This paper aims to analyze the

characteristics of world and Italian

furniture sector. It defines the factors
that influence consumers choice of the
product and analyze the furniture
preferences in the different cultural
environment.
Furniture
industry
The consumers furniture
preferences in different
markets
Daria Troian
Master in International Management
2009-2011
UNIVERSITY OF TRENTO
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Contents
Introduction ..................................................................................................... 2
Furniture market outlook ................................................................................. 3
1. World furniture market outlook ................................................................................................. 3
2. Italian furniture market .............................................................................................................. 5
Factors that ifluece cosuers furiture choice ......................................... 10
3. Factors that shape consumer preferences ................................................................................ 10
4. Role of the appearance ............................................................................................................ 12
5. Role of the culture ................................................................................................................... 14
Different furniture preferences among the countries ...................................... 16
6. Product appearance and design ............................................................................................... 16
7. Different furniture preferences among the countries ............................................................... 18
Conclusions .................................................................................................... 25
Bibliography ................................................................................................... 26
Appendix ........................................................................................................ 27

















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Introduction

Manufacturers and retails are continuously expanding their business horizons. The aim to go with its
own producL abroad ls usually accompanled by Lhe serles of lnLernallzaLlon challenges": dlfferenL
distribution chains, adaptation of communication strategy and different sectors can usually face a
necessity of their product adaptation. The degree to which local consumer accepts the standardized
product can be explained by their geographic origin and cultural affiliation.
So, it is therefore important to fully understand and conceptualize the influence of the culture on
consumption behavior.

This paper looks on furniture business, its structure, organization and competitive forces. The main
characteristic of the good is a high dependence on consumer esthetic preference. Appearance,
design and quality apart from price are the main competitive filed for the producers.
Therefore, while considering the internalization of the furniture businesses is it always a dilemma to
which extent their standardized product could be offered unchanged and whether they need to be
adapted to the local market tastes.

This work is aiming to define the how the modern furniture market look like, what are the main players
and the main destination. In further step, we would like to analyses what are the factor that actually
influence the consumer choice of the furniture and to see whether the external look is among the one
of the major ones that influence consumer choice of the furniture and how cultural origin of the
consumer would affect their choice of the furniture style and in particular whether the geographic
origin can influence the perception of the aesthetic beauty and external features preferences in the
furniture. As the example of the analysis we are considering in closer the Italian manufacturing
companies. Made ln lLaly furnlLure ls poslLloned ln Lhe average and hlgh average consumers lncome
segment. This allow to mostly concentrate on the exteriors factor of the product and neglect the price
range to evaluate the differences between consumers of different countries in their choice of the
furniture. For this reason , I was analyzing the interior design of the houses in several countries and
had an opportunity to interview sales representative of the Italian manufacturing companies of a
matter of challenges and strategies on doing business abroad.
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Furniture market outlook
1. World furniture market outlook

Starting the discussion of the furniture sector it is important to understand the market structure,
main competitors and major geographic export destinations. Furniture purchase has been steadily
growing the priority item in the household spending all over the world. By 2011 the market share of
the furniture is growing up to the US$ 347 billion for the 70 most important countries. The market
value is increasing despite the sharp shortcut seen in 2009, thus it has been amounting to the US$
267 billions
1


Figure 1: Percentage breakdown of world furniture production



(CSIL, 2010)
2


The dominant markets of higly developed countires encounter for the production of the 52% of the
furnitre where the production share of lower income countries is steadly growing, bringing own

1
(onacr, 2010)

2
(CSIL, 2010)
Germany
7%
Japan
4%
United States
15%
France
3%
Canada
2%
United Kingdom
2%
Other high
income
15%
Brazil
2%
Vietnam
2%
Poland
2%
China
34%
Other low and mid
income countries
12%
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diversity in the prodduct apperence, price and quality to the markets. This is explained by the highly
incresed production lines investment into the new palnts outsourced to the developing countries.
However, this tend to support the needs of price sensetive consumers who would define their
choice based on price, and the price inelastic ones, who would look for quality and particular design.

One of the tendencies of the furniture markets is an opening of the new markets and stead
consumption grows of the furniture goods. Words trade has grown from US$ 95 billions dollars in
2009 to US$ 207 billions in 2011.
3
The traditional furniture manufactroing countries are still hoilding
the dominance in the ther hands, taking use of name, tradition, quality, design and unique immagies
in different furniture niches.

