| dc.description | Like many other sectors, Small and Micro Scale Wood Furniture Enterprises in Uganda are facing increasing competition pressure from imports. Changing consumer preferences and liberalization of the economy are exposing the consumers to new products especially from China and Malaysia. The only way of survival for the majority of the small and micro level artisans is to produce products that meet consumer needs. The purpose of this study was to assess consumer satisfaction with wooden furniture produced by the Small Scale Enterprises in order to determine their market share and competitiveness. Specifically, the study investigated the level to which the consumers’ quality expectations are met by small scale artisans and the overall satisfaction on four selected product features (design, finish, durability and price). Using a questionnaire survey a total of 275 respondents who had bought furniture in the last 1-5 years were sampled in Nakawa, Rubaga, Kawempe, and Makindye divisions of Kampala District. The results indicate that: Consumer’s expectations were only met on durability and only 59 % of the surveyed consumers were satisfied. The logistic regression model revealed that consumers’ partial satisfactions on design, finish and durability explained up to 66 percent of their overall satisfaction with wooden furniture. The highest influence is exerted by durability (β = 3.92), design (β = 3.46) and finish (β = 2.87). Consumers’ satisfaction was only significantly associated with income (X2, 5 = 44.091, p > .05) and education (X2, 5 = 31.082, p >. 05). The study concludes that consumer centered production can provide solutions to improving market competitiveness of small scale wooden furniture through development of specialty products to target the high market potential segments. In this way they will be able to shield off competition from imported goods. However, to achieve this, small scale producers need to develop internal quality control systems, develop modern designs, and improve on finish in order to satisfy a wider range of consumers. | |
