Current consumer behavior research in forest products.

Abstract

A tenet of the marketing concept holds that businesses exist to satisfy customer wants and needs. Firms can satisfy those wants and needs only to the extent that they understand their customers. Therefore, an understanding of consumer behavior is important. In this paper, we describe consumer behavior research methods with respect to forest products. We note a trend toward increasing sophistication in the methods used to collect consumer data. However, the increasingly sophisticated methods have presented new challenges. As evidence of these trends, we provide descriptive examples of recent consumer behavior research conducted at Forintek Canada Corporation, Oregon State University, and Virginia Tech. Results suggest increased scrutiny is advisable with respect to sampling error in traditional mail surveys. In addition, there are myriad challenges to conducting consumer behavior research, especially when done in cooperation with large retailers. We strive to inform the field of methodological challenges and encourage further development of consumer research specific to the forest sector.