Never
pay full retail
Shopping for furniture is often difficult for you, the consumer,
because in the normal course of events you don’t it
very often. Therefore, you don’t acquire the expertise
you may have when it comes to clothes, can boat guns or
jewelry. No one is confused by the quality exhibited by
timex as opposed to tag hour, or role compared to omega,
or a Honda compare to a nova. We are very familiar with
the products we buy often during our lives but furniture
is simply a category of goods we don’t buy regularly.
We “ know a rolex is batter
then a timex because the manufacturer told us so in advertisements,
and the price tells us so in stores. However, most of us
would e hard process to itemize ten significant cost differences
between the two products but we know the differences are
real and true.
Why are we so comfortable
in dealing with a wide range of quality differences in most
of our consumer purchases but so unsure of ourselves when
it comes to furniture? The biggest reason for our uncertainty
is lack of knowledge. The consumer doesn’t have the
knowledge because the furniture industry, fragmented with
so many relatively or individually been able to facture,
has never collectively or individually been able to afford
the huge some necessary for advertising to educate the buying
public. Most customers read nothing about furniture except
heavy dale/ discount advertising in news paper in the hands
of the retail salesperson. Since this industry, customers
are generally confused and uniformed before, during and
after shopping for furniture. This confusion and lack of
education has crated a consumer who is More interested in
the size of the discount than in the product itself