VIRTUAL REALITY (VR) AND INNOVATIVE APPROACH TO TEAKWOOD

FURNITURE DESIGN AND REACH

A dissertation submitted for the partial fulfilment of the program

Master’s in media, Entertainment and Advertising

By
Anu Sinha
Roll no 24
sinhaanu0702@gmail.com

S. K. Somaiya Degree College of Arts, Science and Commerce, Vidyavihar

Department of Communication and Journalism

University of Mumbai

May, 2020 Research Guide:

Mumbai Prof. Moneeka Ravi
 CERTIFICATE

This is to certify that Anu Sinha, a student of Department of Media, Entertainment and Advertising, University
of Mumbai has completed her final semester dissertation titled ‘Virtual Reality and Innovative Approach
to Teakwood furniture Design and Reach’ during January 2019 to April 2020.

The dissertation is submitted in partial fulfillment of the requirements of MA in Media, Entertainment and
Advertising program conducted by the Department of Communication and Journalism.

I have guided her on various topics and methods during the research project.

May 2020 Prof. Moneeka Ravi

Mumbai RESEARCH GUIDE

Anu Sinha Dr. Manali Londhe

Principal
 ACKNOWLEDGEMENT

This research paper is for my daughter Vani, my pride, my blind supporter and biggest admirer.
This degree would not have been possible without the support and encouragement of my partner in all crimes
Vivek, my husband, my best friend. It’s their faith and belief has helped me reach here at this stage of my
life.

I would also like to take this opportunity to thank my Mom, Saroj Sinha and Dad, Dr R. R. Sinha, who have
believed in me and have been my biggest cheerleaders and constant support.

Would like to thank all of them for understanding my neglecting them and taking time out at their expense.
Abstract

We are growing to great technological development and doing business in an evolving time. ‘Adapting the
new’ seems to be the way forward! In keeping with the thought this research paper explores and tries to arrive
at answers as to how technology has and can impact the future of furniture design and weave its way through
the interiors of our homes and offices. Personalization is the keyword that brands are ensuring and is bringing
them closer to their consumers. Consumers are spoilt for choices and is making them hungry for more, they
are constantly looking for experiential brands.

These experiences are bringing them closer to the brand and they are interacting with the brands on a different
level. The purpose of the Study is to analyse the influence of Virtual Reality technologies on furniture
consumers and how to understand use the same to expand the consumer base and whether this helps to increase
the consumer base. An online survey was conducted using google form where a sample size of 410 consumers
who were essentially existing consumers of Interiors designers/ furniture designers. Quota sampling selection
of members was used in this was based on a pre-set standard of consumers who were looking at getting their
existing homes/ second homes furnished or re-furnished. The consumers were also people who were keen on
using teakwood furniture either partially or wholly.

Keywords – Virtual Reality (VR) technology, teak wood furniture, furniture design, interior design, Teak,
Virtual Reality, Technology, consumers, personalization, experiential.
Sr No Table of Content Page No.

1 Introduction 1

1.2 Traditional vs Virtual approach 3

1.3 What VR offers for furniture industry? 3

1.4 Consumers and existing research 4

1.5 How the market is right now 5

1.6 Context of Research 5

2 Review of Literature 7

2.1 Current Furniture Market size 8

2.2 Outlet Selection and Purchase 10

2.3 How’re the consumers buying furniture & Virtual buying 11

2.4 Use new VR media technologies 11

2.5 To expand consumer base & Expand market 13

3 Research Methodology 16

3.1 Research Design 17

3.2 Need of the Study 17

3.3 Statement of the Problem 17

3.4 Purpose of the Study 17

3.5 Research Questions 17
3.6 Objective of the Study 17

3.7 Significance of the Study 18

3.8 Hypothesis 18

3.9 Research Method 18

3.10 Sampling Method 18

3.11 Sample Size 18

3.12 Tools of Data Collection 18

3.13 Scope of Research 19

4 Data Analysis 20
4.1 Survey Questionnaire and answers 21
4.2 Findings and Inferences from the consumer research 51

5 Conclusion 52

5.1 Discussions and Conclusions 53

5.2 Limitations of the Research 53

5.3 Delimitation of the Research 54

5.4 Further Research 54

Virtual Reality and Innovative Approach to Teakwood furniture Design and Reach

Chapter 1: Introduction

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 Introduction
‘Home Is Where the Heart Lives’ - (Bossard, 2014)
It’s where all our stories begin and we go on to build memories. From the colour, design, curves or not,
number of shelves to how is the corner shaped, customisation and best utilization. As a consumer our journey
starts from selection of designs for creating the space we love and live.

1.1. Definition and understanding

Defn.: Virtual reality(VR) is the term used to describe a three-dimensional, computer generated
environment which can be explored and interacted with by a person. That person becomes part of
this virtual world or is immersed within this environment and whilst there, is able to manipulate objects or
perform a series of actions.

We can observe significant potential of information and communication technologies (ICT) in interior
designing field, by development of software and hardware virtual reality tools. Using ICT tools offer
realistic perception of proposal in its initial idea (the study). A group of real-time visualization, supported
by hardware tools like Oculus Rift HTC Vive, provides free walkthrough and movement in virtual interior
with the possibility of virtual designing. By improving of ICT software tools for designing in virtual reality
we can achieve still more realistic virtual environment. The contribution presented proposal of an
innovative approach of interior designing in virtual reality, using the latest software and hardware ICT
virtual reality technologies. (Kozlovská, 2017)

Defn: Teakwood wood furniture Hardwood is denser than softwood. Hardwood lumber comes from
deciduous trees that generally grow more slowly. Teak is one of the hardest wood available and is strong
and durable. The colour and grain of teak wood makes it a very attractive choice both for the home owners
and the furniture designers. Whilst outdoor teak furniture can be left to the elements and become an elegant
silver-grey colour, teak used for indoor purposes is often oiled to retain its warm golden colour. There is a
wider range of choices available in terms of variety that can be created in furniture design. (Basset, n.d.)
Understanding in Reach:
The consumer – this use of VR as a marketing tool and study concludes the increased reach of the produce.
The final report of a recent European research project claimed that the role of design in innovation has
changed from being an “add-on process” associated with aesthetics, to being an “integrator of functional,
emotional, and social utilities” and “a central axis at the very outset of the innovation process. (Ricardo
J.Hernández, 2018)

