Consumer Attitudes and Behavior Towards Ikea

Consumer Attitudes and Behavior Towards Ikea1. IntroductionIKEA is one(a) of the master(prenominal) home furnishing chains in the world and especially in Malaysia. As IKEA originated in Sweden and shit a strong sight here it is harbor believe to think the consumers attitudes toward the smart set in Kualalumpur, Malaysia. IKEA companies rescue data approximately their nodes opinions, attitudes and demeanour .They lead perk up the greater effect in comparison to their competitors.To dismember the attitudes to IKEA I prep bed a questionnaire in Kualalumpur. The respondents atomic number 18 elect randomly between Persian flock, after an overview the paper designed the ruleology part, its describes how the proses feature been done. The chapter explains the hypothetical framework, which absolutely contracts with attitudes.In the analysis chapter each question in the questionnaire is offered and explained separately. The study is at that placefore accustomd to mak e finalitys.Some of the decisions ended wereIkeas main target group is well-represented customers nowadays.IKEA have in truth strong position in the home furnishing market.The cost and proceeds kind is the key reasons for purchasing at IKEA .A Better Everyday Life OrganizationVISION Ikeas reverie is to create attractively home furnishings to a great customer seg manpowert, if you observe to separate main furniture stores skinny design is offered only for a small part of the population who can have enough money. It mode that IKEA have to answer to the home furnishing requirements of people all over the earthly concern Ikeas strategy People have different necessitate and pauperisms, ideas, aims all these people contend to design their home and provide a beautiful purlieu in which to enjoy. In selection a better universal life, IKEA suggestions an prolonged choice of home furnishings in IKEA stores.IKEA is well branded worldwide. Their product sort (18 000 products) is almost similar in All countries. This indicates that IKEA have a spheric product strategy that is extremely standardized. Ikeas selling concept is Low price with means. When introduction of IKEA in Porters 3 Basic Strategies, IKEA enter by say on offset prices. The main target group is young families who fabricate up their kickoff home. But all customers who think through price as an beta argument when purchasing home furnishings are an key target group. Consumers within the organization feel to clearly have it awaying the I Keas shoot for. It is also important that they need a strong sense of fitting. The characteristics of the familiarity must spring from the own origins. IKEA have undoubtedly been able to subroutine their origins.1.2. History1943 the creator of IKEA, Ingvar Kamprad, records the name IKEA.1950 was the first time furnitures go into the IKEA product collection.In 1951 the first IKEA list was issued. First furniture showroom was unresolved in 1953 in lmhult, Sweden. 1955 was the year IKEA brings into being to design its own furniture. The first IKEA store opens in lmhult, Sweden in 1958. In 1963 IKEA opens a store in Nor elan. The store in Stockholm, inspired by the Guggenheim M rehearseum in New York, opens in 1965.3.VisionWas self-service, open warehouse would help customers cut down on h out of date time. 1969-1996 Stores were open in Denmark, Ger some(prenominal), Australia, Canada, Austria, Singapore, Netherlands, the Canary Islands, France, Iceland, Saudi Arabia, Belgium, Kuwait, USA, UK, Hong Kong, Italy, Hungary, Poland, the Czech Republic, the United Arab Emirates, Mallorca, Slovakia, Taiwan, Finland, Malaysia and Spain.1.4. The purposeIs that the home furnishings are associating level-headed design, safe(p) purpose and steady-going flavor with low prices so that as m each people as viable can pay for them.IKEA sold their World Wide Living direction Web Site on the Internet. In 1998 the first IKEA store was ope ned in mainland China.Literature reviewAnalysing consumer behaviour is perceived as nucleotide of a successful marketing strategy (Papers4you.com, 2006). Consumer behaviour is the mental and aflame mental processes and the observable behaviour of consumers during searching purchasing and post consumption of a product and service (Batra Kazmi, 2004). Similarly Engel (et al, 1990) refers consumer behaviour as the action and decision process of people who get fairs and services for personal consumption.WHAT IS CONSUMER BEHAVIOUR?It is prerequisite to understand consumer appearance this is based on the activities leading to the acquisition and use of goods or services, including decision- fashioning processes that determine a purchase. In this process the consumer performs actions such as search, purchase, use and evaluation of products expected to be employ to meet their needs (Solomon Michael, 2007).The activities, processes and affable relations to which reference has been made include various actions of the consumer intimacy of a need, when you make a comparison between stores, the simple cogitate of information that are available in regard to the benefits and risks of the desired product, or seek advice from a friend just about a new product. The purchase of a product includes experiences such as mental and physical stimulation, social changes, the to a greater extent status and power. (Kollat David).Attitude has a significant effect on purchasing a brand and choosing the place for shopping, overmuchover new products come on in the market or exiting products future demand can be predicated by measuring consumers attitude.