GROUP BEHAVIOR Meaning of Group Behavior Types of Group Behavior Benefits of Group Behavior.
IKEA_Customer Behavior
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Transcript of IKEA_Customer Behavior
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GROUP E
LUJIA CHENJIEQI CHENXINYI LIUYING LI
RHEA BECHER
WELCOME TO
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Super ladies@IKEA
Rebecca Li &
Crys Liu
Angel Chen
Katie Chen
Rhea Becker
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AGENDA7 STEPS OF CONSUEMR PURCHASE
STORE DESIGNIKEA
CULTURE
Q&ABONUS!
WELCOME!
Haj da!BYE!
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What one buysMotivation for buyingFrequency of purchasesBrand loyalty
Price range
Brand knowledge
Consumer Diary
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FOUNDED IN 1943 IN SWEDEN BY INGVAR KAMPRAD
Introduction
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130,000+ EMPLOYEES AROUND THE WORLD
Introduction
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IntroductionTODAY IN ABOUT 40 COUNTRIES
NO. 10 ON THE LIST OF WORLD’S MOST VALUABLE RETAILER WITH $33 BILLION PER YEAR
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IntroductionKNOWN FOR ITS MODERN DESIGN, ITS DO-IT-YOURSELF APPROACH, ITS INVITING SHOWROOMS, ITS INTEGRATED MARKETING, AND, WELL, ITS MEATBALLS
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Exposure• Mass media
TV Online Social media Billboards Bus
• Word of mouth
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ATTENTION• Colorful furnishings• Holiday’s interior decorations• Various kinds of music• Large buildings with their eye-
catching logo
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• Paris subway station
• Billboard at New York roadside
• Inside the buses• Street corners• movie theaters• Etc.
• IKEA's apartment everywhere --- high-traffic spots
ATTENTION
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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!
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• 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
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• Memory
• Highly memorable ads• Reality TV with Fix
This Kitchen
• Repetition effects
• Different promotional themes each month
• Membership program
Learning
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• Cognitive learning
• Well-design showrooms---ideal lifestyle or layout
• Do-it-yourself philosophy
• Discrimination
• Well-design• Lower price
Learning
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Attitude
DIY
DurableGood QualityMoney SavingLifestyle......
Satisfaction
Perception to the brand vs. Perception to self-image
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IKEA is an expert on triggering consumers’ purchase impulse.
Action
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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
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A grand total of 301 IKEA stores in 37 countries/territories
Multicultural Marketing
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Multiple languages on the homepage of IKEA
Multicultural Marketing
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Adjust the website layout design to the local culture
Multicultural Marketing
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The food in IKEA also adjusts the
local culture
Classic Swedish Meatballs
IKEA manu in Mid-East countries
Multicultural Marketing
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Showrooms
Conclusio
n
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Conclusio
n Restaurant means more time spent in store
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Try out the furniture
Conclusio
n
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Customer service: play areas; loyalty programs
Conclusio
n
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Integrated marketing
Conclusio
n
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Do-it-yourself: a unique approach
Conclusio
n
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Sustainability
Conclusio
n
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[ hā dō ]
Hej da!That’s how we say good-bye in Swedish.
Thanks for visiting, see you soon!