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1.2. Traditional vs Virtual approach
Key researchers believe that, “Furniture is a very personalised possession. It is about personalisation as per
your family or your personality type. It was all about taking tours of many stores choosing out specific stuff
as would match your space and your ideas. The researchers has observed that “The only external
involvement would be the Furniture designer, whose style you know and agree to.”
S/he would share some samples previously done by her or him. These would be essentially photographs or
videos and some samples. The only personalised or close to the consumer would be a visit to the showroom,
or see pics online.
With the introduction of 3D modelling a rendered version of the room with the view thought and imagined
had come to life and the consumer could’ve seen the image with the designs on a computer screen from all
sides. Or alternatively, miniature models of alternate designs and in the virtual look-alike space all leading
to real virtual feeling. (Bates, October 10, 2019)
Then with further technological enhancement and Virtual reality has enabled the virtual viewing of the
actual location. Retailers all over the world are using virtual reality to market their products, and it’s no
surprise that the furniture design & the industry will not be following suit. The Virtual Reality - furniture
design experience is becoming more and more popular, and it is a great way to close a deal with a client.
VR offers great flexibility:
• Creation of a space that matches the home owners house
• Creation of various virtual alternates in design to suit requirement
• Option of placing virtually and checking
• Options of décor
• And many more
(http://www.pondiuni.edu.in/storage/dde/downloads/markiii_rm.pdf, n.d.)
1.3. What Virtual Reality offer the furniture industry?
The sustainability of the furniture industry lies on product variety, mass customization, and speed to market
based on understanding of consumer preferences. Virtual Reality as a viable tool that may offer ultimate
solutions to many identified problems that the furniture industry faces. VR offers effectively addressing
the situation of wanting to look at more options of colour, design, size variability, basically very high
degree of customisation. This will help and ultimately gain any furniture designer higher competitive stance
and an edge in the furniture marketplace. Added to that the use of web-based VR technology can be an
effective way to get instant consumer feedback. It can also be used to enhance product design and
development before manufacturing. (Hyunjoo Oh* S.-Y. Y., 2004)
The household furniture industry is struggling to survive as China, Malaysia & Bali has become the
dominant furniture exporter, accounting for one-third of furniture imports. To counter that the furniture
industry must become more adept at responding to consumers’ tastes and personal needs through the
integration of effective marketing and supply chain management. (Hyunjoo Oh* S.-Y. Y., 2004)
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What is the need of the hour is effective marketing strategies that grasp those significant market
opportunities, primarily because the industry does not understand consumers’ furniture buying behaviours.
(Hyunjoo Oh* S.-Y. Y., 2004)
The idea of successful marketing has intended to see products from the consumer’s point of view. Good
design and good quality are not enough to meet customer’s requirements. Designers need to deal carefully
with possible interaction problem between customers and product interfaces.

1.4. Consumers and existing research

Existing research highlights the following facts,
- Consumers are looking for furniture that represents who they are, furniture designers have to carry a
wide selection to meet customer expectations.
- Designers and retailers stock up furniture that are limited as they are bulky products.
- Space limitations and diverse consumer tastes cause the designers and retailers end up with a
significant amount of inventories.
- Every year furniture manufacturers present slightly different styles at furniture markets while keeping
the old products.
- New practices in the furniture design field arise from paradigm shift of mass production to mass cust
omization.
- Design process in the furniture industry does not occur in isolation,the definition of the formal charac
teristics of the product/system, the designer must engage with the manufacturers and the market.
- At this present time of mass
customization, it is necessary to debate the impact of new variables in the design process and there
definition of their performers’ role. This study examines technical issues of the design activity, main
ly related to computer-assisted tools, and the purpose of
different design methods to enhance its performance within the context of customizable furniture des
ign. It is proposed a digital design process, where the designer performs design and production activit
ies through computer-assisted tools
The furniture design process does not occur in isolation: when defining formal characteristics of a
product or system, the designer must work in close relation with both manufacturer and the market
- In the current business environment, in which mass customization is succeeding mass production
- as a dominant model of manufacturing, it is necessary to reflect upon the impact of new variables in
the design process. It is required to understand how the paradigm shift may be defined and how it
affects the internal and transversal dimensions in the relations between designer, manufacturer and the
consumer market considering the furniture design field of study. As digital design is increasing its
impact among the design community, redefining design and production practices
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 - it becomes important to assess its role as a domain to contribute to the establishment of mass
customization in the furniture industry (Chaparro, 2011)

1.5. How the market is right now – When consumers select furniture in the market, they usually look
for suitable products through their own understanding, information obtained from the external
environment, and their experience of using similar products. Consumers’ perception of furniture
products exists in product knowledge; product knowledge is closely related to consumers’ satisfaction
and corporate profits. The amount of product knowledge of consumers will influence the process of
satisfaction perception is formed by the attitude and further influence the responses of satisfaction
perception.
Therefore, (Lee)this study was aimed to investigate and understand how product knowledge
influences consumers’ satisfaction in order to help enterprises understand consumers’ need and
design furniture products which meet consumers’ need, and, further, advance the operating
performance. (lee, 2011)
Also Online retailing has been around for some time but it will continue to be a preferred buying
channel for both the target groups. With instant access to catalogues and price lists, customers have
a clearer idea of what they want.
Thus it is safe to conclude that the VR technologies will find acceptance as more and more consumers
are opening up and acclimatizing to the changing technologies. Innovation is very critical to the future
of furniture marketing. The furniture industry is changing but its image remains intact.. There is a
huge requirement of optimizing the processes - reducing waste and defects and improving quality.
([https://shodhganga.inflibnet.ac.in/bitstream/10603/34988/8/08_chapter%202.pdf], n.d.)

1.6. Context of the research: The global wood furniture market is growing with populations and incomes.
The added interest in luxury and outdoor furniture in both emerging and developed markets uniquely
positions teak wood to satisfy this growing demand. The clutter in the market lead to the requirement to
the use of emerging technologies to create a distinction. As mentioned earlier the negative perception of
the millennials who also a big section of the target consumers. Researches prove that they spend 3+ hours
on an average online on social media.
They are aware of the negatives and the options available –
- Adhere to Deadlines,
- Personalisation & Customisation,
- Post manufacture support
Are some of the key factors.

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The decision making process in furniture buying is complex, involving the consideration of constraints
such as budget, available space, time investment, disposal of currently usable items, match to existing
furniture, and lifestyle (Hyunjoo Oh S.-Y. Y., 2004)

Furthermore, after the choice is made, consumers often feel unsure about whether they make the right
choice. Consumers frequently ask questions: Will it fit in the room? Will it work with the rest of the
furniture and décor of my home? This uncertainty, which results from consumers’ inability to try out
furniture combinations in a real setting, keeps consumers out of the furniture marketplace or makes them
delay purchase decisions. Furniture retailers also face challenges in meeting consumers’ demands.
Because consumers are looking for furniture that represents who they are, furniture retailers have to carry
a wide selection to meet customer expectations. However, traditional brick-and-mortar furniture retailers
are limited by the bulky nature of the product, space limitations, and diverse consumer tastes, ending up
with a significant amount of inventories

This channel (Hyunjoo Oh* S.-Y. Y., 2004) sight has observed that
Key trends defining the furniture industry are how furniture designers and manufacturer are
using innovation to increase customer engagement. Seeing a lifelike of products in their personal space
allows the consumers to make a reliable decision. It’s all about utilising the technology and innovation
and then being fearless enough to implementing them to the brand (Placeholder1)
(https://www.channelsight.com/trends-furniture-industry/ , n.d.)

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Chapter 2: Review of Literature

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2.1. Current Furniture Market size (introduction)
India furniture market stood at $ 21 billion in 2018 and is projected to grow to over $ 31 billion by
2024, exhibiting a Compounded Annual Growth Rate(CAGR) of around 7% during 2019-2024, on
account of growing real estate and hospitality industries. Other key factors expected to drive the
market are increasing government investments in infrastructure development and rising demand for
luxury and premium furniture from certain consumer sections. Additionally, rising disposable income
is influencing expenditure on comfortable lifestyle, which is expected to provide growth opportunities
to furniture market players in the coming years. (https://www.techsciresearch.com/report/india-
furniture-market/3981.html), n.d.)

