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    Ikea Group 5

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    nandini swami
    This document summarizes a study on consumer analysis of IKEA entering the Indian market. The objectives are to understand consumer perception of IKEA, awareness of IKEA, and factors affecting consumer attitudes. The study uses non-probability convenience sampling of 30 respondents and factor analysis to determine the most important factors are brand name, purchase frequency, and brand awareness.

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    Ikea Group 5

    Uploaded by

    nandini swami
    34 views13 pages
    This document summarizes a study on consumer analysis of IKEA entering the Indian market. The objectives are to understand consumer perception of IKEA, awareness of IKEA, and factors affecting consumer attitudes. The study uses non-probability convenience sampling of 30 respondents and factor analysis to determine the most important factors are brand name, purchase frequency, and brand awareness.

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    This document summarizes a study on consumer analysis of IKEA entering the Indian market. The objectives are to understand consumer perception of IKEA, awareness of IKEA, and factors affecting consumer attitudes. The study uses non-probability convenience sampling of 30 respondents and factor analysis to determine the most important factors are brand name, purchase frequency, and brand awareness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    34 views13 pages

    Ikea Group 5

    Uploaded by

    nandini swami
    This document summarizes a study on consumer analysis of IKEA entering the Indian market. The objectives are to understand consumer perception of IKEA, awareness of IKEA, and factors affecting consumer attitudes. The study uses non-probability convenience sampling of 30 respondents and factor analysis to determine the most important factors are brand name, purchase frequency, and brand awareness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    A STUDY OF THE CONSUMER ANALYSIS ON IKEA

    AND CHALLENGES FACED BY IKEA AS IT ENTERS


    THE INDIAN MARKET

    PRIYA SINGH-19BSP2022
    PRADNYA POOJARI-19BSP1899
    DARSHITA BANGERA-19BSP0748
    NANDINI SWAMI-19BSP1650
    ADIN ANSARI-19BSP0416
    ADITYA PAREKH-19BSP0146
    INTRODUCTION- IKEA

     IKEA is one of the world’s largest retailer in the world.


     IKEA is an European multinational group that designs and sells
    ready-to-assemble furniture, kitchen appliances and home
    accessories, among other useful goods and occasionally home
    services. Founded in Sweden in 1943 by 17-year-old Ingvar
    Kamprad, IKEA has been the world's largest furniture retailer.
    OBJECTIVES OF THE STUDY

     The study is conducted :


     To understand the perception of consumer towards IKEA.
     To find out the level of awareness about IKEA among consumers.
     To determine the factors that affect the attitude of consumers towards
    furniture stores like IKEA.
    STATEMENT PROBLEM

     Research question :
     Q1. How can the factors affecting the customer’s
    decisions to visit IKEA be described?
     Q2. How can the retail environment be designed to
    enhance customer experience?
    RESEARCH METHODOLOGY

     Research Methodology is done to describe the


    research procedure . This includes:
     Research Design.
     Sample Design.
     Data Collection.
     Data Analysis and Interpretation.
    RESEARCH DESIGN

     A research design is the blue print of any research.


     CAUSAL RESEARCH: Our research purpose is somewhat
    causal, as we explain the results that we have gained by
    finding out effect of the factors that were described earlier.
     DESCRIPTIVE RESEARCH: This research is primarily
    descriptive via the empirical data we have collected in
    order to describe the factors that affect’s consumer’s
    shopping experience at IKEA.
    SAMPLE DESIGN

     The sampling design applied was NON-


    PROBABLITY SAMPLING
     The sampling technique applied was
    CONVENIENCE SAMPLING.
     SAMPLE SIZE: 30 respondents.
    DATA COLLECTION AND ANALYSIS

     The sources of data collection are:


    1. Primary Data.
    2. Secondary Data.
     The tools and techniques used for data analysis was
    FACTOR ANALYSIS.
    DATA ANALYSIS AND INTERPRETATION
     To interpret the findings of the study, the factor analysis was carried
    out in SPSS and below is the input of the table:
     The sample was taken from 30 respondents taking 11 variables
    which were the factors that affect a customer’s shopping experience
    at a retail store.
     V1: Brand name.
     V2: Often purchase.
     V3: Awareness about IKEA.
     V4: In store experience.
     V5: Buying furniture online.
     V6: Environmental friendly products
     V7: Price.
     V8: Location of the store.
     V9: Loyalty towards the brand.
    FACTOR ANALYSIS

     As per the inputs entered, we


    conducted the factor analysis , and
    got the following correlation matrix.
    INTERPRETATION OF TEST

     INTERPRETATION OF KMO TEST: As the KMO value is


    greater than 50%, we can say that the sample size is
    adequate to conduct factor analysis.
     INTERPRETATION OF THE BARTLETT’S TEST OF
    SPHERICITY:
     Null hypothesis: The correlation matrix is an identity
    matrix.
     Alternate hypothesis: The correlation matrix is not an
    identity matrix.
     Interpretation: As the significance level of the test is 0.000
    which is less than 5% level of significance, therefore we
    accept the null hypothesis and therefore it can be
    concluded that the correlation matrix is not an identity
    matrix.
    RESULT

     The total number of factors explained by the analysis


    were 3 namely brand name, often purchase and
    awareness about IKEA.
     The total variation explained by these factors was
    65.185%
     Therefore it can be concluded that the most
    important factors that affect the customer’s shopping
    experience are brand name, often purchase by
    customers and awareness about the brand.

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