(Blackwell et al,2001).MethodApproachThe ways to pay aid to different situations vary due to several ingredients. There are many different methods of looking at the same phenomenon.My perception of this paper is in the main unbiased by the facts that I am a business prudence pupil with put emphasis on marketing and I have a great assistance in internal design. People have different methods to set situations due to attitude to behavior and individual norms. ult experiences and demographics also create a difference in approach. In making I have tried to be as unbiased as possible when studying collected material. It is important to mention that it is difficult to be one hundred percent neutral and without bias. What is understood depends on who understands it and what is to be understood.3.2 MethodAs we know market research is only one type of marketing research. The resolution is to make the study standardized. This is able by giving the sameQuestions and answer to all respondents. There is no warranty that the information collected from the questionnaire is relevant to the case recognition. I have selected to use very short questions to insure that they would be faint toUnderstand and to devolve the risk of misunderstanding. When dealing with short questions the Respondents have to think notice ably and abbreviate redundant move. The information I needed was collected by victimisation a quantitative method and questionnaire. After gaining the information, I used SPSS statistic 17.0 for decompose my data.3.3 The questionnaireOne of the most important points in this plan has been designing the questionnaire. I have chosen to use short question that would be easy to understand. The price of creating a questionnaire is half of what a phone discussion be and a tenth of the cost of an individual interview33 I have chosen close questions be shake I want to adopt the population in world-wide terms.It makes it easier to create a general picture of the respondents opinions I designed 6 questions for 50 respondents3.4 Conformation of populationThe population in my case is IKEAs Persian customers in Kuala Lumpur. It is hard to find out, how many Iranian customers of IKEA has in Kuala Lumpur, and then it is quite unmanageable to know how many times each customer visit to the st ore.3.5 Method of selectionI chose to use the non-probability selection (quota selection).This method is versus the random sample.The sub-group that I have been selected isAgeAverage incomeEducational direct sexualityTheory4.1 Consumer BehaviorConsumer behavior is one of the main parts in marketing there are many different ideas about it. The underlying principal of marketing are needs and wants, these two factors make the process of purchase decision. One of the most popular theories is the Consumer Decision. My study emphases on the attitudes and behavior before the buy, what defines the buy and not the actual buy? Companies provide if and when considerate what consumers want. This of course makes them very interested in how to effect on consumer behavior. The process of the buy is as important. Consumer behavior is included to Consumer expectation, store image, needs, wants, culture, age, education, income level.4.2 trade MixThe marketing mix is the base of marketing tools a company practices to chase its marketing Goals in the target market. The most popular way to consider the marketing mix is over the eyes of the supplier. The 4Ps Product, Price, Place and Promotion. When considering the marketing mix from the buyers opinion you catch the4Cs Customer needs and wants, Cost to the customer, public lavatory and Communication. The companies that can meet the 4Cs will be winners. By a varied contact between the individual and environmental factors and the marketing mix the consumer pass judgment the stimuli. When taking done the process the consumers have got a conclusion about the product or service. If the decision is positive it does not mean that the consumer actually will purchase the product or service. It is one thing to consider about doing something. Truly doing it is a much bigger stage. Attitudes designed right away are showed to be steadier than indirect formed attitudes like questionnaires. Finally it is meaning that defines what behavi or the consumer will selected there are many factors that control the consumer behavior process. Many of these are fairly difficult to influence for a marketer. They have to focus more on the factors they can affect. The most vital factor one can use to influence is perception. The motivation that information gives is there for the factor that initiates the process that tends to the consumers decision.4.3 Buying behaviorThere are many main aspects that effect on a consumers purchasing behavior husbandrySocialPersonalPsychologicalDepending on the kind of product a buyer wants to purchase the buying behavior differs. Costly, complex products that a customer does not purchase often calls for high involvement decisions. The customer looks for information about the Low involvement decisions or unchanging problem resolving follow a somewhat different purchasing design. The consumer knows what he/she want and do not gauge different changes IKEA emphases a lot on trying to impact customers when the turn through the store. This is ended by pose products with very competitive prices at tactical spaces in the store4.4 AttitudesThis cause is one of the most motivating and vital factors for marketers. Attitudes to a company make a company image. Therefore, a strong company image offers good business. The Attitude is often supposed to reproduce a persons deep value it means that the attitudes are used as an evaluative tool. We weigh products, people, and events and so forth by using our involvements and attitudes the first parts of the consumer behavior process is the base that leads to the consumers final decision-making. So one realizes why it is of importance for the companies to study about the consumers attitudes.5. SurveyIn the text below I will consider each question in questionnaire separately to evaluate the Respondents answers. The questionnaire is spring in the end of this paper.5.1 Demographic VariablesTo conclusion and analyze the respondents attitudes one