CompanyIntroduction to Buyer Behaviour
Customer buying behaviour is the sum of intentions, preferences and attitudes regarding decisiveness and the nature of service users in the market. Understanding consumer behaviour is necessary for organisations to provide effective products and services for customers in a specific sector. IKEA is a corporation which provides furniture products like sofas, chairs and beds to its consumers in the United Kingdom. The present report describes the shopping and purchasing environment in the furniture sector. It explains the motivation and value in which organisations encourage the consumers in the market. Further, it defines the decision-making process of IKEA Corporation to focus on its products and services. In addition to this, it gives recommendations to organisations for improving their consumer strategy in the market.
Shopping and purchasing environment
Shopping and the purchasing environment play an important role in IKEA's organisation to increase the 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 creating an 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 to purchase furniture products at the store of IKEA.
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Categorization
It is an important technique for IKEA firm to create a shopping and purchasing environment for consumers in the market. In this process, an organisation can segregate its furniture products which aids consumers in knowing more details about commodities at the store. Furthermore, this process plays an 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 the Corporation by creating proper interest.
Decoration
Decoration of the store is necessary for the firm to produce effective shopping and environment for the consumers. This strategy can contribute an 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 a positive impact which can contribute effectively to enhancing brand image in front of service users in the furniture sector of the United Kingdom.
Availability of Friendly Staff
It is an important factor for organisations to generate an effective shopping and purchasing environment. The friendly staff can help IKEA to recognise the needs and requirements 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 in purchasing 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 IKEA in increasing its sales along with revenues by increasing the frequency of service users.
Perception of Consumers Regarding the Product
Perception of consumers is based on many factors like price, quality, promotion, and location as well as ethical considerations which create an impact on the perception of consumers in the market. Further, it can help the organisation to fulfil the needs and requirements of consumers in the furniture industry.
Price
Pricing is an important factor for an organisation to create a positive image regarding its furniture products in the market. For example, the management of IKEA can use a market-oriented pricing strategy which can contribute effectively to increasing the sales of products (Collado Agudo, Herrero Crespo and Rodríguez del Bosque, 2012). In addition, this type of strategy can help consumers to change their perception regarding organisational products. Further, it can help the enterprise to increase its profit in t
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