Furniture Coatings in Europe: A Survey of Customer Satisfaction “None of the four biggest suppliers is the same, either in the needs of their customers or in the areas they perform well in. In a market where consolidation has been the over-riding focus of attention in recent times, it is apparent that there is still genuine choice in the market.” Brian Balmer Research Analyst Frost & Sullivan

Background Information 140 end-users interviewed Smallest customer uses under 1 tonne Largest customer purchased 200 tonnes per year, not including solvents Total annual consumption from known data (for 117 end-users) 4,600 tonnes

Purchasin g Process Drivers and Restraints of purchasing Analysis of how frequently suppliers visit customers, and identification of key decision- makers in different types of end-user company Supplier loyalty and the use of more than one supplier

Customer Needs Analysis of variations in customer needs by four main demographic sets: Identification of the most important customer needs in each of 5 major categories: Product Brand and Range Technical Performance Pricing Customer Service Delivery Type of Furniture Annual Consumption Region Key Decision-Maker

Customer Satisfaction Analysis Generic analysis of customer satisfaction by key demographic groups Performance of the leading suppliers

Market Positioning Importance of different issues to the customers of a single supplier Comparison with perceived strengths for this supplier

What to do next For more information Call 44 (0) or e- mail