Читать книгу Selling Home Furnishings: A Training Program - Walter F. Shaw - Страница 53

Seeking to eliminate guesswork in designing a 1940 line, the Kroehler Manufacturing Co. conducted a Nation-wide survey on consumer furniture-buying habits. In 49 cities 1,817 families of all classes and age groups were interviewed in their homes. By virtue of scientific statistical sampling and complete coast-to-coast geographic coverage the survey should correctly represent the typical viewpoint of no fewer than 26 million people and more than 6½ million families. Since the Bureau of the Census shows that 51.2 percent of our families own their own homes, approximately one-half of these interviewed in the survey must have been home owners. Because three-fourths of our people live in one-family dwellings, about three-fourths of those interviewed must have been thus housed, and one-fourth lived in apartments conforming likewise to census specifications.

The summary of the survey's results provides a basis for analyzing buying habits and style preferences. But more important to us here, the study developed certain inescapable conclusions for all those who actually sell home furnishings.

Fewer than one-third had bought their last furniture at the same store from which their last previous purchase had been made. Two-thirds went elsewhere.

Why this huge turn-over?

Is it because furniture stores and departments, as a whole, fail to do constructive selling?

Is it the result of dissatisfaction with previous purchases?

Thirty-three months elapse between major furniture purchases of the average family.—A lapse of nearly 3 years between large furniture purchases is astonishing. The Chicago Automobile Trade Association says the average family buys an automobile every 2 years—not because the car is worn out, but because of model changes. To increase furniture purchases dealers must put more emphasis on style changes through better display, better advertising, and better merchandising.

Over one-half of all furniture buyers shopped more than one store or department.—Better selection, better floor display, and better selling might have converted many shoppers into buyers in the first store. What happened there?

Fewer than 10 percent of actual buyers simply bought to replace out-of-style furniture.—Furniture lined up in ranks along aisles like wooden soldiers, and advertising which shouts nothing but price, will not motivate purchases.

Six out of ten customers wait until they are in the store before they choose a style.

 Floor displays that confuse will not help.

 Drab window displays will repel.

 Doubting words will not highlight lovely furnishings.