Item

The rimu furniture industry in Canterbury, New Zealand: a study of consumer preference for alternatives : A thesis submitted in partial fulfilment of the requirements for the degree of Masters in Applied Science (Forestry) at Lincoln University

Rai, Chandra B.
Date
2002
Type
Thesis
Fields of Research
Abstract
Rimu is one of the main timber species used in the furniture industry in New Zealand. The main source of rimu timber is the West Coast forests of the South Island. In May 2000, the Government of New Zealand announced a logging ban on all public forests, including the West Coast forests that will take effect from March 2002. Because of this ban, there is a substantial decrease in the supply of rimu timber in the market. This shortfall creates uncertainty among furniture manufacturers regarding what to use as alternative timbers to rimu. In order to understand what alternatives might be viable for manufacturers, it's important to know the preference of furniture consumers for timber. This study determines manufacturers' strategies for alternatives to rimu and examines consumer preferences for timber used in furniture. In addition, this study determines wood-specific attributes and other factors that influence consumer preferences. Finally, this study investigates whether there are unique market segments for furniture timber and develops a profile of these segments. This study is conducted in the Canterbury region of New Zealand. Data were collected in two stages: a manufacturer survey and a consumer survey. Eight manufacturers were interviewed using a personal interview method and an open-ended questionnaire. Eighty two furniture show visitors were interviewed for the consumer survey, using Q methodology and a questionnaire. Seventeen timber samples, which were selected from the manufacturers' survey, were used for Q sorting to examine consumer preferences for furniture timber. Data were analysed using factor analysis and simple statistical tools. This study indicates that there is a significant impact of the logging ban on manufacturers in the region. Manufacturers are applying a range of strategies to cope with the rimu shortfall problem. Based on consumer preference for furniture timber this study identified five consumer segments. The colour and grain of the timber are the key attributes for consumers when choosing furniture. In addition to these attributes, matching of furniture timber with existing furniture and origin of timber are other important factors that influence consumer preference for furniture timber. Profiles of these consumer segments are not as clear as anticipated. However, there is statistical evidence that these segments are different in terms of gender and income.
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