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COMPE-TENCE AND IMAGE OF WOOD ON THE GERMAN BUILDING MATERIAL MARKETS

This survey study focuses on wood-related opinions of German companies selling wood products. The image of wood is described, as well as critical product characteristics when companies purchase wood products. The data comprises interviews of 75 companies or business units selling wood products. These companies represent 75 % of the value of the total German construction material trade. Overall, the results indicate that visual properties, usability (like lightness and workability) and environmental quality are the main strengths of wood. Especially important these are in marketing of wood products for inner decoration and for furniture manufacturing. Certain technical properties (like strength) and market properties are the main relative weaknesses of wood; price and quality of wood products are perceived as only moderately stable. The results also indicate that the Finnish wood product suppliers could increase their activity in marketing (domestic suppliers are perceived more active than foreign ones). Marketing and product development could be based on the particular strengths of wood. Particularly, the human health dimension deserves more emphasis in marketing and in research. End-users could be taken into consideration even more strongly when developing marketing communication. Developing product information and marketing material targeted at endconsumers, and providing this material for the use of the retailer companies could be helpful. For example, the German construction material companies stressed the need for image campaigns to promote the use of wood among end-consumers. This could be an opportunity for cooperation between suppliers of primary products and retailers.