As is denoted in the figure above the market size for Western India is 23%. Majorly Mumbai is a
furniture market contributor. India Furniture Market to has Surpassed USD32 Billion by 2019
end. Increasing disposable income, rapid urbanisation, expanding retail and distribution network to
drive furniture market in India during next five years.
Western and Southern region would continue to be the leading revenue generators due to expanding
distribution network of furniture manufacturers in these regions. Uttar Pradesh, Kerala, Punjab, West
Bengal and Andhra Pradesh are the major suppliers of wood, which is the most widely used raw
material in the country’s furniture market.
(https://www.techsciresearch.com/news/218-india-furniture-market-to-surpass-usd32-billion-by-
2019.html), n.d.)

2.2. How’re the consumers buying furniture & Virtual buying – How consumers are accepting or
trusting virtual non touch and feel, furniture buying.
(Q. Ashton Acton, 2013)
Roughly 50% of consumers’ product choice is driven by price, 20% by product customization, 20%
by delivery time, and 10% by the time needed to customize the product. Thus, while there is a
customer segment driven by price, there also is a segment, consisting mainly of females, that values
product customization.

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Omni-channel experience is a multi-channel approach to marketing, selling, and serving customers in
a way that creates an integrated and cohesive customer experience no matter how or where a customer
reaches out. (Wallace)
The multi-channel experience is what most businesses invest in these days. They have websites, blogs,
Social Media – Instagram, Facebook, Pinterest and Twitter. They use each of these platforms to
engage and helps them connect with customers. The customer feels the lack of a seamless experience
and a consistent messaging across each of these channels.
How is an Omnichannel Marketing Campaign created – Every company develops its own omni-
channel experience infrastructure, and they need to work closely with all other departments to develop
this strong strategy. The stakeholders are:
• Product
• Marketing
• Sales
• Customer Support
• Customer Success

(Ponder, Consumer Attitudes and Buying Behaviour for Home Furniture )Social media also play a role
in searching for information about furniture. This is especially true for Generation Y. Fortunately,
consumers appear confident in their decision-making skills and are not likely to experience buyer’s
remorse after making a furniture purchase.
Technological changes, the rise of social media, evolving demographics, and the increasing purchasing
power of women are just a few factors that furniture manufacturers and retailers must consider in their
marketing efforts (Consumer Attitudes and Buying Behaviour for Home Furniture )

Consumers move through five stages as they contemplate an impending purchase decision: (1) problem
or need recognition, (2) information search, (3) alternative evaluation, (4) outlet selection and
purchase, and (5) post- purchase evaluation
Furniture is a product that requires extensive problem solving, as it is expensive, durable, and not
purchased with great frequency. Further, many consumers view their homes and the furniture in them
as an extension of themselves, so it can be considered an emotional purchase (Perry 2007). Thus, as
consumers do not necessarily have a lot of furniture buying experience to rely on, they typically move
through these stages of the decision process slowly, methodologically, and purposefully, to try to
ensure that the right piece(s) of furniture will be purchased.
The Baby Boomers, currently between the ages of 48 and 66, represent 42% of all furniture buyers and
45% of the total dollars spent on furniture (French 2013a). While this generation currently accounts
for a large portion of furniture sales, manufacturers and retailers should also consider the attitudes of

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 younger adults – specifically Generation Y (hereafter Gen Y) or the Millennial generation. Members
of this generation, currently between the ages of 22 to 34, experience life changes that precipitate the
need for home furniture, such as getting married, having a first child, and buying a first home (French,
2011; Evans, 2008). While many members of Gen Y chose to move back with their parents after
graduating college, there is evidence that they are finally moving away from the nest (Hudson, 2013).
Additionally, this group represents an attractive market segment because they are large in number. At
approximately 71 million people, this generation is second in size only to the 80 million Baby Boomers.
For all these consumers Furniture and the Self-Concept in integral to each other.
Consumers do treat the decision as important, as furniture can serve as an expression of one’s own
identity and personality. A large 72.7% of respondents agreed that, “the design of my furniture reflects
my personality,” 67.0% of respondents agreed with the statement, “A lot can be said about a person
from the furniture s/he owns,” and 60.7% agreed that they express themselves with the furniture they
buy. Regarding furniture as an expression of one’s personality, there were no differences across
generational groups, but, not surprisingly, females were more likely than males to agree with this
statement.
The majority of Baby Boomers (50.9%) and the Depression/Pre-Depression generations (58.6%)
would not be willing to pay any more than $800 for an environmentally-friendly sofa, but the majority
of Gen Y (58.7%) and Gen X (55.7%) were willing to pay at least some amount greater than $800 for
the sofa. Consumers are not particularly loyal to specific furniture brands. A majority of respondents
(77.9%) either disagreed or were neutral about the statement, “I am very loyal to specific brands of
furniture.” Respondents also tended to disagree with the statement, “I stick with just a couple of brands
of furniture that I know I like.” 76.3% of respondents disagreed with this, and only 3.1% strongly
agreed with this statement (down from 5% in 2008). Also similar to the prior survey, while older people
are usually more brand loyal in general, brand loyalty did not vary by age here.
In addition to the use of traditional media sources, many consumers consult the internet as it is an
extremely useful and efficient source for gaining a vast amount of information (Peterson and Merino
2003). A recent study conducted by Cisco indicates that over 70% of consumers conduct research
online before making an in-store purchase (Cisco 2012). For furniture shoppers specifically, the
internet offers the convenience and efficiency of learning about brands, trends, and product quality
information that would otherwise be difficult to obtain, especially since furniture is not a frequent
purchase for most consumers. (Dr.I. Chitrakala)

2.3. Outlet Selection and Purchase

In-Store Shopping and Purchasing
Similar to waning loyalty for specific brands of furniture, respondents were not particularly loyal to
specific furniture stores either. Regarding the statement, “I am very loyal to specific furniture stores,”

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 only 26.3% of respondents agreed. Alternately, when presented with the statement, “I look at many
furniture stores before I choose where to purchase,” 76.7% of respondents agreed. This response is
consistent with the high- involvement nature of furniture, as consumers are willing to shop at multiple
outlets to find a piece of furniture that best satisfies their needs.
In keeping with the finding that our respondents seek quality over price when selecting furniture, only
27.7% agreed with the statement, “I prefer to shop for furniture at discount stores like Target or
Walmart.”
Internet Shopping and Purchasing
Regarding shopping for and purchasing furniture via the internet, 21.6% of our respondents have made
a furniture purchase online. This percentage is nearly double what it was in 2008, when only 11% of
respondents had purchased furniture online. Further, 34.8% of respondents agree that they will shop
for furniture online over the next few years, compared to 25% who agreed with that statement in 2008.
Even more significant is the number of respondents who stated that they are willing to purchase
furniture online – 1,044, or 52.0% of respondents. This represents a major shift in attitudes towards
shopping for and purchasing furniture via the internet. Secondary research supports this finding, as
consumers are becoming more comfortable with making a furniture purchase online (York, 2010).
Regarding intentions to shop for furniture online over the next few years, generational differences are
especially pronounced, with 46.9% of Gen Y, 36.7% of Gen X, 28.8% of Baby Boomers, and 17.2%
of the Depression/Pre-Depression generation agreeing with this statement. Of those who have already
made a furniture purchase online, 34% are Gen Y members, 29.6% are Gen X members, 32.4% are
Baby Boomers, and 3.9% come from the Depression/Pre-Depression generation. These percentages
are nearly the same of those who say they are willing to purchase furniture online.
Another significant change over the past five years is the willingness to actually purchase furniture
online. In 2008, only 11% of respondents indicated that they had purchased furniture online, and this
number jumped to 21.6% currently. Further, over half of respondents stated that they would be willing
to make a furniture purchase online. Thus, retailers should strongly consider offering the option to
purchase online if they have not already done so.
Most people are confident in their decision-making abilities. Instead of tactics to reinforce the wisdom
of a purchase, furniture manufacturers and retailers could have online forums for customers to share
“before and after” decorating projects. Posting and sharing pictures of furniture items via Pinterest is
another way to reach Gen Y consumers and may encourage more home redecorating. (Ponder, 2013)

2.4. Use new VR media technologies – (Chi-Ren)

Consumers are looking for an engaging experience while shopping online. VR initially promotes Web
site engagement and thus builds continuing relationships between online retailers and their customers.

