Ikea

Tutorial week 5                         Student name: Tong Wu Marketing research                       Student ID: 24540269
1. How does Ikea generate customer loyalty?
Customer loyalty is the continued and regular patronage of business in the face of alternative economic activities and competitive attempts to disrupt the relationship. (Customer loyalty is all about attracting the right customer, getting them to buy, buy often, buy in higher quantities and bring you even more customers).

Ikea has three ways to generate customer loyalty that are low price, fashionable design and providing better service. Leading-edge Scandinavian design at bargain prices, IKEA achieved this level of success by offering a unique value proposition to consumers, IKEA's mission of providing value is predicated on founder Kamprad's statement that 'People have very thin wallets, We should take care of their interests’, and Many of the Ikea's products are sold uniformly throughout the world, but IKEA also caters to local tastes.

Creating a loyal base of customers is not an easy task, but it is one investment that will pay dividends if done correctly. Customer loyalty can be achieved by communicating well and caring for your customers on a consistent basis, and putting them at heart of everything that you do.

2. How does a company evaluate the influences on customer behaviour?
  Consumer behaviour that consumers undertake in seeking, purchasing, using, evaluating, and disposing of goods, services that they expect will satisfy their personal needs. It include: how consumers think, how consumers feel and the physical actions that result from the consumer’s decisions.

  There are three factors influences consumer behaviour:
  Cultural factors: nationality, religion, racial group, geographic location

  Personal factors: age, life cycle stages, occupation, economic situation, personality and self-concept.

  Social factors: family, values, social roles, reference groups....