Leather Today's Consumer Buying Trends - Leather

Originally published in the June 2004 Issue of Leather Today

This exclusive consumer data originates from the responses of 31,505 households to a survey conducted in December 2002 and January 2003. Furniture Today had National Family Opinion poll 50,000 U.S. households to find out about home furnishings shopping and purchasing patterns in 2002 and buying plans for 2003.

The profile of the responding households closely matches the demographics of all U.S. households. That, coupled with the large sample size (and a response rate of 63%), means that the original data can be projected nationally with a margin of error of plus or minus less than 1%.

In November 2003, Furniture Today sent a follow-up survey to those households that purchased in 2002 or planned to purchase in 2003 a stationary sofa, a stationary chair, a motion sofa and/or a sofa-sleeper.

Responses were received from 908 consumer households, a 53% response rate. The demographics of the sample closely matches the demographics of home furnishings-buying households in the United States. This means results can be projected nationally with a margin of error of plus or minus 3%.

The research was conducted by Furniture Today’s research department, led by Director of Market Research Kay Anderson and Senior Research Specialist Dana French.

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Leather Consumer Buying Trends - Leather

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