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Many studies have reported that high levels of interactivity of Web sites encourage consumers to
continue shopping and produce more favourable shopping experiences. Furthermore, because
interactive VR allows customers to control what they view and presents them with relevant
information similar to the kind they might obtain at a store, customers are more likely to consider
purchasing products they experience with VR. As Internet-based desktop VR technology becomes
more affordable and widespread, online retailers are increasingly implementing VR not only to
provide consumers with an opportunity to test-drive products but also to attract and retain their fickle
and selective attention (Suh, 2005). However, industry testimonials show that the costly
implementation of VR without consideration of its real benefits to target consumers often fails to
generate expected outcomes. The furniture industry has recognized the value of interactive VR as an
opportunity to improve product experiences in online shopping environments and overcome problems
such as space limitations in product presentation stores

Consumers will continue to insist on testing physical comfort and touch at stores. However, certain
phases of decision making, such as information search and evaluation of choice alternatives, can be
facilitated online. The Internet helps consumers find what they want at a low search cost. Consumers
are too busy to make multiple shopping trips to furniture stores to evaluate their options. Combined
with this lack of time for shopping, the increasing number of available choices and customizing options
confront consumers with a formidable challenge. Web sites with decision-aid and VR tools allow
consumers to evaluate products in the order of importance consumers them- selves establish. This gives
consumers the ability to efficiently screen options to evaluate what they want and experience the
selected products in realistic environments. Consumers will go online and search for furniture items
using preference filters to increase search efficiency. They will virtually evaluate the look of the room
with new furniture items. Consumers will have further options for trying out their selections in actual
size at stores’ kiosks equipped with immersive virtual rooms. At the stores, the sample item will be
available to consumers, allowing them to directly experience physical properties while visually
evaluating the end product in the immersive virtual room. Without keeping numerous items in physical
stock, stores will be able to offer consumers opportunities to conduct realistic testing. (Hyunjoo Oh S.-
Y. Y.-R., 2008)

(https://www.2020spaces.com/blog-vr-interior-design-experience/, 2018)As observed in the 202

spaces, Retailers all over the world are using virtual reality to market their products, and it’s no surprise
that the furniture design industry is following suit. The VR interior design experience is becoming
more and more popular, and it is a great way to close a deal with a client looking to re-design her
kitchen and bathroom.
One of the main tools used to showcase a 3D rendering in virtual reality are VR glasses. There are

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 many advantages to using virtual reality glasses to close a deal with a potential client, and we’ve
compiled a list to make things easier for the consumer. The most obvious advantage of offering clients
a virtual reality interior design experience is the “WOW” factor. Sure, a 360 panorama on your
computer is impressive, but there’s nothing quite like seeing your space come to life through VR
glasses.
VR interior design offers customers an immersive experience like no other. It is as close as they will
get to seeing what their space will look like before making a final decision. Without the VR glasses,
your client is simply relying on your computerized 3D rendering to reassure themselves that their
kitchen is going to look and feel perfect.
Another aspect that really drives the VR interior design experience home is the mistakes and the back-
and-forth that can potentially be avoided with VR glasses. Not only can your clients visualize the space
and comment on what they like or dislike, but you, as an interior designer, can see if there’s something
about the room that’s not quite right.
The great thing about VR glasses is that there are several companies out there that sell portable ones
that can be customized. This means you can have your logo and company name on your glasses (great
for branding!), and you can bring them with you to your client’s house to give them the full virtual
reality interior design experience.

2.5. To expand consumer base & Expand market – With the increasing popularity of online shopping,
a growing number of traditional brick-and-mortar stores are finding that developing an e-commerce
Web site is necessary for survival. Online sales, although representing only 5% of total retail sales,
reached $141 billion in 2004, according to The State of Retailing Online 8.0, an annual Shop.org study
conducted by Forrester Research and the National Retail Federation (“Online retail,” n.d.). Moreover,
online retail sales have shown stronger growth than overall retail sales: 26% for online sales versus
5.4% for overall retail sales in 2003. With growth continuing at an unprecedented rate, online sales
are expected to contribute $316 billion to total retail sales by 2010, according to Forrester Research.
(Hyunjoo Oh S.-Y. Y.-R., 2008)
(https://www.2020spaces.com/blog-vr-interior-design-experience/, n.d.)VR furniture design offers
customers an immersive experience like no other. It is as close as they will get to seeing what their
space will look like before making a final decision. Without the VR glasses, your client is simply
relying on your computerized 3D rendering to reassure themselves that their kitchen is going to look
and feel perfect.
Another aspect that really drives the VR interior design experience home is the mistakes and the back-
and-forth that can potentially be avoided with VR glasses. Not only can the clients visualize the space
and comment on what they like or dislike, but you, as an interior designer, can see if there’s something
about the room that’s not quite right.

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To prepare for the coming era of click- and-brick stores, it is important for furniture retailers to have
visionary minds and take proactive measures to explore new ways of interacting with consumers.
Furniture retailers might encourage Internet preshopping by providing kiosks in stores and assistance
with new ways of preshopping for consumers (Worthy et al., 2004). We aim to complete the VRIS
system as a research tool that can map and understand consumers’
decision-making processes by tracking user behaviours online. We hope that the development of VRIS
can contribute to revolutionizing the furniture industry and making this vision a reality.
(https://www.ibef.org/download/Furniture_170708.pdf, n.d.)
In context of the existing researches and the understanding gained leads to the understanding that –
Teak wood market is limited but big – There exists a huge exclusive market for the teak furniture.
Made to order furniture for the spaces available is specially the requirement.
The distinguishing features makes it exclusive and outstanding. The elusive feature adds to its priceless
and agelessness. Rising disposable income has led to a rise in demand of ‘luxury furniture’. And new
designs in both indoor and outdoor furniture have seen an increased demand. This demand is being
seen in home and in hospitality sector. Strength & durability along with aesthetic appearance,
convenience in maintenance, and easy raw material availability are the key traits. Wood furniture with
the natural density of wood makes it an easy choice for furniture manufacturing, and the incredible
density of teak stands out in hardwoods. Teak wood has high oil content, which resists rot, weather
and insect damage, twisting and warping. The straight grain pattern and rich golden hue which is easily
restored even after generations of use. Teak is recognized as one of the world’s finest woods for
furniture construction, especially for outdoor use.
Wood accounts for nearly 65 per cent of all furniture made in India. This includes several types of
indigenous wood, as well as imported wood. India imports wood from various South East Asian
countries such as Indonesia, Malaysia and Myanmar. It also imports MDF (Medium Density
Fibreboard) boards from Europe.
Steady growth in the Indian economy and the consequent rise in living standards, have been key
influencers on demand generation in the Indian furniture industry. The three key drivers that have had
a significant impact on the sector are:
1. Changing consumer demographics
2. Real estate/housing boom
3. Tourism and hospitality industry growth
Income levels in India have been growing rapidly over the past decade and this trend is expected to
continue. This has led to an increase in the number of middle class and affluent households- the number
of households of the rich and consuming segment has more than doubled between 1995 and 2005.
Average household income in urban areas has grown at a CAGR of 5 per cent over the past decade.

