IKEA Customer Behavior Research
Objective and Focus of This Examine 2
5. Buying theory 4
2. Learning theory6
* Reference group and social media 9
* Sociable class11
IKEA was chosen as the target business to study their consumer behavior due to its large brand recognition and large buyer base. 12 young respondents, who are mostly from our close friends, are picked to do the depth-interview. Base on the info collected from the interviews, quotes are viewed by the theories, including belief, buying theory, learning theory, motivation, attitude, reference groupings and social websites, gender, sociable class, subculture and traditions. Besides, a lot of interesting and meaningful findings which can not be explained by the theories will be summarized too. Accordingly, recommendations are brought up derived from the findings throughout the interviews, which include recommendations to brand photo, customer ease and support, membership and defective zone.
IKEA firm background introduction
IKEA which was founded in Sweden in 1943 is an international house products store. IKEA patterns and provides almost all kinds of ready-to-assemble home furniture as well as residence accessories. It truly is famous for the fashionable system designs about different types of equipment and home furniture, often connected with a made easier environmental-friendly interior design. The initially IKEA shop was opened in Г„lmhult, SmГҐland in 1953 even though the first retail outlet outside Sweden was opened in Norway(1963). Since then that started magnitude itself into other countries. The extension was much faster coming from 1990s to 2000s. Towards the end of 2009 financial season, IKEA group had 267 stores in 25 countries. For Chinese language market, you will discover 9 stores has exposed in landmass China, 5 more underneath construction and 3 retailers in Hk.
Objective and focus of this study
From this project we all expected to find out IKEA's consumers' behavior which could explained by the theories we have learnt. Although studying the info we accumulated from our participants we aimed at finding out the most popular characteristics as well as the interesting habit which is not covered by existing hypotheses. After solving those emails we aim to understand customer behavior deeply and appear some tips for IKEA.
According to the targets stated above we propose to use a depth-interview to fulfill the objectives. Screening was applied for choosing the target respondents, where protected age coming from 20 to 30 and included both white-collar and students. Accordingly, total number of respondent is 12 that happen to be 7 males and 5 females. The average income is about HKD10000-20000. Amongst our participants, 3 of which had wedded and residing in their own house while other 9 will be single which will 3 of these living with their very own parents plus the other 6th rent a flat for living. During the interview, we managed the time within 45 minutes for every single one, and encouraged participants to provide comprehensive opinions and personal experience for the questions we prepared prior to. Meanwhile, we all tried to investigate more profound reasons why that were there these opinions, how the motivations came out and what habit related to order as well. We might discover some opinions from them about how they presume of IKEA's products, and service. The results might be out of expectations. After the in-depth interview, we viewed the data based on the ideas we learnt and deducted the interesting findings.
1 . Perception
Perception influence consumers' behavior, it is a method by which people select, coordinate, and translate these sensations. According to our respondents, to get...
References: 1 ) Consumer habit: buying, having, and beingВ | Michael 3rd there’s r. Solomon| Global Edition| 10th Edition
2 . http://features.blogs.fortune.cnn.com/2011/11/30/ikea-china-stores/
4. Reuters (January 8, 2008)В IKEA mulls partnership with Bosnia furniture manufacturer
5. " Marketing management| Philip Kotler, Kevin Isle Keller. вЂќ 14th Edition
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