| Summary: | Date: June 4, 2008 Course: Master Thesis in International Marketing Authors: Damrong Luangaramkul and Selam Belay Tutor: Tobias Eltebrandt Title: Norrgavel Target Consumers’ Perception toward Furniture Products and Environmental Friendliness Introduction: This thesis deals with two subject areas; Sustainable marketing and Furniture marketing. There are many companies and industries that had combined these two areas together and had launched very successful marketing strategies for their products (Hoar, M & Tischner U, 2005). Yet, Norrgavel, a Swedish furniture firm has not promoted so much on its environmental friendly furniture. The reason for this is that it is uncertain about how its target consumers think of environmental friendly furniture. This is where this research comes in. Basically, to find out about its customers’ perceptions towards furniture products and environmental friendliness. Problem Statement: Should Norrgavel in Sweden promote the environmental friendliness of its furniture products to its target consumers, in order to increase sales? Purpose of Study: To find out Norrgavel target consumers’ perception in Sweden toward furniture products and environmental friendliness, in order to compare each attribute and come up with recommendations. Method: Primary Data: Interview with the owner of Norrgavel Västerås branch, and 200 questionnaires with 31 percent response rate by Mall interception. Secondary Data: Books about international marketing, furniture marketing, and marketing research from MDH library, Internet website search with Google, journals and article from MDH e-library and from Google. Conclusion & Recommendation: It is strongly recommended that Norrgavel in Sweden should definitely promote the environmental friendliness of its furniture products to its target consumers, in order to increase sales. At the same time, focusing on its design as its core competence and focusing on the other attributes that its target consumers think are important to them.
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