14
By 2010, the higher income earning group (>US$ 2,000) is expected to constitute 48 per cent of the
total earning population in India.
Coupled with this is the increased propensity to spend on lifestyle and consumer products, driven by
trends like increasing number of double income families, increased ease of financing for consumer
durables and increased exposure to global products. All these factors have had a positive impact on the
furniture sector and are expected to drive demand for furniture in the future.

15
Chapter 3: Research Methodology

16
3.1. Research Design: The research design chosen for this study is a Descriptive Quantitative Research
design, which helped reach an understanding of the current consumer base, their choices, readiness to
adopt new technologies and hence broaden the consumer base for a designer or a furniture
manufacturer
• Virtual Reality is an innovative new tool with a constant upgradation of technology.
• It is enabling increase in reaching the consumer
• Enabling expanding the market
• Broaden understanding and consumer perspective

3.2. Need of the study:

Furniture is a huge market in India and is constantly growing. There are various players and with the
advent of internet and social media – players are taking help from VR technologies and media to serve
the customers. In this situation, in order to create a niche, Virtual reality and its usage is a viable
option. This will help in cutting down the time take to reach a final decision with a suitable design,
colour and size. It also cuts own the cost involved to finalise and hugely cuts down on a requirement
of storage space for storage.

3.3. Statement of the Problem

The purpose of the Study is to find out how to monetize the influence of VR technologies of the new
media technologies on furniture consumers and how to understand use the same to expand the
consumer base.

3.4. Purpose of the study

The purpose of this study is the understanding of the furniture consumer and his/her adoption of
Virtual Reality(VR) technologies.

3.5. Research Questions

For the purpose of this study the following questions were addressed:
1.5.1. What is the influence of Virtual Reality(VR) technologies to the modern consumer with
respect to furniture?
1.5.2. How to use VR as a Marketing tool effectively and why?
1.5.3. How is the use of this technology helps in saving time?

3.6. Objective of the Study

- How’re the consumers buying furniture & Virtual buying

17
- Find out the level of acceptance and trust to non-touch/feel channels for bigger purchase like furniture
- Use new VR media technologies effectively as a marketing tool

3.7. Significance of the Study

The study uncovers whether VR will help the consumers make a faster and easier furniture choices
and give them a more varied options. Will the adoption of VR technologies and the ease in decision
making process add to the scope and increase the size of business.

3.8. Hypothesis
The Hypothesis for the Research:
H1: Adopting VR as a marketing tool will help easing the process of choosing and
make it faster.
H0: Adopting VR as a marketing tool will not help easing the process of choosing
and make it faster

3.9. Research Method

The study makes use of the quantitative research method. Surveys were distributed online which
included open ended and close ended questions. The Questionnaire was designed to understand
furniture consumers and their readiness to adapt to VR technologies. How this knowledge would help
expand the furniture designer’s or manufacturer consumer base.

3.10. Sampling Method

Quota sampling selection method was used for this research. The age group ranges from 25 to 55
years out of which quota 25-55years

3.11. Sample Size

A total of 650 samples were given the Survey questionnaire. The population under consideration for
the purpose of this study, were Urban Indian Women & Men living in Mumbai. The participants were
selected from existing consumers base of some furniture designers and manufacturers. The age group
ranged from 25 to 55.

3.12. Tools of Data Collection

Both primary and secondary sources of data collection.

18
 Primary Sources – Survey Questionnaire
Secondary Sources – Published Literature: Thesis papers, Books and Journal Articles and government
websites

3.13. Scope of Research

This research can help furniture designers and manufacturers understand and engage with the
consumers better and more effectively. This can help work out a more effective solution to increase
the reach and the level of engagement.

19
Chapter 4: Data Analysis

20
Introduction: Here considering consumer data survey ensured a lot of opinions and insights, analysing them
helped get a clarity. Specially on the online furniture market and online shopping culture. This new adaptation
and culture is what is helping the entry of new technology. This is also helping in the better understanding and
affirmation of usage of VR as
a new tool to use for marketing.

Findings and Observation

Having used statistical analysis, helped in data analysis. The data collected has been analysed on Microsoft
Excel.

4.1 Survey Questionnaire and answers

21
Q1. Age

Surveys were filled by Men & Women only, between the ages of 25-35 & 35-55 years. The demographics
of the survey samples are:

Age

19%- 150
37%- 80

44%- 180

Figure 4.1

As seen in the chart in figure 4.1, 63% of the respondents are of the age group of below 40 years of
age.
43% respondents, that was highest, from the 35-40 years of age. They were the highest section of the
target consumers who responded.
37% of the respondents were from 40-55 year age group.

Interpretation: The age group of 35-40 years seems to be most enthusiastic towards responding to this
survey. The positive response helped in the understanding that this age bracket will also find Virtual
Reality exciting and will be open to adopting it. The lowest number of people to respond were from
the younger age bracket. This possibly also means that consumers would be less as there are only a
select few in that age bracket who are looking at teak furniture. Majority of them would probably be
looking at lighter and more modern furniture.

22
Q2. What is the highest level of education you have completed?

Education

30%(123)
Undergraduate
47% (194)
Graduation

23%(93) Master's Degree

Figure 4.2

In the target group the 47 % were not even undergraduate, while 30% were undergraduate and 23% were post
graduate.

Interpretation: According to Figure 4.2, almost equal number of respondents are from undergraduate level and
with higher education level.

23
Q3. What is your work status?

Work
15% - 60

38% - 155
· businesses
· service/Job
47% - 195 · Retired

Figure 4.3

Quantitative –38% of the respondents had their own business/enterprise and 15% were retired and 47%
working in a firm doing a job. Highest number of the respondents are working with a firm and 38% were
having their own firm or business.

Interpretation: The response implies that possible consumers are both business people and those doing a job.
There exists a demand in either categories. And some older people are redecorating tastefully and hence
exploring possibilities.

24
Q4: What is your annual income range?

Income

25% - 102 24%- 98

a. Less than 30 lpa
b. More than 30 LPA
c. Prefer not to answer

51%- 210

Figure 4.4

24% of the respondents had an income of less than 30 LPA, 51% were in the higher than 30 LPA income
category both naturally fit into the required category.

Interpretation: 24% of the respondents were in the average income bracket of less than 30 LPA, but were
consumers looking in investing in premium furniture made of Teak as they wanted to have that feel and look
of pure wood. 51% were of the higher income category who were looking at investing and getting furniture
made of teak for the antique value.

25
Q5: What is your marital status?

Marital status

20%- 80
25%- 104

· Single
· Married
· Prefer not to answer
55%- 226

Figure 4.5
25% of the respondents are single, while 55% were married and 20% preferred not to talk about their marital
status.

Interpretation: Higher number of respondents wanting to invest in premium furniture were married while a
section of single or prefer not to disclose category also were looking at getting furniture made using teak.

26
Q6: Do you own or rent your primary home?

Primary Home:

Home

12%- 50
· Own

23%- 95
· Rent

65%-265
· Other, please write in
____________________

Table 4.6 indicates that 65% respondents were owning their own home whereas 23% lived in rented
accommodation and 12% were respondents who stayed with parents/extended family/brother/sister etc.

