Socio-economic Characteristics of Dissatisfied Users of Wood-based Houses in the Czech Republic

Although there has been an increasing interest in wooden construction in recent years, this type of constructions is still not as common as in the northern European countries (Sweden, Finland), the US, or Canada. The paper analyses users of wood-based houses in the Czech Republic. The paper presents partial results of this extensive marketing research, analyses dissatisfied users of wood-based houses and identifies socio-economic characteristics of the dissatisfied users. The survey was conducted by researchers from Mendel University in Brno in the year 2012 – 2014 and it covered 1,000 Czech households. Individual factors of perceiving wood-based houseś quality and price were processed both for the satisfied users and the dissatisfied users who would not purchase this type of building again. When processing the data obtained by the research the authors employed various analytical procedures. The prevailing data-analysis tools were basic statistical methods. The results for both groups were mutually compared. The paper deals with differences in socio-economic characteristics of satisfied and dissatisfied users of wooden family houses and makes recommendations for elimination of the number of the dissatisfied users.