Jasna Hrovatin

Jamstvo novih proizvoda: empirijsko iskustvo poljske i slovenske industrije namještaja

The aim of the study was to recognize the attitudes towards new product warranty issues in marketing practice of furniture manufacturers. The results of a survey conducted among 75 Polish and Slovenian furniture companies are presented, focusing on whether enterprises use the information concerning the length of warranty period offered for manufactured products in their marketing materials and in which cases they build their competitive strategy and strengthen their corporate identity based on warranty issues. Data collected through direct interviews and surveys was subjected to a comprehensive statistical analysis using statistical grouping method, cluster analysis and correspondence analysis. The results showed that most often the information on the length of warranty period is used commercially by manufacturers of furniture for children and kitchen furniture. The coexistence of variables connected with the offered warranty period for furniture products, the use of information concerning warranty in advertising materials, implementation of a long-term design management strategy, the development of a positive image of the company in the market based on the comprehensive visual identity project and the limited number of years when the company has been operating in the market was showed.

Ispitivanje činitelja u procesu donošenja odluke o kupnji kuhinjskog namještaja primjenom združene analize

The aim of this research was to determine the relative importance of three factors relevant for buying wooden kitchen furniture in Croatia and Slovenia. A survey was made of 172 potential kitchen buyers: 138 in person at two largest furniture stores in Croatia and Slovenia, and 34 online. A conjoint analysis revealed that respondents were more concerned about the manufacturer and design than the price of the kitchen furniture. For all demographic groups, the lower price kitchen furniture was preferable. Only three demographic groups (3545 years of age, elementary school or less, and unemployed) preferred the classic kitchen furniture design, while all other groups preferred the modern design. For the manufacturer, differences were found among most sociodemographic categories.