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Visuelle Wahrnehmung und sprachliche Beurteilung von Holzoberflächen durch Endverbraucher: Relevante Begrifflichkeiten untersucht am Beispiel von Kiefernholz-Dielenböden
Albert-Ludwigs-Universität Freiburg.
Albert-Ludwigs-Universität Freiburg, Institut fur Psychologie .
Luleå University of Technology, Department of Engineering Sciences and Mathematics, Wood Science and Engineering.
Albert-Ludwigs-Universität Freiburg.
2017 (German)In: Allgemeine Forst und Jagdzeitung, ISSN 0002-5852, Vol. 188, no 9/10, p. 186-196Article in journal (Refereed) Published
Abstract [en]

Title of the paper: Visual perception and verbal assess­ ment of wood surfaces by consumers - Relevant  expres­ sions on floors of pine wood boards as an example.

Interior design and flooring from wood are highly appreciated by consumers. Today's wood industries use mostly technical parameters to identify wood quality, whereas knowledge about consumer preferences is rarely taken into account. The exploration of terms con­ sumers use in their day-to-day language characterising wood surfaces (Picture 1) can help to direct and focus the production and marketing of high valuable wood prod­ ucts according to consumers' appreciation and prefer­ ences.

This study aims at (1)  identifying relevant items which consumers use when assessing wood surfaces. (2) Relevant items are examined with regard to the con­ struction of a practically feasible set of different  Items and factors. The final number of  items and  factors should comprise the whole range of diverse  aspects  of the consumer's visual assessment of wood surfaces.

A questionnaire in German language was used (1) to collect relevant terms and criteria in an open question.

(2) A Set of 39 pre-set items, which have been found to  be meaningful in earlier studies (in English  language) was translated into  German  and  offered  to  consumers (n = 102) to test their relevance in German  language.  This set of items was analysed in an exploratory factor analysis on the base of 96 answers. Two other questions requested terms (3) that were missing and (4)  which were the most relevant.

Out of the answers to the questions 1 and 4, objective and subjective Items (Table 1) were categorised. Based on the answers to question 2, the Kaiser-Gutttman crite­ rion suggested a solution based on 12 factors, but fur­ ther analysis revealed four factors the most appropriate solution (Table 2).

Meaning and interpretation of the items and factors from this study need to be set in the context of  the people's socio-demographic environment and so results cannot be generalised. The adjustment and validation of the items and factors identified in this study is recom­ mended with regard to different panels of consumer groups and wood products, for which this study suggests adequate methods and tools  for  questionnaire design and data analysis. This may help  to  direct  production and marketing of valuable wood products more effective­ ly towards consumer's preferences with positive effects for a more efficient use of the raw material and added value.

Place, publisher, year, edition, pages
J.D. Sauerländer's Verlag , 2017. Vol. 188, no 9/10, p. 186-196
National Category
Natural Sciences Other Mechanical Engineering
Research subject
Wood Science and Engineering
Identifiers
URN: urn:nbn:se:ltu:diva-70624OAI: oai:DiVA.org:ltu-70624DiVA, id: diva2:1242601
Available from: 2018-08-28 Created: 2018-08-28 Last updated: 2018-09-03Bibliographically approved

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