This study examines the preliminary research stage as a key element of consumer behavior in furniture purchasing, analyzing it though the lenses of shopping culture, digital confidence, and personal interests. The theoretical framework of Consumer Culture Theory (CCT) was used, which allows for the interpretation of the purchasing process as a cultural practice, and not only as an economic act. Empirical data were collected through a survey among 107 visitors to physical furniture stores in Bulgaria in April 2025. Factor analysis extracted five reliable factors related to the emotional impact of the pre-study, the motives for a physical visit, shopping culture and awareness of products, prices, delivery and warranty. On this basis, a cluster analysis was conducted, which identified four clearly distinguishable behavioral profiles: minimally engaged, rationally informed, moderately engaged and highly emotionally and informationally engaged. The results show that cultural attitudes and game formats have a moderate but statistically significant influence, while material status is the only demographic factor differentiating the clusters. The study contributes to a deeper understanding of the preliminary study as a multi-layered behavior – rational, emotional and functional – and suggests a modified model with mediators (digital confidence, interest in design) and moderators (material situation, openness to innovation) for future research. Practical implications include developing targeted UX and marketing strategies tailored to users’ behavioral profiles.