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Original article
166
WAYS TO IMPROVE THE SEGMENTATION PROCESS IN THE FURNITURE
MARKET
Musayeva Shoira Azimovna
Professor of Samarkand Institute of Economic and Service, Samarkand, Uzbekistan
Ro‘ziqulova Nilufar Ulug’bekovna
Graduate student of MМR-124 group
Email:
Abstract:
In this article, in the activities of furniture production enterprises, we will expand the
assortment, increase competitiveness, draw the attention of customers to furniture sets, create
product catalogs, explain the technological maps of production in detail, and offer science-based
furniture for different purpose rooms.
Keywords:
Enterprise, furniture products, assortment, competition, catalog, demand, supply,
market.
Introduction
. In our country, certain sectors of industry are of great importance in the
production of consumer goods, filling the domestic consumer market, and producing import-
substituting products. These include the wood processing and furniture industries.
The furniture and wood processing industry of the Republic of Uzbekistan is one of the fastest
growing sectors in our country. If in previous years 65-70% of the country's domestic furniture
market was filled with products from foreign manufacturers, today more than 90% of the
demand is met by high-quality furniture products manufactured domestically. Today, more than
1,500 enterprises operate in the field of furniture and wood processing throughout the republic.
These include enterprises engaged in the creation of finished furniture products, the preparation
of furniture raw materials, the production of various accessories, the production of semi-finished
products, and primary wood processing. Analysis of the literature on the topic If we generalize
from the results of research conducted by economists and define export potential, we understand
the export potential of industrial enterprises as the current or future gross production, personnel,
financial capabilities, and the resistance of endogenous and exogenous factors to the impact of
export potential in foreign economic trade. Based on the above definition of export potential, it is
possible to construct a scheme of factors influencing it.
Analysis of literature on the topic.
Based on foreign experience, it should be noted that many
economists have been engaged in the development of marketing principles and their application
in practice. Among them, we can include such famous scientists as F. Kotler, M. Porter, D.
Evans, I. Ansoff, M. Berman, M. Golubkov, P. Samuelson, D. Marshall.
While the research in the field of marketing conducted in our country for many years is based on
national characteristics, it is also necessary to recognize the scientists who have made a
significant contribution to the development of marketing theory in the economy. These include
M. Mukhammedov, M. Pardaev, R. Ibragimov. YO. Abdullaev, A. Saliev, M. Sharifkhodjaev, B.
Khodiev, D. Rakhimova, Sh. Ergashkhodjaeva, Sh. Musaeva and others.
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Original article
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Research methodology.
The research process used a systematic approach, abstract-logical
thinking, grouping, comparison, factor analysis, and selective observation methods.
Analysis and results.
Samarkand region occupies one of the leading positions in the republic in
furniture production. As of January 1, 2024, 117 organizations specializing in wood processing
and furniture production were operating in the region.
Furniture manufacturing enterprises include enterprises specializing in one product or several
types of products. Of these organizations, 91 (77.8%) specialized in one product, 15 (12.8%)
with two or three product ranges, and 11 (9.4%) with four or more products. In 2023, these
organizations produced a total of 128,672.1 million soums of products, which is 13.7% more
than in 2017. The volume of products produced112,376.9 million soums are ready-made
furniture,16,295.2 million soums are separate components for furniture.
At the same time, the analysis shows that the last group of organizations produces 19.87% of
finished furniture products. This means that multi-sector complex furniture enterprises operate
more efficiently than other specialized enterprises.
The existence of several approaches to the classification of products in the furniture
manufacturing industry creates problems in conducting market activities. For example, in the
statistical reporting of furniture products, it is envisaged to divide them into the following groups:
Mainly metal frame furniture for sitting;
Furniture for sitting, not included in other groups;
Wooden furniture for institutions;
Kitchen furniture;
Beds (except bed bases);
Wooden bedroom furniture (except wall cabinets, bed bases, lamps and lamps, floor
mirrors, seating furniture);
Wooden furniture for study and living rooms (except floor mirrors, seating furniture).
Components for furniture are also divided into separate groups according to production
technologies, used materials and tasks:
Parts of seating furniture;
Parts of furniture (except parts of seating furniture);
Metal furniture for institutions;
Subcontracted operations as part of the manufacturing process of seating furniture and
parts thereof, and parts of other furniture.
Table 1.
Assortment of furniture products produced in Samarkand region in 2023*
T/p Type of furniture
Number of
enterprises
Production
volume,
Amount
%
million
soums
%
A. Ready-made furniture
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1
Mainly metal frame furniture
for sitting, piece
15
288636
45.37
9755.2
8.68
2
Furniture for sitting, not
included in other groups
31
97938
15.39
46796.2
41.64
3
Wooden
furniture
for
institutions, pcs
25
36049
5.67
12422.6
11.05
4
Kitchen furniture
26
191141
30.04
6145.2
5.47
5
Beds (except bed bases), pcs
7
6263
0.98
2475.2
2.2
6
Wooden bedroom furniture,
piece
23
6010
0.94
13456.6
11.97
7
Wooden furniture for study
and living rooms, pieces
18
10168
1.60
21325.8
18.98
Total
145
636205
100
112376.9
100
B. Separate components for furniture
1
Parts of furniture for sitting,
tn
2
7.17
192.8
1.18
2
Parts of furniture (except
parts of furniture for sitting),
tn
12
707.0
2197.4
13.48
3
Metal
furniture
for
institutions, tn
5
3553.3
7742.1
47.51
4
Services of subcontractors for
the execution of a part of the
production
process
of
furniture for sitting and their
parts, parts of other furniture,
mln. amount
7
6162.8
6162.8
37.82
26
-
-
16295.2
100
-
128672.1
*- The table was compiled based on the data of the Samarkand Regional Statistics
Department.
