Niche Furniture Marketing and Mass Marketing Strategy

This dissertation explores the prospects of niche furniture marketing in Dubai and evaluates the challenges faced by the industry. It discusses the value of the furniture market, marketing functions, and future growth prospects. The study uses surveys and interviews to determine findings and implications.

Running head: DISSERTATION
NICHE FURNITURE MARKETING AND MASS MARKETING STRATEGY
Baraa Abbas / ST20162154
Cardiff Metropolitan University
Dissertation

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Acknowledgements
I have been very grateful to the various people with whom I had interacted as part of
the study. Respecting their confidentiality I would like to thank the various organization with
whom I interacted as a part of the research. I am thankful to the various managers and former
managers of various organizations whom I interacted with. Thank you to all of those who
have helped listened and encouraged me throughout this study. I am indebted to my
supervisor ……………………. whose guidance, advice and patience have been
immeasurable. My sincere thanks to all members of the…………… [Mention your
university/college name], both staff and students, whose continuous support have made this
thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local
Education Authorities, for the time and help given throughout. Without their participation,
this research would not have been possible. In this context, I am also thankful to them, whose
research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or
completed! Your encouragement and support have never faltered; thank you.
Abstract
The aim of the study was to find out about the prospects of niche furniture marketing in
Dubai. The overview of the Dubai and UAE mass furniture and niche furniture market has
been provided. At the same time the study has considered the value of the furniture market
that has been created over the years. The niche furniture market of the county consists of the
various newer furniture product offerings that are much different than the traditional furniture
that are available in the market. One of the most important issues presently affecting this
market is the marketing functions. The target audiences for the niche furniture market are

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increasing but there has not been any effective marketing strategy that is implemented to
attract this growing potential customer base. Hence, the study has considered the marketing
functions to develop essential strategies to tackle the niche furniture market challenges. The
future growth prospects of the niche furniture market in Dubai have been considered. The
theoretical frameworks that can govern the growth of the niche furniture markets have also
been considered much importantly. The methodologies have been provided along with the
essential discussion of the niche market that exist in the county. Surveys and interview tools
have been used to determine the findings in regards to the niche furniture market of the
country. The key factors derived from these tools have been discussed subsequently to derive
essential implications from the study.
Key Words: Niche furniture, mass furniture, niche furniture marketing, furniture market,
marketing, market segmentation, Dubai, UAE

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Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................6
1.1 Research background.......................................................................................................6
1.2 Rationale..........................................................................................................................6
1.3 Research Objectives.........................................................................................................8
1.4 Research Questions..........................................................................................................8
1.5 Methodology....................................................................................................................8
1.6 Dissertation outline..........................................................................................................8
1.6.1 Chapter 1- Introduction.............................................................................................8
1.6.2 Chapter 2- Literature Review....................................................................................9
1.6.3 Chapter 3- Methodology...........................................................................................9
1.6.4 Chapter 4- Findings...................................................................................................9
1.6.5 Chapter 5- Conclusion and Recommendations.........................................................9
CHAPTER 2: LITERATURE REVIEW.................................................................................10
2.1 Overview........................................................................................................................10
2.2 Concept of niche marketing...........................................................................................10
2.3 Factors affecting niche marketing..................................................................................12
2.4 Concept of mass marketing............................................................................................13
2.5 Factors affecting mass marketing...................................................................................14
2.6 Comparison between niche marketing and mass marketing..........................................16
3. Chapter 3- Methodology......................................................................................................18

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3.1 Research Philosophy......................................................................................................18
3.2 Research Design.............................................................................................................19
3.3 Research Approach........................................................................................................20
3.4 Research Strategy...........................................................................................................20
3.4.1 Research Sample.....................................................................................................21
3.4 Sampling techniques......................................................................................................23
3.5 Analysis technique.........................................................................................................23
3.5.1 Data Categorizing....................................................................................................24
3.6 Data Collection...............................................................................................................25
3.7 Research ethics...............................................................................................................25
Chapter 4: Data Analysis.........................................................................................................26
4.1 Overview........................................................................................................................26
4.2 Interview analysis...........................................................................................................26
4.2.1 Transcript analysis..................................................................................................26
4.2.2 Thematic analysis....................................................................................................33
4.2.3 Discussion...............................................................................................................36
4.3 Survey Analysis.............................................................................................................36
4.3.1 Survey findings.......................................................................................................36
4.3.2 Discussion...............................................................................................................44
4.4 Summary........................................................................................................................47
Chapter 5: Conclusion and recommendation...........................................................................47

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5.1 Introduction....................................................................................................................47
5.2 Research objectives, Findings summary and conclusion...............................................48
5.3 Context and relevance....................................................................................................49
5.4 Impact of Niche marketing on the furniture industry.....................................................49
5.5 Key Factors....................................................................................................................49
5.6 Recommendations for further study...............................................................................50
5.7 Study Limitations...........................................................................................................50
5.8 Conclusion......................................................................................................................51
References................................................................................................................................52
Appendix..................................................................................................................................59
Survey questions..................................................................................................................59
Interview transcript..............................................................................................................61

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CHAPTER 1: INTRODUCTION
1.1 Research background
The study focuses on exploring effective strategies for market penetration and
evaluates them in the context of the niche furniture market of UAE. The study subsequently
focuses on analysing the various market penetration strategies that would be the most
effective in terms of establishing strong market position in the niche furniture market of the
UAE. The effective analysis of the factors that affect the niche furniture market of the UAE
can provide a much important analysis of the environmental aspects of the market. Niche
furniture market has significant growth potential in the country and it has to be found how the
various organisations in that are taking part in the business can utilize this.
UAE has been a relatively stable market for a large number of commodities and
services over the past few years. This has contributed towards the creation of diverse markets.
The study is an effective tool to measure the overall market potential of the country
specifically concerning the furniture market. The exploration of the various aspects connected
with the niche furniture market of UAE becomes necessary to determine the future growth
prospects of the industry. Moreover, the market competition concerning the entire industry
needs to be analysed concerning its all-round significance in determining the growth potential
of the market of the country.
1.2 Rationale
UAE has a presently booming real estate market that has witnessed very good growth
over the last few years. The rapid growth of the real estate market in the country is actually
related to the growth prospects of the niche furniture market of the country. This is mainly
because the residents of the newly developed areas make up the ready markets for niche
furniture companies. Hence, it can be said that the rapidly developing and growing real estate

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market can boost the revenue proposition of the niche furniture industry of the UAE.
Moreover, it is important to consider that in 2018; around 55 thousand houses and 40,000
new hotel rooms were built across the country. This helps in the creation of many new
markets for the niche furniture in UAE (Research 2019).
Moreover, it needs to be considered that the furniture market of the UAE is supported
by the timber industry of country. However, 70% of the timber industry in the country is used
in construction. Only the remaining part of the resources is used for furniture and interiors. At
the same time UAE is one of the prime tourist destinations of the world. The growth in the
number of tourists visiting the country would contribute further to the development of hotels
across the country. As of 2017-18 there were 1.5 million international tourists that have
visited the city. Currently Dubai ranks 6th in the world as the most visited city. This will
eventually give rise to further demand for niche furniture.
The competition in the niche furniture industry of the country is intense due to the
rising value of the market. The emergence of newer companies in the industry has given rise
to more competition in the market recently. Quality is an important parameter on which all
the major market players compete with each other. Hence, the materials and the finishing of
the products become very important governing factors. In this regards the competition in the
market can be said to be in even planes due to the strong competition between companies,
stores and the unorganized sectors. The industry is expected to grow by 6% until 2022
(Hennig-Thurauand Houston 2019). The research is focused on evaluating how all the factors
that have been known until now can affect the growth prospects of any company in the
industry.
Moreover, the focus is on finding any other major factors that have emerged recently
or can emerge in the future. The topic becomes important as the niche market sector has a

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strong potential in the future to outshine many of the other larger markets in the UAE
(Quinlan et al. 2019). It has many complimentary industries; this subject also becomes
important in the growth and development of many parallel industry. This wide-ranging
significance of the subject makes in important even in view of the economic growth of the
UAE market.
1.3 Research Objectives
 To examine the key theories connected with niche marketing and mass marketing
 To explore the growth opportunities and scope for developing the niche furniture
market in the UAE
 To evaluate the challenges for developing strategies to develop the niche furniture
market of the UAE
1.4 Research Questions
 What are the growth opportunities and scopes for developing the niche furniture
market in the UAE?
1.5 Methodology
The study will make use of the descriptive method of research. Moreover, a mixed
method oriented research would be utilized to facilitate the deeper understanding of the
concepts related to the subject matter. The research philosophy that has been chosen is
pragmatism. Hence, research questions are considered to guide the research. According to
this philosophy there are various ways of problem interpretation and the same is utilized. The
research has made use of the deductive approach as it can help in the effective understanding
of niche marketing capability.

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1.6 Dissertation outline
1.6.1 Chapter 1- Introduction
This chapter would consider the introduction of the problem that has been identified,
its significance and the objectives of the study. This chapter would provide the framework
through which the study would move forward.
1.6.2 Chapter 2- Literature Review
This chapter would evaluate the various previous literatures that are present in regards
to the subject. The comparative understanding of the discussions of various literatures would
be done.
1.6.3 Chapter 3- Methodology
The methods through which the research of the study would take place are given in
this chapter. The significance of the methodologies are provided in this chapter.
1.6.4 Chapter 4- Findings
The most important findings that have been generated from the study are provided
systematically in this chapter.
1.6.5 Chapter 5- Conclusion and Recommendations
This is the last chapter and the implications that have generated are provided in the
chapter.

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CHAPTER 2: LITERATURE REVIEW
2.1 Overview
The literature review provides an analysis of the works and discussions by scholars in
the field of niche marketing and mass marketing. The literature review will focus on
gathering essential data in regards to the niche furniture market. To identify the growth of the
niche furniture market, its comparative growth considering the furniture market would be
critically investigated. The types of marketing functions that have been used in case of the
mass furniture market would be considered to understand whether the same marketing
techniques can be applied to niche marketing to identify the market challenges that exist for
the company. If not applicable, the focus would be towards analysing the best practices that
can be used. The arguments and counter arguments provided in this case need to be found.
2.2 Concept of niche marketing
The concept associated with niche marketing can be implemented in different
organisations so that success can be gained in the global market. The advantage of this
particular marketing strategy is the fact that it is popular among emerging markets. However,
as stated by Charter and Polonsky (2017) there has been limited scope of research on the
application of the concept. In the words of Chaston (2015), niche marketing can be defined as
a manner in which target marketing can be acquired, along with concentrated marketing,
micro marketing and focused marketing. Dalgic and Leeuw (2015) have pointed out the fact
that despite the similarities between the approaches, the difference can be spotted in contexts
related to the application.
Niche marketing can be considered as a small marketing group, which consists of
small consumer groups possessing similar needs and characteristics. Cobbs, Jensen and
Groza (2016) are of the opinion that the two approaches towards niche marketing can be

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considered as creative along with the final stage involved in the marketing segments. As
observed by Wolf, Ainsworth and Crowley (2017) at the initial stage, niche marketing started
out as a process that helps in creating small groups of target consumers from the overall
population in the quest to fulfil the unique needs. This is important for the study as it can help
to identify the trends that affect the growth of the niche furniture market.
On the other hand, Zhechev and Stanimirov (2017) are of the opinion that approaches
such as segmentation, targeting, positioning and niching is considered as the sequence of
implementing the concept. In this regard, Banerjee (2017) has managed to provide a general
definition related to niche marketing that states the process to be involved in addressing the
needs of the consumers by providing the services and goods related to small markets
segments. Ottosson and Kindström (2016) are of the opinion that segmentation is considered
as the first stage of niche marketing. Meiseberg (2016) have contradicted the idea stating that
market segmentation is a top down approach that helps in creating small market parts by
breaking down large markets.
The niche marketing mechanism becomes important in regards to finding the
prospects for the effective growth of the market. An important feature of the niche furniture
market is personalization. Thus, niche marketing addresses any specific needs that can be
related to the markets in terms of segmentation. Kotler et al. (2015) is of the opinion that
specialization can be considered as the key concept to niche marketing in which various ways
of specialisation related to vertical-level specialisation, end-user specialisation and customer-
size specialisation can be maintained. Lovelock and Patterson (2015) stated that the idea
related to specialisation could force companies to focus on gaining specific competencies so
that success can be achieved. The development of the market is important and the current
trends would set the course for future development of the niche furniture market.

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2.3 Factors affecting niche marketing
The definition of niche marketing has helped in understanding the concept of the
marketing technique in an in-depth manner. However, Kotler et al. (2017) there are certain
factors that affect the application of niche marketing in organisations. The factors that can be
associated with niche marketing include:
Resources: Resources can be considered as different prospects that can help in the
development of niche marketing. Kotler et al. (2018) is of the opinion that resources can be in
the form of both tangible as well as intangible applications that may sometimes help in the
development of proper business. According to Kerin and Hartley (2015), resources help in
expansion of the market so that a wider niche marketing strategy can be undertaken.
However, Tuten and Solomon (2017) provided caution that the use of the resources needs to
be conserved and sustained so that it does not end of being a disaster for the organisations.
The most important resources that can be used by marketers include workforce, equipment
and finances. Thus, as stated by Chaffey and Ellis-Chadwick (2019) resources can be
considered as an important as well as effective marketing technique for the development of
business. This is important for the study as this can help to identify the resources that are
important in view of the growth prospects.
Data: The data factors that need to be included for the development of niche
marketing may be attributed to the modern age use of technology. According to Baker
(2016), the data need to be maintained based on the marketing definition, which includes the
demographic factors. As stated by Fama and French (2015) this can lead to the identification
of factors for adequate as well as effective lead generation campaigns. The fact that
demographic factors play a huge role in the development of marketing segments can be
attributed to the competition that exists in the market. Samuelson (2015) is of the opinion that

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it is essential that via niche marketing the data that be required to be maintained includes the
competition and the market size that can help in the domination of the business.
Strategies: Strategies for niche marketing can include the products and services,
which help in creating a distinguishing impact based on the perceived and expected quality of
the products. According to Thompson, Strickland and Gamble (2015), the strategy related to
niche marketing can be considered as an essential factor that helps in leading the strategies to
accept the general sales, which can lead to a sense of adaptation in the market. At the same
time, in the words of Dew and Sarasvathy (2016) the response of the strategies can be
gathered by the feedback received from the customers so that in future niche marketing can
become one of the most used technique in business.
2.4 Concept of mass marketing
Mass marketing for furniture becomes very important in the context of the study. This
is because mass furniture market is intrinsically related to the niche furniture market in
Dubai. This means that the market trends of mass furniture can actually affect the market
trends for the niche furniture market. The mass furniture buyers are actually getting more
interested in buying the niche furniture products. In a way the niche market is being exposed
as a related product of the mass market. This is helping people to identify with its prospects
as a good product oriented market. In the words of Nadler and Slywotzky (2017) mass
marketing can be considered as a process in which organisations tend to ignore the basic
differences that exists between various consumer segments and applies similar marketing
strategy, which can help in addressing a large segment in the marketing department. Kostyra
et al. (2016) is of the opinion that the aim of mass marketing is provide a solution in which
the consumers possess almost identical preferences about the products that they own.
However, as observed by Schuitema and De Groot (2015) in the modern world, the extent to
which mass marketing is applied as seen a considerable decline in a significant manner. This

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is mainly because the application of undifferentiated marketing cannot be made in majority of
the products in any industry.
In the words of Blakeman (2018), the argument that is made in favour of using mass
marketing can be considered as fact which helps in creating the largest potential market for
the development of organisations. Mass marketing assists in decreasing the overall cost,
which in turn can lead to increase in profit margin of the business organisations. Chaston
(2015) is of the opinion that most companies that possess narrow product lines tends to
reduce the overall cost related to production, research and development as well as inventory,
and market research.
The transportation, product management and advertising can be considered as
advantageous to the development of mass marketing in the business. In the words of Dalgic
and Leeuw (2015) the application of undifferentiated marketing can work for the sale of
staple products however; companies need to apply differentiated marketing at a point of time
mainly due to the significant increase in the competitive market. According to Cobbs, Jensen
and Groza (2016), this can be triggered by the requirement for customised products and
solutions. Wolf, Ainsworth and Crowley (2017) countered that in the case of mass marketing,
the marketers need to provide consumers with an opportunity to maintain different products
based on the needs of the customers.
2.5 Factors affecting mass marketing
The factors that can affect mass marketing and its application in business as strategies
include:
Social factors: The social factors help in affecting the lifestyles of individuals. The
social factors include the religion, family as well as the buying potential of the customers that
can change over time. According to Zhechev and Stanimirov (2017), the marketers need to be

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aware of the demands of the customers so that the needs can be met. At the same time,
Banerjee (2017) stated that the population of a country or place can also be considered as a
primary social factor, which can affect marketing due to an increase in the population. The
increase of demand for goods and services in the market can be considered as another
important social factor. In the words of Ottosson and Kindström (2016) for mass marketing to
be effective the population needs to be high and hence, the necessity is to indulge in social
activities, which can be associated with the development of marketing.
Economic factors: The consideration of the economic factors can be made as per the
fluctuation that takes place in the markets. According to Charter and Polonsky (2017), for
mass marketing to be effective, the economic instability may create hindrance within the
organisations and thus cause reduced development in the market. As stated by Meiseberg
(2016) it can affect the growth of marketing as the foreign marketers may find it difficult to
provide assurance about investing in markets. Therefore, Kotler et al. (2015) stated that the
supply and demand related to the economic factors might fail to align with the financial
transactions that exist between the business-to-business and business to customers. Thus, this
particular factor can be considered as risky in terms of impact it causes in marketing.
Demographic factors: The demographics attributes from the most important factors
that affect mass marketing. The demographic factors take into account the socio-economic
characteristics related to the population. According to Lovelock and Patterson (2015), the
demographic factors include characteristics that include the age, race, sex, income level and
marital status along with other factors. Kotler et al. (2017) stated that it has been seen that
every business require a planned as well as targeted approach to reach the consumers. The
demographic factor can affect majority of the choices so that every business can develop a
proper business plan. As stated by Kotler et al. (2018) the demographic factors can help to
incorporate any shift of population that can help in the changing the loyalty of the people.

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Competition: Every successful market possesses competition, which involve various
individuals as well as the businesses. According to Kerin and Hartley (2015), the contest is
that of selling the products and services so that competitive advantage can be developed. The
competition can be considered as significant forces of performance as well as innovation. As
stated by Tuten and Solomon (2017) competition in mass marketing can benefit the producers
as well as the consumers as it results in production of wider varieties of goods and services
prices that are lower than the competitors provide. In the words of Chaffey and Ellis-
Chadwick (2019), mass marketing can be involved in various types of competition that may
include pure competition, monopolistic competition, oligopoly and monopoly.
2.6 Comparison between niche marketing and mass marketing
The literature review will now examine more closely the relationships that exist
between the niche furniture market and the mass furniture market. The marketing functions of
the two would make way for understanding the holistic concept of furniture marketing. This
would make way for the better understanding of the niche furniture marketing techniques that
are being utilized and need to be developed further. The evolution of marketing has displayed
through several development stages that start from production concept to the concept related
to selling. In the words of Baker (2016), the advantage to achieve the goals related with an
organisation can help in the determination of the demands and needs of the target segment.
This can help in promoting a highest quality of satisfaction from the customers. Fama and
French (2015) stated that the appropriateness of the target market could be closely associated
with niche marketing upon its comparison with mass marketing. This is mainly because it is
considered as the most suitable approach for fragmented market since niche marketing
possesses developed functions that are closer to the consumers.
Samuelson (2015) is of the opinion that niche marketing is usually one of the major
trends for developed market mainly due to the increase in the global competition. One of the

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main problem of niche furniture marketing is the lower growth of the customer base. Not
many people consider niche furniture to be viable option to decorate their homes. Moreover,
many consumers believe that the niche furniture are not affordable (Papadopoulos et al.
2016). The industry also fails to bring out niche furniture that can be more affordable for the
customers. It is important to note that the niche marketing aspects are more wanted by the
younger public. The young people are more inclined towards the niche products. According
to Paul (2018) there are the newly settled young couples that are more interested in buying
niche furniture products. Another limitation is the lack of awareness of niche marketing
among the general public. Not many expatriates are aware of the niche market for furniture.
This causes a demographic segmentation gap. The marketing issues that are present are
related to the fact that long term marketing is not much possible with the niche market. Thus,
it can be said that the limited scope for growth very much remains for this type of marketing.
These issues cause significant growth problems for the niche market. Thompson, Strickland
and Gamble (2015) stated that the modern competitive market could lead to the rise of
strategic debate about the suitability as well as standard market or niche market so that
customised products can be used.
Dew and Sarasvathy (2016) is of the opinion that despite the benefits of mass
marketing, niche marketing is considered as ideal for dealing with rapid changes in the
smaller markets. Blakeman (2018) argued that mass marketing has its advantage in which it
maintains balance in the economies of scale, experience curve effects as well as the strategic
price mechanism along with competitive pricing. Nadler and Slywotzky (2017) are of the
opinion that the difference between mass marketing and niche marketing can be characterised
by the different business entities that exists. The entities are different in the sense that one
focuses on making furniture that have longevity value and traditional value. On the other
hand the niche marketing entities are more concerned with the artistic value of the product.

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Futuristic and effective designs, different types of materials and separate aspects are
incorporated.
Thus, organisations involved in using mass marketing can lead towards central and
bureaucracy is prevalent and may lead to inflexibility. On the contrary, Kostyra et al. (2016)
stated that organisations using niche marketing could be decentralised and consist of various
strategic units. Thus, the application of niche marketers can be profitable, as it can understand
the requirements of the customers. The main factor is that the niche marketing need to be
taken to more of the younger furniture buyers. They are more inclined towards niche market
and consider it to be more innovative and trendy than normal furniture (AbuElEnain and Yahi
2017).
Niche marketing needs to develop itself as a market that can run parallel with the
mass furniture market. Hence it is much required that the niche furniture market aligns itself
effectively with the surrounding market to provide a more effective framework for market
growth for the niche furniture companies.
3. Chapter 3- Methodology
3.1 Research Philosophy
The research philosophy that has been used for the research is positivism and
interpretivism philosophy. The positivism and the interpretivism philosophy has helped to
generate essential implications from the study and interpret it in better ways. It can be said
that this mixed method approach has helped to effectively bring forward the most important
implications from the study. Integration of interpretivism has helped to broaden the scope of
the study. It focuses on establishing a cause-effect relationship between the different
variables that are selected for the research. Positivism is recording the findings of researches
through observation of the various aspects that affect the behaviour of the given subject

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matter of the research (Dougherty, Slevc and Grand 2019). Positivism is being used in the
research as the furniture market of the UAE need to be studied in accordance of the various
factors that affect it. This would contribute towards the generation of better values for the
outcome of the research study. According to positivism reality is stable and not varying. This
makes it important in the context of the study as the realistic market situations are being
considered. The same situations can be further analysed to develop logical and rational
conclusion. The positivism philosophy relies on non-interference with the subject matter and
interpretative philosophy helps in the holistic evaluation of the subject matter.
3.2 Research Design
The research design that has been selected is descriptive. In this type of research
design no significant hypothesis is created. However, implications are derived after thorough
analysis of the research study. It is important to note that the descriptive research design is
utilized to create a strong framework for the analysis of any phenomenon. This helps in the
effective analysis of any subject matter. It is important to understand that the research design
that has been utilized for the study is selected on the basis of its effectiveness in determining
the study results. The study incorporates both qualitative and quantitative research methods to
study the given problem. The descriptive research design has helped in forming essential
implications from the study. Hence, this has contributed essentially towards the outcomes that
can be derived from the research. The descriptive design has helped in making the analysis
part more effective. The design has helped in forming better more effective variables that
could be measured to get a clearer understanding of the entire research. The design has been
chosen considering the importance of thorough understanding of the research process. This
has helped in gaining better understanding of the research topic. Descriptive research design
is based on scientific evaluation of the subject matter. Thus, it becomes important that proper

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observation is made before approaching with a given subject matter. This has contributed
greatly towards the research scope.
3.3 Research Approach
The research approach that has been selected is both inductive and deductive
approach. As well as the inductive approach would be used. A mixed method approach is
being taken as the study relies on both quantitative and qualitative data. This approach has
helped in the effective evaluation of the subject matter. Inductive and deductive approach can
be used when there are abundant sources available. Inductive research is depended on
observations. These are important in case of the subject matter that were being evaluated.
This helps in the systematic analysis of all the major sources of the research. Moreover, there
was short availability of time in the given research which made it necessary to use this
process. The deductive research process and the integration of the inductive research
eventually helped to tackle the risks that are involved. This has contributed greatly towards
the effective outcomes of the study that could be generated. Through the deductive research
approach a known theory is tested against certain present circumstances. This has contributed
towards understanding the market theories and the market related factors in better ways. This
approach has also contributed towards the better utilization of the analysis techniques that
have been used. The study utilizes both quantitative and qualitative data for the essential
evaluation of the subject matter in focus. The deductive research focuses on reasoning from
general to the particular. Hence, this has helped in the creation of a better evaluative
mechanism for the better understanding of the subject matter.
3.4 Research Strategy
The research strategy incorporates both qualitative and quantitative data analysis. The
focus is towards evaluation of all the available quantitative and qualitative data can utilizing a
comparative analysis process to bring forward the most important implications for the study

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(Silverman 2016). The strategy is to take interviews of top management officials from both
the mass furniture market and the niche furniture market. Further, surveys would be taken
from the people that form the major markets for the mass and niche furniture market of the
UAE. The incorporation of the qualitative and the quantitative aspects would help to
determine the outcomes of the study more effectively for the study. The mixed research
technique would help in the effective and efficient research of the furniture market of the
UAE. The analysis technique that has been used is hence, both survey analysis and thematic
analysis techniques have been utilized for making the study more effective. The important
aspect is to derive data from both the surveys and the interviews and derive comparative
analysis of both of the elements and form essential implications from the findings that are
derived from the study. A likert scale would be used to measure the answers derived from the
questions provided. The scale that is used is a five point likert scale. In consideration of the
same the value for 1 would be “strongly disagree” and the value for 5 would be “strongly
agree”. It is importantly considered that both the qualitative and quantitative data are gathered
from the most effective sources and analysed accordingly. The interview questions would be
separately asked to the other chosen representatives.
3.4.1 Research Sample
The literature review pointed towards the relationship that is present between the
niche market variables and the mass furniture market variables. The relationship between the
niche market and the customers and the other stakeholders have been incorporated in the
study. The interviews and the surveys were focused towards understanding the relationship
that both niche and mass furniture market had as well as the buyers of niche furniture.

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FurnituremarketNichemarketnetworkingNichemarketbuyersCorporation/government

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3.4 Sampling techniques
The sampling techniques that are utilized for the study are effective in determining the
value of the research process. The sampling technique that was selected for the survey was
non probability sampling. For the questionnaires a sample population of 50 people were
selected. These people were approximately 100% formed of people that engaged in buying
furniture. 50% of the people were from the mass furniture market and 50% were niche
marketing. For the interviews 5 people that had current or previous management experiences
in the furniture industry considering both the niche and the mass furniture market. The
techniques that have been utilized are considering the effectiveness of the data that can be
gathered from the sources. The techniques are focused towards reaching the right kind of
people in the best possible ways.
3.5 Analysis technique
As mentioned above the analysis would incorporate both quantitative and qualitative
information sources. Hence, it becomes important that the analysis technique that is utilized
are both thematic and based on data analysis. The data analysis technique would be thematic
in case of the interviews. The principal themes and categories that emerge from the
interviews are considered for the research. The most important data that is being sought in the
data is the relationship between the niche marketing and the mass marketing functional areas.
At the same time the number of people that engage actively in niche furniture buying
activities in comparison of the people engaging in mass furniture market activities would be
assessed and evaluated. The study has incorporated the essential aspects that are derived from
both the analysis of the data and the analysis of the interview to form essential conclusions
from the same. The analysis technique would help in determining the value of the study

24DISSERTATION
3.5.1 Data Categorizing
The above chart provides the information in regards to the division of the niche furniture and
the mass furniture market of the UAE. In this respect the Niche furniture companies can be
divided into the factors of regular niche furniture buyers and the customers that have artistic
taste. Both if these are important customer bases for the organization. On the other hand for
the mass furniture market the factors affecting the organization most are, effective market,
strong customer base in comparison of the niche market and the traditional furniture buyers.
Furniture market
in the UAE
Niche
Furniture
Companies
Mass
Furniture
Market
Regular niche furniture
customers
Artistic customers
Effective market
Strong customer base
Traditional Buyers

25DISSERTATION
3.6 Data Collection
The primary data would be collected from the managers of some important furniture
companies of the UAE. 5 managers would be interviewed for the study. 3 would be from the
mass furniture market and 2 would be from the niche furniture markets. The surveys would
be conducted among 50 respondents that would comprise of the customers of the furniture
markets of the country. The interviews would be maximum 10 minutes long.
Secondary, data has been collected from the various books, journals and articles that
are relevant to the subject matter. The study has incorporated all the important elements from
the research that has been conducted.
3.7 Research ethics
The interviews that were conducted will be fair and unbiased. No form of pressure
have been used on the interviewees. No form of data manipulation has occurred in case of the
surveys. The people that have been interviewed have not been pressurized by any
unfavourable means. The customers that were surveyed were not influenced by any negative
means. The research has incorporated only the best and the most honest means of gathering
information. It is important to understand that the study was important in terms of the
authenticity of the data that could be provided in relation to the subject. The research has not
utilized any unfair means of gathering data. All possible steps have been taken to ensure that
no important confidential information of the people involved in the study are not revealed.
The research has given importance towards respecting the business secrets of the
organizations that were considered. No confidential information of the organizations were
accessed for the study.

26DISSERTATION
Chapter 4: Data Analysis
4.1 Overview
The data analysis chapter has considered both the surveys and the interviews
conducted among the respondents to bring forward specific and relevant information
regarding the topic of the research. The survey, which has been conducted with the help of a
questionnaire designed according to the objectives of this research, has been conducted
among 50 respondents that have been selected on the basis of non-probability sampling. The
5 interviews that were taken were also much important considering that the interviewees were
all very experienced people in the field of furniture marketing. The focus of the surveys was
towards deriving data that can provide more information about the market oriented aspects of
both the niche furniture market and the mass furniture market in general. The interviews are
focused towards generating ideas about the factors that are more intrinsic considering the
furniture market of Dubai and the UAE. The analysis are the comprehensive details of the
findings that were generated from the surveys as well as the interviews.
4.2 Interview analysis
4.2.1 Transcript analysis
Interview transcripts
For the purpose of solidifying the findings of the research, and to make sure the
interpretation and conclusion of the research comes to a comprehensive end, 5 interviews
have been taken who are currently or have been managers in the niche furniture business.
Unnecessary information from the transcripts have been purposely left out because of the
purpose of giving them an academic look and keep them precisely informative. the questions
in these interviews have been kept consistent all throughout and have been designed keeping
the research objectives in mind.

27DISSERTATION
Transcript 1:
Interviewee: Former manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: I think the first thing that you need to do is to understand customer requirements
of the target market. Another alternative is to create a demand that would interest the target
market. This is mainly dependent on product development. You have to be able to figure out
the psychology of the customers in the market that you are playing in to make sure that you
are able to properly identify what would interest that market. Stimulating this interest is the
main strategy in my opinion.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think the traditional furniture market is growing at the rate of 5.2 %. So a
market growth of 6-6.5% would be a good growth rate for this market to develop. You have
to remember that the traditional furniture market is huge and therefore even 2% growth
represents a growth by a huge amount. The niche furniture market is not so big as of now,
therefore it has to be growing at a better rate than the traditional market to develop and
sustain itself.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Market segmentation is the main factor. In each marketplace, customers tend to
act differently during their purchase decisions. Their values and beliefs and even their choices
differ across various geographical locations. Understanding what they would buy and what

28DISSERTATION
they would not and how they could be influenced and how they would rather be repelled are
the main factors according to me that influence decision making in this market.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: In promotions alone you need at least AED 10 million because the market size is
so small and you have to increase it significantly if you have to make a big profit in this
business. A proper marketing team is also required in the organisation.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think there has not been enough investment from most of the big players in this
market. Investment on innovation is the main thing that has to be done on regular basis in the
future for this market to develop. I don't see that as of now except for few companies.
Transcript 2:
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: First of all you have to understand the market in which you are entering and
create a demand for a product accordingly. The next step is to identify which resources you
would need to get the product delivered to the target market. Finally you have to make sure
that your products are unique and provide a value to the customer that no other competitor
can provide.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?

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Interviewee: I think the growth of 8% would be more than just good considering the current
situation.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Available resources, customer wants and needs, and competitive analysis all
play a vital part in the decision making process.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: We need over AED 10 million just for promotional purposes. A proper team of
innovation and creativity e is also equal required.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think this market is already growing at a very good rate. We and each of our
competitors are expanding in popularity with every passing year. This is my as of now I see
no noticeable change that is required in the future.
Transcript 3:
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: Efficient resource allocation, stimulating interests through promotions and
having a distinguishable brand identity are the major strategies that have helped us to
establish our business in the market.

30DISSERTATION
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think anywhere between 6 to 7%of market growth would be attractive for even
the main players in the market
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: You have to understand what your competitors are doing and how that is
benefiting them. You also have to decide and identify what ground they are leaving for you to
penetrate and how feasible that would be.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: The only resource required for the implementation of marketing plans and
strategies involve impeccable access do all of the components of the market communication
mix. You have to understand which message to send through which component and how to
use each of them and allocate funds accordingly.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think it is time to start promoting more to potential investors. This market is
not growing at a steady rate but has huge potential and this potential has to be conveyed to
the investors. Only then can the businesses grow.
Transcript 4:
Interviewee: Former manager

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Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: Firstly you have to identify what your competitors are doing and what different
can you do from them. Another strategy is to find out what problems the customers of the
target market have been facing and design products accordingly.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think a7% growth would be good for this market to develop.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Market demands, quality of suppliers, product demands, and competitive
analysis are the main factors to look out for during decision making.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: Marketing is an abstract concept and is highly intangible. It is totally driven by
ideas. Therefore apart from funds I think the main resource that is needed is to have a team of
marketing geniuses who would be able to realise the objectives of the business.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think all of the big players are investing too much on innovating and coming
up with new products. What would be more effective is if they can come up with
modifications to traditional furniture that would completely eat up the market share of some
of the biggest conventional furniture companies. This is exactly how Google toppled Yahoo

32DISSERTATION
when Yahoo used to be the most dominant search engine. I know it is a different business but
the idea just stays the same
Transcript 5
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: Innovation and having a solid unique selling proposition are the main strategies.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think a growth rate of 7% would be good for the development of this market.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: The main factor to consider during decision making is to identify the strategies
of the competitors. The market is very small and every company is trying its best to capture
the most of it for the highest possible profitability. The psychology of the target segment also
plays a big part.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: You need over AED 5 million to market the business and have access to all of
the promotional tools for it.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?

33DISSERTATION
Interviewee: As of now I think the market is doing fine. It is taking its time but it is going in a
positive direction. I don't see the need for any desperate moves.
4.2.2 Thematic analysis
From the transcript provided of the interviews that have been taken there could be
numerous themes that emerge in this research. However there have been three distinct themes
that have been notable in these interviews. They are understanding the market, need for
product innovation and competitors analysis.
Theme 1: Understanding the market
Understanding the market and the target segment has been a prominent theme
throughout the five interview that have been conducted. As pointed out by the first
interviewee, the main strategy that is required to establish a business in this market is to make
sure that the values, beliefs, and the overall psychology of the target segment is properly
understood to deliver to them accordingly and efficientlyacross various geographic locations.
The interview from the fourth transcript rightly points out that one has to be able to properly
identify the problems that target market is facing for the purpose of delivering to them with
better effect. The interviewees from the third and fourth transcript also point out that
understanding customer needs and interests in the target market is essential for properly
establishing a business in this market. This means that 80% of the interviewees agree to the
fact that understanding the target market and the psychology that goes behind the purchase
decisions play a major role in marketing for the businesses playing in this market.
Theme 2: Need for product innovation
Nearly all of the interviewees agree that product innovation is a major factor the could
give an organisation a competitive advantage in the small market. The interview from the
first transcript says that it is vitally essential to have a proper indistinguishable USP that

34DISSERTATION
would help customers differentiate the products of the company from the rest of the
competitors. This is an indirect indication of the need to develop and innovate products to
make sure that they turn out to be unique. Even the interviewee from the fifth transcript says
that innovation and consequently a solid unique proposition are the main strategies that are
required to establish of business in this market. Even the interview from the second transcript
agrees that finding a unique selling proposition in the products that no other computer in the
market will be able to provide is an essential in establishing a business in this market.This
makes up for 60% of the interviewees who tend to believe that having a solid unique
proposition through product innovation is an essential in the market. However the most
unique and most compelling response came from the interviewee from transcript 4, who
believes that it is required to develop and innovate existing products that would be helpful in
expanding the market size for the business.
Theme 3: Competitors Analysis
Another theme that has been consistent all for the five interviews is competitors
analysis. The main thing that is required to make sure that a business is able to deliver
whatever a competitor is failing to, as per the interviews from transcript 2 and 3. Competitors
analysis is an essential not only for establishing a business in this market but also for the
purpose of making sure that correct and appropriate decisions are taken in a market at any
given situation, as per the interviewees. 80% of the interviewees agree that competitors
analysis is the main factor that they have to look out for during marketing decisions that have
to be made in the market. This is highly indicative of the fact that the market calls for
competition in innovation. Interviewee from transcript five further goes on to explain the
reason behind this. According to him the market is very small and every competitor in the
market is aiming to capture the most of it for the purpose of maximum possible profitability.
This can only be done when a business knows what competitors are doing and how they

35DISSERTATION
succeed and fail so that the business could strategize their own moves more efficiently. It is
startling how all of the interviewees across the five interviews believe that competitor’s
analysis is either an essential in establishing the business in the market or for making the
correct decisions in the market.

36DISSERTATION
4.2.3 Discussion
The interviews suggest this specific market is in a condition that calls for innovation
in product development. This is for the purpose of establishing a clear brand identity and also
for gaining a competitive advantage over the competitors in the market. The main thing that
has to be noted in this what is the fact that product innovation gives way to a unique selling
proposition which increases the chances for a business to capture higher market share.
Understanding the target market and the needs and wants of it is also essential important for
the purpose of appropriately reaching out to them with appropriate products. Apart from this
regular competitors analysis is also an essential for the purpose of knowing which strategies
are the best in the market and which have already turned out to be failures, and also for the
purpose of knowing how to be different from the competitors.
Recommendations from this include investing more on product innovation and also
on digital marketing. One useful recommendation would be to make sure that instead of
trying too hard on bringing out new products in the market that have no assurance of
succeeding and are only experimental in nature, businesses could possibly take conventional
furniture products and identify the loopholes that exist in the design, to be able to come up
with a flawless design for a particular product. This would be immensely helpful to expand
the market size and also to capture a higher market share.
4.3 Survey Analysis
4.3.1 Survey findings
The surveys are conducted among 50 respondents. 9 questions were asked to each of
the 50 respondents with multiple choice options to select from. The findings that were
generated are discussed below.

37DISSERTATION
Figure 1 Are you aware of the effectiveness that proper marketing can have in the modern world?
The above chart depicts the findings that were generated in consideration of the
awareness about the effectiveness of marketing. It can be seen that 62% of the respondent
claimed that conventional marketing is an effective way of gaining success in the modern
world. However, 26% were of the opinion that conventional marketing cannot provide any
significant results for the companies that were operating in the modern world. This bring
forward the information that most of the respondents believe marketing to be an effective tool
to reach the target audiences effectively.
Figure 2 Are you confident that the concept of niche furniture marketing can help in gaining a better target market?
The above data that has been gathered from the respondents and are important as they
point towards some interesting data trends. They are people working in this industry. The
findings suggest that the respondents are divided in their opinion when it comes to the

38DISSERTATION
effectiveness of the niche furniture concept. 34% of the respondents claim that they are
confident that niche furniture concept can help in gaining a better target audience. However,
at the same time 34% of the respondents claim that niche furniture concept may not be
helpful in gaining a significant number of target audiences in the future. At a same time
around 32% of the respondents are unable to provide a proper opinion about the future
prospects of niche furniture concept. The data that has been gathered hence is unable to
provide a decisive conclusion in regards to the popular opinion concerning the niche
marketing concept. This means that niche marketing’s future prospects are currently in a state
of indefinite balance. The findings however are important in generating a popular idea about
the niche furniture market prospects.
Figure 3 Are you satisfied with market segmentation that is currently maintained while developing niche furniture
marketing?
The above data has been gathered in relation to the market segmentation of the niche
furniture marketing that is present currently. The data points towards the fact that 32% of the
people who are either working in the industry or are customers are satisfied with the current
market segmentation of the niche furniture market of the country. At the same time 28% of
the people are highly satisfied with the current market segmentation of the niche furniture
marketing. 26% of the respondents claimed to be neutral on the matter. 14% of the people
were dissatisfied with the current market segmentation in the niche market. This points
towards the fact that the larger number of people are satisfied with the niche marketing

39DISSERTATION
segmentation that is currently present. Around 60% people are very satisfied about the
current market segmentations and 14% claimed to be actually dissatisfied with the market
segmentations.
Figure 4 Are you satisfied with the longevity that is expected to be gained from the target market by the use of niche
furniture marketing?
The chart points to the fact that 40% of the people are satisfied with the longevity that
can be gained from the target audiences from the niche furniture marketing. In this context,
longevity refers to sustainability. 40% of the respondents claim to be satisfied with the
expected longevity that is to be gained from the target market by using the niche furniture
marketing techniques. It can also be seen that 22% of the respondents claim to be highly
satisfied by the longevity can be gained from the niche furniture marketing. This points to the
fact that most of the respondents are of the opinion that in future niche marketing techniques
can be used to create a long standing customer base for the industry. However, at the same
time that 24% of the respondents were neutral on the matter of niche marketing and did not
provide any specific opinion about the capability of the niche marketing functions to
determine the longevity of the target market. 16% of the respondents opined that they are
dissatisfied with the longevity that is expected to be gained from the target market by the use
of niche furniture marketing. Hence, it can be said that a fair share of the majority

40DISSERTATION
respondents claimed to be satisfied with the development of the niche furniture marketing
towards gaining and sustaining a large customer base in the future.
Figure 5 Are you satisfied with the portability of services that can be gained from niche furniture marketing?
This question was asked to further get insights into customer satisfaction from the
marketing efforts. The above chart is concerned with the responses that were gathered in
terms of the portability of the services that can be gained from niche furniture marketing.
26% each of the respondents claimed to be either satisfied or highly satisfied about the
portability of the services that can be gained from niche marketing functions. 26% of the
respondents claim to be neutral on the matter and 16% and 6% of the respondents claim to be
either dissatisfied or highly dissatisfied by the portability of the services that can be gained
from niche marketing functions. It is important to note in this regards that the larger number
of respondents agreed that niche marketing is a portable service that can be gained from the
marketing functions. The portability of the services were found to be agreed by the larger
number of the respondents.

41DISSERTATION
Figure 6 are you satisfied with the supplies that are provided by the target market with respect to the niche furniture
marketing?
In this context, supplies refers to the resources required for the purpose of marketing
to the target market. The above data shows that the 26% of the respondents are highly
satisfied with the supplies that are provided by the target market concerning the niche
furniture marketing. The data shows that the customer supplies that are provided by target
market to the niche furniture marketing can provide significant push for the growth of the
niche furniture industry in the future. 26% of the respondents are found to be satisfied with
the supplies. 22% of the respondents decided to be neutral on the matter and 18% and 8% of
the customers respectively were either dissatisfied or highly dissatisfied with the supplies that
are provided by the target market with respect to the niche furniture marketing. It can be seen
that mostly positive opinions were gained from the larger part of the respondents. The
supplies that are provided can hence contribute to the growth of the niche market in the
future.

42DISSERTATION
Figure 7 what level of satisfaction do you receive with the niche furniture marketing strategies that are adopted by the
organization?
The above chart shows the level of satisfaction that the respondents receive from the
strategies that are implemented by the niche furniture companies. 48% of the respondents are
satisfied with the current niche marketing strategies that are implemented by the various
organizations. 16% of the respondents are highly satisfied in regards to the same notion. It
can be seen that there are significant amount of respondents that have either remained neutral
or have opined otherwise. 16% of the respondents have opined to stay neutral in regards the
notion of niche marketing strategies. 14% of the respondent opine that they are highly
dissatisfied with the niche furniture marketing strategies that are implemented by the various
organizations. Hence, it can be said that the larger number of people claim to be more
affected by the marketing strategies that are implemented by the niche furniture
organizations. However, there is also significant confusion regarding the marketing prospects
of niche marketing organizations among a large number of respondents.

43DISSERTATION
Figure 8 Do you think the satisfaction level derived from niche furniture marketing can be attributed with normal
marketing?
The above chart considers the satisfaction levels that can be derived from niche
furniture marketing attributing the same to the normal marketing techniques. It can be seen
that 34% of the respondents claim to be satisfied by the notion that the satisfaction level
derived from niche furniture marketing can be attributed with normal marketing. 14% of the
respondents are highly satisfied and strongly believe that the satisfaction that one derives
from the niche furniture marketing is related to the normal furniture market. However, 26%
of the respondents opined to be neutral on the matter. 18% of the respondents are dissatisfied
by the notion that the satisfaction derived from niche marketing are attributed to the normal
marketing techniques. 8% of the respondents are highly dissatisfied from the same notion. It
can be seen that a large number of respondents are either neutral or not satisfied concerning
the notion that normal marketing functions can be attributed for the satisfaction that is
derived from the niche furniture marketing.

