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Furniture Coatings in Europe:A Survey of Customer
Satisfaction“None of the four biggest
suppliers is the same, either in the needs of their customers or in
the areas they perform well in.In a market where consolidation has been the over-riding focus of
attention in recent times, it is apparent that there is still
genuine choice in the market.”
Brian BalmerResearch AnalystFrost & Sullivan
Background Information
• 140 end-users interviewed
• Smallest customer uses under 1 tonne
• Largest customer purchased 200 tonnes per year, not including solvents
• Total annual consumption from known data (for 117 end-users) 4,600 tonnes
Purchasing Process
• Drivers and Restraints of purchasing• Analysis of how frequently suppliers visit
customers, and identification of key decision-makers in different types of end-user company
• Supplier loyalty and the use of more than one supplier
0%10%20%30%40%50%60%70%80%90%
100%
< 1tonne 1 to 10tonnes
10 to 100tonnes
> 100tonnes
Annual Consumption
Customer Satisfaction in the Furniture Coatings Market: Analysis of Supplier Visit Frequency by End-User Annual Consumption (Europe), 2001
NeverRarelyAnnuallyBiannuallyQuarterlyEvery 2 monthsMonthlyFortnightlyWeeklyMore than weeklyVariable
Customer Needs
•Analysis of variations in customer needs by four main demographic sets:
•Identification of the most important customer needs in each of 5 major categories:
•Product Brand and Range•Technical Performance•Pricing•Customer Service•Delivery
•Type of Furniture•Annual Consumption•Region•Key Decision-Maker
Customer Satisfaction Analysis
• Generic analysis of customer satisfaction by key demographic groups
• Performance of the leading suppliers
Customer Satisfaction in the Furniture Coatings Market: Perception of Service Performance by Region (Europe), 2001
Italy
Iberia
BeneluxFrance
Germany
Scandinavia
UK
Weakness Perception
Str
ength
Perc
epti
on
Marker Size = Total Market Size Note: All figures are rounded. Source: Frost & Sullivan
Low High
Low
High
Market Positioning
• Importance of different issues to the customers of a single supplier
• Comparison with perceived strengths for this supplier
Customer Satisfaction in the Furniture Coatings Market: Importance of Purchasing Needs for Customers of Company X (Europe), 2001
3
4Price
Technical
ServiceDelivery
Product Range
Company X Market Average
Customer Satisfaction in the Furniture Coatings Market: Perceived Relative Strengths of Company X (Europe), 2001
0.0%
70.0%Price
Technical
ServiceDelivery
Product Range
Company X Total for All Suppliers
