Ikea Buyer Behaviour-for business management 1.pptx

Ikea buyer behaviour study in international business management

1. EXPERIENCING ONLINE STORE ATMOSPHERICS – IKEA Gaurav- 1946547 Parth Patel- 2055445 Charishma- 2049273 Harsh Arunbhai Malviya- 2060488 1

2. About IKEA IKEA is a Swedish conglomerate and a multinational company that sells furniture that are ready to use such as home accessories along with kitchen appliances. The company was founded in the year 1943 by Ingvar Kamprad and it is the world’s largest furniture retailer since 2008. The areas where the company serves are Middle East, Asia, Oceania, Europe and North America ( Antonova, 2019 ). IKEA products are designed to be assembled at home. So, the question is how many Ikea’s stores are in the world? According to Ikea's report in June 2019, 433 Ikea stores were operating in 52 nations. In the year 2018 IKEA sold 44.6 billion US dollars’ worth of goods. All the Ikea's stores are operated under franchises from inter IKEA framework, the majority of which are worked by the IKEA group and other autonomous proprietors ( Spinoglio, 2020) . 2

3. IKEA Vision IKEA vision statement is "to create a better everyday life for the numerous individuals." The single liner explanation means that the straightforwardness of this organization with regards to serving its clients in the world. IKEA executives applies a marketing and sales system free of inconveniences and misdirecting promotions (Rajasekar, 2013). The organization esteems and trust the quality of its items to advise the choices of its client. The statement contains two primary parts: Create a superior life consistently Serve everyone 3

4. Online store atmospherics The Visual Layout design contains layout, assortment of products, merchandise cues and web design. The Visual Atmospherics contains the music and the color. The Visual Social Presence contains the web counter and the reviews ( Chen, 2020 ). The Visual Theatrics contains 2D and 3D animations. 4

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7. Strengths and Weakness of IKEA Strengths Weakness 7

8. Opportunities and Threats of IKEA Opportunities Threats 8

9. Product line of ikea Bathroom Laundry Lighting Children Ikea’s Living Room Kitchen Dining Textiles Hallway Secondary Storage 9

10. Challenges faced by IKEA 10

11. Recommendations Exploring and utilizing the highlights of the application requires a ton of mystery. Ikea can ease the use by giving more setting and data on certain screens while actualizing more standard client streams for specific highlights. There is an obvious disengage between the application and the site where the application likewise just shows one shopping list though the site can have various shopping records. It is anything but a decent client experience if a client is depending on their optional shopping records and can't get to them on the application. By and large, the app lacks visual progression among text and pictures. 11

12. Thank You 12

13. References Antonova, O., 2019.  ASMR-advertising as an element of ikea marketing strategy  (Doctoral dissertation). Burt, S., Dawson, J., Johansson, U. and Hultman, J., 2020. The changing marketing orientation within the business model of an international retailer–IKEA in China over 10 years.  The International Review of Retail, Distribution and Consumer Research , pp.1-27. Chen, W., 2020.  Study on the relationship of experiential marketing and customer age: The case of IKEA in China  (Doctoral dissertation). Lamprianidis, K., 2020. Marketing Strategies and Tactic for IKEA House Market SA. Li, X. and Zhang, Y., 2019. Analysis on Marketing Strategy of IKEA Home in Guangzhou. Lingxiu, J., 2017. IKEA marketing entry strategy in China. Rajasekar, J. (2013). A comparative analysis of mission statement content and readability. Journal of Management Policy and Practice, 14(6), 131-147. Raynor, M. E. (1998). That vision thing: Do we need it? Long-range planning, 31(3), 368-376. Spinoglio, M.A., 2020. Market Communication Strategy: A case study of IKEA. Yuting, G., 2019. Experience Marketing Strategy Affects Chinese Consumer Buying Behaviour. 13