The consumption path would look like quite predictable. The developing, big economies under the
force of globalization, investment and trade open and are turning into the destination of the
exporters.
Figure 2: Forecast of consumers yearly changes 2011



(CSIL)

The new emerging markets, like Russia, India, China, Brazil are nowadays major clients of the
exporters.

3
(CSIL)
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0%
Western Europe
North America
South America
Central Easter Europe and Russia
Middle East and Africa
Asia and Pacific
World
% Growth
% Growth
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2. Italian furniture market

In this paper we are going to look mostly at the issues and challenges raised by Italian furniture
manufactures, about their history of development, major specialization, their talent and design,
distribution and marketing strategies while doing business abroad.
The Italian furniture producers have been dominating the market for a considerable amount of time.
1he made ln lLaly" symbols were Lhe slgn of quallLy, unlqueness and ouLsLandlng deslgn and were
appreciated and recognized on the old markets and now progressively winning the consumers
preferences on the developing markets. The unique district organization, worldwide reputation,
premium niche positioning are getting the furniture exporter on the leading places among the first
class furniture clientele.

Italian furniture sector is in top five export sectors, with being second biggest in Europe and fifth
biggest in the world, having 10,3% of the World market by 2009.Based on the huge market capacity,
the Italian producers are mostly concentrating on the foreigner markets. Due to this particularity, the
Italian furniture manufacturers are well familiar with the with foreign markets on its earlier stage of
globalization and now when the international trade linearization is demanding new strategies and
product adaptations

The major markets of the interest of the Italian exporter were changing with time path, initially they
were France, Germany United States, but recently with economic, political and social development of
Eastern Europe the situation has changed. We all go to Eastern Europe and LasL": as would say
Ginacarlo Nieddu, and sales representatives of many other small and middle furniture producers in
Cerea, in one of his interview. Despite the fact that western European markets in their total are the
major dominants of the Italian Exporters, I have been given a feeling that the greatest interest is
shown in the Ukrainian and Russian market, based on their demand, size and Made on Italy brand
loyalty.
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Figure 3:Italian Export structure


(CSIL)

Describing the Italian furniture market, it is worth mentioning its structural organization- industrial
district clustering. The structural characteristic of the Italian woodenfurniture industry is a
concentration of the manufactory in the industrial districts. The major concentration of which is spread
in the North-East, which together with Lombardy, Toscana and Marche are the major regions of the
national furniture manufacturers. This type of organization is formed by tight cooperation and
presence of many small companies that are specialized in a particular furniture segment. That regional
concentration of the industrial entities has enriched the specialization, labor work, high attention to
design and know how thus stimulating the sophisticated internal demand.
Those districts have major regional classification: in Lombardy 23% of the manufactories, Veneto (18
%), Tuscany (10, 2%) and Friuli (4, 5%)
4
.

There are big amount of the districts among which the most important in design and furniture sector
could be considered the following:
1. Bassa Veronese e Bassa Padovana
2. Brianza
3. Pesaro
4. Treviso Pordenone

4
(Minutella)
France
Germany
UK
Russia
US
Switzerland
Spain
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Export
Export
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5. Bari Matera
6. Forli'
These industrial districts were born to add maximum value to the zone with determinant economic
characteristics, to concentrate their activities in particular sectors in which with a time path have
developed their competitive advantages. The necessity to always satisfy growing standards in quality e
security has brought the companies to concentrate their forces and attention in the markets niche
5


This structure enables manufacturers to produce each piece with a great quality and high degree of
differentiation, e greater process orientation due to very lean organization of small entities, thus
providing a more incentives for innovations. High advanced technology used in the furniture industry is
due to close co-operation with machine manufacturers, but also a close of investment of the owners of
small companies, furthermore they contribute to the engineering of new machines. Machine
producers in turn co-operate in the creation of new furniture plant. There are several product group
can be determined in the furniture sector.
Upholster furniture
Dining and living room
Kitchen furniture
Office furniture
Hotels

Upholds furniture is the largest product group in Italy at 2,360 mllllon and represenLlng aL 19% of the
market. This is the main sector in which the Italian industry is the world renowned so most
upholstered products are currently domestically produced. Dining and living furniture was the next
largesL producL group and valued 2,236 mllllon. Much of LhaL has been LradlLlonal ln sLyle. 1hls secLor
has been declining while more contemporary styles have been becoming more fashionable.
6



