Customer Behavior Analysis of Ikea
IKEA Consumer Behavior Analysis
Consumer behavior
Contents Executive Summary 1 Company Background 1 Objective and Focus of This Study 2 Methodology 2 Findings 2 * Perception 3 * Buying theory 4 * Learning theory 6 * Motivation 7 * Attitude 8 * Reference group and social media 9 * Gender 10 * Social class 11 * Subculture 12 * Culture 13 Interesting Findings 13 Marketing Implication 16 References 19
Executive Summary
IKEA was chosen as the target company to study its consumer behavior due to its high brand awareness and large consumer base. 12 young respondents, who are mainly from our friends, are selected to do the depth-interview. Base on the data collected from the interviews, quotes are interpreted by the theories, including perception, buying theory, learning theory, motivation, attitude, reference groups and social media, gender, social class, subculture and culture. Besides, some interesting and meaningful findings which can’t be explained by the theories are summarized as well. Accordingly, suggestions are raised derived from the findings through the interviews, including recommendations to brand image, customer convenience and service, membership and defective zone.
IKEA company background introduction
IKEA which was founded in Sweden in 1943 is an international home products retailer. IKEA designs and sells almost all kinds of ready-to-assemble furniture as well as home accessories. It is famous for its fashionable architectural designs on different types of appliance and furniture, often associated with a simplified environmental-friendly interior design.
The first IKEA store was opened in Älmhult, Småland in 1953 while the first store outside Sweden was opened in Norway(1963). Since then it started extent itself into other countries. The extension was much faster from 1990s to 2000s. At the end of 2009 financial year, IKEA group had 267 stores in 25 countries.
For Chinese market,
Consumer behavior
Contents Executive Summary 1 Company Background 1 Objective and Focus of This Study 2 Methodology 2 Findings 2 * Perception 3 * Buying theory 4 * Learning theory 6 * Motivation 7 * Attitude 8 * Reference group and social media 9 * Gender 10 * Social class 11 * Subculture 12 * Culture 13 Interesting Findings 13 Marketing Implication 16 References 19
Executive Summary
IKEA was chosen as the target company to study its consumer behavior due to its high brand awareness and large consumer base. 12 young respondents, who are mainly from our friends, are selected to do the depth-interview. Base on the data collected from the interviews, quotes are interpreted by the theories, including perception, buying theory, learning theory, motivation, attitude, reference groups and social media, gender, social class, subculture and culture. Besides, some interesting and meaningful findings which can’t be explained by the theories are summarized as well. Accordingly, suggestions are raised derived from the findings through the interviews, including recommendations to brand image, customer convenience and service, membership and defective zone.
IKEA company background introduction
IKEA which was founded in Sweden in 1943 is an international home products retailer. IKEA designs and sells almost all kinds of ready-to-assemble furniture as well as home accessories. It is famous for its fashionable architectural designs on different types of appliance and furniture, often associated with a simplified environmental-friendly interior design.
The first IKEA store was opened in Älmhult, Småland in 1953 while the first store outside Sweden was opened in Norway(1963). Since then it started extent itself into other countries. The extension was much faster from 1990s to 2000s. At the end of 2009 financial year, IKEA group had 267 stores in 25 countries.
For Chinese market,
References: 1. Consumer behavior: buying, having, and being | Michael R. Solomon| Global Edition| Tenth Edition 2. http://features.blogs.fortune.cnn.com/2011/11/30/ikea-china-stores/ 3. http://www.ikea.com/ 4. Reuters (January 8, 2008) IKEA mulls joint venture with Bosnia furniture maker 5. “Marketing management| Philip Kotler , Kevin Lane Keller.” 14th Edition