The first conclusion from the table is that all enterprises in the region are engaged in the
production of finished furniture products, while components are manufactured at 26 enterprises.
If we look at finished furniture products in natural quantities, the total 636,205 pieces of the
majority of productsThe largest share of furniture is made up of metal frame furniture (288,636
pieces, or 45.37%) and kitchen furniture (191,141 pieces, or 30.04%). The remaining types of
furniture do not have a significant share in natural dimensions. Analyzing the composition of
components is associated with a number of difficulties, since their units of measurement cannot
be compared with the number of products.
The data in monetary units shows that among finished furniture products, the largest share is
occupied by the production of seating furniture not included in other groups (41.64%), followed
by wooden furniture for dining rooms and living rooms (18.98%). The smallest share among
products is occupied by the production of beds, that is, mattresses (2.2%).
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Original article
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Different manufacturers use different product assortment designations for furniture products. For
example, at Gulobod Furniture LLC, the furniture classification is as follows: kitchen furniture,
upholstered furniture, office furniture, bedroom furniture, wooden tables and chairs, coffee tables,
mattresses. It is clear that the product classification used in enterprises varies significantly.
Taking into account the role of the product range in the marketing program, it is of great
importance to choose the main directions of its management. In the activities of furniture
manufacturing enterprises, expanding the range is one of the main directions of increasing
competitiveness. In our opinion, when creating a marketing program, the following directions of
expanding the range should be given primary attention:
-
Focusing customers' attention on furniture sets, that is, forming an assortment while
adhering to the principles of complementarity. In this case, it is necessary to create catalogs of
manufactured products based on the needs of customers, explain in detail the technological maps
of production, and offer scientifically based furniture for rooms of various purposes. Let's take
the offer of furniture for hotels as an example. According to the instructions given by our
President, it is planned to increase the number of foreign tourists to 12 million people in the
coming years. For this, the number of hotels in our country should be increased by almost three
times, and all of them should be equipped with furniture in accordance with world standards.
Therefore, furniture manufacturers, having studied foreign experience, should offer separate sets
based on the type of hotel, the characteristics of the rooms in it, and the requirements for service.
-
Expanding and developing the characteristics of furniture market segmentation. Research
has shown that the above-used classification of furniture does not fully reflect the level of its
usefulness to customers. This classification does not focus on segmentation based on the socio-
psychological, demographic and behavioral characteristics of buyers.
In order to increase the effectiveness of segmentation and offer clear prospective indicators for
furniture enterprises, we suggest the following approach (Table 2). In the table, we give some
suggestions for forming an assortment for furniture manufacturing enterprises, but they can be
completed and developed by each enterprise.
Table 2.
Classification of the furniture market, demographic and socio-psychological characteristics
and formation of the product range
Common
classification
symbol
Detailed
classification
symbol
Market segment
Product
range
proposal
According
to
the purpose of
the buildings
Residential
apartments
Apartment in an apartment
building, (standard)
Exact size, standard
shape
furniture,
matching set
Apartment in a multi-storey
building (free space)
Non-standard
size
furniture
made
according
to
individual design
Model houses (ready project)
Project-specific
assortment
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Original article
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(catalogue)
Individual
houses
(not
regulated)
Custom-made, free-
design furniture
Non-residential
rooms
Social objects (ready project)
Large-batch,
sanitary-compliant,
approved kits
Offices (individual project)
Of
a
certain
structure, but on the
basis of an individual
order
Public buildings (free space)
Furniture of various
shapes on the basis
of a free project
Hotel, restaurant
A set of standard and
individual furniture
of
luxury
and
modern level
Sales and service rooms
Furniture
made
mainly from standard
components
assembled on site
Demographic
and
socio-
psychological
characteristics
Buyer age and
family life cycle
Bride and groom
Luxury
level
furniture, mainly bed
furniture
Young family (in order to live
separately)
Standard
level
furniture, all kinds of
home appliances
Stable family
Matching furniture
set, modern design,
special order
An incomplete family
Individual furniture
units of standard
level
Income
Low-income
Standard grade
Middle-income
Modern
level,
according
to
the
catalog
High-income
Luxury, personalized
design
Place in society
and lifestyle
Market
leader,
fashion
enthusiast
Offering
unique
design and material
Convenience maker
Adaptable to the times
Conservator
Location
Located in the village
Located in the city
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Original article
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Сonclusion.
Our final proposals include taking into account the broader context of consumer
demand and focusing not only on the breadth but also the depth of the product range when
forming the product range. We believe that the application of these proposals in every furniture
manufacturing enterprise will help increase competitiveness in the market.
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