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Consumer perceptions and preferences on solid wood, wood-based panels, and composites: a repertory grid study

Jonsson, Oskar LU ; Lindberg, Siv; Roos, Anders; Hugosson, Marten and Lindstrom, Mikael (2008) In Wood and Fiber Science 40(4). p.663-678
Abstract
Knowledge about consumer perception and preferences on solid wood, wood-based panels, and wood-based composites is important for product development and marketing. The aim of this study was to identify attributes and associations that people use to describe different types of wood materials and to explore how they relate to preferences. The study involved nine samples that were evaluated with the Kelly's repertory grid technique and content analysis. Based on respondents' answers. 19 core categories reflecting sample attributes were extracted. General preferences for each sample were also recorded. Principal component analysis generated two factors describing 1) naturalness, wood-likeness, softness, unprocessed origin, living, pleasant,... (More)
Knowledge about consumer perception and preferences on solid wood, wood-based panels, and wood-based composites is important for product development and marketing. The aim of this study was to identify attributes and associations that people use to describe different types of wood materials and to explore how they relate to preferences. The study involved nine samples that were evaluated with the Kelly's repertory grid technique and content analysis. Based on respondents' answers. 19 core categories reflecting sample attributes were extracted. General preferences for each sample were also recorded. Principal component analysis generated two factors describing 1) naturalness, wood-likeness, softness, unprocessed origin, living, pleasant, and high value; and 2) solid and homogeneous impression. A third, preliminary factor included categories describing irregular pattern,sleekness, and smoothness. The wood samples were most liked, whereas composites and panels were not appreciated. Preferred core categories were naturalness, wood-likeness, smoothness, living impression, and value. The least liked core categories were processed, hard, and high weigh. The implications of the results for product development and marketing are discussed. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
consumer research, Attribute elicitation, Kelly's repertory grid, content analysis
in
Wood and Fiber Science
volume
40
issue
4
pages
663 - 678
publisher
Sheridan Press
external identifiers
  • wos:000260706000019
  • scopus:65549149634
ISSN
0735-6161
language
English
LU publication?
yes
id
b65b4267-a537-4de0-b404-b0d767088bdf (old id 1278921)
date added to LUP
2009-02-10 11:33:42
date last changed
2017-03-05 03:44:52
@article{b65b4267-a537-4de0-b404-b0d767088bdf,
  abstract     = {Knowledge about consumer perception and preferences on solid wood, wood-based panels, and wood-based composites is important for product development and marketing. The aim of this study was to identify attributes and associations that people use to describe different types of wood materials and to explore how they relate to preferences. The study involved nine samples that were evaluated with the Kelly's repertory grid technique and content analysis. Based on respondents' answers. 19 core categories reflecting sample attributes were extracted. General preferences for each sample were also recorded. Principal component analysis generated two factors describing 1) naturalness, wood-likeness, softness, unprocessed origin, living, pleasant, and high value; and 2) solid and homogeneous impression. A third, preliminary factor included categories describing irregular pattern,sleekness, and smoothness. The wood samples were most liked, whereas composites and panels were not appreciated. Preferred core categories were naturalness, wood-likeness, smoothness, living impression, and value. The least liked core categories were processed, hard, and high weigh. The implications of the results for product development and marketing are discussed.},
  author       = {Jonsson, Oskar and Lindberg, Siv and Roos, Anders and Hugosson, Marten and Lindstrom, Mikael},
  issn         = {0735-6161},
  keyword      = {consumer research,Attribute elicitation,Kelly's repertory grid,content analysis},
  language     = {eng},
  number       = {4},
  pages        = {663--678},
  publisher    = {Sheridan Press},
  series       = {Wood and Fiber Science},
  title        = {Consumer perceptions and preferences on solid wood, wood-based panels, and composites: a repertory grid study},
  volume       = {40},
  year         = {2008},
}