Customer Journey for IKEA Bed Purchase

CUSTOMER
JOURNEY

INTRODUCTION
 The sale of a particular product depends upon the demands of the target customers
who want to purchase such products (Alt & Iversen, 2017).
 The target customers refer to those people for whom a the good or service is
specifically designed so that their needs get fulfilled (Ernst & Dolnicar, 2018).
 This assignment tries to understand the journey of a customer who wants to purchase
a product from the IKEA store.

PRODUCT CATEGORY
 The product which this assignment is going to deal with is that of a bed which can
be purchased from IKEA. Around 770 million people purchase things from IKEA
("Topic: IKEA", 2019).
 There are more than 20 stores of IKEA which is distributed all across the UK ("At
what age do people stop shopping at Ikea?", 2019).
 This product is to be sold to the customers who are twenty five years of age.

CUSTOMER
SEGMENTATION
• The customers who form part of a market place can be segmented in to various
categories so that the business organizations can target their potential customers
in an effective manner (Hatheway, Kwan & Zheng, 2017).
• There are four ways by which the customers can be segmented (Rosenbaum,
Otalora & Ramírez, 2017).
• First is that of the geographic segmentation. Customers are classified in
accordance with the place of their residence (Venter, Wright & Dibb, 2015). In
this segment, the target segment is of course people residing in the UK.