Consumer Attitudes and Behavior Towards Ikea

Consumer Attitudes and Behavior Towards Ikea1. IntroductionIKEA is one of the main home furnishing imprisonwork forcet in the world and especially in Malaysia. As IKEA originated in Sweden and cast off a strong side of meat here it is motivating to study the consumers attitudes toward the smart set in Kualalumpur, Malaysia. IKEA companies have information astir(predicate) their customers opinions, attitudes and manner .They will have the big(p)er effect in comparison to their competitors.To analyze the attitudes to IKEA I prep bed a scruplenaire in Kualalumpur. The respondents be chosen randomly between Persian batch, after an everywhereview the paper designed the regularityology part, its describes how the proses have been done. The chapter explains the hypothetical framework, which absolutely contracts with attitudes.In the analysis chapter severally question in the questionnaire is offered and explained separately. The study is then used to make decisions.Some of th e decisions ended wereIkeas main target group is well(p)-represented customers nowadays.IKEA have very strong position in the home furnishing market.The price and product kind is the key reasons for purchasing at IKEA .A Better Everyday Life OrganizationVISION Ikeas muckle is to create attractively home furnishings to a great customer segment, if you noniced to other main piece of piece of furniture pedigrees good design is offered only for a weensy part of the people who can have enough money. It means that IKEA have to answer to the home furnishing requirements of people all over the World Ikeas strategy stack have different needs and wants, ideas, aims all these people need to design their home and provide a beautiful environment in which to enjoy. In alternative a better everyday life, IKEA suggestions an extensive choice of home furnishings in IKEA stores.IKEA is well branded worldwide. Their product variety (18 000 products) is almost similar in every last(predicate) countries. This indicates that IKEA have a global product strategy that is extremely standardized. Ikeas marketing concept is Low price with meaning. When introduction of IKEA in Porters 3 Basic Strategies, IKEA defer by directing on low prices. The main target group is young families who build up their first home. But all customers who think by means of price as an important argument when purchasing home furnishings are an important target group. Consumers within the organization feel to clearly knowing the I Keas purpose. It is also important that they need a strong sense of fitting. The characteristics of the company must spring from the own origins. IKEA have undoubtedly been able to use their origins.1.2. record1943 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 opened in 1953 in lmhult, Sweden. 1955 was the year IKEA bring s into being to design its own furniture. The first IKEA store opens in lmhult, Sweden in 1958. In 1963 IKEA opens a store in Norway. The store in Stockholm, animate by the Guggenheim Museum in New York, opens in 1965.3.VisionWas self-service, open warehouse would help customers cut down on Waiting time. 1969-1996 Stores were opened in Denmark, Germany, 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 good design, good purpose and good lineament with low prices so that as many people as possible can pay for them.IKEA sold their World Wide Living Room Web Site on the Internet. In 1998 the first IKEA store was opened in mainland China.Literature reviewAnalysing consumer behaviour is perceived as cornerstone o f a successful marketing strategy (Papers4you.com, 2006). Consumer behaviour is the amiable and horny care fores 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 offshoot of people who purchase goods and services for personal consumption.WHAT IS CONSUMER BEHAVIOUR?It is necessary to understand consumer behavior this is based on the activities leading to the acquisition and use of goods or services, including decision-making processes that jibe a purchase. In this process the consumer performs actions such as search, purchase, use and evaluation of products expected to be used to meet their needs (Solomon Michael, 2007).The activities, processes and social relations to which wing has been made include various actions of the consumer knowledge of a need, when you make a comparison between stores, the simple re asoning of information that are available in regard to the benefits and risks of the desired product, or seek advice from a friend about a new-made product. The purchase of a product includes experiences such as mental and physical stimulation, social changes, the more than than than status and power. (Kollat David).Attitude has a significant effect on purchasing a brand and choosing the place for shopping, moreover new products emerge in the market or exiting products future demand can be predicated by measuring consumers attitude.(Blackwell et al,2001).MethodApproachThe ways to pay forethought to different situations vary due to several factors. There are numerous different methods of look at the same phenomenon.My perception of this paper is mostly impartial by the facts that I am a businessManagement student with put emphasis on marketing and I have a great attention in internal design. People have different methods to set situations due to attitude to behavior and indivi dual norms. Past 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 explore 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 easy toUnderstand and to decrement the risk of misunderstanding. When dealing with short questions the Respondents have to think noticeably and ignore redundant part. The information I needed was collected by using a quantitative method and questionnaire. After gaining the information, I used SPSS statistic 17.0 for analyze 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 embodys and a tenth of the cost of an individual interview33 I have chosen close questions because I want to subscribe the population in general terms.It makes it easier to create a general project of the respondents opinions I designed 6 questions for 50 respondents3.4 Conformation of populationThe population in my case is IKEAs Iranian 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 store.3.5 Method of weftI chose to use the non-probability selection (quota selection).This method is versus the random sample.The sub-group t hat I have been selected is come onAverage incomeEducational levelGenderTheory4.1 Consumer BehaviorConsumer behavior is one of the main parts in marketing there are many different ideas about it. The basic principal of marketing are needs and wants, these two factors make the process of buying 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 succeed if and when considerate what consumers want. This of railway line makes them very hobbyed 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 Marketing MixThe marketing cockle 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, Convenience and Communication. The companies that can meet the 4Cs will be winners. By a multifaceted contact between the individual and environmental factors and the marketing mix the consumer estimate the stimuli. When taking done the process the consumers have got a last about the product or service. If the decision is positive it does not mean that the consumer really 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 directly are showed to be steadier than indirect formed attitudes like questionnaires. Finally it is meaning that defines what behavior 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 get behaviorThere are many main aspects that effect on a consumers purchasing behaviorCultureSocialPersonalPsychologicalDepending 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 mesh 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 ambit products with very competitive prices at tactical spaces in the store4.4 AttitudesThis cause is one of the most mot ivating 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 values 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 bounded in the end of this paper.5.1 Demographic VariablesTo conclusion and analyze the respondents attitudes one need to select relatedDemographic variables. I have therefor used age, income and geographic area,And gender as variables, I follow them to be related and exciting in my st udy. 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 attention to home furnishing canvass to men. In my value 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 majority compare to others.Student Dr. Secretory lecturer house hold60% 8% 4% 4% 24%Obviously, international students have limited budget for buy, especially furniture.5.1.3 AgeThe respondents age, always, impact what kind of home furnishing they need.Young 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 historic period 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 unite. This is a good proportion. People who married, they are more interesting to furnish the house compare to singles.Single married28% 72%Number of children0 1 2 340% 12% 20% 12%6. SURVEY QUESTION6.1 QUESTION unrivalledI 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. According to analysis 56% of respondents go to IKEA1-2 times a year.6.2 QUESTION TWOWhat the respondents have bought at IKEA during the past basketball team 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 best caliber?100 percent of respondents answered were (IKEA), IKEAs strategic plan (high quality, low price, good service) is making the consumers loyal to company and it seems that the IKEA is successful.6.4 QUESTION FIVEI wanted to know how different aspect of IKEA was graded (1-5)Product qualityVery good Good Ok non so good40% 28% 28% 4%Product quality compared to priceVery 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%Payment 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 instead 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 sa tisfy 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. ConclusionIn 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 furnit ure 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 past experience and friendly recommendation.These consumers of are interest when encourage the more expensive 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 textile and apparel, technology and management. 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