A Study on Consumer Buying Behaviour for Rugs and Carpets in the Home Furnishings Market
Ms Sneha Chauhan, Fashion Management Scholar, Department of Fashion Management Studies, National Institute of Fashion Technology, Ministry of Textile, Govt of India, Daman Campus
Abstract
Consumer purchasing behaviour for rugs and carpets within the home furnishings market is driven by both functional and emotional motivations. Rugs and carpets not only enhance the aesthetic appeal of living spaces but also offer practical benefits, including comfort and insulation. In the current digital retail landscape, consumer reviews and online feedback significantly influence purchasing decisions. This study provides a theoretical review of existing research on consumer perceptions, satisfaction, and decision-making related to rugs and carpets. Its objectives include analysing key factors that impact consumer choices, such as design, material, price, quality, brand image, and retail channels, in addition to offering practical strategies for manufacturers and retailers to more effectively meet consumer expectations. Literature indicates that consumer behaviour in the home furnishings sector is affected by cultural, economic, and lifestyle factors.
Introduction
The home furnishings market is a key part of the lifestyle and interior design world, showing how people’s tastes, living situations, and style preferences are changing. Over the last decade, more people moving to cities, having more money to spend, and being exposed to global design trends have really boosted the demand for home decor items. Rugs and carpets are especially popular since they not only serve a practical purpose but also add a decorative touch to both homes and businesses.
Rugs and carpets make a room look better by adding style, keeping it cozy, cutting down on noise, and making things more comfortable overall. They used to be seen as long-term investments for your home, but now people often swap them out more often to keep up with the latest trends and their own tastes. Because of this, the rugs and carpets market is putting more emphasis on cool designs, matching colours, picking the right materials, and standing out as a brand.
Consumer buying behaviour is basically how people decide what to buy and how they use products to meet their needs. When it comes to rugs and carpets, people’s buying choices are shaped by a bunch of things like money stuff (price, how much they earn), product stuff (design, material, how long it lasts, quality), mental stuff (how they see things, what motivates them, their lifestyle), and social stuff (family influence, social status, cultural taste). Also, with so many ways to shop— big stores, specialty home decor shops, and online stores—people have more options and shopping habits have become more varied.
In recent years, the expansion of e-commerce and digital platforms has transformed the manner in which consumers seek information and evaluate options prior to making purchases. Online product descriptions, images, customer ratings, and reviews play a crucial role in shaping perceptions and expectations regarding rugs and carpets. Consumer reviews, in particular, serve as a form of electronic word-of-mouth, influencing trust, perceived quality, and purchase confidence. Positive reviews have the potential to enhance brand reputation and drive sales, whereas negative reviews may deter prospective customers.
Understanding why people buy rugs and carpets is really important for manufacturers and retailers who want to stay competitive in the constantly changing home decor market. Knowing what customers like, how satisfied they are, and how they make purchasing decisions helps businesses create better products, set appropriate prices, and engage with customers more effectively. This study therefore takes a closer look at how people shop for rugs and carpets,
with a particular focus on customer reviews and the key factors that influence the home furnishings market.
Objectives of the Study
The objectives of this research study are as follows:
1. To identify the key factors influencing consumer buying behaviour for rugs and carpet.
2. theoretically analyse consumer reviews related to rugs and carpets in the home furnishings market.
3. To suggest an appropriate plan of action for manufacturers and retailers.
Research Methodology
This study employs a theoretical and research-based methodology, examining existing journal articles, market reports, and scholarly literature. It draws on research concerning consumer behavior in home furnishing purchases, perceptions of rugs and carpets post-purchase, and broader insights into decision
making processes in retail. The data are sourced from peer-reviewed journals, online reports, and academic summaries. The review concentrates on factors influencing purchase decisions, the impact of lifestyle on consumer choices, and the role of online reviews in purchasing behavior.
Literature Review
Research on consumer behaviour in home furnishing purchases indicates that buying decisions are driven by a combination of practical requirements, aesthetic preferences, and social and economic considerations. Numerous studies have examined the selection of home textile products, such as curtains, upholstery, bed linens, rugs, and carpets, highlighting the primary factors that influence these choices.
Research on home décor shopping shows that design, colour, and how nice something looks are some of the biggest things that affect what people pick. These days, shoppers want stuff that matches their room style and personal vibe. Rugs and carpets are usually chosen for how well they go with the furniture, wall
colours, and overall feel of the room. Studies show that how something looks grabs people’s attention first, but its practical features usually decide if they actually buy it.
