Professional Documents
Culture Documents
better everyday
life for the
IKEA was founded in 1943 by a
17-year-old Swede named
Ingvar Kampard who sold pens ,
Christmas cards , and seeds out
of a shed on his familys farm.
The name IKEA was derived
from Kamprads initials(IK) and
the first letters of the Elmtaryd
farm and the village of
Agunnaryd where he grew
up(EA).
IKEA inspires remarkable level of devotion from its
customers. Each year more than 650 million visitors walk
through its stores all over the world. Most need to drive
50 miles round trip but happily make the effort to
experience IKEAs unique value proposition.
IKEAs scandinavian-designed
products are well made and appeal to
the masses. To stay relevant and
fashionable , the company replaces
approximately one-third of its
I KE A
HOW
F LU EN C E
IN
S
N S U ME R
C O
H A V IO R ?
B E
Cultural Factors
Many of IKEAs products are sold uniformly
throughout the world , but the company caters
to local regional tastes. IKEAs managers visit
the local market and products are made
according to the habits and culture of local
people.
IKEA inspires remarkable levels of interest and
devotion from its customers. Devoted
customers motivate other persons to visit IKEA.
Company caters to local and regional tastes .
Prices are kept low so that even students and
families with children can afford their product.
Personal Factors
IKEAs vision is and always has been to create
a better everyday life for the many people. A
high percentage of its customers are college
students families with children. IKEA provide a
quality product at low price. It continuously
seeks out new ways to run its businesses more
efficiently and pass those cost savings on to the
customer.
IKEA motivates its
customers by
providing a leading
edge design ,
functional home
furnishings at
extremely low
prices.
How IKEA
understan
ds
customers
buying
decision
process :
The Five-
Stage
1. Problem Recognition
Information
Is provided
Through
advertiseme
nt
3. Evaluation Of
Alternatives
Consumer evaluates the various alternatives available
to satisfy its needs. The consumers see each product
as a bundle of attributes with varying ability to deliver
the benefits.
IKEA provides good quality at low cost which excites
the consumers to buy its product. IKEA persuade
buyers to attach more importance to low cost in which
the brand excels.
4.Purchase Decision