This assignment analyzes consumer perceptions of the IKEA brand. It delves into customer opinions regarding IKEA's ergonomics, value proposition, and perceived quality. A survey of 50 individuals across various age groups, cultures, and income levels reveals that while customers find IKEA furniture ergonomic and affordable, they also cite challenges with assembly. The study explores how IKEA's self-assembly model influences brand perception, revealing its association with affordability and practicality rather than luxury or durability.