MAPPING THE WOOD COLOUR PREFERENCES AMONG POTENTIAL CUSTOMERS

Abstract

The knowledge of the requirements and specifications of the current, as well as potential customers, is a necessary condition for the successful operation of enterprises in the market. The goal of this paper is to map and monitor the preference of Slovak customers for colour of wood products. The mapping of the interest in the wood colour among potential customers was carried out using the interrogating method in the form of a questionnaire. The research results were evaluated descriptively and graphically. Respondents stated that they were most affected by quality when buying wood products. Another result is that the respondents focus on domestic rather than tropical woody plants. Although tropical woods are becoming popular since they have a very attractive colour. Most respondents, specifically 80%, focus on the natural colour of wood. Respondents prefer mainly brown matt colours with a distinctive grain, followed by white and grey colours. A smaller number of respondents choose black and yellow colours of wood. Therefore, it is necessary to increase the supply of wood and furniture products with the demanded colours, it means the natural wood colours, grey, white and brown colours. The results of the research represent an opportunity for Slovak wood-processing and furniture manufacturing enterprises to adjust and flexibly react by the range of their products according to the needs and preference of potential customers which can bring them higher revenues and also help them overcome the current problems related to COVID crisis.