8/10/2019 IKEA - Cercetare de Marketing
1/36
ACADEMIA DE STUDII ECONOMICEFACULTATEA DE MARKETING
CERCETAREA COMPORTAMENTULUI DE CUMPARAREMAGAZIN IKEA
Bucuresti2007
1
8/10/2019 IKEA - Cercetare de Marketing
2/36
Cercetare privind comporatamentul de cumparare in magazinul
IKEA
1. Introducere
Piata mobilei in Romania
De !rece " #$u% " restier cu&' 2()7* $i# su&r!"!+! t'rii) &re%ucr!re! %e,#u%ui re&re-i# & te#+i!% i,& rt!#t $e $e-. %t!re ! +'rii) i!r /# c!$ru% &re%ucr'rii %e,#u%ui &r $uc+i! $e
cu&' u# % c i,& rt!#t
C #" r, c $u%ui CAEN ) $i.i-iu#e! &r $uc+i! $e , i%ier 3i !%te !cti.it'+i #ec%!si"ic!te /# &!rte4 cu&ri#$e 5ru&! &r $uc+i! $e , i%ier4 cu ur,'t !re%e c%!se6 &r $uc+i! $e sc!u#e ce%e $i# ,et!%94) &r $uc+i! , i%ieru%ui &e#tru ir u 3i ,!5!-i#e e8c%usi. $i# ,et!%94) &, i%ieru%ui &e#tru uc't'rii4) &r $uc+i! !%t r ti&uri $e , i%ier4 &r $uc+i! $e s!%te%e
&r $uc+i! $e sc!u#e $i# ,et!%4) &r $uc+i! , i%ieru%ui $i# ,et!% &e#tru ir u,!5!-i#e4:207;
Pe !#s!, %u% ec # ,iei r ,
8/10/2019 IKEA - Cercetare de Marketing
3/36
Structur! &r $uc+iei *9 /# !#u% 2000 este &re-e#t!t' /# "i5 1
Fig. 1. Structura produciei n anul !!! "n#$
I%toria IKEA
I#5.!r K!,&r!$) " #$!t ru% ce%e rei c ,&!#ii) s ! #!scut i# 1?2( i# S,!%!#$) i# &!rte! $esu$ ! Sue$iei) i#tr "!,i%ie , $est! I#c! $i# c &i%!rie isi $ re! s! ! u#5!) c!#$.!) !"!cerist) sii#ce&ut .!#-!#$ cutii cu c i rite .eci#i% r Isi cu,&!r! ,!r"! $i# St c %, si .i#$e! %! u# &r
,ic) $!r su"icie#t &e#tru ! ti#e &r "it M!i t!r-iu ! .!#$ut si &este) $ec r!tiu#i $e Cr!ciu#se,i#te $e "% ri si crei !#e
L! $ !r 17 !#i) i# 1? >) I#5.!r &ri,este $e %! t!t!% s!u su,! c #siste#t!) c! rec ,&e#s! &e#tru # te%e $e %! sc !%! I!r I#5.!r #u e-it! si isi i#ce&e &r &ri! !"!cere) $!#$u i #u,e%e IKc , i#!tie i#tre i#iti!%e%e #u,e%ui s!u si &ri,e%e %itere $e %! E%,t!r $ si A5u##!r $) "er,! si su#$e crescuse
L! i#ce&ut "ir,! .i#$e! sti% uri) & rt "e%e) r!,e &e#tru " t 5r!"ii) ce!suri) i uterii si !%
cu,&!r!te $e I#5.!r %! u# &ret re$usI# ur,!t rii !#i !&!r &ri,e%e rec%!,e IKEA i# &res! % c!%! si se %!#se!-! u# c!t!% 5 !% &r $uc!re &ute!u "i c ,!#$!te &ri# & st!
I# 1? 7) %! &!tru !#i $e %! $esc i$ere! IKEA) I#5.!r K!,&r!$ i! $eci-ie risc!#t! si i#ce&s! .!#$! si , i%ier) &r $us i# ,ici !te%iere % c!%e Re!cti! &u %icu%ui este & -iti.! si i# scui# 1?@1) este &u %ic!t si &ri,u% c!t!% 5 $e , i%ier IKEA) i!r I#5.!r se $eci$e s! re#u#te %ce%e%!%te &r $use si s! .!#$! e8c%usi. , i%ier) %! &returi c!t ,!i sc!-ute Er! , ,e#tu% i# c!
