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

På svenska

Author

  • Oskar Jonsson
  • Siv Lindberg
  • Anders Roos
  • Marten Hugosson
  • Mikael Lindstrom

Summary, in English

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.

Department/s

Publishing year

2008

Language

English

Pages

663-678

Publication/Series

Wood and Fiber Science

Volume

40

Issue

4

Document type

Journal article

Publisher

Sheridan Press

Topic

  • Production Engineering, Human Work Science and Ergonomics

Keywords

  • consumer research
  • Attribute elicitation
  • Kelly's repertory grid
  • content analysis

Status

Published

ISBN/ISSN/Other

  • ISSN: 0735-6161