Results of the aggregation

Figure 2. IKEA Consensus Map

The consensus map (see Figure 2. IKEA Consensus Map) depicts consumers’ thoughts about the IKEA’s experience that have their best interests at heart. The seven qualities in this IKEA consensus map are: Product, Value, Location, Promotion, Service, Food, Sweden. Each of these circles is connected to some of the other circles by lines.

In aggregate procedure, respondents that IKEA’s product are have enormous product selection on accessories and furniture with affordable price that also linked as in IKEA’s values. Respondents also discern about how IKEA put their Swedish value into their product. Sweden as the city of producers linked directly as consumer’s first association about IKEA. It leads into direct association about Swedish Meatball that served in IKEA’s restaurant and also with it free coffee that provided in the store. Sweden also create direct positive association IKEA’s product name. Moreover, Respondents also associate Sweden with modern and stylish product.

Even tough, respondent experience that the self-assembly process is not delightful enough. In more advance within IKEA value, respondent experience positively that shopping IKEA’s product are cheap and have equal ration within good in price and quality. Even tough, IKEA’s store location shows unfavorable linkage because most it located far from the city center whereas consumer really enjoy about it free-parking service

In IKEA’s service, respondents experience positive association with warranty mechanism. This means that IKEA deliver in such positive after service. IKEA

maintain their target market really well, this is shows positive association in which is family with good delicacy and service. On the other hand, respondents experience negative association due to dense situation at the store that represents with long queues on their transaction process. IKEA’s self-service also becomes an issue with take-it–home-yourself, because they want to have full-service experience when they went shopping. When it comes to promotion, respondents have positive association on IKEA’s promotion tools that use websites and showrooms in generating their product and customer values to make their products feel desirable.