Consumer preferences for flooring in Turkey in terms of purchasing and use

In this study, consumer preferences for flooring in terms of purchasing and use, were investigated, as well as consumer attitudes and the reasons for preferences for a particular product, and whether consumer behaviour varied according to gender, age, level of education, occupation and size of household. The study was based on a face-to-face interview of 1005 people throughout Turkey. The data obtained from the survey was analyzed using the statistical package SPSS 19.0 for Windows. According to the results of the study, it is possible to say that the customers preferred flooring which was easy to assemble, with good heat and sound insulation, resistant to physical and mechanical damage, both environmentally- and human-friendly and aesthetically pleasing. Manufacturers should therefore endeavour to meet these expectations by obtaining positive and negative feedback from users of flooring. In conclusion, it was determined that flooring preference, usage, expectations and consumer complaints may differ according to gender, age, level of education, income level, household size and occupation. This study fills an important gap regarding the investigation of consumer preferences for flooring in terms of purchasing and use in Turkey.