Assessment and prioritizing branding factors effective in the furniture industry

Mohammad Ghofrani
Shahid Rajaee Teacher training University
Iran, Islamic Republic of
Vajihe Farshchi
University of Tehran
Iran, Islamic Republic of
Majid Azizi
College of Agriculture and Natural Resources
University of Tehran
Iran, Islamic Republic of

Publication date: Feb, 2013

Journal: Journal of Lignocellulose
Vol.: 2- Issue: 2- Pages: 351-362

Abstract: The present paper aims at assessment and prioritizing of branding factors affecting the furniture industry and offering appropriate solutions to branding in furniture industry. To this end, after basic studies and review of other researches, 23 patterns and sub-patterns under 5 basic criteria of brand equity, effect of brand, client satisfaction, promotions, and the effectiveness of the brand were recognized, and prioritized through hierarchical analysis procedure method (AHP). Results showed that the factors of client faithfulness, appropriate quality, understood quality, appropriate price, exhibitions, and client-friendliness have respectively the highest scores, and also solutions, the training of skilled managers, as well as the influence of brand and effect of brand have respectively been the most appropriate solution and the most sensitive criteria.

Keywords: Client satisfaction, AHP, Branding, Furniture industry