La personnalisation de masse pour l'industrie du meuble en bois

Authors: Lihra, Torsten
Advisor: Beauregard, Robert; Buehlmann, Urs
Abstract: The North American household furniture industry is facing important challenges. Market shares of furniture imported from countries having access to a low labour cost work force increased importantly. It is essential for that industry to increase the consumer perceived value of its products. Mass customization (MC) has been identified as a potential strategy to differentiate and increase the perceived value of a product. The objectives of the present thesis are to supply furniture manufacturers with a MC model adapted to their industry in North America, to assess consumer interest in customized household furniture and to evaluate channels to exchange customization information with consumers. A model consisting of eight customization levels and adapted to the furniture industry was developed and empirically validated through a furniture manufacturer survey in Canada, the U.S. and Europe. It was found that the household furniture industry offered a low level of customization compared to other industry sectors and that retailers were perceived as a barrier for commercialization of customized furniture. The MC levels were submitted to consumers to assess their preferences and a conjoint analysis was performed on certain MC levels, time required by the consumer to customize the furniture, delivery time and price. Results showed that furniture customization was perceived by consumers as an added value, but sacrifices accepted for the benefits of customization are limited. A consumer survey enabled to identify the retail store as the channel uniting appreciated characteristics when shopping for household furniture. However, that channel is not optimised for selling personalized furniture. The study permits to state that MC is a business opportunity for North American household furniture manufacturers.
Document Type: Thèse de doctorat
Issue Date: 2009
Open Access Date: 16 April 2018
Grantor: Université Laval
Collection:Thèses et mémoires

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