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