5
(Camera dei deputati)
6
(CBI Market Information Database)
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Figure 4: Production of furniture in Italy 2005, as % of total value



(CBI Market Information Database)

Retail and wholesale distribution in Italy is centered primary on small family-owned businesses.
Because of this mark-ups on products tend to be among the highest in Europe. Because of the
fragmentation of retail outlets, the use f agents and distribution is widespread.
The distribution model in Italy could be grouped in the several classes:
Independent sales representatives
Associated sales
Modern distribution
7


The major characteristic of the distribution channel is strong presence of sales agents who represent
different manufacturers. This sales channel is accounting for more than 80% of sales both on national
and international level. The future however is seen in the hand of the big retailer, who can provide

7
(Minutella)
18.8%
8.1%
12.2%
7.8%
13.6%
8.1%
31.0%
Parts
Other
Bedroom
Dining and living
Kitchen
Non-upholstered
Upholstered
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space for representatives of different furniture segments, styles and other participants of home dcor
channel.

Globalization and intensive opening to the foreign markets is taking place ln Lhe 70s. Both with it
opportunities and risk, Italia companies are losing low and average cost furniture markets in the top
export countries. In details, French and German markets became the major targets of the newly
industrialized markets with affordably low margins. As the result of the new tendency the Italian
manufacturers are repositioning themselves in the high income niche of the market. This switch was
further assisted but the rapidly developing fashion industry and stabilizing Made in Italy brand. The
adaptation strategy of many companies was recon centration on quality and design, or specialization in
particular segments like furniture for hotels, or directing themselves for the cooperation only with
particular countries.
8




















8
(Gradinetti, Chiarvesio and Guerra)
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Factors that influence consumers furniture choice
3. Factors that shape consumer preferences

As the result of the internationalization of the companies, manufacturers were faced with a need to
analyze and understand the new markets they are going to enter. Regarding of product, the main
challenge is to grab Lhe consumers sympaLhy, aLLenLlon, caLch Lhelr preferences and buying habits. To
do so, it is important to split the consumers buying habit into several factors and carefully study and
understand the possible differences of those in the markets.

In overall there have been many research papers published on the topic what are the factors that
influence purchase motives and frequency. The literature classifies and structures these factors in
different ways. For instance division into inner and outer factors, distinguishing three basic categories:
personal psychological and social factors to which Kotler adds the cultural factors as an independent
category. One of the major issues is to understand the consumers behavior. In consumers behavior we
consider not only why, how and what people buy but other factors such as where, how often and
under what conditions the purchase is made. The major factors that influence the behavior can be
grouped in the following:
9

Psychological- motivation, perception, learning, beliefs and attitudes
Personal -age and life cycle stage, occupation, economic circumstances, lifestyle, personality and
self-concept
Social -reference group , family , roles and statuses
Cultural-culture subculture and social classes

All of those factors can influence and create the certain rules in the sphere of consumer choices. Those
rules once determined, should contribute to the business ability to catch the scene of the new markets.
In our cases, we would like to concentrate on factors that are considered to be the crucial while
choosing furniture.

One of the important points in furniture selection is usually individual taste. However, furniture must
meet several criteria for a satisfactory selection: it should be comfortable and appropriate for its

9
(Arowosoge and Tee)
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purpose, it must be functional for possible multipurpose use, there must be enough space for the
furniture; it must have a long physical and psychological life, it must be easy-to-maintain, finally, it must
be affordable. Furthermore, individuals must have enough knowledge about the product specifications
of furniture while making their selection. Factors such as being functional, durable aesthetic, usable
and economic reflect the product value of the furniture.
10


In parallel with technological, economic, social and cultural changes; differences arise in both
lndlvlduals attitudes and behaviors and in their adaptation process to the changes in their
environment. Thus, preferences of consumers with different socioeconomic and cultural characteristics
differ as well.

Besides that factor it is worth mentioning that position and importance of those factors is the subject
of social demographic and economic characteristic of the potential consumers. On the other side
taking into consideration of the Italian furniture exporters, we have to lessen the importance of the of
cost factor and keep in mind the non-price elastic consumer.