!&!rut c ,&!#i! IKEA !s! cu, sti, !st!-iD i !#i ,!i t!r-iu se $esc i$e! si &ri,u% s!% # $e &re-e#t!re IKEA i# A%, u%t) "ii#$ &ri$!t! c!#$ & te#ti!%ii cu,&!r!t ri &ute!u .e$e! si !ti#5e , i%! i#!i#te $e ! c ,!#$!) i$ee c!re !
>
8/10/2019 IKEA - Cercetare de Marketing
4/36
&ri#s " !rte re&e$e Cu, c ,&etiti! &e &i!t! $e , i%ier er! " !rte $ur!) I#5.!r K!,&r!$ ! i#tuit c! &u %icu% .re! s! .!$! , i%! &e c!re $! !#ii) ric!t $e ,ici !r "i &returi%e O $eci-ie c!sti5!ti!r .!#-!ri%e !u crescut r!&i$
Di# 1?@@ IKEA ! i#ce&ut s! cree-e &r &rii%e , $e%e) " !rte si,&%e si &r!ctice C ,&
recurs %! !#5! !re! u# r $esi5#eri &r &rii $i#tr u# , ti. " !rte si,&%u C ,&etit rii reusi &r!ctic s! ic te-e &r $use%e IKEA) t t ,!i &uti#e !te%iere si t t ,!i &uti#i $esi5#eri "ii#$ $iss! %ucre-e &e#tru I#5.!r K!,&r!$ Di#c % $e , $e%e%e si,&%e si &r!ctice) i# cu% ri &%!c$i#tre !#5! !ti ! !.ut si i$ee!) &ur si si,&%u 5e#i!%!) $e ! !, !%! &iese%e $es"!cute) i#tr u# &! &%!t) &e c!re cu,&!r!t ru% se %e !s!, %e-e !c!s! Tr!s& rtu% $e.e#e! !ut ,!t ,!i us r si ,!i si5ui!r i$ee! ! $e.e#it u#u% $i#tre e%e,e#te%e $e"i#it rii !%e IKEA Sc!$ere! c sturi% r $e tr!#s!s&ectu% us r $e recu# scut !% &!c ete% r cu , i%ier) $esi5#u% u#ic) t !te !u " st !.!#t! e
IKEA ! stiut s! &r "ite) i!r i# 1?@ se $esc i$e! &ri,u% ,!5!-i# %! A%, u%t Cu su&r!"!t! $e$e ,etri &!tr!ti) er! !tu#ci ce% ,!i ,!re ,!5!-i# $e , i%! $i# Sc!#$i#!.i!
Este u# # u succes) $!r &ri#ci&!%! &r %e,! este #u,!ru% ,!re $e cu,&!r!t ri) c!re ii$eter,i#! &e cei $e %! IKEA s! !$ &te i$ee i#$r!-#e!t!) &er,it!#$ c%ie#ti% r s! isi i! ,!r"! $irec$i# $e& -ite I# 1? > IKEA !.e! $e ! (000 $e !#5! !tiI# 1??> IKEA !.e! 11 ,!5!-i#e i# 2@ $e t!ri Se %!#se!-! # ii c %ectii si , $e%e 6 KUBISTsc!u#u% &e#tru c &ii DAGIS) se $esc i$e # i ,!5!-i#e si i# 1??7 c ,&!#i! &re-i#t! c %ecti! &e#c &ii) re!%i-!t! i# c %! r!re cu $ u! ec i&e $e e8&erti si $esi5#eri) i#tre c!re se #u,!r!u &r "esi s&eci!%isti i# &si % 5i! c &i%u%ui I# !ce%!si !# se .! %!#s! si &ri,! .!ri!#t! ! siwww.IKEA.com
L! s"!rsitu% !#i% r H?0 IKEA !.e! &este @> 000 $e !#5! !ti) 1@0 $e ,!5!-i#e i# 2? $e t!r &!tru c #ti#e#te) si c #ti#u! s! se $e-. %te Pe#tru ! si , ti.! !#5! !tii) " #$!t ru% c ,&!#iI#5.!r K!,&r!$) !#u#t! c! t t!%u% .!#-!ri% r $i#tr si#5ur! -i) #u,it! Bi5 T !# J u E.e#t ) .!"i i,&!rtit! !#5! !ti% r $i# 5ru&u% IKEA Su,! $e !&r 8i,!ti. 1 7 ,i%i !#e $e 5u%$e#i ! "i,&!rtit! e5!% i#tre t ti !#5! !ti) i#$i"ere#t $e & -iti! cu&!t!) "iec!re &ri,i#$ !cee!si su,! Pe#trucei ,!i ,u%ti !#5! !ti) &ri,! ! re&re-e#t!t ,!i ,u%t $ec!t s!%!riu% &e %u#!) i!r i$ee! ! "!cut .!%.!i# &res! .re,ii
I# 2000 IKEA $esc i$e! &ri,u% s!u ,!5!-i# $i# Rusi!) u#$e &re-e#t! # u! s! cre!tie ) uc!t!ri! ARDE) i$ee c!re .! &ri,i #u,er !se &re,ii si $isti#ctii
IKEA ! c %! r!t si cu UNICEF &e#tru ,!i ,u%te &r 5r!,e u,!#it!re i# I#$i!
