Abstract
In contemporary interior design markets, consumers are exposed to an unprecedented volume of product information, aesthetic trends, and technological innovations. Despite this exposure, a noticeable gap persists between consumer awareness and informed decision-making. This study explores the phenomenon of consumer apathy and awareness gap in the selection of wall tile coverings for interior spaces. Using a descriptive research design, primary data were collected from 422 respondents through a structured questionnaire. Statistical tools such as chi-square analysis, regression analysis, and mean ranking were employed to examine the relationship between demographic factors, aesthetic considerations, functional attributes, and overall preference. The findings reveal that although consumers claim to prioritize durability, water resistance, and hygiene, their actual purchasing decisions are significantly influenced by visible features such as glossiness and light reflection. The study identifies a behavioral contradiction between expressed awareness and statistically significant decision drivers, highlighting the presence of partial knowledge and decision simplification. The research concludes that consumer apathy manifests not as ignorance but as selective evaluation, where visible and trend-driven attributes overshadow technical performance indicators. The findings offer practical implications for manufacturers, designers, and marketers seeking to bridge the awareness gap in interior material selection.
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