Figure 5: Factors influencing consumers furniture choice



10
(Oztop and Erkal)
Durability
Apereance
Being
fashionab
le
Functiona
lity
Economy
Compatibil
ity with
the other
objects at
home
Suitability
for the
area
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Among the following factors that influence consumer buying decision, literature highlights the
importance of aesthetic factor. On a stage where price is no longer the most important, person
would follow its personal perception of beauty and aesthetic taste. Several studies would define that
appearance factor is positioned among the top 3 considered by the buyers in the furniture choice.
1hus, for example, ln Lhe research of consumers cholce of dunnlng furnlLure ln nlgerla Lhe
color/design factor is placed on the second important stage, mentioning around 80% of the positive
answers form correspondents.
11
The same type of the research hold among the consumers in Turkey
would identify the aesthetic role on the 3
rd
important place.
12


In addition to the literature review, the professionals form the field while refereeing to the Italian
business usages would always mention the importance of design and quality combination with
rather common in Italy personal (sales agent) approach as the main force and brand" elemenL ln
selling the furniture abroad. The Italian furniture consumers are the people design oriented and
brand minded buyers.
4. Role of the appearance

Therefore in our further discussion we will to concentrate on the appearance factor of the
product. The appearance is the external visual characteristic of the piece of the furniture, it
always transpose some message to consumers. Based on a literature review, six different roles of
producL appearance for consumers are ldenLled:
Table 1: The Six Roles of Product Appearance for Consumers
Appearance role Influence on consumers
Attention drawing Draw consumer attention in-store
Categorization Influence ease of
categorization
Offer possibility for
differentiation from the product
category
Functional Show features/functionalities
Serve as a cue for features/

11
(Arowosoge and Tee)
12
(Oztop and Erkal)
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functionalities
Serve as a cue for technical
quality
Ergonomic Show parts for consumer-
product interaction
Show consequences of use of
overall appearance aspects (e.g.,
size, roundedness)
Aesthetic Serve as a basis for aesthetic
appreciation
Fit with home interior and
other products owned
Symbolic Serve as a basis for symbolic
product associations
Communicate brand image
(Creusen and Schoormans)

According to the research the aesthetic and symbolic roles were mentioned most often. The
preferred shape (e.g., rounded or angular), color, or size were found to differ depending on the
way in which product appearance played a role for subjects. For example, bright colors may be
valued from an aesthetic point of view but may diminish the impression of quality (i.e., functional
value). This makes it difficult to optimize all roles and illustrates that the product value that is
most important for consumers when purchasing a specific kind of product should be the starting
point in the design of the product appearance. Furthermore, the influence of shape, color, or size
on a certain kind of product valueaesthetic, symbolic, ergonomic, or functionaldiffered
between subjects.
13



13 (Creusen and Schoormans)
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Figure 6: Percentage of subjects that mentioned each of the different appearance roles

(Creusen and Schoormans)
5. Role of the culture

To understand whether the Italian manufacturing companies entering foreign markets would face the
different aesthetic perception of their product, it is important to realize whether the influence of the
culture on consumer choice is a vehicle to consider.

It obviously subject to a question whether in the period of high speed of globalization the cultural
factor can play its role on shaping consumer tastes the way it did before. The personal comment of
the professionals, working in the business of several years, would notice the quite difference of the
market structure for the last 10-15 years. The general tendency under growing speed of information
flow exchanges, and access to new business representative, have to some extent the importance and
the influence of the culture on the consumers choice. There are fewer choices based on geographic
location, and more choices based on the fashion tendencies, and personal perception of the beauty.

However, taking into consideration that individuals taste and preferences are the subject of culture
formation of personality, nowadays culture would play a role of unconscious instrument in taste
formation, would create or contribute to the personal llkes" and dlsllkes".
0%
10%
20%
30%
40%
50%
60%
70%
Aestetic Symbolic Ergonomic Fuctional Attentional Categorization
15 | P a g e

Culture is the complex of values, ideas, attitudes and other meaningful symbols that allows human to
communicate, interpret and evaluate as members of society .It is the primary reason behind a
persons wanLs and behavlor. AlLhough, dlfferenL socleLal groups have their own culture that affects
consumers buying behavior, the extent to which it influences the behavior might vary from country to
country. Each cultural group can be divided into groups consisting of people with common life
experiences and situations, also known as subcultures, such as nationality, racial groups, religion, and
geographical areas. The third cultural factor is social class, which is constituted of other variables:
occupation, income, education, and wealth.

