The impact of direct marketing on consumer choices in the furniture sector

Abstract

To keep customers engaged and continue to expand in a market that is becoming more and more competitive, businesses need to use smart communication and promotional strategies. Direct marketing is a successful strategy for influencing consumer behavior, especially in sectors where decision-making heavily relies on product exposure and information accessibility. This study looks at how direct marketing affects the wood and furniture industries in Kosovo, with a particular emphasis on how it affects customer choices and company performance. The study is organized into two key parts: an empirical inquiry using primary data gathering and a theoretical analysis based on a thorough literature evaluation. Descriptive and comparative analyses are used to examine current concepts, definitions, and viewpoints on direct marketing, and secondary data from various scholarly publications is used to create the theoretical framework. Understanding how direct marketing affects customer purchasing behavior is given special attention. A structured survey given to 210 respondents from strategic urban centres in Kosovo served as the basis for the study's empirical component. The results show no meaningful correlation between promotional offers or social media marketing formats and purchase decisions, even if direct marketing is crucial for sustaining consumer awareness. This shows that showroom visits are preferred over internet purchases, indicating that traditional customer behavior is dominant. Nonetheless, a noteworthy association was noted between the kind of social media platforms utilized and customer involvement, highlighting the significance of platform selection.