n eed to select colligateDemographic variables. I have therefor used age, income and geographic area,And gender as variables, I follow them to be related and exciting in my study. The demographic variable was offered first in the questionnaire.5.1.1 GenderThe consumer behavior and attitudes vary among the sexes. Usually women have a more attending to home furnishing compare to men. In my survey 40 percent of the respondents were men and 60 percent women. It is a good proportion.5.1.2 AcceptationThe buying behavior and attitudes differ between the occupations. In my survey students were in bulk compare to others.Student Dr. Secretory lecturer house hold60% 8% 4% 4% 24%Obviously, international students have particular budget for buy, especially furniture.5.1.3 AgeThe respondents age, always, impact what kind of home furnishing they need. untried people are launching their first home0-15 16-30 31-40 41-54% 24% 48% 24%Age 31-40 is over-represented and 0-15 is under re -presented .0-15 years old do not have their own money to buy. The most important target group for IKEA among Iranian is 31-40 years old.5.1.4 MarriageIn my survey, 28% of respondents were single, 72% were married. This is a good proportion. People who married, they are more interest to furnish the house compare to singles.Single married28% 72%Number of children0 1 2 340% 12% 20% 12%6. SURVEY QUESTION6.1 QUESTION ONEI am in IKEA (timely/y) 1-2 3-556% 44There is no any reason for other times it means respondents never go to IKEA more than 5 times a year. agree to analysis 56% of respondents go to IKEA1-2 times a year.6.2 QUESTION TWOWhat the respondents have bought at IKEA during the old five years?Bed couch kitchen bookshelf kitchen appliances36% 24% 12% 16% 12%6.3 QUESTION THREE AND FOURAccording of IKEAs position in the market, the question isWhere they buy most of their furniture?Which company has the shell superior?100 percent of respondents answered were (IKEA), IKEAs strategic plan (high q uality, low price, good service) is making the consumers loyal to company and it seems that the IKEA is successful.6.4 QUESTION FIVEI cherished to know how different aspect of IKEA was graded (1-5)Product quality truly good proper Ok not so good40% 28% 28% 4%Product quality compared to pricein truth good Good Ok Not so good56% 36% 8% 0%The store locationVery good Good Ok Not so good8% 8% 36% 44%Disposition of the storeVery good Good Ok Not so good12% 40% 48% 0%ServiceVery good Good Ok Not so good48% 40% 12% 0% defrayal methodVery good good ok not so good20% 68% 12% 0%7. RECOMMENDATIONAccording to result of survey100% of respondents chose IKEA for satisfying their needs of furniture rather of LUZINI, EMPIRE, and HOMES HARMONY.IKEAs target market could be women (60%),student(60%), between age31-40(48%), married(72%), who visit IKEA 1-2 times a year(56%),they bought bed(36%)and couch (24%).Respondents believes that IKEAs product quality compare to price, is very good (56%) and good (36%).IKEA location for (44%) is not so good and for (36%) is ok.IKEAs service for (48%) is very good and for (40%) is good.Around (68%) of respondents are satisfy about payment system.IKEAs furniture is more familiar between Iranian who is resident in Malaysia. Majority of respondents are satisfy about price and quality of IKEAs furniture because they are student and have a limited budget for purchasing household items. As Iranians are influenced by peer group, they are not looking for other brands such as LUZINI, HOMES HARMONYThe other reason that IKEAs furniture is well-known between Iranian is excellent IKEAs advertising.Price, quality, advertising, innovation in producing new product, are the basic points to attract positive attitude toward IKEAs furniture.IKEA adopted its products to global market.8. endpointIn this part, it is obvious that many of Iranian people know very well IKEA products and also they included to middle consumer income group.Understanding, what different consumers purchase is the basic information and very interesting for IKEA.IKEA, recently has improved the rang of its products, especially in terms of furniture with approximately the same price.The majority of IKEAs consumers between Iranian are student with limited budget.I think Iranian people who staying in kualalumpur, are not familiar with another brands as much as IKEA. They introduce IKEA to each other based on their one-time(prenominal) experience and friendly recommendation.These consumers of are interest when encourage the more high-priced products and have to thinking about it.IKEA advertisement for Iranian is very interesting, and consumers from low -income areas tend to buy more from IKEA.Since the price is low, the quality is high and everyday innovation in IKEAs products is obvious.IKEA gives the new idea to consumers who do not know which products they need for their house.IKEAs product attracts consumers with its innovation and considering consumers expectation. It is understandable that IKEA pay more attention on its consumers, their needs, wants, expectations, images, culture.Different age, job, purchasing power, culture, attitudes and habits needs different marketing, setting price, quality and store location because these factors obviously influence the consumers.REFERENCESIKEA.2011.01.21IKEA facts figures.ikea.comIKEA student informationwww.701 pandan.comwww.Marketingpilgrim.com/2010www.mpdailyfix.com/IKEABlackwell, R, DMiniard,P.WEngel,j.f.2001 consumer behavior13 Hyunjoo Oh, So-Yeon Yoon and Jana Hawley, what virtual reality can offer to the furniture industry, journalof framework and apparel, technology and management. Volume 4, Issue 1, summer 2004Shiv, B. and A. Fedorikhin (1999), Heart and Mind in Conflict The Interplay of Affect and Cognition in Consumer Decision Making, Journal of Consumer Research, 26 (December), 278-292.Cacioppo, J., S. Harkins, and R. 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