Premium Furniture Consumers: Aspects of Motivation and Factors that Play a Role in the Purchase

Student: Evgeniya Blagodatskikh

Educational Programme: Advertising and Public Relations (Bachelor)

Final Grade: 7

Year of Graduation: 2024

Despite the fact that the Russian furniture market is actively growing, the premium segment and its audience are still poorly studied. This study aims to identify the factors that play a role in a purchase and the main aspects of motivation of premium furniture consumers. The main research method used is qualitative analysis through in-depth interviews with potential and actual Russian customers of premium furniture brands. The interviews were conducted in Moscow with a focus on understanding the motivations and preferences of these buyers.

Full text (added May 20, 2024)

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses