Abwooli Yabezi Banana

Consumer Satisfaction with Wooden Furniture: a Case Study of Small to Medium Scale Enterprises in Uganda Abwooli Yabezi Banana

This project examined the state of furniture industry and trade in Uganda. Specifically looking at the demand-supply side, efforts are made to describe the main key actors in the furniture supply chain, and consumers' feedback about quality delivered. The main objective of the study was to determine the level of consumer satisfaction(utility)achieved by the local producers and establishing what particular furniture attributes consumers consider as important for their satisfaction formation with emphasis on household furniture. The overall goal was to benchmark changes in consumer preferences, emerging consumer segments and estimation of the market share for the local furniture industry so as to improve market targeting and industry positioning which are important aspects in managing stiff competition from furniture imports.