Customer Journey Analysis: IKEA Product and Target Segment

This report provides a comprehensive analysis of the IKEA customer journey, focusing on the purchase of a bed by a 25-year-old customer in the UK. It begins with an introduction to customer needs and the importance of target customers, followed by an overview of IKEA's product category, specifically beds. The report then delves into customer segmentation, exploring geographic, demographic, psychographic, and behavioral segmentation methods relevant to IKEA. A detailed customer profile of the target segment is presented, followed by an examination of the customer journey stages, from product launch to post-sales benefits. The report concludes with recommendations for improving sales volume through better customer identification and demographic segmentation, highlighting the significance of understanding customer behavior and attitudes for effective business strategies. The report references multiple academic sources to support its findings.