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New product acceptance in China's industrial wood market
Authors: K. Tsang, B. Manley, F. MaplesdenPublication: New Zealand Journal of Forestry, Volume N.Z.J.For. 2005, Issue N.Z.J.For. 50(4) 2006, pp 24-30, Jan 2006
Publisher: New Zealand Institute of Forestry
Abstract: Chinese industrial wood consumers, mainly from Guangdong province, southern China, were surveyed to determine the factors that influence them in adopting a new product. The three most important industrial wood-using sectors - housing construction, interior decoration, and furniture - were surveyed. Overall, “Price” was rated as the most important factor by respondents in adopting a new product. This was closely followed by “Environmental Issues”. Government policies which encourage the use of environmentally acceptable products and rising environmentalism in the international furniture market may be the reasons for the surveyed Chinese industrial wood consumers rating it so highly. Other important factors were “Services”, “Wood Properties”, “Availability” and “Product Quality”. Surprisingly, “Experiences of Other Users” and “Customer Preferences” were rated as significantly less important factors. The results were generally consistent across the different sectors investigated.