|
1996 RETAIL
SURVEY
By Joe Tatulli
Introduction
The furniture industry like much of the economy did not rebound
from its prolonged slump during 1991. Consumers still hesitated
to finance on credit the more costly purchases such as furniture
in the face of continued job insecurity and weak personal
income growth.
Standard and Poor's Industry Surveys (1991) report analysts
are in general agreement that unit shipments were about fifteen
percent below the record high of four years earlier. Shipments
of bedding, including mattresses and boxed springs, were flat.
A consolidation in furniture manufacturing that began in the
1980's has cut the number of companies in half to approximately
2,500 today. At the same time, the number of furniture retailers
also fell. During this period the amount of disposable income
spent on furniture has declined from 1.2 to 1.0 percent.
In spite of the gloom, the housing market, as a leading indicator
for furniture sales, began to show some slight signs of a
turnaround in 1992. Further-more a trend of staying in a home
and remodeling also bodes well for a future pick-up in demand
for furniture.
The 1992 Futon Life Retail Survey was undertaken to get a
second look at the retailing end of the futon industry. It
is substantially the same survey that was taken in 1991 except
for the addition of new questions about construction types
and materials.
Method
A 29-question survey was sent to Futon Life subscribers with
the summer 1992 issue. A total of 229 valid responses were
analyzed to give a statistical accuracy of plus or minus 6.8
percent.
Forty-six states were represented in the sample. When grouped
by section of the country (Northeast, South, Midwest, West,
and West Coast), the distribution is closely proportioned
to the latest demographic and business data available .
Respondent Demographics
The respondent's gender is determined by the first name of
the person who filled out the survey form. From the responses
where gender could be determined, the ratio of males to females
is 4 to 1.
The most common classification of respondent is retail outlet
owner with about two-thirds in this group. All other categories
(managers, sales staff, buyers, advertising/marketing personnel,
and others) comprise the rest with no group taking more than
15 percent.
Business Demographics
The type of retail establishment is more balanced. Futon
Specialty is most common at almost 30 percent. Contemporary/Lifestyle,
Bedding, and Waterbed Specialty follow in a second tier with
about 15 percent each. Traditional, "Other" and
Warehouse/Discount (least represented) make up the remainder.
These results are statistically identical to last year's survey.
Customers
The typical futon purchaser is a person in the 21 to 35 years
age group for the majority of establishments. Almost 95 percent
of the customers know something about futons, but for half
of them the level of knowledge about the product is low.
Product
A futon is at least twice as likely to be placed in a guest
room than in any other room. Primary bedrooms and especially
children's bedrooms are the least likely destinations, strongly
suggesting that futons are considered auxiliary furniture
chosen for its utilitarian value and price.
About 40 percent of respondents indicate the most popular
price for a full/double size ensemble is in the $300 to $399
range. The median point is calculated to be $360. High and
low end pricing together account for less than ten percent.
A majority of outlets sell only one or two of the several
construction types available. The most favored types are "all-cotton,"
which is sold by 74 percent of retailers, and "cotton
with foam panels," which is sold by 66 percent. Each
of these construction types represents, on average, about
one-third of all futon sales; other types trail far behind.
Most retailers do not sell the "cotton and egg-crate
foam," "cotton-poly blend," "all-poly,"
or other types.
Only one-third of the retailers sold more than 500 units
in 1991. This is a significant decline from 1990 when about
half reported selling at least 500. The number selling over
2000 units remained the same at about five percent.
When asked about the number of "roomful" units
sold (for example, two frames, two futons and covers, three
pillows, and one occasional table), the overwhelming majority
answered fewer than 200.
Sales
Twenty-five percent of respondents report 1991 sales of more
than one-million dollars. This is down from 30 percent reported
in the previous year. Average annual total sales reported
by all respondents who sell futons are estimated conservatively
at $813,500 per business. Com-pared to a 1990 estimate, this
is an eight percent decrease in total sales.