Interpretation: Higher number of people living in their own homes wanted to invest in furniture which was
commanding premium. And furniture in teak meant a little heavier - Other people who either in rented
accommodation would be indulging in accordance with the requirement.

27
Q7: Are you looking for teak furniture for your second home, such as a vacation home?

Second home - furniture

33%- 135
Yes
no
67%- 275

Figure 4.7

As is clear from the data 67% of the respondents were looking for furniture for the second home or holiday
home.

Interpretation: Majority of the respondents in the sample space were wanting to invest for furniture in their
second homes. So this also indicates that a majority of people also had a second home.

28
Q8: And finally, is there anything you would like to tell us about your feelings towards home furniture? Please
write in the space below. (qualitative question – open ended question)

The researcher infers basis the sample space data:

• 15 out of the 410 participants - Right furniture help better and happier relaxation at home. And inside
home becomes a complete separate space as opposed to the outside leaving the outside world at the
door. Decorating brings out creativity and is the key to a happier home.
• Almost 95 of the respondents agree to one aspect that what adds to happiness is a colour and design
coordinated happier home, adding to that the purity of wood furniture is a pride and the uniqueness
adds to it.
• Almost 80% of the respondents agree that comfort happens to be a big criteria
• 60% of the respondents want to be a host and present the home in a particular way. So the décor, the
look and the order the arrangement that is the reason for the happiness and pride. Of impressing friends
and relatives with the pride in pure teak furniture . Sometimes it is also a cause of envy that adds to the
consumer’s pride. Adds to the self-satisfaction and the smugness associated with having a great place.
It is a boost to the self-esteem. Impeccable taste with a pure wooden furniture when compared to peers
or current trends boosts overall well-being.
• 100% of the respondents are of the opinion that bedroom furniture enables comfort a good night’s
sleep that also helps in being attentive, active the next morning. For better more productive day!
• Restful home and décor improves mood at the end of a hard day - after a day - of having to run around/
challenges/ bad bosses etc. The idea of having a restful relaxed day at the end of a tough day! So 85-
90% of the respondents have this as a priority.
• 45% feel that furniture should meet basic requirements, and should suffice for family and guests. So,
it should be functional and comfortable.
• 55% are very particular about the look and set up. They want décor to be perfect and room or pace to
look perfect, neat and beautiful.
• Almost 80% of the respondents were of the opinion that the veins of teak adds to the look and a point
of differentiation from plywood furniture. Rest of them were taking the look with teak for granted.
• To the first time teak buyers about 15% of the consumers it was a special moment.
• 35% of the consumers were fascinated by how teak can a weathered and outdoors it works very well.
So these were consumers who were looking at garden/balcony furniture to suit Mumbai rains, humidity
and the sun.
• About 12% of the consumers were looking at modern furniture like ‘murphy bed’ that can be converted
to seating to suit their small apartments.
• 42% of the consumers were specially wanting the ‘bar unit’ as it enhances the look of their sitting
space/ drawing room.
29
• 38% of the consumers were looking at large dining room furniture with 10-12 seating for ‘teen patti’
and other family get togethers.
• Shoe rack was a big hit/ requirement and the fact that storing dirty, wet/ humid shoes does not damage
the teak unit was a major highlight.
• Elegant main doors for the apartment in the city and as their ornate doors in second homes were another
option that was a popular requirement.
• These all consumers agreed on one point that real options made available to them online would save
them time and help them reach decisions faster.

30
Q9: Have you made any purchased any teak furniture from a catalogue?

Catalogue

23% - 94
Yes
No
77% - 316

Figure 4.7
77% of the respondents had shortlisted from a catalogue online/offline. And 23% did not choose from a
catalogue.

Interpretation: As indicated Figure 4.7, it is clear that with technologies dominating our lives, more
respondents are open to the idea of making a choice seeing a catalogue or actually a picture, and then going
ahead with the purchase.

31
Q10: Online shopping - Was it a good experience - In terms of Product Design, size and finish.

Experience

38%- 154
Yes
No
62% - 256

Figure 4.9

62% of the respondents were happy with the experience as opposed to 38% who were unhappy.

Interpretation: Higher percentage of people were satisfied with the product received that was ordered, chosen
from a catalogue.

32
Q11: Was the fitting/delivery/ service up to your satisfaction?

Delivery and Service

35%- 145
Yes
No
65% - 265

Figure 4.10

65% of the consumers were happy with service that included delivery and fitting. 33% were unhappy due to
the same.

Interpretation: High percentage of respondents were happy with the service they received online. That implies
that a certain degree of professionalism in online delivery, installation etc. has been achieved in the industry.
Customer service seems like a strength for these online players.

33
Q12: Who influences your decision to purchase furniture?
a. I consult with my spouse/partner before making a purchase decision.
b. My children influence my furniture buying decisions.
c. When I buy furniture, I consider the needs of my entire family.
d. Discuss design etc. with my Interior designer/ architect

influences your decision

Discuss design etc. with my Interior designer/ architect 155

When I buy furniture, I consider the needs of my entire

210
family.

My children influence my furniture buying decisions. 177

I consult with my spouse/partner before making a

195
purchase decision.

0 50 100 150 200 250

Figure 4.11

Data in the table and the graph indicates that 210 people considered the requirements of the family and 195
consulted spouse or partner. 177 people were influenced by children while 155 consulted designers and Interior
designers after considering the rest in the family.

Interpretation: Family become priority when deciding on a furniture and how it’s going to look like. Spouse/
Partners opinion is always considered and children have become an important part of the decision making
process. Consulting with interior Designer is considered an additional advantage as it ensures that the
consumer does not overlook and any aspect.

34
Q13: When I gather information on furniture before making a purchase decision

a. I pay attention to television advertisements.

b. I watch home decorating themed programs or infomercials on TV/Online
c. I go to websites to look at furniture online.
d. Lifestyle and home magazines/ catalogues and/or sales brochures.
e. I rely mainly on family or friends to give me advice on what to buy.

Purchase Decision
I rely mainly on family or friends to give me advice on what
60
to buy
Lifestyle and home magazines/ catalogues and/or sales
120
brochures.
I go to websites to look at furniture online. 155
I watch home decorating themed programs or infomercials on
147
TV/Online
I pay attention to television advertisements. 97

0 20 40 60 80 100 120 140 160 180

Figure 4.11

Television advertisement has lost some of its viewership, websites and online space has become relevant and
has the biggest number of consumer. Furniture/ lifestyle specific series or magazines, are also having a
viewership.

Interpretation: Purchase decisions are influenced by various Interiors and design websites, where the consumer
gets to see more design ideas. Online has become a big source of information and knowledge sharing platforms
or brochure/ catalogues are giving new ideas to the consumers. These ideas are being translated into actual
designs. Families are being taken into considerations even while selecting designs online. Some design and
lifestyle magazines are being considered and so is television advertising – but online happens to be the biggest
contributor.

35
Q14: Do you use of Pinterest for interior ideas?

Chart Title

45%- 185 Yes

55% - 225 no

Figure 4.12

Interpretation: Users can upload, save, sort, and manage images—known as pins—and other media content.
Consumers can also re-pin the images they like and create their own boards. This is being extensively used to
create an interest boards that is used when doing interiors at home. And as the data shows 55% people are
making use of this social media application.

