IKEA Target Audience Analysis

IKEA
Target Demographics
Life Attitude
Independent Active Creative Freedom－loving Stylish
Target Audience Analysis
Key Competitors
Lifestyle
Slight life-enjoyer Aspire to quality and simplicity
Good taste Care for environment
Needs
Home
Family, Friends
& Lovers
Quality of life, Personality & Self-expression

Motivations
1.Decorate new house
2.Buy furniture for children
3.Replace old furniture
4.Furnish rental house
5.Gift
6.Impulse purchase
Consumer Behavior
Consumer
Buying Cycle
Trigger
Problem
"I need to buy new furniture"

Information
Search
Select IKEA
Consideration／
Evaluations of
alternatives

stroll and compare alternatives in experience area, discuss with companions.
Purchase
Decision
"Ikea is what I want!"
Experience/
post-purchase evaluation

repeat purchase, recommendation to friends or reject the brand
(sources from family, friends, mass media, personal experience…)
Age Group: 18- 35 (relatively young, life is not stable)
Both male and female
Middle and low income

Target Demographics
Primary home status: rent home, small apartments
Occupations
freshmen —> dormitory decoration
fresh graduates —> furniture for rented apartments
small business owners —> office equipment
…
Target Demographics
Marital status: single or just married
Education: University or above
Region: economically developed cities with relatively fast pace of life

Thank you
and please suggest!
VISION
To create a better everyday life for the many people.
MISSION
To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.
Simplified / Good Taste / Grocery

Local / Cheap / Convenient
Platform / Material /
Household Appliance
Owned Brand
Creativity
Experience
Relationship and Attitude
Media & Marketing Activity
Usage and Attitude
Annual Advertiser of the 2011 Cannes Lions Festival
Style: humor, unconventional , creative
Channel: Social media, TVC, Print ads, OOH, DM etc.

Attitude to the product category
Pragmatism：
Function oriented
Space suitability
Economical
Stylish and affordable
Discount appeal
Added value
High Space utilization
Create new “room”

Connection Moments
In-store experience
Display setting
Stylish product at a price level you can afford
Swedish style canteen

Relationship with brand
Long-term relationships (Loyalty)
Family-friendly
-Free child care, in-house restaurant...
Friends
-No hard sale, co-creating...
Reference
Mission Statement of Ikea,. (2016). Retrieved 18 February 2016, from https://www.strategicmanagementinsight.com/mission-statements/ikea-mission-statement.html

Jia,Y. (2016). The most touching ads of ikea 2014. [online] Available at: http://www.adquan.com/post-1-29813.html [Accessed 18 Feb. 2016].

Consumer behavior analysis of Ikea. [online]Available at: http://wenku.baidu.com/[Accessed 18 Feb. 2016].

Group Member
Wu Tan
Gao Yubo Cici
Tan Pei Perla
Mi Dingdi Melody
Men Xiaoqin Stephanie
Huang Xuedi Shadie


1155067458
1155067077
1155067186
1155067493
1155073693
1155053057