Ikea Customer Behaviour

Topics: Purchasing, Procurement, Louisiana Purchase Pages: 2 (640 words) Published: November 6, 2012
Consumer behaviours

Who are the firm’s current and potential customers?
IKEA’s current and potential customers are male and female consumers who are in their early teens to mid-70. Consumers who make their purchases at IKEA may be renovators or interior-designer, empty nesters, or just customers who want to decorate their home. Renovators or interior designers may make their purchases at this store because it provides stylish, functional, low-cost furnishings that customers can assemble themselves As well, renovators and interior-designer are considered to be heavy users because they make most of their purchases at the store. Empty nesters are seniors who downsize their homes because their children have all grown up. Respectively, they are categorized as business-to-business customer and business-to-customer. These are the firm’s current and potential customers because the price range is suitable for low-high income consumers. IKEA targets those who are looking for an inexpensive way to decorate homes and businesses. More specifically, their current and potential customers, such as middle aged families, college students and first time homeowners, specifically from Europe, North America, Asia and Australia, seek to obtain medium quality, low cost products of a wide variety, that meet the needs of their modern lifestyle.
The important players in the purchasing process for IKEA include purchasers such as first time homeowners, who both purchase and use the product, along with users, such as parents and children, who specifically use the product.
Most of IKEA’s current and potential customers use the company and products as heavy users. Due to the inexpensive cost and general quality of the products, most users are drawn into a heavy cycle of usage. What do customers do with the firm’s products?

As a company focused on offering customers an inexpensive option to home and business furnishing, IKEA connects their products to their customers in ways of price,...
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