The quality and durability of materials are also major topics in research. People generally choose rugs and carpets that are comfortable, long-lasting, and easy to maintain. Natural fibres like wool and cotton are typically considered high quality, while synthetic fibres are popular because they are cheaper and easier to care for. Studies on post-purchase behaviour show that how easy a rug is to clean, the amount of maintenance it requires, and how well it endures all influence customer satisfaction and the likelihood of repurchasing.
Price sensitivity continues to play a key role in influencing consumer buying behaviour in the home furnishings market. Studies indicate that consumers assess rugs and carpets in terms of value for money, weighing price against perceived quality, design, and brand reputation. Middle-income buyers are usually more price-sensitive, whereas higher-income consumers often focus on exclusivity, craftsmanship, and brand prestige. Additionally, promotions, discounts, and seasonal sales greatly affect purchasing choices.
Brand image and trust play a big role in what people prefer to buy, especially in markets with both big companies and smaller players. Well-known brands are usually seen as more reliable when it comes to quality and after-sales service. Studies also show that having a trusted brand makes people feel less risky about their purchase, especially for big-ticket items like carpets, which are often seen as long-term investments.
Studies also point out how retail channels are becoming more important in shaping what people buy. Shopping in physical stores lets you touch and feel rugs and carpets, check their quality, and get expert advice. On the other hand, online shopping gives you more options, easier price comparisons, and convenience. Many studies show that people are gradually moving toward a mix of both, looking up info online but buying in-store, or the other way around.
Recent research highlights the important role of consumer reviews and online feedback in guiding purchasing decisions. Online reviews provide social proof, allowing consumers to assess product performance, quality, and suitability based on others’ experiences. Positive reviews boost consumer confidence and perceived value, whereas negative reviews point out product flaws and can lead to avoidance. Studies indicate that consumers frequently depend on reviews when buying home furnishings online, since they cannot physically examine the products.
Insights from Literature Review
The reviewed literature suggests several key insights:
• Design and Aesthetics: Consumers care about the design, trends, and visual appeal of rugs and carpets when making choice. • Quality and Functionality: The quality of materials, durability, and ease of maintenance are key factors in buying decisions. • Price Sensitivity: Price is a major factor, with consumers weighing cost against perceived value. • Brand and Retail Channels: A brand's reputation and the availability of various retail options — both online and offline — affect consumer satisfaction and trust. • Consumer Reviews: Online reviews and feedback increasingly influence decisions, shaping expectations and satisfaction based on the experiences of others.
Findings
1. Consumers consider both aesthetic and functional features when making decisions, weighing design preferences against durability and practicality. 2. Price and perceived value for money play a major role in influencing purchase decisions in the home décor sector. 3. Brand recognition and perceived reputation heavily impact consumer choices, particularly in markets dominated by traditional retail and established brands. 4. Online reviews and digital feedback serve as modern indicators of satisfaction, often shaping consumer expectations and confidence prior to purchase.
Conclusion
The way people shop for rugs and carpets in home decor comes down to a mix of what looks good, practical stuff, and how much the internet affects them. Buyers care about design, quality materials, and fair prices, but they also check out online reviews and where they can buy stuff. Brands and stores should think about the customer, use digital platforms for reviews, go eco-friendly, and offer products that can be customized for different needs. Understanding how people shop can help businesses make marketing that really clicks with shoppers today.
Reference
Mohammadian, M., Ghorbani, S., & Maleki, A. (2018). THE STUDY ON CONSUMER BUYING BEHAVIOR SATISFACTION LEVEL FOR PERSIAN CARPET. Journal of Organizational Behaviour Research.
https://odad.org/article/the-study-on-consumer-buying-behavior-satisfaction level-for-persian-carpet
Tulshiram, A., & Dedhia, E. (2018). Buying trends for home furnishing among consumers in Mumbai. In IOSR Journals, IOSR Journal of Polymer and Textile Engineering (Vol. 5, Issue 4, pp. 09–16) [Journal-article]. https://doi.org/10.9790/019X-05040916
Zhang, R. (n.d.). Consumer Behaviour toward Decorative Home Textiles in the U.S. Market - ProQuest. https://search.proquest.com/openview/3b209bff322c6bd64e135a3e749c3b4b/1? pq-origsite=gscholar&cbl=51922&diss=y
Edwards, C. (2017). Turning Houses into Homes. https://doi.org/10.4324/9781315235516
Mohammadian, M., Ghorbani, S., & Maleki, A. (2018). THE STUDY ON CONSUMER BUYING BEHAVIOR SATISFACTION LEVEL FOR PERSIAN CARPET. Journal of Organizational Behaviour Research. https://odad.org/article/the-study-on-consumer-buying-behavior-satisfaction
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