Introduction to Buyer Behaviour
Customer buying behaviour is the sum of intentions, preferences and attitudes regarding decisiveness and nature of service users in the market. Understanding of consumer behaviour is necessary for organisation to provide effective products and services for customers in the specific sector. IKEA is a corporation which provides its furniture products like sofas, chair and beds to its consumers in the United Kingdom. The present report describes about the shopping and purchasing environment in the furniture sector. It explains the motivation and value in which organisation encourage the consumers in the market. Further, it defines decision making process of IKEA Corporation to focus on its products and services. In addition to this, it gives recommendations to organisation for improving its consume
Shopping and purchasing environment
Shopping and purchasing environment play important role for IKEA organisation to increase interest of consumers towards shopping. Some of these factors are described below in the points.
Displays of Products
IKEA firm can show its products in an appropriate manner which can contribute effectively to create effective shopping and purchasing environment. In addition, this factor can help the consumers to analyse the outlook products at the store. It can support IKEA to show proper aesthetics of furniture products which aids to increase its sales in the market. It can assist the organisation in attracting consumers for purchasing furniture products at store of IKEA.
It is an important technique for IKEA firm to create shopping and purchasing environment for consumers in the market. In this process, organisation can segregate its furniture products which aid consumers to know more details about commodities at the store. Furthermore, this process plays important role for service users to compare products with others by considering various factors like price and quality in the store of IKEA. Further, it can help the customers to purchase products from Corporation by creating proper interest.
Decoration of store is necessary for firm to produce effective shopping and environment for the consumers. This strategy can contribute effective role for consumers to attract them which can help to increase its sales in the market. In addition to this, it can help IKEA to leave positive impact which can contribute effectively to enhance brand image front of service users in furniture sector of the United Kingdom.
Availability of Friendly Staff
It is important factor for organisation to generate effective shopping and purchasing environment. Friendly staff can help the IKEA to recognise the needs and requirement of consumers at the store. This strategy guides the staff members to show furniture products as per the requirements of service users. Furthermore, employees also explain the specification of furniture which can create better interest regarding purchasing of commodities at the store of IKEA (Korpysa, 2013). Along with this, they can help the organisation to reduce complaints as-well-as different types of queries of consumers in an appropriate manner. So, this process can aid the IKEA to increase its sales along with revenues by increasing frequency of service users.
Perception of Consumer Regarding the Product
Perception of consumers is based on many factors like price, quality, promotion, location as-well-as ethical considerations which create impact on perception of consumers in the market. Further, it can help the organisation to fulfil the needs and requirements of consumers in furniture industry.
Pricing is important factor for organisation to create positive image regarding its furniture products in the market. For example, management of IKEA can use market oriented pricing strategy which can contribute effectively to increase the sales of products (Collado Agudo, Herrero Crespo and Rodríguez del Bosque, 2012). In addition, this type of strategy can help the consumers to change the perception regarding organisational products. Further, it can help the enterprise to increase its profit in the market.
Quality contribute effective role for IKEA to create positive impact in the furniture industry. It can support the corporation to satisfy needs of consumers in the market. Furthermore, it can help the organisation to change the perception of organisational products. For example, IKEA can use many tools and techniques such as total quality management, KAIZEN and Cause and effect diagram analysis (Byrne, 2012). So, these techniques can aid the organisation to improve quality of furniture products in an appropriate manner. It can help the firm to increase its consumers stack by increasing quality of its commodities in the market.
Management of IKEA can make use of effective promotional techniques which can contribute effectively to create better image in front of consumers in the furniture industry. It can help organisation to alter the perception of customers regarding its products. For this process, corporation can use social media, television, newspapers and magazines to promote its products which can aid effectively to create better awareness in mind of service users regarding furniture products. This process can support IKEA to increase sales and revenues in an appropriate manner within market. In addition to this, promotional techniques can play important role for corporation to enhance its brand value and image in front of consumers.
It is valuable factor for IKEA to change the perception of service users regarding organisational furniture products in the market. For example, loyalty towards consumers, solving out their problems and providing proper services can help the organisation to create positive impact on the consumers (Banelis, Riebe and Rungie, 2013).This strategy can help the IKEA firm to increase its business in the furniture industry.
Location of store plays important role for corporation to provide better facilities to consumers in the market. This strategy can support IKEA to raise its sales and revenues in a better way. For example, organisation can select higher populated areas in the major cities of the United Kingdom which can help to change perception of consumer regarding its furniture products in the market.
Motivation and Values
For this process, IKEA has to analyse specific needs and buying behaviours of consumers. This process helps the organisation to develop effective strategies to motivate people in the market. In addition to this, management of IKEA consider Maslow motivation theories to motivate people regarding purchasing of products in the market. In this process, organisation can sell effective furniture products as per their requirements. This strategy helps the corporation to complete the needs and requirement of consumers in an appropriate manner. In addition to this, IKEA provide effective services to consumers by taking their feedback regarding products. This process play important role for organisation to motivate people regarding purchasing of furniture commodities in the market. Consumer involvement contribute effective role for IKEA to develop effective relationship with service users in the market. Along with this, it provides huge reliability to collect complaints of customers which can support the organisation to resolve things by using suitable techniques in the market (Siji, 2015).
There are many other factors like effective advertisements, using brand ambassadors, etc which play important role for organisation to motivate people in the market. Generally, these techniques help IKEA to promote product’s features in a better ways. In addition to this, they also attract the consumers to purchase products in an appropriate manner (Baker and Parkinson, 2016). Furthermore, they help the organisation to increase its sales and revenues in the furniture industry (Foxall, 2014). They support the IKEA Corporation to raise its brand value front of consumers in the market.