CULTURE- CulLure ls Lhe mosL fundamenLal deLermlnanL of a persons wanLs and behavlor. 1he
growing child acquires a set of values, perceptions, preferences, and behavior through his or her
family or other key institutions.
SUB-CULTURE- Sub-culture includes nationalities, religions, racial groups, and geographical
regions. Many sub-cultures make up important market segments, and marketers often design
marketing programs tailored to their needs.
SOCIALCLASS- Social classes are relatively homogenous and enduring divisions in a society, which
are hierarchically ordered and whose members share similar values, interests, and behavior. Social
classes do not reflect income alone but also other indicators such as occupation, education, and area
of residence.

Every culture has smaller groups with shared values and beliefs due to common life experience
and situations. These groups are very important to marketers since many of these subcultures
make up important market segment. Every society has some form of social class structure; this
class system is different for every country in point of distribution and ratio. Income point of view,
every society is divided into three classes; rich, poor and middle.

Following the different source of the information, we can make a conclusion that cultural identity of
the person is indirectly influencing his taste and preference formation; contribute to the subjective
vision of a beauty and harmony. Through the environment, the person develops it tastes and
preferences in the objects that surround his daily life. In addition to that being subject to social
influence and general opinion, the individual would tend to accept the common thought of what
might be perceived more stylish, of a better taste of a in accordance with a fashion tendencies.
16 | P a g e

Different furniture preferences among the countries
6. Product appearance and design

Starting the conversation about the appearance, we should switch to the lower level on the
definition, and move to the fact of design. Design is a fundamental, creative instrument on the
final look of the goods. Therefore saying about appearance we intuitively mean the design of the
piece and would ungroup this to the level of the design elements. This would give as a broader
picture of the countries difference or similarities of a particular look of the object.

There have been many discussions on what of design is, and very few precise answers can be
gathered on that. According to the Wikipedia source Design describes fundamental ideas about
the practice of good visual design that are assumed to be the basis of all intentional visual design
strategies. On the other hand, design is Design could be viewed as an activity that translates an
idea into a Blueprint for something useful
14

Finding out what the customer wants is the first stage of what designers do. The designer then
builds on the results of that inquiry with a mixture of creativity and commercial insight. Although
gut instinct is part of the designer's arsenal, there are more scientific ways of making sure the
design hits the mark. Different designers use different methods - combining market research,
user testing, and prototyping and trend analysis.

In our case we are going to speak not on design level, but on the elements levels. Firstly, because
specific characteristic of the furniture which can be the great mix of styles colors, line ad shape,
and therefore it makes difficult to identify pure style preferences. Instead of that we are going to
use the design elements in order to find similarities.


Form follows function is known as the 3 f's of Design. Form refers to what something looks
like, and function refers to how it works.


14 What is design
17 | P a g e

Design Element Description
Shape Area that stand out of the space. It can
be geometric or organic, natural
Line Continuous movement of the point, basic
component of the shape. Lines in design
form the shape of the object, could
create geometric(straight lines )forms or
abstract( curved lines)
Texture Is a perceived surface quality
Form Form is a three dimensional object. There
are two types of forms geometric and
natural.

The choice of the furniture design is a cycle event. The idea is brought from the designer,
which, in it turns, is influenced by design traditions and environment he has grown. His ideas go
to the markets and those by their feedback, buying tendencies, markets preferences come back
to the producer/designer with what is most liked form those proposed to the consumers in
particular markets. This close cycle of information interchange slowly educates the designer to
consumers LasLes and consumers LasLes Lo Lhe dlfferenL deslgner ldeas. AL Lhls polnL Lhe goods
are getting integrated to the new markets and being recognized in the new markets.

Figure 7:The value chain of the furniture sector-role of the design




Italian furniture is highly recognized in the world by its design. In the recent period some companies
are strengthening their forces and capabilities in appearance attribute of their products, using it as a
competitive advantage element in the differentiation strategies.
Row materials, Initial
works, DESIGN
Furnture
producers
Intermediate
agents
DIstributors
Final
consuemrs
Goods flow
Information flow
18 | P a g e