Sales of futons alone are estimated to average about $220,000,
or 27 percent of total sales. They account for as much as
two-thirds of the total sales in futon specialty stores and
as little as one-tenth in the waterbed specialty stores.
Regional Comparisons
Responses to this survey come from all parts of the country
and are well-distributed with respect to population and the
number and sales volume of furniture retailers. This makes
it possible to compare results from the Northeast, South,
Mid-west, and West regions with reasonable assurance of statistical
reliability. Results have been tabulated only from responses
indicating that the business sells futons.
The largest proportion of responses come from futon specialty
stores, with all sections of the country represented nearly
equally at 31 - 40 percent. Contemporary/ Lifestyle furniture
stores also are uniform at 15 - 20 percent. Other outlet types,
however, show greater variability between regions, although
some of this may be an artifact of fewer stores in these categories.
Method used to estimate sales: The number of responses to
each category is multiplied by the middle value of the dollar
range (eg, $350,000 is taken as the middle value of the $200,000
to $500,000 range) giving the total dollars for the category.
Results then are summed for all categories and divided by
the total number of responses to give the average sales per
business. This number is an estimate because exact sales volumes
were not supplied by survey respondents.
The number of units sold in 1991 most frequently is fewer
than 500 in all four regions which is a reflection of the
predominant retail outlet type &emdash; the smaller futon
specialty store. However, two additional observations stand
out:
1. All regions have stores with higher sales volumes.
2. The West and Midwest are the most likely locations of
such outlets.
When total retail sales are compared region by region, there
are some clear differences. The highest proportion of Northeast
retailers are in the $500,000 to $1,000,000 bracket, whereas
the West peaks in the $200,000 to $500,000 range. South and
Midwest areas follow at under $200,000. These results generally
match the differences in cost of living across the nation
and should not be surprising. As noted before, all regions
possess a few high-volume outlets as indicated by the two
to eight percent of respondents citing annual sales of more
than two million dollars.
Sales of futons alone are not as variable as total sales,
with all regions strongly showing up in the under $200,000
category and none reporting more than two million dollars
in 1991.
Throughout the country there is little difference in the
distribution of responses to the question on the most popular
price point of a full size ensemble in contrast to last year's
survey which found wider variation.
This year no one reported a price point greater than $600
in the Northeast and South. The under-$300 categories also
were least frequently marked in the Northeast. These results
suggest that the recession has had across-the-board effect
on futon pricing structures, although it has not pushed them
below last year's level.
Publication
Futon Life has an average readership of 3.0 persons per copy,
up one tenth from the year before. Seventy percent of recipients
pass on their copies to colleagues and even more make sure
that it is saved for future reference.
There is nearly unanimous agreement that Futon Life educates
its readers about futons and frames as well as about manufacturers
and distributors.
As a resource for contacting suppliers and making purchasing
decisions, it is doing even better than the high marks it
received last year.
Readers are very pleased with the publication. Nearly half
rate the value of articles and advertising in the top category.
Addition of color and enhancement of the visual impact of
Futon Life may have contributed to the slightly more positive
responses this year, but there is no doubt that the publication
is exceptionally well-received because it meets the needs
of its audience with a substantial level of quality.
Major Conclusions
1. Futons are sold mostly in lower volume specialty outlets.
2. Total sales volume in 1991 appears to have declined from
the previous year, from two to eight percent, in all likelihood
due to the continuing recession.
3. The typical price point for a full-size futon and frame
ensemble is between $300 and $399. This "average"
price has not been influenced by the economic climate.
4. Most futons are placed in a guest room and are purchased
for their utility and price.
5. Retailers who have never sold futons are favorable toward
them and are satisfied with their quality and availability.
They want to know more about them, however, before committing
to the product.
6. The dominant types of futon construction are the "all-cotton"
and "cotton with foam panels." Most retailers are
likely to sell only these two types.