http://www.ikea.com/http://www.ikea.com/8/10/2019 IKEA - Cercetare de Marketing
5/36
Aparitia pe piata a noului grup %uedez IKEA
U# # u c #ce&t /# c ,erci!%i-!re! , i%ei !&!re &e &i!+! r ,> $e ,i%!r$e $e $ %!ri 3i cu&' % cu% &e %ist! ce% r ,!i !.u+i !,e#i $i# %u,e
Pe $!t! $e 21 ,!rtie s ! $esc is i# Z #! C ,erci!%! B!#e!s! u# ,!5!-i# IKEA L!#s!re!,e$i! ! $e ut!t) i# %u#! ,!rtie) cu c!,&!#ie ce !re c! iecti.e cre!re! # t riet!tii r!#$ u%uiIKEA i# r!#$u% &u %icu%ui ti#t! si i#" r,!re! !cestui! $es&re $esc i$ere! "ici!%! ! &ri,,!5!-i# IKEA $i# R ,!#i!) &recu, si $es&re c!t!% 5u% IKEA ce .! "i $istri uit 5r!tuit) i#!i#te $e$esc i$ere! ,!5!-i#u%ui
O5i%. M!t er ! " st $ese,#!t! !5e#ti! $e r!#$) res& #s! i%! cu $e-. %t!re! str!te5ic!si cre!ti.! ! ,!rcii sue$e-e IKEA %! i#tr!re! !cestei! &e &i!t! r ,!#e!sc!
C %! r!re! $i#tre O5i%. M!t er si IKEA ! $e,!r!t cu &re5!tire! c!,&!#iei $e %!#s!re)$e ! .i-i i%! &e str!-i%e Bucurestiu%ui si i# &res! $e %! i#ce&utu% %u#ii ,!rtie Pe#tru &r$istri uti! ce% r (0 000 $e c!t!% !5e) s ! i#.estit 1)> ,i%i !#e EURO C!t!% !5e%e !$istri uite i# Bucuresti si i# i,&re uri,i%e !cestui! Pe#tru & te#ti!%ii c #su,!t ri) c!t!% 5u uc! r %u% u#ui 5 i$ c!re ii .! ! ut! s! se i#" r,e-e si s! !%e!5! &r $use%e &e %e . r cu,&!r! u%$i# ,!5!-i#e O$!t! ! u#si i# ,!5!-i#) cu,&!r!t rii . r &ute! s! teste-e t !te &r $use%e) &e#tru !se !si5ur! c! %e !c i-iti #e!-! &e ce%e c!re %e s!tis"!c ce% ,!i i#e #e. i%e I#c! $e %! i#cu,&!r!t rii 5!sesc c!r#ete%e) crei !#e si e#-i $e ,!sur!t) &e c!re %e & t " % si &e t t &!rc.i-itei Fiec!re &r $us $i# s r , u% $e , i%! este i#s tit $e etic et! $e &ret c!re c #
@
http://www.iqads.ro/relevant/ogilvy.htmlhttp://www.iqads.ro/relevant/ogilvy.html8/10/2019 IKEA - Cercetare de Marketing
6/36
i#" r,!tii c ,&%ete $es&re ,!teri!%u% $i# c!re este "! ric!t &r $usu%) e#e"icii%e &e#tru i#structiu#i%e $e i#5ri ire s&eci"ice) $!r si , $u% i# c!re se & !te c , i#! cu !%te &r $use u%ti,u% r!#$) &e &!rte! $e s ! etic etei este i#$ic!t! - #! e8!ct! $i# $e&!rt!,e#tu% $e Aut ser.$e u#$e cu,&!r!t rii & t s! isi ri$ice &r $use%e $e , i%ier $ rite
. &rice cercetare incepe cu o problema'
