IKEA SURVEY AND ITS REPORT

April 27, 2006 at 10:09 pm | Posted in Uncategorized | 2 Comments

This is the link of my survey
http://www.surveymonkey.com/s.asp?u=937871986492

And now, the report after analyze of the responses …
Executive summaryWithin the context of my English course, I had to carry out a survey among students of ESC Le Havre. I chose Ikea to continue my blog subject. My questionnaire has 10 questions to have some information about students and their furnishings. I have collected 20 responses. 

IntroductionThis report will look at:·  Recognition and perception of IKEA·  Students consumption habits for furnishings (place, choice, implication, budget)·  Perception of an IKEA ad 

FindingsAll respondents know the IKEA brand and 80% have already gone to an IKEA store but there are only 18 stores in France so sometimes it’s difficult to go to one.Concerning IKEA’s concept, that is to say low prices, furniture in kit …, all respondents think it’s a good concept, especially for students. They also think it allows people to be proud of their furniture because they made it alone and it’s what people want. Another point of the concept is design at low price and the respondents think it’s “cool”. 

This is confirmed by their responses about their choice. Indeed they choose their furnishings according to the price (95%) and design (80%).About consumption habits, students buy their furnishings in specialized hypermarket like Conforama (85%), IKEA (70%), and Fly (60%). And they reflect more when buying a sofa (70%) or a bed (45%) that is very important for a student to sleep well!They furnish their flat with a mix of new and salvaged products which can be explained by the fact that students have tight budget so 45% of them spend 500€ maximum and 35% between 50 and 100€. 

Concerning the ads of IKEA 75% have already seen one and they think them good, funny, a little bit strange. And one can be able to tell the story of the ad. 

ConclusionIKEA is a company which has a concept (design goods at low prices, furniture in kit) students want. 

RecommendationIKEA should continue and open more stores in France. But the problem is that a store plus a warehouse takes up a lot of space.