36
Q15: Have you purchased furniture online?

Furniture Online

23% - 95

yes
no

77% - 315

Figure 4.14

Interpretation: The trend of purchase of Online furniture has caught on and as the survey shows 77%
respondents had at some point of time done an online purchase. So they would be more open to adapting a
new method.

37
Q16: Your thoughts about shopping for furniture online, would you like to :

a. See the furniture against your room/ home settings

b. See various sizes against your space
c. See it with various décor
d. Check out more colour options

Virtual decision making

Check out more colour options 210

See it with various décor 370

See various sizes against your space 253

See the furniture against your room/ home settings 213

0 50 100 150 200 250 300 350 400

Figure 4.15

Interpretation: From this survey, it is very obvious that more of the consumers are open to checking out options
of colour, design and décor in the actual settings. The options of décor happened to be the highest choice
which implies that consumers want to check out alternatives. They want a more visual reference that would
help them arrive at a decision

38
Q17. While thinking about the furniture in your home, please answer the following questions.

a. I like to checkout all possible shops for furniture

b. I think I am an experienced shopper when it comes to buying furniture.
c. I feel confident about my furniture buying abilities.

Options and Consumer

I feel confident about my furniture buying
376
abilities.

I think I am an experienced shopper when

280
it comes to buying furniture.

I like to checkout all possible shops for

365
furniture

0 50 100 150 200 250 300 350 400

Figure 4.16

Interpretation: Mostly consumers are confident of their ability of choice of furniture but a large number of
them still checkout options at shops.

39
Q 18: When it comes to shopping for furniture, I am willing to pay premium for

a. Customisation
b. Personal attention to details
c. Adherence to deadlines
d. Greater options

Paying Premium

GREATER OPTIONS 410

ADHERENCE TO DEADLINES 385

PERSONAL ATTENTION TO DETAILS 410

CUSTOMISATION 400

370 375 380 385 390 395 400 405 410 415

Figure 4.17

Interpretation: When it comes to shopping for furniture, consumer is willing to pay premium for
personalisation, customisation and adherence to deadlines. Also more options is welcomed by all consumers.

40
Q 19: When purchasing furniture online or offline

a. I will only buy a piece of furniture if it is on sale.

b. Check its durability
c. Like to replace some of my furniture every few years.

Driving Forces

Like to replace some of my furniture every

365
few years.

Check its durability 410

I will only buy a piece of furniture if it is on

312
sale.

0 50 100 150 200 250 300 350 400 450

Figure 4.18

Interpretation: Price is a major reason which drives purchases but the fact that the furniture is durable i.e. the
quality of furniture all consumer wants to ensure. And consumers typically want a change in a couple of years’
time – they tend to get bored and want to change the look and hence change furniture.

41
Q20: I change my furniture often to keep up with design trends.

Change

11%

Yes
No

89%

Figure 4.19

89% of the respondents are changing furniture with trend changes, only leaving 11% who keep furniture and
change as per requirement.

Interpretation: Larger number of consumers change furniture as per trend changes. They are always looking
at reinventing the living experience and try out new furniture. This provides an opportunity for the furniture
designers and manufacturers.

42
Q21: When purchasing furniture rank brand name of the furniture matters (1 being lowest and 5 highest) for
yourself

Brand Name
5 118

4 111

3 176

2 5

1 0

0 50 100 150 200

Figure 4.20

Brand name does matter to a 176 of consumers – though to 118 people it matters the most. While 111 people
felt that it is more superior quality comes with brand names.

Interpretation: majority of the consumers are looking out for new designs and ready to make changes. Change
is guided by trend change. This provides with a new opportunities’ for the designers.

43
Q 22: When purchasing furniture rank style of the furniture (1 being lowest and 5 highest) for yourself

Style
HIGH 365

30

15

LOW 0

0 50 100 150 200 250 300 350 400

Figure 4.21

A Huge majority of 366 consumes are selecting furniture higher in rank and style.
Interpretation: Style is validated as the biggest driver in choice. So it makes it imperative for the designers to
focus on style.

44
Q23: Would it be easier to choose with Virtual Reality tools to assist you against your space using the Oculus
Rift HTC Vive, provides free walkthrough and movement in virtual interior with the possibility of virtual
designing.

Chart Title

23% - 95

Y
N

77% - 315

Figure 4.22
Using VR tool 77% consumers are keen to take the virtual tour.
Interpretation: Interpreting that virtual reality is a tool is gaining validity and an opportunity is waiting to be
explored.

45
Q 24: Would you buy upholstered furniture without sitting on it first.

Chart Title

Y
48% - 197
52% - 197
N

Figure 4.23

Furniture with upholstery is more experiential for consumers and they want to sit and make a decision.
Interpretation: The above data indicates that here there is chance VR might not work as positively. There is a
probability that a large number of consumes will want to visit a brick and mortar store for the feel.

46
Q25: State the problems that you face when you get a Furniture designer or manufacturer to create furniture
for your home.

Table 4.24

Chart Title
Others

Professionalism in installation 124

Adherence to deadlines 310

Adherence to style 197

Delay in delivery 186

0 50 100 150 200 250 300 350

Figure 4.22

There are four primary problems that the consumers are facing.
Interpretation: These problems can be effectively handled by use of VR tool. This takes care of adherence of
deadline and style. The convenience of addressing the problems virtually and action can be taken fast. Delay
in delivery can be very effectively dealt with and sticking to a schedule commitment is ensured. Style
expressed visually and effectively helps the designer to design flawlessly and deliver on time.

47
Q26: How do you think Virtual Reality will solve some or any of the above mentioned points.

Chart Title

Yes
50% -195 50%- 198
No

Figure 4.23

As the data indicates 198 respondents think that the VR can solve the problem while 195 think VR can’t solve
the problem.
Interpretation: Consumer is divided over VR will solve any or all of their problems.

48
Q 27: Does Virtual Reality help you as a consumer with more options? (Yes or No)

Chart Title

36% - 131
Yes
No
64% - 228

Figure 4.24
Data indicates 64% of the consumers feel that VR can provide or make available more wider options. While
36% are still not sure.
Interpretation: The challenge here is to convert the nay sayers. To change the consumers who have doubts in
agreement,

49
Q 28: Would VR work as a tool to selecting furniture virtually and checking out options. Would it -
4-1: Save time and money
4-2: Save labour cost
4-3: Help with more design options

Chart Title

Help with more design options 255

Save labour cost 307

Save time and money 211

0 50 100 150 200 250 300 350

Figure 4.25

266 consumer think that VR will help with more design options, 307 consumer feel that VR will save labour
cost while 211 consumers feel that it will save time and money.
Interpretation: Consumers are ready to explore VR as an option as they feel it can help with design options,
can solve problems of labour cost and save time and money.

