was divided into five steps: