Dissertation: Niche Furniture Marketing in Dubai, UAE

This dissertation investigates the niche furniture market in Dubai, UAE. It examines the market's growth potential, the challenges faced, and the effectiveness of various marketing strategies. The study provides an overview of both niche and mass furniture markets, considering factors that influence them. It analyzes the impact of marketing functions on the niche furniture sector and explores the potential for future growth. The methodology includes surveys and interviews to gather data on market trends and consumer behavior. The findings highlight key factors affecting the niche furniture market, offering recommendations for future studies and limitations of the current research. The dissertation aims to provide insights into developing effective strategies to capitalize on the growth opportunities within the niche furniture market of the UAE.

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.