44DISSERTATION
Figure 9 how much satisfaction can be gained by the influence of niche furniture marketing on the target market of the
organization?
In the following chart it can be seen that 40% and 14% of the respondents are either
satisfied or highly satisfied by the influence of niche furniture marketing on the target market
of the organization. This points to the fact that the larger number of people are influenced
positively by the niche furniture marketing that are done by the various organizations that are
working in this sector. However, 34% of the respondents decided to remain neutral in regards
to the satisfaction that they derive from the influence of niche furniture marketing. 10% of the
respondents were seen to be dissatisfied by the marketing influences of the niche furniture
marketing on the target audiences. It shows that a large population is still to be convinced
about the influence of niche furniture marketing on the target audiences.
4.3.2 Discussion
The findings that can be derived from the survey analysis point to the fact that the
general opinion about the niche marketing aspects are inclined towards the positive.
However, at the same time there are much varied opinions concerning the prospects of niche
marketing. It is important to consider in this light that the marketing techniques are
considered to be effective in the present modern corporate environment by the larger number
of respondents. Ainsworth and Crowley (2017) at the initial stage, niche marketing started
out as a process that helps in creating small groups of target consumers from the overall

45DISSERTATION
population in the quest to fulfil the unique needs. Hence, it can be said that the most effective
way in which niche furniture can be made popular among the target audiences is through the
implementation of strong marketing functions. The opinion of the people were found to be
highly varied in term of the prospects of niche marketing. The concept of niche marketing
effectively gaining target audience was found generate mixed reactions from the respondents.
This points to the fact that there is still significant doubt among large number of the furniture
buyers concerning the scope for growth of niche furniture market. Ainsworth and Crowley
(2017) opined that initially niche marketing begins by targeting smaller groups. Hence, this
can be a reason for the apparent mixed opinion that was received from the respondents on the
matter.
The current market segmentation for niche furniture marketing that is currently
present however was seen to be more positively viewed by the people. The segmentation can
hence be said to be an effective way of considering the future growth scope for niche
furniture marketing. The larger number of people were found to be satisfied with the niche
marketing segmentation that is currently present. The literature consulted earlier pointed to
the fact that the segmentation processes are important towards creating an initial effective
market for the niche furniture products. Ottosson and Kindström (2016) are of the opinion
that segmentation is considered as the first stage of niche marketing. Hence, it can create a
better platform for implementing the vital functional areas for niche marketing. A large
number of the respondents were actually much influenced by the longevity that can be
achieved for the niche furniture marketing techniques. The portability of services that can be
gained from niche furniture was found to be much effective in terms of the positive opinions
that were generated. It is important to understand that niche marketing is generating much
interest in the furniture market of Dubai. This can be seen as the higher number of
respondents agreed to the notion that effective supplies are provided by niche marketing to

46DISSERTATION
the target market. The level of satisfaction among the respondents in regards to the niche
marketing strategies were also found to be much effective. This points towards the fact that
niche marketing has been able to generate significant interest among the target audiences.
It was mostly agreed by the respondents that the satisfaction level derived from niche
furniture marketing can be attributed with normal marketing. However, a significant number
of respondents either remained neutral or disagreed to the notion. Here, it should be
considered that a positive relationship can be found to be present in regards to the effect of
normal marketing on the niche marketing functions. At the same time it was seen that niche
furniture was able to positively influence the larger number of the target markets. The
respondents actually were highly satisfied or satisfied in regards to influence that the
considered niche marketing organization on the target audiences. This bring forward the
growing trend of niche furniture marketing. The niche furniture market was found to be
growing quite effectively over the last few years. However, it can still be seen that the larger
number of people are divided in their opinions in consideration of the prospects of niche
furniture marketing.
The findings that were derived point to the fact that niche furniture marketing has the
potential to grow further in the market of Dubai and the UAE. The respondents were very
positive about the prospects of niche marketing. Hence, it was found that the major findings
from the relevant literatures can be applied to further improve the marketing prospects of
niche furniture. Dalgic and Leeuw (2015) opined in regards to the application of
undifferentiated marketing working towards the sale of staple products however; companies
need to apply differentiated marketing at a point of time mainly due to the significant
increase in the competitive market. This can be highly beneficial for the niche furniture
marketing prospects. It can be considered that niche furniture marketing need to keep the
pace of its current growth and at the same time focus towards the development of the

47DISSERTATION
furniture market for niche products. The findings however very importantly point towards the
fact that niche furniture marketing still has a long developmental path before it can be
equated with the mass furniture marketing. It was found that in the UAE there are significant
growth prospects that are present for niche marketing. However, some of the major
challenges that were identified was in regards to the perception of the people concerning
niche marketing functions. It is important to consider in this light that the continuous
improvement of the marketing process becomes important.
4.4 Summary
The surveys pointed to the fact that there is differing opinions in regards to the
prospects of niche furniture marketing in the UAE. However, at the same time it was seen
that niche furniture market was effective in terms of the positive public opinion that it has
been able to create over the years. The findings pointed towards the fact that niche marketing
was an important factor to be considered in relation to the overall furniture market of the
country. The interviews were able to shed further light on the prospects of niche marketing in
the furniture marketing of the country. The findings suggest about the changing trends in the
furniture markets of Dubai and the UAE. The various organization are striving towards
effectively utilizing niche furniture marketing towards the growth of their customer bases.
The prospects of niche furniture marketing was found to be improving positively. At the
same time the major challenges were identified to be the ignorance of the buyers towards
niche marketing. This pointed out that better marketing techniques needed to be
implemented.

48DISSERTATION
Chapter 5: Conclusion and recommendation
5.1 Introduction
The purpose of the study was to find the prospect of niche furniture marketing in
UAE, the challenges and the associated theories. The conclusion is provided in regards to all
the major findings that were generated from the overall analysis of the subject matter. It is
important to consider the fact that some important real time data was generated from the
surveys and the interviews that were conducted. The theories were found to be linked with
the findings that were generated from the study.
5.2 Research objectives, Findings summary and conclusion
There were three very important research objectives that were considered for the
study. They were:-
 To examine the key theories connected with niche marketing and mass marketing
 To explore the growth opportunities and scope for developing the niche furniture
market in the UAE
 To evaluate the challenges for developing strategies to develop the niche furniture
market of the UAE
It was found that the major theories of marketing could be applied effectively to the
current position of niche marketing in the country. In accordance of the various theories of
niche marketing that were considered, segmentation, targeting, positioning and niching were
brought forward as the major theoretical elements and frameworks that could help to improve
the prospects for niche marketing in the future. The findings pointed to the fact that there
existed varied opinions in regards to the prospects of niche furniture market growth and the
implementation of effective marketing techniques. However, most of the growth oriented
factors for the development of niche furniture market in the future were found to derive

49DISSERTATION
positive responses. There were found to be essential growth opportunities for niche market in
the future. The major challenge that was found to be present was generating awareness about
niche furniture market among the people. The current marketing strategies that are
implemented were also found to be insufficient. Hence, there is room for much further
improvement.
5.3 Context and relevance
In line with the growth and development of Dubai toward realizing the UAE vision
2020 improving the living standards of the people has become much important. The study
thus was much important as the growth of niche furniture market in the country can be a sign
of prosperity and the progressive nature of the people. Hence, the study was much relevant in
terms of the well-established furniture market of the country. The continuous development of
Dubai in line with the shift towards being a smart city goes much essentially with the
development of the niche furniture market. Hence, this context is important in view of the
development of the furniture business in the country.
5.4 Impact of Niche marketing on the furniture industry
The furniture industry of Dubai is growing significantly. The impact of the growth of
the niche marketing functions would be high on the furniture market of Dubai. The growth of
niche furniture market in the city could be beneficial as it can rejuvenate the furniture market
of the city and the country. It is important to consider that niche marketing is an important
factor in determining the future growth of the overall furniture market of the country. Niche
marketing is important to cater to the needs of the growing youth population of the county.
The traditional market of the country has a steady demand. However, the mass furniture
market is not being able to realize faster growth. The emergence of better marketing for niche
furniture in the country could create better and more demand for furniture in the city and the
country.

