UK Household Market Environment

Household Market is dynamic fragmented and polarised in main segments.
According to the UK national office of Statistics, this retail business sector is hindering the consumer goods market growth by -4%.

The changes in this market environment can be illustrated by the evolution in the strategic triangle of 3Cs:
• Customers gained buying power through information and choice (competitions). They have higher expectations for household products (Price, quality and speed of service). Loyalty is also reduced
• Companies in this market are learning organisation, the adopt technology to achieve their business targets (Profit, Growth) using Virtual Markets (Online), JIT process etc…
• Competitors target household as niche markets and globalise to access wider markets. Large retailer (Tesco, Asda) diversified into household to increase market share, adopt fears competitive strategies to gain competitive advantages and lower cost structure.

Understanding The Customer
Understanding customer values is fundamental to Householde Marketing, as this illustrate who products are bought. The attributes of the product (Table, Beds) and service and their importance to the customer define consumer choice criteria and reflect market segmentation, we find in Household market: from standard Quality low price (Flat pack sold at Argos, Ikea) to luxury furniture sold by Harrods and John Louise.
Retailer are positioned based on how consumer perceive them (Quality, Exclusivity and Accessibility) compared to competitors, as shown

Now that we positioned the UK Household retailers and we can address how buyers evaluation varies between face-to-face and online shopping.
Customer Evaluation of Household bought Face to Face
Furniture (Beds, Tables) are tangible products retailed directly, in a B2C, through sale-people to the consumer in physical retail shops, this increases the tangibility of the experience.
Often customers are well