7. Futons account for about one quarter of the total store
sales among the retailers surveyed and two-thirds in the futon
specialty shops.
8. Futon sales, prices, and retail outlet type are similar
in four regions of the country. The higher cost-of-living
in the Northeast is evident in the results.
9. Futon Life has increased its popularity with its readers
by improving quality and usefulness.
References
Census of Retail Trade. 1987. U. S. Bureau of the Census,
Dept. of Commerce.
County Business Patterns. 1988. U. S. Bureau of the Census,
Dept. of Commerce.
Industrial Surveys: Textiles, Apparel, and Home Furnishings/Basic
Analysis. November 1991. Standard and Poor.
All information contained herein is the property of FUTON
LIFE and Futon Life © 1993 FUTON LIFE. All rights
reserved. This survey may not be reprinted or copied without
the express written consent of the publisher. Raw counts and
percents plus or minus the 95 % confidence interval for each
response to a question. Calculations are shown both with and
without the missing values (ie, no answer given) included.
Sex of respondent
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) MALE
|
|
143
|
62.45 +/- 6.27
|
78.57 +/- 5.96
|
|
2) FEMALE
|
|
39
|
17.03 +/- 4.87
|
21.43 +/- 5.96
|
|
missing values
|
|
47
|
20.52 +/- 5.23
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
0.97
|
1.21
|
|
|
ST.DEV
|
|
0.61
|
0.41
|
|
1. Category best describing
respondent's position
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) RETAIL OUTLET OWNER
|
145
|
63.32 +/- 6.24
|
64.44 +/- 6.25
|
|
2) ADVERTISING/MARKETING
|
4
|
1.75 +/- 1.70
|
1.78 +/- 1.73
|
|
3) RETAIL SALES
|
24
|
10.48 +/- 3.97
|
10.67 +/- 4.03
|
|
4) BUYER
|
11
|
4.80 +/- 2.77
|
4.89 +/- 2.82
|
|
5) RETAIL MANAGEMENT
|
32
|
13.97 +/- 4.49
|
14.22 +/- 4.56
|
|
6) OTHER
|
9
|
3.93 +/- 2.52
|
4.00 +/- 2.56
|
|
missing values
|
|
4
|
1.75 +/- 1.70
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
2. Category best describing
respondent's outlet
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) FUTON SPECIALTY
|
66
|
28.82 +/- 5.87
|
29.46 +/- 5.97
|
|
2) WATERBED SPECIALTY
|
31
|
13.54 +/- 4.43
|
13.84 +/- 4.52
|
|
3) BEDDING
|
38
|
16.59 +/- 4.82
|
16.96 +/- 4.92
|
|
4) CONTEMP/LIFESTYLE
|
37
|
16.16 +/- 4.77
|
16.52 +/- 4.86
|
|
5) TRADITIONAL
|
20
|
8.73 +/- 3.66
|
8.93 +/- 3.73
|
|
6) DISCOUNT OUTLET
|
8
|
3.49 +/- 2.38
|
3.57 +/- 2.43
|
|
7) OTHER
|
24
|
10.48 +/- 3.97
|
10.71 +/- 4.05
|
|
missing values
|
5
|
2.18 +/- 1.89
|
-------------
|
|
|
|
|
|
|
TOTAL
|
229
|
|
|
3. Total retail sales in
1991
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) UNDER $ 200K
