EVALUATING EFFECT OF SOCIAL FACTORS AFFECTING CONSUMER BEHAVIOR IN PURCHASING HOME FURNISHING PRODUCTS IN JORDAN

The present study examined the impact of social factors on consumer behavior in evaluative criteria of the purchased home furnishing in Amman (Jordan). In the literature, there are a few previous studies which have explored the topics on consumer behavior and home furniture industry in Jordan. Furthermore, the objective of this study is to investigate of purchasing behavior of home furniture consumers in Jordan. This study then will evaluate the factors that have influences on furniture purchasing decision process. The findings will allow the researcher to be able to recommend to Jordan furniture manufacturers and retailers. Also, questionnaires were distributed and self-administered to 400 respondents. Descriptive analysis, factors analysis, test of reliability, correlation test, and regression analysis were used in this study. The study results demonstrated that there is a positive and significant relationship between reference group, family, price, quality, color, and purchasing decision. In addition, implications of this work and directions for future research are discussed.