Factors affecting customer preferences regarding formite

Abstract

This research paper gives an insight on the factors affecting the customer preferences regarding Formite , customer preference is now known to be a key factor which can alter customer’s decision on purchase of a particular product/ service. This research paper discusses relationship marketing, customer loyalty and customer satisfaction as basic factors affecting customer preference. The finding of this research shows that all the tested variables affect customer preference with customer satisfaction having the highest affect on Customer Preference. Pakistan is famous for its art and craft. The people have a luxurious taste towards their living and especially towards their home and surroundings. The history of the subcontinent which was defined by the Mughals show their taste of art and craft that has what made its mark in the lives of the people today. Building beautiful homes with smart and traditional furniture is a lifestyle here in Pakistan and every person who plans to build a home for him tries to use the best and make the best for himself and his family. The use of artificial wood has been an increasingly importance in the modern arena. The increasing prices of natural wood have highlighted the importance of artificial wood in this context. This research is aimed at studying the various factors affecting the customer preferences. The objectives were met by conducting a descriptive research. The descriptive research was based on the primary and secondary data collected. The primary data was collected through questionnaire method and semi-structured interviews whereas the secondary data was based on journals and web resources. The major limitations of the study are mentioned and recommendations for future research states that a similar research should be conducted with a larger sample size covering more geographical locations before generalizing the findings.