|
55
|
24.02 +/- 5.53
|
25.94 +/- 5.90
|
|
2) $ 200K-500K
|
67
|
29.26 +/- 5.89
|
31.60 +/- 6.26
|
|
3) $ 500K-1M
|
49
|
21.40 +/- 5.31
|
23.11 +/- 5.67
|
|
4) $ 1M-2M
|
23
|
10.04 +/- 3.89
|
10.85 +/- 4.19
|
|
5) $ 2M-5M
|
10
|
4.37 +/- 2.65
|
4.72 +/- 2.85
|
|
6) OVER $ 5M
|
8
|
3.49 +/- 2.38
|
3.77 +/- 2.57
|
|
missing values
|
17
|
7.42 +/- 3.40
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
2.30
|
2.48
|
|
|
ST.DEV
|
|
1.42
|
1.32
|
|
4. Have sold futons and
frames at some time
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
191
|
83.41 +/- 4.82
|
84.51 +/- 4.72
|
|
2) NO
|
35
|
15.28 +/- 4.66
|
15.49 +/- 4.72
|
|
missing values
|
3
|
1.31 +/- 1.47
|
-------------
|
|
|
|
|
|
|
TOTAL
|
229
|
|
|
|
MEAN
|
1.14
|
1.15
|
|
|
ST.DEV
|
0.38
|
0.36
|
|
14. Number of additional
people who read respondent's copy of FUTON LIFE
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) ZERO
|
17
|
7.42 +/- 3.40
|
8.02 +/- 3.66
|
|
2) ONE
|
47
|
20.52 +/- 5.23
|
22.17 +/- 5.59
|
|
3) TWO
|
62
|
27.07 +/- 5.76
|
29.25 +/- 6.12
|
|
4) THREE OR MORE
|
86
|
37.55 +/- 6.27
|
40.57 +/- 6.61
|
|
missing values
|
17
|
7.42 +/- 3.40
|
-------------
|
|
|
|
|
|
|
TOTAL
|
229
|
|
|
|
MEAN
|
2.80
|
3.02
|
|
|
ST.DEV
|
1.23
|
0.98
|
|
15a. FUTON LIFE used to
learn about futons and frames
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
205
|
89.52 +/- 3.97
|
98.09 +/- 1.86
|
|
2) NO
|
4
|
1.75 +/- 1.70
|
1.91 +/- 1.86
|
|
missing values
|
20
|
8.73 +/- 3.66
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
0.93
|
1.02
|
|
|
ST.DEV
|
|
0.32
|
0.14
|
|
15b. FUTON LIFE used to
learn about manufacturers/distributors
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
205
|
89.52 +/- 3.97
|
98.56 +/- 1.62
|
|
2) NO
|
|
3
|
1.31 +/- 1.47
|
1.44 +/- 1.62
|
|
missing values
|
|
21
|
9.17 +/- 3.74
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
0.92
|
1.01
|
|
|
ST.DEV
|
|
0.31
|
0.12
|
|
15c. FUTON LIFE used to
contact manufacturers/reps/distributors
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
190
|
82.97 +/- 4.87
|
93.14 +/- 3.47
|
|
2) NO
|
|
14
|
6.11 +/- 3.10
|
6.86 +/- 3.47
|
|
missing values
|
|
25
|
10.92 +/- 4.04
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
0.95
|
1.07
|
|
|
ST.DEV
|
|
0.41
|
0.25
|
|
15d. FUTON LIFE used to
purchase products
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
159
|
69.43 +/- 5.97
|
79.10 +/- 5.62
|
|
2) NO
|
|
42
|
18.34 +/- 5.01
|
20.90 +/- 5.62
|
|
missing values
|
|
28
|
12.23 +/- 4.24
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
1.06
|
1.21
|
|
|
ST.DEV
|
|
0.55
|
0.41
|
|
15e. FUTON LIFE information
