Consumers are typically reluctant to buy furniture. What are the purchase obstacles (practical and psychological) to purchasing furniture? How has Jordan’s Furniture tried to overcome these obstacles? Could they do more, and if so, what?

Jordan’s Furniture is a family-run, regional, furniture retailer that sells mid-priced furniture. The company employs lovable spokespersons, humorous ads, and a shopping-as-entertainment mentality to attract potential customers.