7. Different furniture preferences among the countries

Alessandro Zamarco, sales representative of Francobruno Group with over 20 years of
experience, in his interview, in the discussion about cultural difference would mention that back
10-15 years the differences among countries could have been noticed with a greater extent.
However the ease and free access of the consumers to the different information sources made it
rather simple for the new information to be enquired and shared. For now due to the widespread
access to Internet any consumer can directly purchase from any producers from internet. The
increasing number of showroom present in different countries can influence consumers taste,
educate or change the perception of beautiful to what is fashionable. Therefore in the same
country it is easily to find people like both modern and classic, or other furniture styles.
o Loday, lL ls hard Lo say abouL Lhe exLreme dlfferences and rough approach for companys
adaptation is taking to face new consumer tastes. It would be rather suitable to say about
dominant tendencies in furniture stiles, particular design element like color, forms, materials and
ornaments that are more commonly preferred on the particular market.
Concerning the adaptation strategies of the company, here as in many other sphere the
modularity approach is taking place. Besides that the tight collaboration between the companies
in the furniture industrial districts made it possible to simply adapt the product on its final stages
to the consumer preferences.
Thus, while visiting the production warehouse of one of the furniture company in Cerea,
Franco Mario, I could have seen a huge amount of row furniture, which then after clients desire is
going to be colored, finished with accessories and other techniques to the conditions that
consumer wants. Besides, taking into consideration that in such district company decides to
specialize on particular furniture type, in order to satisfy the diverse need of the client
companies, for instance textile producers and dining room producers, would cooperate to
propose a client individual set of furniture which includes the elements of two sector players.
Thus having possibility to propose individual solution to each consumers Italian furniture
manufacturers can remain competitive on different markets.
19 | P a g e

However, despite the evident smooth in tastes across the countries, we can still catch some
differences an interesting moments in how people decorate their homes and what for what kind
of furniture they still have a high demand.
Besides the expertise opinion, articles and studies I have decided to look inside the homes and
aparLmenLs people llvlng ln dlfferenL sldes of Lhe world ln seek for dlfferences and slmllarlLles
national wise. This became possible due to the two rather recent web page, one of which is
AirBnb.com
15
and Normalroom.com
16
. The first one house and room database for the sub renting
purpose, on this website I have found photos of rooms in different locations and downloaded first
10 of Lhem base on mosL popular" criteria. Where the Normal room.net is a database for
pictures uploaded by the average user for the sharing of experience noncommercial purpose
I have tried to study the pictures on the several criteria:
Line(curved, straight)
Pattern (geometric, floral, abstract)
Form (smooth, angled)
Materials(wood, plastic, metal, glass, ceramic etc)
Color(brightness, temperature)
Quantity of accessories and furniture styles
As the result of this analysis and other resources available including the personal observation
and opinion of expertise in the sector, I would like state some evident attributes noticed in
different design of several markets.
For example Sweden, Norwegian and Finish apartments would be characterize by bright mild
colors, simple lines furniture and natural materials used. The motto of the Scandinavian design is
natural simplicity, rationality and spaciousness. There quite common furniture is simple
geometric forms form the light natural colored woods. Concerning the furniture style there you
can mostly find country styles or modern furniture. Classical design is considered as the desire to

15
(AirBnb)

16
(Normal Room)/
20 | P a g e

Figure 8:Norwegian and Finish apartments
highlight you financial status and therefore is not appreciated by national traditions and social
rules. Other common feature is sympathy to worm but mild colors that are closely mirror the
color of the nature and bring sun during the long winters. To continue the discussion about it is
worth mentioning the most favored materials are wood, glass and sometime chromed metal. In
the picture bellow you can see the typical examples of the interior of the Scandinavian countries.
Due to that fact the Italian furniture manufacturers are not highly present in the countries.










(AirBnb) (Normal Room)

The other major destination of the Italian furniture manufacturers are Germany and France.
The consumer of those countries would anyway have the preferences toward the classic design
and more concentrated in big malls distribution .The last tendency is in direction of modern
furniture design. Consumers in Germany for instance would highly appreciate the advanced
technical functionality in office furniture; they are very attention to different technical
modification that broadens functional capacities of the future. What concerns home future,
French consumers like Barocco, country styles, they keen on traditional lines, reach accessories
and high dcor. One of the most popular furniture style is Province- the countryside furniture,
made of natural wood, richly decorated by the floral ornaments and pastel colors.






21 | P a g e









(Franco Mario Furniture shop)

The other interesting feature is the presence of small cupboards around 100 -150 cm high, which
is very frequently placed under the window. In the system f distribution, the rather particular
feature is a furniture purchase via the distributor catalogue or modern website catalogue. This
feature is not commonly spread in other countries, like Italy for instance, where people are still
keen on previous furniture expectations in the showroom or other sales point.