passed along to colleagues
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
162
|
70.74 +/- 5.89
|
82.23 +/- 5.34
|
|
2) NO
|
|
35
|
15.28 +/- 4.66
|
17.77 +/- 5.34
|
|
missing values
|
|
32
|
13.97 +/- 4.49
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
1.01
|
1.18
|
|
|
ST.DEV
|
|
0.54
|
0.38
|
|
15f. FUTON LIFE issues
saved for future reference
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
174
|
75.98 +/- 5.53
|
87.00 +/- 4.66
|
|
2) NO
|
|
26
|
11.35 +/- 4.11
|
13.00 +/- 4.66
|
|
missing values
|
|
29
|
12.66 +/- 4.31
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
0.99
|
1.13
|
|
|
ST.DEV
|
|
0.49
|
0.34
|
|
16. Value of FUTON LIFE
articles and advertising
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) HIGH
|
|
108
|
47.16 +/- 6.47
|
52.43 +/- 6.82
|
|
2) MODERATE
|
|
96
|
41.92 +/- 6.39
|
46.60 +/- 6.81
|
|
3) LOW
|
|
2
|
0.87 +/- 1.21
|
0.97 +/- 1.34
|
|
4) NONE
|
|
0
|
0.00 +/- 0.00
|
0.00 +/- 0.00
|
|
missing values
|
|
23
|
10.04 +/- 3.89
|
------------
|
|
|
|
|
|
|
|
TOTAL
|
|
229
|
|
|
|
MEAN
|
|
1.34
|
1.49
|
|
|
ST.DEV
|
|
0.67
|
0.52
|
|
II. RESULT ONLY FROM RETAILERS
WHO DO NOT SELL FUTONS
Sex of respondent
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) MALE
|
|
23
|
65.71 +/- 15.73
|
92.00 +/- 10.63
|
|
2) FEMALE
|
|
2
|
5.71 +/- 7.69
|
8.00 +/- 10.63
|
|
missing values
|
|
10
|
28.57 +/- 14.97
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
0.77
|
1.08
|
|
|
ST.DEV
|
|
0.55
|
0.28
|
|
1. Category best describing
respondent's position
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) RETAIL OUTLET OWNER
|
17
|
48.57 +/- 16.56
|
50.00 +/- 16.81
|
|
2) ADVERTISING/MARKETNG
|
1
|
2.86 +/- 5.52
|
2.94 +/- 5.68
|
|
3) RETAIL SALES
|
4
|
11.43 +/- 10.54
|
11.76 +/- 10.83
|
|
4) BUYER
|
4
|
11.43 +/- 10.54
|
11.76 +/- 10.83
|
|
5) RETAIL MANAGEMENT
|
4
|
11.43 +/- 10.54
|
11.76 +/- 10.83
|
|
6) OTHER
|
4
|
11.43 +/- 10.54
|
11.76 +/- 10.83
|
|
missing values
|
|
1
|
2.86 +/- 5.52
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
2. Category best describing
respondent's outlet
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) FUTON SPECIALTY
|
1
|
2.86 +/- 5.52
|
2.94 +/- 5.68
|
|
2) WATERBED SPECIALTY
|
7
|
20.00 +/- 13.25
|
20.59 +/- 13.59
|
|
3) BEDDING
|
8
|
22.86 +/- 13.91
|
23.53 +/- 14.26
|
|
4) CONTEMP/LIFESTYLE
|
2
|
5.71 +/- 7.69
|
5.88 +/- 7.91
|
|
5) TRADITIONAL
|
9
|
25.71 +/- 14.48
|
26.47 +/- 14.83
|
|
6) DISCOUNT OUTLET
|
3
|
8.57 +/- 9.27
|
8.82 +/- 9.53
|
|
7) OTHER
|
4
|
11.43 +/- 10.54
|
11.76 +/- 10.83
|
|
missing values
|
|
1
|
2.86 +/- 5.52
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
3. Total retail sales in
