ikea_customer behavior
DESCRIPTION
TRANSCRIPT
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
n
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
n
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!