The Assessment of the Character Profile of Wood-based House Users in the Czech Republic

Abstract

In the years 2012–2014 the authors carried out an extensive marketing research among users of wood-based buildings in the Czech Republic. The questionnaire survey had 1,000 respondents – Czech households using a wood-based house. The survey was conducted separately in each region of the Czech Republic (40–100 questionnaires per region). The results were evaluated separately for each region and for the Czech Republic as a whole. Questionnaires consisted of four thematic groups of questions. This paper deals with processing and evaluation of results of the first group of questions. This group addresses characteristics of people using wood-based family houses. The results are evaluated for individual regions and for the whole Czech Republic. The evaluation covers seven characteristics of adults using the surveyed buildings: age of users, type of the buildings’ ownership, educational attainment, sector of employment, profession, type of previous housing, and the size of municipality of the previous housing. The aim of the paper is to create profile of a “common user” of wood-based buildings. The results of the marketing research can be used to enhance competitiveness of companies in the woodworking and construction sector.

Keywords

• wood-based construction
• family house
• green marketing
• questionnaire survey
• consumer attitudes
• wood processing industry