1991
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) UNDER $ 200K
|
7
|
20.00 +/- 13.25
|
22.58 +/- 14.72
|
|
2) $ 200K-500K
|
11
|
31.43 +/- 15.38
|
35.48 +/- 16.84
|
|
3) $ 500K-1M
|
7
|
20.00 +/- 13.25
|
22.58 +/- 14.72
|
|
4) $ 1M-2M
|
4
|
11.43 +/- 10.54
|
12.90 +/- 11.80
|
|
5) $ 2M-5M
|
1
|
2.86 +/- 5.52
|
3.23 +/- 6.22
|
|
6) OVER $ 5M
|
1
|
2.86 +/- 5.52
|
3.23 +/- 6.22
|
|
missing values
|
|
4
|
11.43 +/- 10.54
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
2.20
|
2.48
|
|
|
ST.DEV
|
|
1.43
|
1.26
|
|
13a. Can find a supplier
for futons and frames
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
24
|
68.57 +/- 15.38
|
80.00 +/- 14.31
|
|
2) NO
|
|
6
|
17.14 +/- 12.49
|
20.00 +/- 14.31
|
|
missing values
|
|
5
|
14.29 +/- 11.59
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
1.03
|
1.20
|
|
|
ST.DEV
|
|
0.57
|
0.41
|
|
13b. Can find products
that meet respondent's quality standards
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
21
|
60.00 +/- 16.23
|
72.41 +/- 16.27
|
|
2) NO
|
|
8
|
22.86 +/- 13.91
|
27.59 +/- 16.27
|
|
missing values
|
|
6
|
17.14 +/- 12.49
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
1.06
|
1.28
|
|
|
ST.DEV
|
|
0.64
|
0.45
|
|
13c. Have enough information
about futons
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
4
|
11.43 +/- 10.54
|
12.50 +/- 11.46
|
|
2) NO
|
|
28
|
80.00 +/- 13.25
|
87.50 +/- 11.46
|
|
missing values
|
|
3
|
8.57 +/- 9.27
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
1.71
|
1.88
|
|
|
ST.DEV
|
|
0.62
|
0.34
|
|
13d. Have decided to stay
out of the futon market
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) YES
|
|
1
|
2.86 +/- 5.52
|
3.45 +/- 6.64
|
|
2) NO
|
|
28
|
80.00 +/- 13.25
|
96.55 +/- 6.64
|
|
missing values
|
|
6
|
17.14 +/- 12.49
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
35
|
|
|
|
MEAN
|
|
1.63
|
1.97
|
|
|
ST.DEV
|
|
0.77
|
0.19
|
|
III. RESULTS ONLY FROM
RETAILERS WHO SELL FUTONS
Sex of respondent
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
|
1) MALE
|
|
119
|
62.30 +/- 6.87
|
76.77 +/- 6.65
|
|
2) FEMALE
|
|
36
|
18.85 +/- 5.55
|
23.23 +/- 6.65
|
|
missing values
|
|
36
|
18.85 +/- 5.55
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
119
|
|
|
|
MEAN
|
|
1.00
|
1.23
|
|
|
ST.DEV
|
|
0.62
|
0.42
|
|
1. Category best describing
the respondent's position
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) RETAIL OUTLET OWNER
|
127
|
66.49 +/- 6.69
|
67.55 +/- 6.69
|
|
2) ADVERTISING/MARKETNG
|
2
|
1.05 +/- 1.44
|
1.06 +/- 1.47
|
|
3) RETAIL SALES
|
20
|
10.47 +/- 4.34
|
10.64 +/- 4.41
|
|
4) BUYER
|
7
|
3.66 +/- 2.66
|
3.72 +/- 2.71