50
4-4: Findings and Inferences from the consumer research:

1. Cross tabulation between Figure 4.2 & Figure 4.3, it’s obvious that almost equal number of respondents are
from undergraduate level and with higher education level and have their own business/enterprise and 15%
were retired and 47% working in a firm doing a job. It is very clear from the data is that the education does
not impact their consumer behaviour towards their career and also the education and career does not really
impact their choice of furniture.
2. Figure 4.7 indicates people who have their second homes and are redecorating it and it can be concluded
that This second home would be having more space and consumers are looking at indulging in terms of designs
and wood. And as indicated by figure 4.5 that marital status of the people did not impact their choices – class
and elegance varies as per an individual’s taste. So irrespective of their marital status, people having their
second homes are redecorating it and have a choice of teak furniture and would be looking for more options.
Here VR has a huge role to play as it gives a more real experience, more options and the marital status of the
consumer does not impact this.
3. Figure 4.14 and 4.15 helps us conclude that consumers are looking for options in the online space. The
above deductions leads us to conclude that a larger number of consumers are online. This again added to the
prediction that VR can be an introduced and options shared. So Virtual reality can be included in the
methodology of choice and options.
4. Figure 4.21 indicates that across the men and women segments style is the took precedence. Style also
entails personalisation, customisation and variations. This can be a huge opportunity to for the designers and
manufacturers. And using the information that we have according to Figure 4.23 Virtual reality can offer
options and as indicated in the figure that consumers are ready to explore this option and coupled with their
desire for more stylish furniture technology can ensure the adaption of this new technologies. This we can
effectively conclude.

51
Chapter 5: CONCLUSION

52
5.1. Discussions and Conclusions – Virtual Reality is a visual evaluations and creates virtual experiences.
This is done by simulating realistic consumption experiences, VR applications and usage can improve
the performance of the furniture industry. Virtual prototyping will help and online customization and
alterations are possible. E-commerce and retail stores adding to the market analysis tools will help
any designer reach a better understanding of the requirement of the consumer. Virtual prototyping
will help in a varied product development and will help in market research that are feasible
applications to the current furniture industry. Without innovative manufacturing, supply chain, and
distribution, however, customization for integrating furniture retail stores and E- commerce operations
is impossible to apply to the industry.
Product design and development can rely heavily on the use of VR tool. 3D models can be created
using 3D modelling tools. Once the creation of the 3D model is done there are features in the software
that allows to change and alter the surface textures, colour, lights and shadows.
The understanding after speaking with more consumers it comes across the demands for furniture and
home furnishing items will continue. There is a constant need of new design options and the look that
it can give in the personal space. Furniture is an important part of the lives of all consumers who are
wanting to define a personal space which expresses who they are through how they live. What is
obvious though is that the consumers wants high-quality, low-prices, and customized products that
meet individual needs. VR offers tremendous opportunities in customisation and personalisation. Also
leading to uniqueness and differentiation. Unique ideas and designs will definitely create a unique
space for the designers and manufacturers. Consumer attitudes and temperaments can be accessed a
different level of relationship with their designer/ manufacturer. The appearance of attractive new
products adds significant value to the product by increasing the quality of the user’s experiences.
5.2. Limitations of the Research
5.2.1. Sample Size – The sample size was limited to only 400 odd upper middle class Urban
families living in Mumbai. This research is specific to Mumbai and not
accounting for other metro cities. And the other strata of society is not even considered.
5.2.2. Area/Location – The study was limited to upper middle class & middle class families residing
in Mumbai. Though inclusion of the satellite cities around Mumbai was the idea, but only Thane
and Navi Mumbai was included while others were left to do so.
5.2.3. A higher in-depth qualitative research in addition to the quantitative research would have helped
to get a higher in-depth knowledge.
5.2.4. Touch and feel alternatives could not be worked out as it’s all in the virtual space.

53
5.3. Delimitation of the Research
5.3.1. Specific to Mumbai this helped in understanding the mobile customer in Mumbai who is always
on the move.
5.3.2. Time saving for the consumer who is stressed for time but wants the best for his / her personal
space
5.3.3. Higher options in terms of design and colour including sizes.
5.3.4. Greater personalisation
5.3.5. More customisation
5.3.6. Very visual though virtual as close to the real experience with so much varied options.
5.3.7. Cost effective solutions to the price conscious consumer
5.3.8. Look and Feel
5.4. Further Research - The study can be taken much further, by increasing the sample size and include
other satellite towns of Mumbai to get a better understanding and also including in the research across
to more cities in India. A higher in-depth qualitative study in addition to the quantitative research
would help get more depth knowledge. The study could also include more options and better
understanding would help offer more options and improve the VR experience. Should not look like
the fact that it is a tool to just ensure higher charges. The research could help the designers/
manufacturers further with a better understanding.

54
[Type here]

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Annexure:

Questions

1. Age:
• 25-35
• 35-40
• 40-55
2. What is the highest level of education you have completed?
• undergrad
• graduate
• Master’s Degree
3. What is your work status?
• businesses
• service/Job
• Retired
4. What is your annual income range?
• Less than 30 LPA
• More than 30 LPA
• Prefer not to answer
5. What is your marital status?
• Single
• Married
• Prefer not to answer
6. Do you own or rent your primary home?
• Own
• Rent
• Others________
7. Are you looking for teak furniture for your second home, such as a vacation home? (Yes/no)
8. And finally, is there anything you would like to tell us about your feelings towards home furniture?
Please write in the space below.

9. Have you made any purchased any teak furniture from a catalogue? (Y/N)
10. Online shopping - Was it a good experience? – Product Design/ size/ finish (Yes or no)
11. Was the fitting/delivery/ service up to your satisfaction? (Yes/No)
12. Who influences your decision to purchase furniture?
• I consult with my spouse/partner before making a purchase decision.
• My children influence my furniture buying decisions.
• When I buy furniture, I consider the needs of my entire family.
• Discuss design etc. with my Interior designer/ architect
13. When I gather information on furniture before making a purchase decision
• I pay attention to television advertisements.
• I watch home decorating themed programs or infomercials on TV/Online
• I go to websites to look at furniture online.
• Lifestyle and home magazines/ catalogues and/or sales brochures.
• I rely mainly on family or friends to give me advice on what to buy.
14. Do you use of Pinterest for interior ideas? (Y/N)
15. Have you purchased furniture online. (Yes or no)
16. Your thoughts about shopping for furniture online, would you like to :
• Have the furniture seen against your room/ home settings
• See various sizes against your space
• See it with various décor
• Check out more colour options
17. While thinking about the furniture in your home, please answer the following questions.
• I like to checkout all possible shops for furniture
• I think I am an experienced shopper when it comes to buying furniture.
• I feel confident about my furniture buying abilities.
18. When it comes to shopping for furniture, I am willing to pay premium for
• Customisation
• Personal attention to details
• Adherence to deadlines
• Greater options
19. When purchasing furniture online or offline
• I will only buy a piece of furniture if it is on sale.
• Check its durability
• Like to replace some of my furniture every few years.
20. I change my furniture often to keep up with design trends. (Yes/No)
21. When purchasing furniture rank brand name of the furniture matters (1 being lowest and 5 highest) for
yourself
22. When purchasing furniture rank style of the furniture (1 being lowest and 5 highest) for yourself.
23. Would it be easier to choose with Virtual Reality tools to assist you against your space using the
Oculus Rift HTC Vive, provides free walkthrough and movement in virtual interior with the possibility
of virtual designing

24. Would you buy upholstered furniture without sitting on it first. (Yes or no)
25. State the problems that you face when you get a Furniture designer or manufacturer to create furniture
for your home. (options)
• Delay in delivery
• Adherence to style
• Adherence to deadlines
• Professionalism in installation
• Others
26. How do you think Virtual Reality will solve some or any of the above mentioned points. Specify (Y/N)

27. Does Virtual Reality help you as a consumer with more options? (Yes or No)
28. Would VR work as a tool to selecting furniture virtually and checking out options. Would it -
a. Save time and money
b. Save labour cost
c. Help with more design options