The shared experience of the both expertise identify the week Italian furniture presence in the
North and South American market. It is partially explained by own strong furniture industry.
However, I would like as well to consider this market for some consumer choice differences. US
consumers are in favor of modern design of the furniture geometric shapes and new construction.
They value lot functionality and technologically advanced pieces of furniture, widely using the high
tech materials-plastic, glass and metal. Pragmatic Americans prefer a direct light therefore they
would most probably choose the small light points. A good example of the office furniture market:
America consumer would prefers minimalist, bold color set that perform uniquely functional role,
where in European office it is quite often to see high palette of colors, particular design d even
decorating elements. Even home kitchen furniture should be a suitable carcass for the all massive
and numerous technical equipment they keen to use in their daily life, with a massive electronic
panels.

On the other hand the South America region is quite coloristic and individualistic in their tastes of
the home decors. Thus they prefer bright colors natural materials like dark wood, stones and very
often use small ceramics to decorate their apartments. The furniture in these houses would be
Figure 9: Console: examples of French preferred styles
22 | P a g e



dominantly of country style, with reach plant ornaments, curved lines and intensity of colors. They
like both excessive accessories at home and rather intense dcor on the furniture itself.









(AirBnb)

The other two major Italian furniture export markets are Russia and East countries.
As have been mentioned by Mrs. Nieddu in his interview, the Russian consumers became the
main target market for the Italian producers. Therefore, we would like to see in more details how
the Russian consumer is different from the other markets.

The Russian consumer has different tastes and like different furniture style, but what is very
common is the desire to show off welfare. In any case the majority of Russian consumers would
prefer classic style, Barocco, elegant line, rich decorations, and noticeable design-all in one
everything that can be suited under the category expensive and noticeable. Italian designer to
adapt to the test, would abandon its characteristic minimalism, and create the items rich of
decorations in gold, silver shiny accessories and complex ornaments and glamorous textiles.
They like to demonstrate their social status, because the Russians buying Italian furniture belong
to medium and above medium social classes. The high attention is given to details, decoration in
leather,
shinning crystals, natural woods and stones elements. One of the peculiarities of the market is
love to accessories from expensive row materials like statues, lamps etc.

Figure 10:Mexican apartments
23 | P a g e

Concerning the color, dark solid glance colors, which create the filling of stability and power, are
in most favor. Natural dark wood color, black, viola silver and gold color are at demand on the
market. In contrast to Scandinavian countries, where the simplicity of lines, geometric forms
prevails in the interiors Russian design and furniture would be full organic ornament, curvet lines,
multilayers and combination of different materials.











(Giancarlo Nieddu)

The combination of different styles is very common for the Russian consumer. They can easily
pool together the classic design, with modern accessories and Asiatic carpets. This is one of the
major advantages of the new and growing market- is a there space for many market players and
consumer childish trust to made in Italy brand representatives.

East countries like Saudi Arabia, Bahrain etc. are the famous advocates of the strong cultural
influence on their daily life. Furniture sector and consumers furniture preferences are not
exclusions. The preferences of the upper-class buyers are in the classic style or mix between the
last one with traditional elements, highly appreciated also rococo-barocco style. Among the most
popular material natural, fine wood in dark colors, richly decorated by golden ornaments and
combined with metal and glass accessories or furniture element. With regards to the office
furniture Mr. Zamarco, has shared couple of examples of national peculiarities. For example, all
Figure 11: examples of Russian preferred styles

24 | P a g e

the office tables should supported by a front panel which allows to cover the female legs from
possible observation, or the other example where the chairs and arm-chairs are preferred with
non-metallic armrest to avoid the eventual discomfort during high temperature. On of other
interesting example can be semi obligatory presence of Lhe small Lable nexL Lo Lhe managers
main desk. This one serves to as guest table on which the tea is usually served.























25 | P a g e


Conclusions

The furniture industry is an example of the good for which external look can be the one of most
mporn rr or onumr o n m o on o ompv por
for the companies. Central to these strategic decisions by organization is an understanding of the
degree to which standardized product can be offered unchanged or whether they need to be
adapted to local markets.

Dp o p lolon, onumr orm rn orpl on o vr
their behavior under the cultural context. This might be seen as a barrier for a quick entrance, to
overcome this barriers Italian furniture manufacturers have developed have deeper understanding
of local cultures and their influence upon purchasing behavior.

