Wooden door preferences based on lifestyle theory and consumer behaviour theory

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This paper analyses users with different lifestyles and consumer behaviour, and then segments wooden door users with different consumer preferences, to inspire wooden door companies in their product design and further research on wooden doors. In this paper, a wooden door user research questionnaire was created based on Lifestyle Theory and Consumer Behaviour Theory, and data collection was completed at Nanjing Forestry University. The collected data were analysed using cluster analysis, factor analysis, cross-over analysis, and other analysis methods. The Statistical Package for the Social Sciences (SPSS) was used to simplify the analysis model and process the data, and finally the wooden door users were divided into four categories. The categories were trendy home users, budget-conscious sensible users, basic needs users, and impulsive enjoyable users. Male users were found to be more likely to be “trendy home users” and “impulsive enjoyable users,” while female users were more likely to be “budget-conscious sensible users” and “trendy home users.” For the number of users, the “trendy home users” were the most numerous, followed by the “budget-conscious sensible users.” The age of wooden door users in this study was mainly distributed between 21 to 30 years old, of which “freelancers” accounted for the highest percentage.