This document presents a literature review focusing on niche furniture marketing in the UAE, contrasting it with mass marketing strategies. It identifies keywords relevant to the research, including marketing, niche marketing, mass marketing, consumer behavior, and segmentation. The review summarizes five key sources, highlighting their usefulness in understanding consumer behavior, market research techniques, marketing management principles, and the impact of store image and service quality on brand image. These sources provide valuable insights into developing a marketing strategy, understanding the targeted market, and attracting the attention of the niche segment within the UAE furniture industry. Desklib offers a platform for students to access similar solved assignments and past papers.