Home Entertainment Furniture: Consumer Who Spent Less Than $1,000

Published: June, 18 2008

By Thomas A. Prais

Home entertainment furniture purchases under $1,000 are less likely to be tied to the purchase of a new TV. While purchases of $2,500 or more were made in conjunction with a new TV purchase 55 percent of the time, only 37 percent of purchases less than $1,000 were made at the same time as a TV purchase.

Those who spent less than $1,000 were also far less interested in brand names. Only 21 percent of such consumers sought out specific brands when making their home entertainment furniture purchase, compared to 34 percent of those who spent $2,500 or more. Only 26 percent were inclined to spend more for brand names, compared to 42 percent of those who spent over $2,500.

Other findings include:

Still Stylish: While those who spent less than $1,000 on their home entertainment furniture purchase were less interested in issues of quality, they still expect stylish products.

Less Loyal: Those who spent less than $1,000 on their home entertainment furniture purchase were less likely than other home entertainment furniture consumers to say that they’d shop at the same store again, and less likely to recommend the store to others.

Good Grains: Eighty percent of those who spent less than $1,000 on their home entertainment furniture purchase chose a piece with wood or faux wood construction.

Far from Armoire: Only 13 percent of those who spent less than $1,000 on their home entertainment furniture purchase purchased an armoire unit, compared to 21 percent of those who spent $2,500 or more.

Easy, Breezy = Beautiful: Store location and convenience was key for those who spent less than $1,000 on their home entertainment furniture purchase. They were twice as likely as those who spent $2,500 or more to have cited a store being close to home, or a product being in-stock, as a top purchase driver.

The following chart shows how home entertainment furniture purchases under 1,000 broke down into more discreet price ranges.

The following chart shows the percentage of home entertainment furniture purchases under $1,000, based on the type of store at which the purchase was made.