IKEA_Customer Behavior

GROUP E

LUJIA CHENJIEQI CHENXINYI LIUYING LI

RHEA BECHER

WELCOME TO

Super ladies@IKEA

Rebecca Li &

Crys Liu

Angel Chen

Katie Chen

Rhea Becker

AGENDA7 STEPS OF CONSUEMR PURCHASE

STORE DESIGNIKEA

CULTURE

Q&ABONUS!

WELCOME！

Haj da!BYE!

What one buysMotivation for buyingFrequency of purchasesBrand loyalty

Price range

Brand knowledge

Consumer Diary

FOUNDED IN 1943 IN SWEDEN BY INGVAR KAMPRAD

Introduction

130,000+ EMPLOYEES AROUND THE WORLD

Introduction

IntroductionTODAY IN ABOUT 40 COUNTRIES

NO. 10 ON THE LIST OF WORLD’S MOST VALUABLE RETAILER WITH $33 BILLION PER YEAR

IntroductionKNOWN FOR ITS MODERN DESIGN, ITS DO-IT-YOURSELF APPROACH, ITS INVITING SHOWROOMS, ITS INTEGRATED MARKETING, AND, WELL, ITS MEATBALLS

Exposure• Mass media

TV Online Social media Billboards Bus

• Word of mouth

ATTENTION• Colorful furnishings• Holiday’s interior decorations• Various kinds of music• Large buildings with their eye-

catching logo

• Paris subway station

• Billboard at New York roadside

• Inside the buses• Street corners• movie theaters• Etc.

• IKEA's apartment everywhere --- high-traffic spots

ATTENTION

Perception• IKEA is well known for

designing its stores in a purposely confusing and engulfing fashion.

• The store atmospherics offer a range of sensual experiences.

So comfortable

！

I can touch it！

• Yellow+Blue---eco-friendly---fresh and healthy lifestyle of Sweden

• Passion/Carefulness/warmness

• The Chinese translation has a profound implication. It comes from an idiom that means making a harmonious and orderly home.

Perception

• Memory

• Highly memorable ads• Reality TV with Fix

This Kitchen

• Repetition effects

• Different promotional themes each month

• Membership program

Learning

• Cognitive learning

• Well-design showrooms---ideal lifestyle or layout

• Do-it-yourself philosophy

• Discrimination

• Well-design• Lower price

Learning

Attitude

DIY

DurableGood QualityMoney SavingLifestyle......

Satisfaction

Perception to the brand vs. Perception to self-image

IKEA is an expert on triggering consumers’ purchase impulse.

Action

Post-purchase

24 hour / 7 day call service

“It's ok to change your mind”--IKEA Return Policy

"Love it or Exchange it" --IKEA Mattress Return Policy

IKEA Membership – 191 million IKEA catalog in 27 languages and 54 editions

Advertising

A grand total of 301 IKEA stores in 37 countries/territories

Multicultural Marketing

Multiple languages on the homepage of IKEA

Multicultural Marketing

Adjust the website layout design to the local culture

Multicultural Marketing

The food in IKEA also adjusts the

local culture

Classic Swedish Meatballs

IKEA manu in Mid-East countries

Multicultural Marketing

Showrooms

Conclusio

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Conclusio

n Restaurant means more time spent in store

Try out the furniture

Conclusio

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Customer service: play areas; loyalty programs

Conclusio

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Integrated marketing

Conclusio

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Do-it-yourself: a unique approach

Conclusio

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Sustainability

Conclusio

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[ hā dō ]

Hej da!That’s how we say good-bye in Swedish.

Thanks for visiting, see you soon!