Value can be defined as a belief about some desirable state which represents particular specific situations as-well-as guides’ selection of behaviour. Furthermore, management of IKEA have to understand the core values of consumers which can help to analyse their culture. This process help the corporation to motivate people regarding purchasing of products by fulfilling their requirements in the market. To find out the values of consumers, management of IKEA can use Schwartz value survey theory. In this process, organisation identifies value of consumers through motivational domain like security, power, tradition and self direction. These factors contribute effectively for corporation to inspire consumers with help of this theory in furniture industry.
Marketing communications helps organisation to create positive impact on its products which help to change the attitude of buyer. For this process, IKEA use ABC model which help to know about consumer behaviour in the market. As per this model, attitude consists of three components namely affect, behaviour and cognition. Affect can be defined as how consumers realise about IKEA’s products. Behaviour explains about consumer intention with organisational products. Further, cognition means beliefs of customers regarding corporate furniture products.
In addition to this, ABC model focuses on the interrelationships between doing, feeling as well as knowing. Attitude of customers towards can be identified by their beliefs about it in the market. For example, consumer search furniture product of IKEA which explains many specification like its length, quality ratios and weight. But these things do not indicate that service user will purchase this product from store (Miller, 2013).
So, all these three components are important for consumer and their relative importance will depend on the level of motivation regarding this furniture product. Researchers have designed concept of hierarchy of effects to describe the impact of these components.
Further, Beliefs, behaviours and affect modify the attitude of buying nature of consumers on the base of behavioural learning process. In addition to this, Affect, behaviour along with beliefs affect alter attitude of service users on the basis of hedonic consumption (Peters and et.al., 2013). So these aspects contribute effective role for IKEA to create positive impact on consumer which can help to increase sales of its products in the market.
Decision making contributes effective role for management of IKEA to take effective decisions which play effectively to improve its product and services in the market. Decision making model for corporation is described below in the points as follows:
For this process, management of IKEA Corporation recognises the issues of consumers in the market. For example, corporation can conduct market research by conducting sampling as-well-as market survey to know about the complexities of service users in the furniture sector. In this way, organisation identifies issues of customers in the market (Ozmen and et.al., 2014).
In this procedure, management of IKEA find out information through many ways. For example, corporation conduct meeting of staff members and managers to collect various types of data which contribute effectively to take better decisions regarding improving existing product and services at the workplace.
Evaluation of Alternatives
In this process, IKEA has various ideas, concepts and views to make proper decision regarding improvement of its product and services in the furniture industry. For example, corporation conducts brainstorming process which contributes effectively to evaluate all alternatives by considering each and every factor in the meeting. This process contribute effective role for IKEA to analyse all possible strategies.
Selection of Strategy
Then after, organisation select one appropriate strategy to improve its furniture products and services in the market. For example, management of IKEA evaluate its advantages and disadvantages for implementation of its strategy. This process helps the organisation to take effective decision for its welfare in the furniture industry.
In the next process, IKEA evaluate the results by following many practices in the market. For example, corporation analyses its sales records which can help to find out level success in the market. In addition to this, organisation can also take feedbacks from its consumers which can aid to analyse their outcomes. Further, it can help IKEA organisation to improve its furniture products and services for increasing its sales and revenues in furniture industry of the United Kingdom.
There are types of recommendations which help the corporation to improve its products and services. These strategies help IKEA organisation to increase sales and revenues by increasing its market share and growth in the furniture sector. They support the firm to improve its consumer strategies in the market.
Management of IKEA should conduct online and offline marketing research in regular time intervals in the market. This process can help the organisation to develop furniture products as per requirements of consumers in the market. In addition to this, it can help the organisation to increase its sales which can support to increase profit and change consumer strategies in the market.
IKEA should use technological tools like ERP (Enterprises Resource Planning) and Consumer Relationship Management (CRM). Generally, ERP tool can help the IKEA to assess the fast information which can contribute effectively to take better decision on the basis of latest. In addition to this, CRM tool help the corporation to take records of customer complaints and feedback (Korpysa, 2013). It supports the organisation to resolve out consumer queries which can support to change consumer strategies. Along with this, these tools can help the IKEA to increase its efficiency and performance in furniture sector of United Kingdom.
Management of organisation should use effective promotional techniques to promote its new and existing products in the market. This process aid IKEA to describe its product characteristic in-front of consumers which to improve present consumer strategies. It helps the organisation to increase its sales and revenues in the furniture industry of the United Kingdom.
IKEA improve its quality of products by implementing total quality management, continuous improvement and implementation of ISO rules and regulations. This process helps the organisation to increase quality of products in comparison to previous years. Due to these reasons, service users purchase more furniture products from store of IKEA in the market (Byrne, 2012). In addition to this, they help the organisation to increase brand image and values in-front of consumers in furniture sector.
From the report, it is found that categorisation of products and friendly staff helps the corporation to create effective shopping and purchasing environment for consumers. Further, quality of furniture products and ethical considerations aid IKEA to fulfil the requirements of consumers by changing their perception towards purchasing of products. In addition to this, motivation and values play important role for organisation to motivate people regarding buying of furniture products. It can be concluded that decision making process helps IKEA Corporation to improve its products and services by taking effective decisions.
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- Baker, M. J. and Parkinson, S. T., 2016. Organizational buying behaviour: purchasing and marketing management implications. Springer.
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- Byrne, J. B., 2012. Evaluating the power of online forums in consumer buyer behaviour. NAISIT Publisher.