Home Decor ShoppingEmily Saul, Phoebe Long & Elissa Temme

Project Objectives

Understand and analyze consumer behavior around household products

○ Household products: all products that would be purchased for a home

○ i.e. home decor, furniture, and kitchenware○ Limited to in-store purchases

Project Inspiration

Research Method

1. Individual consumer interviews2. Online surveys

a. Danesb. Americans

Interviews:● Questions dealing

with experiences in home decor shopping.

Surveys:● Questions dealing

with home decor shopping habits in general.

Research Questions

Q: How frequently do you purchase home products?

Q: What are your favorite stores to shop in for home products? Why?

Q: Think of the last household product you purchased, why did you purchase it?

Q: What do you consider most important when purchasing a product? (How much the product costs? How the product looks?)

Q: How would you describe your behavior in home decor stores? Walk me through a visit to your favorite home decor store.

Q: Do you aim to create a certain atmosphere or style of setting within your home? Please describe.

Interview Questions

Q: Do you prefer to home decor shopping in store or online? Why?

Q: Do you prefer a certain experience/ atmosphere when home decor shopping?

Q: When you go home decor shopping, do you plan ahead of time to go or is it more of an in the moment purchase?

Q: Do you go shopping for household products with others or by yourself? Do you make a day out of it?

Q: How would you describe your behavior in home decor stores? Walk me through a visit to your favorite home decor store.

-Length of visit

-Sections of stores visited

-Purchases? (Planned purchases vs. impulse buys)

Interview Questions Cont.

Survey Questions

Q: How frequently do you shop for household products?

Q: What are your favorite stores to shop in for household products? Why do you prefer these?

Q: Think of the last household product you purchased. Why did you purchase it?

Q: What do you consider most important when purchasing a household product? (Select all that apply).

Q: How would you describe your usual behavior when shopping for household products?

Q: Do you aim to create a certain atmosphere or style of setting within your home? Please describe your style if applicable.

Consumer Insights

Interviews

““I walk around the entire store even if I

was only going for one thing.”

“

““I like to shop in the store. I like to see it, look at the color and shape, how it’s

made, be able to touch it. It’s a very visual process for me.”

“

““I plan ahead for big purchases or if I

want to buy a lot of things for a certain space at the same time, but many of my smaller buys are in the moment.”

“

● Target Audience○ Females who own a house or apartment○ Dependent on trigger point

● Very visual process○ Consumers like to see and touch the products○ Focus on quality and aesthetics

● Main Influencer ○ Existing home style

● Balance between desire and need

Consumer Insights

Consumer Insights

Survey

● Majority shop for household products very infrequently ○ Majority plan in advance to go shopping○ Spontaneous purchases are infrequent

● Four Main Trigger Points○ Needed something that did not previously own○ Refresh home style/Redecorate○ Replace an old or broken item○ Because like it

● Price is most important consideration

Consumer Insights II

● “I aim to create ‘Hygge’”● “Hyggeligt, hjemligt og

stilfuldt”● “Simple, without any

unnecessary items. Everything in my home serves a function.”

● “Nordic”

● “I like a home-y style.” ● “Comfortable, relaxed,

colorful/uplifting.”● “I like functionality and

coziness, but I'm also very eclectic.”

● “Cozy atmosphere with warm lighting , plenty of space to sit and be a family or a group of guests/friends.”

Danes Americans

Consumer Behavior Process Flow

Trigger Point

{Replace old or

broken item

Redecorate

Did not previously own

Plan to go to store Walk entire store

Find intended products

See unplanned appealing product

Pick it up

Touch it Test it

Visualize in house

Price Use Style

Decision to buy or not to buy

Consumer Behavior Process Flow

Trigger Point

{Replace old or

broken item

Redecorate

Did not previously own

Plan to go to store Walk entire store

Find intended products

See unplanned appealing product

Pick it up

Touch it Test it

Visualize in house

Price Use Style

Decision to buy or not to buy

● Focus on conformable trigger points○ Redecorate, “Need” for new item, and Like item○ Incorporate products into room displays○ Provide large array of products

● Focus on store layout○ Invite customers to walk path through entire store

● Focus on product display○ Allow customers to physically interact with

products; “testers"○ Provide products without packaging

Marketing Suggestions

● Focus on price○ For small decorative products, price should be

low● Focus on style

○ Provide house visuals and room displays ○ Allow convenient and flexible return/exchange

options

Marketing Suggestions