|
|
5) RETAIL MANAGEMENT
|
28
|
14.66 +/- 5.02
|
14.89 +/- 5.09
|
|
6) OTHER
|
|
4
|
2.09 +/- 2.03
|
2.13 +/- 2.06
|
|
missing values
|
|
3
|
1.57 +/- 1.76
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
2. Category best describing
the respondent's outlet
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) FUTON SPECIALTY
|
64
|
33.51 +/- 6.69
|
34.04 +/- 6.77
|
|
2) WATERBED SPECIALTY
|
24
|
12.57 +/- 4.70
|
12.77 +/- 4.77
|
|
3) BEDDING
|
30
|
15.71 +/- 5.16
|
15.96 +/- 5.23
|
|
4) CONTEMP/LIFESTYLE
|
34
|
17.80 +/- 5.42
|
18.09 +/- 5.50
|
|
5) TRADITIONAL
|
11
|
5.76 +/- 3.30
|
5.85 +/- 3.36
|
|
6) DISCOUNT OUTLET
|
5
|
2.62 +/- 2.26
|
2.66 +/- 2.30
|
|
7) OTHER
|
|
20
|
10.47 +/- 4.34
|
10.64 +/- 4.41
|
|
missing values
|
|
3
|
1.57 +/- 1.76
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
3. Total retail sales in
1991
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) UNDER $ 200K
|
48
|
25.13 +/- 6.15
|
26.67 +/- 6.46
|
|
2) $ 200K-500K
|
56
|
29.32 +/- 6.46
|
31.11 +/- 6.76
|
|
3) $ 500K-1M
|
42
|
21.99 +/- 5.87
|
23.33 +/- 6.18
|
|
4) $ 1M-2M
|
19
|
9.95 +/- 4.24
|
10.56 +/- 4.49
|
|
5) $ 2M-5M
|
9
|
4.71 +/- 3.01
|
5.00 +/- 3.18
|
|
6) OVER $ 5M
|
|
6
|
3.14 +/- 2.47
|
3.33 +/- 2.62
|
|
missing values
|
|
11
|
5.76 +/- 3.30
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
2.32
|
2.46
|
|
|
ST.DEV
|
|
1.39
|
1.30
|
|
5. Retail sales for futons
in 1991
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) UNDER $ 200K
|
130
|
68.06 +/- 6.61
|
76.47 +/- 6.38
|
|
2) $ 200K-500K
|
24
|
12.57 +/- 4.70
|
14.12 +/- 5.23
|
|
3) $ 500K-1M
|
11
|
5.76 +/- 3.30
|
6.47 +/- 3.70
|
|
4) $ 1M-2M
|
5
|
2.62 +/- 2.26
|
2.94 +/- 2.54
|
|
5) $ 2M-5M
|
0
|
0.00 +/- 0.00
|
0.00 +/- 0.00
|
|
6) OVER $ 5M
|
|
0
|
0.00 +/- 0.00
|
0.00 +/- 0.00
|
|
missing values
|
|
21
|
10.99 +/- 4.44
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
1.21
|
1.36
|
|
|
ST.DEV
|
|
0.81
|
0.73
|
|
6. Average age of repondent's
customers who buy futons
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) UNDER 21 YEARS
|
6
|
3.14 +/- 2.47
|
3.17 +/- 2.50
|
|
2) 21-35 YEARS
|
45
|
75.92 +/- 6.06
|
76.72 +/- 6.03
|
|
3) 36-45 YEARS
|
35
|
18.32 +/- 5.49
|
18.52 +/- 5.54
|
|
4) OVER 45 YEARS
|
3
|
1.57 +/- 1.76
|
1.59 +/- 1.78
|
|
missing values
|
2
|
1.05 +/- 1.44
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
2.16
|
2.19
|
|
|
ST.DEV
|
|
0.54
|
0.50
|
|
7. Knowledge about futons
of a typical customer
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) HIGH
|
4
|
2.09 +/- 2.03
|
2.11 +/- 2.04
|
|
2) MODERATE
|
77
|
40.31 +/- 6.96
|
40.53 +/- 6.98
|
|
3) LOW
|
101
|
52.88 +/- 7.08
|