50DISSERTATION
5.5 Key Factors
The key factors that were found to influence niche marketing in the country as per the
surveys that were conducted were segmentation, targeting, positioning and niching. These
were the factors that were found to be the most important determinants for the growth of the
niche furniture market of the country. The respondents provided their opinion in relation to
the requirement for better marketing techniques to improve the prospects of niche marketing.
The interviews suggest this specific market is in a condition that calls for innovation in
product development. This is for the purpose of establishing a clear brand identity and also
for gaining a competitive advantage over the competitors in the market. The main thing that
has to be noted in this what is the fact that product innovation gives way to a unique selling
proposition which increases the chances for a business to capture higher market share.
Understanding the target market and the needs and wants of it is also essential important for
the purpose of appropriately reaching out to them with appropriate products. Apart from this
regular competitors analysis is also an essential for the purpose of knowing which strategies
are the best in the market and which have already turned out to be failures, and also for the
purpose of knowing how to be different from the competitors.
5.6 Recommendations for further study
There are some important areas where further studies are required. These are related
mainly to the marketing techniques, audience engagement and product offerings in the niche
market.
- Marketing techniques that can provide the best results in the future should be analyzed in
the future researches
- The better audience engagement through the usage of online marketing and social media
can be considered for future researches

51DISSERTATION
- The better product innovation in the field of niche furniture markets can be much
importantly considered for the study in the future
5.7 Study Limitations
The study has been limited as the opinion of a larger audience could have pointed
towards better trends and implications. The online audience engagement and the creation of
better online marketing strategies were not considered for the research. There is a need to
incorporate these elements in the future studies.
5.8 Conclusion
The implications point towards the better prospects of niche marketing in the future.
However, many significant recommendations can be made in regards to the niche marketing
prospects of the country. Recommendations from this include investing more on product
innovation. One useful recommendation would be to make sure that instead of trying too hard
on bringing out new products in the market that have no assurance of succeeding and are only
experimental in nature, businesses could possibly take conventional furniture products and
identify the loopholes that exist in the design, to be able to come up with a flawless design for
a particular product. This would be immensely helpful to expand the market size and also to
capture a higher market share.

52DISSERTATION
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Appendix
Survey questions
1. Are you aware of the effectiveness that proper marketing can have in the modern world?
a. Yes
b. No
c. Maybe
2. Are you confident that the concept of niche furniture marketing can help in gaining a better
target market?
a. Yes
b. No
c. Maybe
3. Are you satisfied with market segmentation that is currently maintained while developing
niche furniture marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
4. Are you satisfied with the longevity that is expected to be gained from the target market by
the use of niche furniture marketing?
a. Highly satisfied
b. Satisfied
c. Neutral

60DISSERTATION
d. Dissatisfied
e. Highly dissatisfied
5. Are you satisfied with the portability of services that can be gained from niche furniture
marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
6. Are you satisfied with the supplies that are provided by the target market with respect to
the niche furniture marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
7. What level of satisfaction do you receive with the niche furniture marketing strategies that
are adopted by the organization?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied

61DISSERTATION
8. Do you think the satisfaction level derived from niche furniture marketing can be attributed
with normal marketing?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
9. How much satisfaction can be gained by the influence of niche furniture marketing
on the target market of the organisation?
a. Highly satisfied
b. Satisfied
c. Neutral
d. Dissatisfied
e. Highly dissatisfied
Interview transcript
Transcript 1:
Interviewee: Former manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: I think the first thing that you need to do is to understand customer requirements
of the target market. Another alternative is to create a demand that would interest the target

62DISSERTATION
market. This is mainly dependent on product development. You have to be able to figure out
the psychology of the customers in the market that you are playing in to make sure that you
are able to properly identify what would interest that market. Stimulating this interest is the
main strategy in my opinion.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think the traditional furniture market is growing at the rate of 5.2 %. So a
market growth of 6-6.5% would be a good growth rate for this market to develop. You have
to remember that the traditional furniture market is huge and therefore even 2% growth
represents a growth by a huge amount. The niche furniture market is not so big as of now,
therefore it has to be growing at a better rate than the traditional market to develop and
sustain itself.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Market segmentation is the main factor. In each marketplace, customers tend to
act differently during their purchase decisions. Their values and beliefs and even their choices
differ across various geographical locations. Understanding what they would buy and what
they would not and how they could be influenced and how they would rather be repelled are
the main factors according to me that influence decision making in this market.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: In promotions alone you need at least AED 10 million because the market size is
so small and you have to increase it significantly if you have to make a big profit in this
business. A proper marketing team is also required in the organisation.

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Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think there has not been enough investment from most of the big players in this
market. Investment on innovation is the main thing that has to be done on regular basis in the
future for this market to develop. I don't see that as of now except for few companies.
Transcript 2:
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: First of all you have to understand the market in which you are entering and
create a demand for a product accordingly. The next step is to identify which resources you
would need to get the product delivered to the target market. Finally you have to make sure
that your products are unique and provide a value to the customer that no other competitor
can provide.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think the growth of 8% would be more than just good considering the current
situation.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Available resources, customer wants and needs, and competitive analysis all
play a vital part in the decision making process.

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Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: We need over AED 10 million just for promotional purposes. A proper team of
innovation and creativity e is also equal required.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think this market is already growing at a very good rate. We and each of our
competitors are expanding in popularity with every passing year. This is my as of now I see
no noticeable change that is required in the future.
Transcript 3:
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: Efficient resource allocation, stimulating interests through promotions and
having a distinguishable brand identity are the major strategies that have helped us to
establish our business in the market.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think anywhere between 6 to 7%of market growth would be attractive for even
the main players in the market
Interviewer: What are the factors that influence decision making in the niche furniture
market?

65DISSERTATION
Interviewee: You have to understand what your competitors are doing and how that is
benefiting them. You also have to decide and identify what ground they are leaving for you to
penetrate and how feasible that would be.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: The only resource required for the implementation of marketing plans and
strategies involve impeccable access do all of the components of the market communication
mix. You have to understand which message to send through which component and how to
use each of them and allocate funds accordingly.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think it is time to start promoting more to potential investors. This market is
not growing at a steady rate but has huge potential and this potential has to be conveyed to
the investors. Only then can the businesses grow.
Transcript 4:
Interviewee: Former manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?
Interviewee: Firstly you have to identify what your competitors are doing and what different
can you do from them. Another strategy is to find out what problems the customers of the
target market have been facing and design products accordingly.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?

66DISSERTATION
Interviewee: I think a7% growth would be good for this market to develop.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: Market demands, quality of suppliers, product demands, and competitive
analysis are the main factors to look out for during decision making.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: Marketing is an abstract concept and is highly intangible. It is totally driven by
ideas. Therefore apart from funds I think the main resource that is needed is to have a team of
marketing geniuses who would be able to realise the objectives of the business.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: I think all of the big players are investing too much on innovating and coming
up with new products. What would be more effective is if they can come up with
modifications to traditional furniture that would completely eat up the market share of some
of the biggest conventional furniture companies. This is exactly how Google toppled Yahoo
when Yahoo used to be the most dominant search engine. I know it is a different business but
the idea just stays the same
Transcript 5
Interviewee: Current manager
Interviewer: What are the strategies that are adopted to establish a niche furniture business in
the market?

67DISSERTATION
Interviewee: Innovation and having a solid unique selling proposition are the main strategies.
Interviewer: What do you think can be considered as a good growth rate for the niche
furniture market to develop?
Interviewee: I think a growth rate of 7% would be good for the development of this market.
Interviewer: What are the factors that influence decision making in the niche furniture
market?
Interviewee: The main factor to consider during decision making is to identify the strategies
of the competitors. The market is very small and every company is trying its best to capture
the most of it for the highest possible profitability. The psychology of the target segment also
plays a big part.
Interviewer: Are you aware of the resources required for the proper implementation of niche
furniture marketing in the business?
Interviewee: You need over AED 5 million to market the business and have access to all of
the promotional tools for it.
Interviewer: What are the changes that you would recommend for niche furniture marketing
in the future?
Interviewee: As of now I think the market is doing fine. It is taking its time but it is going in a
positive direction. I don't see the need for any desperate moves.