Furniture buying is not impulsive in nature.

Usually a consumer takes 2-3 weeks, before arriving

at a decision. He/ she visit a site 15-20 times before finalizing a product. They also discuss their
options with their friends/family and neighbor. So, word of mouth plays an important role here.
Therefore, it is also a high involvement product. Also, sometimes it is seen that most of them
are looking for a lot of varieties. So, the buying decision behavior can be categorized into
Complex buying behavior.

Factors contributing to change in consumer behavior-

1. Change in demographics-More women are now involved in e-shopping for women (this
data can be backed by survey) than men as compared to last three years.

2. Change in life-style- Rapid growth of metros and easy penetration of pepper fry into tier
2 cities is sufficient to substantiate this

3. Change in Perception- Traditional method of buying furniture is changing continuously

with growing awareness among people. Now, they dont want to waste their time
visiting 100 shops rather to browse variety of options on-line.

4. Beliefs and Attitudes- Also with good after sales service and easy grievance-redressal
system , customers are developing firm attitude to go online for furniture.

Also, furniture is a long-tail product and it does not follow classic pareto rule. Therefore, providing more
variety can be one of the differentiator for Pepperfry, which it actually does.