53.16 +/- 7.10
|
|
4) NONE
|
8
|
4.19 +/- 2.84
|
4.21 +/- 2.86
|
|
missing values
|
1
|
0.52 +/- 1.02
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
2.58
|
2.59
|
|
|
ST.DEV
|
|
0.63
|
0.61
|
|
8. Most common end use
of a futon purchased from respondent's store
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) PRIMARY BEDROOM
|
20
|
10.47 +/- 4.34
|
10.70 +/- 4.43
|
|
2) SECONDARY BEDROOM
|
37
|
19.37 +/- 5.60
|
19.79 +/- 5.71
|
|
3) CHILDREN'S ROOM
|
3
|
1.57 +/- 1.76
|
1.60 +/- 1.80
|
|
4) LIVING ROOM
|
33
|
17.28 +/- 5.36
|
17.65 +/- 5.46
|
|
5) GUEST ROOM
|
77
|
40.31 +/- 6.96
|
41.18 +/- 7.05
|
|
6) OTHER
|
|
17
|
8.90 +/- 4.04
|
9.09 +/- 4.12
|
|
missing values
|
|
4
|
2.09 +/- 2.03
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
3.78
|
3.86
|
|
|
ST.DEV
|
|
1.67
|
1.59
|
|
9. Most popular price point
for a full/double size ensamble
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) UNDER $ 199
|
9
|
4.71 +/- 3.01
|
4.74 +/- 3.02
|
|
2) $ 200-299
|
39
|
20.42 +/- 5.72
|
20.53 +/- 5.74
|
|
3) $ 300-399
|
74
|
38.74 +/- 6.91
|
38.95 +/- 6.93
|
|
4) $ 400-499
|
47
|
24.61 +/- 6.11
|
24.74 +/- 6.14
|
|
5) $ 500-599
|
18
|
9.42 +/- 4.14
|
9.47 +/- 4.16
|
|
6) OVER $ 600
|
|
3
|
1.57 +/- 1.76
|
1.58 +/- 1.77
|
|
missing values
|
|
1
|
0.52 +/- 1.02
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
3.17
|
3.18
|
|
|
ST.DEV
|
|
1.09
|
1.07
|
|
11. Units (futon/frame/cover)
sold in 1991
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) LESS THAN 200
|
120
|
62.83 +/- 6.85
|
69.36 +/- 6.87
|
|
2) 500 - 999
|
28
|
14.66 +/- 5.02
|
16.18 +/- 5.49
|
|
3) 1000 - 1499
|
6
|
3.14 +/- 2.47
|
3.47 +/- 2.73
|
|
4) 1500 - 1999
|
9
|
4.71 +/- 3.01
|
5.20 +/- 3.31
|
|
5) OVER 2000
|
10
|
5.24 +/- 3.16
|
5.78 +/- 3.48
|
|
missing values
|
|
18
|
9.42 +/- 4.14
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
1.47
|
1.62
|
|
|
ST.DEV
|
|
1.19
|
1.15
|
|
12. Roomful units sold
in 1991
|
|
|
|
PCT +/- 95% CI
|
PCT +/- 95% CI
|
|
|
|
COUNT
|
with miss vals
|
w/o miss vals
|
|
|
|
|
|
|
1) LESS THAN 200
|
160
|
83.77 +/- 5.23
|
91.95 +/- 4.04
|
|
2) 500 - 999
|
10
|
5.24 +/- 3.16
|
5.75 +/- 3.46
|
|
3) 1000 - 1499
|
2
|
1.05 +/- 1.44
|
1.15 +/- 1.58
|
|
4) 1500 - 1999
|
1
|
0.52 +/- 1.02
|
0.57 +/- 1.12
|
|
5) OVER 2000
|
1
|
0.52 +/- 1.02
|
0.57 +/- 1.12
|
|
missing values
|
|
17
|
8.90 +/- 4.04
|
-------------
|
|
|
|
|
|
|
|
TOTAL
|
|
191
|
|
|
|
MEAN
|
|
1.02
|
1.12
|
|
|
ST.DEV
|
|
0.56
|
0.48
|
|
©
1997 Futon Life. All rights reserved. No part of this
document may be reprinted, photocopied, or duplicated without
the express written permission of the author.
1-401-351-0787
|
