IKEA: Good beds, bad service / News / The Foreigner

IKEA: Good beds, bad service. Norwegians find the Swedish furniture giant to be more popular at home than at the warehouse, figures show. IKEA, the mecca of the do and find-it-yourself market, is well-known for its low prices and flat-packed goods. Selling a wide selection of items ranging from lingonberry jam and meatballs to kitchens and home/office furnishings, the company is popular amongst shoppers.

ikea, furniture, shopping, consumers, paywall



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IKEA: Good beds, bad service

Published on Friday, 3rd February, 2017 at 13:38 under the news category, by Michael Sandelson and Charlotte Bryan   .
Last Updated on 3rd February 2017 at 13:53.

Norwegians find the Swedish furniture giant to be more popular at home than at the warehouse, figures show.

IKEA sign
IKEA sign
Photo: Philip Halling/CC Licence


IKEA, the mecca of the do and find-it-yourself market, is well-known for its low prices and flat-packed goods.

Selling a wide selection of items ranging from lingonberry jam and meatballs to kitchens and home/office furnishings, the company is popular amongst shoppers.

A survey conducted by San Francisco-based content company Earnest reveals that IKEA is more likely to be visited by people under the age of 35.

Customers are most likely to be in their mid-20s to mid-30s, which the US firm calls “the IKEA decade”.

People over about 34 years of age are more likely to increase their spending on buying property and shopping at home improvement stores, Earnest found.

Bjørn-Erik Øye, media spokesperson for Norway-based Prognosesenteret, tells The Foreigner that “98 per cent of people we asked [in Norway] know what IKEA is.”

“82 per cent associate it with having the lowest prices, while 75 per cent find its parking facilities good.”

Moreover, 75 per cent thought that the Swedish firm’s selection of items was good, and 58 per cent answered favourably regarding value for money.

Prognosesenteret, an independent market research company, publishes quarterly surveys*.

A nationwide sample of six items that people of various ages bought shows that shelves and beds are among the most popular items.

Shelves:                            

  • Under 30: 70 per cent
  • 30-39: 66 per cent
  • 40-54: 62 per cent
  • 55-64: same
  • 65-74: 56 per cent
  • 75+: 33 per cent

Beds (frames and slats, not divans):

  • Under 30: 61 per cent
  • 30-39: 47 per cent
  • 40-54: 51 per cent
  • 55-64: same
  • 65-74: 32 per cent
  • 75+: 67 per cent

Sofas were more popular with the under-30s (30 per cent) and armchairs with those between 30 and 39 (36 per cent).

32 per cent of people aged up to 39 years of age bought living room tables (one per cent of those 75+), while IKEA’s divan mattresses were most popular with those under 30 (41 per cent).

The mattress’ popularity showed a general decline in line with the shoppers’ age, however:

  • 30-39: 33 per cent
  • 40-54: 24 per cent
  • 55-64: 25 per cent
  • 65-74: 11 per cent
  • 75+: one per cent

Moreover, IKEA also did badly when it came to in-store service. Just 18 per cent of those asked were satisfied with this.

*Figures quoted reflect the Q4 2015 to end-Q3 2016 period. 4,000 respondents (1,000 per quarter) participated in the surveys.




Published on Friday, 3rd February, 2017 at 13:38 under the news category, by Michael Sandelson and Charlotte Bryan   .
Last updated on 3rd February 2017 at 13:53.

This post has the following tags: ikea, furniture, shopping, consumers, paywall.





  
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