Ikea: the Buyer Decision Making Process

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IKEA: The buyer decision making process and related influences. Word count: 3011 IKEA: The buyer decision making process and related influences. Fancy a bit of a change in life? Why not pop down to IKEA and order yourself a Boklok, a Faktum, a Nutig, a Leksvik and a Brunskära; everything you need for a good night sleep and breakfast in the morning. To translate from IKEA’s language to English, you would have ordered a flat-pack house, a flat-pack kitchen, a fridge, a flat-pack bed and a tightly compressed quilt; all for under £120,000 (boklok.co.uk & IKEA.co.uk, 2008). IKEA, the Swedish furniture giant offer their consumers everything from houses to foot warmers to Swedish meatballs to a simple chair. The IKEA phenomenon began in 1943…show more content…
All of IKEA’s products are innovative and often striking in design which clearly labels them as being IKEA, therefore they are easily recognised by consumers when seen in others homes and work places. This creates a social need, a need to be a part of the IKEA way of life. This need creation can become self-perpetuating as the consumption of IKEA products becomes a consumption purely for the need of classification. By ensuring that their products are available for most social classes, IKEA make their products a status quo in most homes which again helps to perpetuate the social shopping motive of social groupings (Foxhall & Goldsmith, 1994). Another social shopping motive which IKEA take advantage of is the symbolic message which a product exudes. All of IKEA’s products are simple in their design with clean designs which makes them look more expensive than they really are. Therefore consumers buy IKEA products as a way of expressing to their peers that they are successful and can afford such luxuries. IKEA have reached a stage where they are a lifestyle brand, they have product sets which target markets from young, upwardly mobile people to families to couples of all ages. Through this lifestyle brand IKEA have extended their brand and their ethos into the homes and lives of their consumers, which make it easier to elicit latent needs (Helman & Chernatony, 1999). Product design and aesthetics has become a key area of
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