RESONANCE

JUDGMENTS

FEELINGS

PERFORMANCE

IMAGERY

SALIENCE

 Product Category

Ready-to-assemble furniture
Needs satisfied

Low cost, contemporary design furniture, easy to carry in boxes in customers car

Primary characteristics Furniture Secondary Features Easy to assemble, contemporary designs Reliability - The IKEA furniture is purchased repeatedly, indicating its reliability Durability - No handing down through generations, disposable furniture

Serviceability Do-it-yourself concept

Service effectiveness, efficiency, empathy Minimal, with the DIY concept. Style and Design Contemporary Price Low, reducing 2-3% year on year for each product.

 User Profile Hard working, cost conscious, dont mind DIY, Purchase and usage situations Need to replace old furniture,

newer contemporary design, remodeling the house. Stores located outside urban areas, isolated from other stores, blue and yellow buildings about 30000 sq ft in space Brand personality and values Low cost, contemporary designs, for people who work hands-on History, heritage & experiences Long history, into furniture since 1947. IKEA and flat-pack are inseparable

 Quality: Comparatively good quality at the given price, Display

Setting Credibility: trustworthy, likeable Consideration: Customers do recommend Ikea after use, Superiority: In store Experience, Display Setting in stores, Product trial, staff service, delivery.

Responses and reactions of customers EXPERIENTIAL AND IMMEDIATE Warmth- home furniture, high emotional quotient Fun- in store experience, assembling techniques Excitement- unique designs, involvement PRIVATE AND ENDURING Security- unrivalled reputation, global presence Social approval- low cost but high in creativity and innovation Self respect- sophisticated, best among alternatives

 Level of identification; relationship with the brand ACTIVITY: Behavioral loyalty- repeat purchase very common, high lifetime

value Active engagement- flat pack and IKEA inseperable, The average customer makes 3.5 store visits per year INTENSITY: Attitudinal attachment- part of customers lives, favorite possession Sense of community- affiliation among IKEA users , social equality,fan- website

 Customers own brands- high involvement product, feel ownership of

goods, time and resources spent on it

No shortcuts half a decade, Scandinavian perspective Duality- appeals to both head and heart Richness- high amount of depth

Thank you