FACTORS INFLUENCING CUSTOMER PERCEPTION OF RESIDENTIAL INTERIOR DESIGNING SERVICES IN NAGPUR CITY

Abstract

Business in cities residential interior designing business is fast evolving with the advent of the consumer awareness, rising disposable incomes and other aspirations on the luxurious living spaces which are easily approachable and conveniently utilized. This paper aims at determining and examining the factors that affect customer perception of residential interior designing services in Nagpur City. The perception of customers is critical in determining decision making, level of satisfaction and the level of using the service in this competitive sector. The study centers on the most significant design aesthetics, price and perception of value, service quality, expert knowledge, customization, integration of technology (including 3D visualization) with brand reputation and word-of-mouth communication. Furthermore, the socio-cultural aspects, changes in lifestyle and exposure to the social media can also be considered as the critical factors to bringing about the customer expectations and preferences. The research particularly will follow a descriptive research design that will be based on the secondary literature and insights available on the purchase decisions of the homeowners. Results have shown that the customers consider a balance of creativity, low costs, and reliability, as well as the promptness with which the project can be executed and an individual design solution can be provided. The paper further observes that the image of the customers is highly determined by the two factors; tangible (price, design quality, material used) and intangible (trust, communication, and brand image) factors. The study will also help in a better understanding of the consumer behavior in the residential interior design sector and will add valuable information on understanding consumer behavior that the interior designers and companies can use in playing a significant role in the quality of the services and customer satisfaction in the growing residential market location of Nagpur.