With regards to the different design perception by the clients in Russia, Germany or Scandinavia,
the companies have acquired enough knowledge about what is most frequently bought in those
markets and they have developed their response to the series of requirement . Firstly, their
principal force is a close contact with a client, sales representatives perform a role of a personal
purchase assistant, carefully following and monitoring the requirement and wishes of the
consumer. Secondly, the district organization allows companies to specialize not only on the
specific furniture type production but also to subdivide the processes of the production. In this
way there is always a possibility to change , adapt the final look of the product, its color, finishing
etc. In addition to that , the collaboration of the different companies that work in the interior
design industry and close location of the last ones, are allowing for the companies to adapt
somehow personalized service for the any consumer wish.

To sum up the said above, I would like to mention that despite the diminishing influence of the
culture on the phenomena of aesthetic taste, it cannot be undervalued. There are still slight
differences in color, material, texture , styles that taken into account can serve as an additional
competitive tool for the furniture manufactorers.



26 | P a g e



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CSIL. World Furniture outlook. MILANO: CSIL, 2010.
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27 | P a g e


Appendix
Table 2: National Characteristic of the interior design
Interior
traditions
Moto Type of
the space
Color/patte
rns
Wall, floor,
ceiling,
decorations
Furniture Light Decoration

Japanese Rationality
simplicity
elegance
Open
space,
freed
Natural
colors,
warm and
light
brownish,
Red and
golden
accents.
Patterns,
ethnic,
pictures
with birds.
Light,
smooth
surfaces
Furniture of
the
different
height
forms the
natural
wood and
other
wooden
species.
Mild light

Minimal,
textile
drawing
Spain Bright ,
emotional,
comfort
Small
functional
space
Pastel
colors,
Accent on
the yellow,
green.
Floristic
ornaments
Light walls,
the floor is
covered by
ceramic
mosaic
Massive
wooden or
metal
furniture.
A lot of
light
Interior
textile,
statues,
ceramics,
metal,
colored
glass
dishes,
photos,
souvenirs.
Italian Bright ,
emotional,
comfort
Small
functional
space
Beige,
green,
golden
orange.,
geometric
patterns
Brightly
colored
walls,
decorated
floor for
colored
ceramic
mosaics,
stones,
wooden
girders on
the ceiling
Wooden
furniture
with a huge
amount of
details
A lot of
light
Souvenirs,
reach
accessories,
Moreno
glass,
interior
textile
French Luxury ,
elegance,
comfort
Comfort
matter
more than
space
Saturated
viola,
cherry
colors,
bright red,
and beige,
The walls are
decorated.
Woods are
colored in
light colored
or covered
Wooden ,
of the light
colours
furniture
with a great
amount of
The
preferences
in the
excessive
and elegant
lightning
Affection to
a small
details,
accessories
and statues.
28 | P a g e

golden. Lilia
patterns,
laces
by the
transparent
color,
metallic
decorations
.
Preferences
to a small
tables and
small
chairs.
systems
English Aristocracy,
classics,
functionalit
y
Classicism,
huge
multilevel
and
multifunct
ional
space
divisions
All nuances
of the red,
yellow,
green,
crme.Patte
rns lines,
squares.
High ceiling,
decorated
with elegant
chandelier
Fireplace,
carved
staircase,
furniture,
leather,
velvet and
wood, the
library
Narrow
windows in
the house.
Light point
system and
lamps with
shade
Interior
textiles,
tableware
made of
porcelain,
paintings,
photograph
s
Scandinavia
n
Simplicity,
minimalism
Spaciousn
ess,
functionali
ty,
rationality
Shades of
beige and
gray.
Patterns:
geometric
shapes
Wooden
light floors,
light walls
Light wood
furniture
(functional
and simple,
easy to
assemble)
Preference
is given to
natural
light.
Popular
fixtures
(lots of)
Almost no
decoration
(interior is
textile)
Asian Bright
emotionalit
y
The small
space
Blue,
yellow, red.
The walls are
decorated
with rough
plaster. Floor
is decorated
with carpet
Minimum
of furniture.
trunks are
popular
Diffuse,
muted light.
Tissue and
forged
fixtures
Ethnic
dishes,
musical
instruments
, rugs,
pillows,
coins, etc.
( Hemonexna)