Measuring the impact of wood species on consumer preferences for wooden furniture by means of the Analytic Hierarchy Process

While several studies have revealed the existence of substantial differences in consumers' perceptions of various wood species, the impact of these differences on the preference of wood furniture is still unknown. The present paper aims at closing this gap by referring to a recent mail survey that was conducted in Germany, which is one of the most important markets for furniture in the world. The Analytic Hierarchy Process (AHP) was applied to measure shifts in the individual preference structure arising in connection with the used hardwood species. We show that the applied wood species has a significant impact on the assessment of various attributes of wood dining tables. Knowing these effects supports the designing of wood furniture that meets consumer expectations.