Mes! e%e c!,&!#iei su#t $ec%i#!te i# #u,er !se %! ut uri &e#tru ut$ r) tr!"ic !utst!tii $e ,etr u9 si &res!) &recu, si i# c!,&!#ii $e i#ter#et si r!$i E8ist! si et!&i-!re !,es! e% r i# i#teri ru% c!,&!#iei $e %!#s!re) i# "u#ctie $e !#u,ite , ,e#te re&er De e8e,&%u),!rtie s ! !#u#t!t tri,itere! c!t!% 5u%ui IKEA si $esc i$ere! ,!5!-i#u%ui si s ! i#ce&ut
c ,u#ic!re! $e e8&%ic!re ! c #ce&tu%ui IKEA) $u&! $esc i$ere se . r !$!u5! ,es! e %! uc!re . r &re-e#t! ,!i &e %!r5 5!,! $e &r $use
Pr %e,! &us! i# c!$ru% !cestei cercet!ri ! " st .i-it! %! IKEA este i#s tit! $e cu,&!r!ree"ecti.!Q4
I e! esti,! 10 000 $e .i-it!t ri i# -iu! $esc i$erii &ri,u%ui s!u ,!5!-i# $i# R ,!#i!) i!r i# &ri,! s!, !t! $e "u#cti #!re @0 000 $e .i-it!t ri O"ici!%ii I e! se !ste!&t! !#u% !cest! %! u# ,i%$e c%ie#ti Sue$e-ii se !ste!&t! c! "iec!re c%ie#t s! c e%tui!sc! i# ,e$ie >0 @0 $e eur i#
,!5!-i# L! %u#! $e %! $esc i$ere) s ! ser.!t c! !ceste ci"re &rec #i-!te #u !u " st !ti#seI#tre !re! sur.e#it! ! " st6 Stiu c%ie#tii ce este si ce & t !c i-iti #! $e %! IKEAQ4
(. )e*inirea %copului cercetarii
Sc &u% # stru este $e ! cercet! c ,& rt!,e#tu% $e cu,&!r!re !% c%ie#ti% r IKEA si $e ! &!rere! !cest r! $es&re &r $use%e si ser.icii%e IKEA
+. Stabilirea obiectivelorCercet!re! $e "!t! .! !.e! ,!i ,u%te ti&uri $e iecti.e!9 iecti.e%e ser.!rii6&ri#ci&!%e6
ci#e cu,&!r!
c!r!cteristici%e !#!%i-!te %! &r $use%e e8&use si %! s&!tii%e !,e#! !te
ti&u% $e &r $use %! c!re se uit!
(
8/10/2019 IKEA - Cercetare de Marketing
7/36
secu#$!re6#u,!ru% $e &ers !#e $i# c!$ru% 5ru&u%ui ser.!t
.!rst! &ers !#e% r ser.!te
!u c s s!u s!c s!
ti,&u% &etrecut i# c!$ru% r!i #u%uicitesc etic ete%eQ
i!u # titeQ
9 iecti.e%e s #$! u%ui6&ri#ci&!%e6
!"%!re! &i#iei c%ie#ti% r $es&re &r $use%e IKEA
$eter,i#!re! &re"eri#te% r &e#tru r!i !#e
!"%!re! &i#iei $es&re ser.icii%e IKEA
c!r!cteristici%e s ci $e, 5r!"ice !%e c%ie#ti% r IKEA
secu#$!re6cu, !u !"%!t $e IKEA
e"icie#t! tr!#s,iterii ,es! u%ui IKEA
#u,!ru% $e .i-ite t t!%e %! IKEA
,!sur! i# c!re !&reci!-! !s!, %!re! , i%ei %! $ ,ici%iu
,. Elaborarea ipotezelor cercetariiI& te-e%e $e %! c!re !, & r#it cercet!re! su#t6
C%ie#tii .i# %! IKEA $i# curi -it!te si $!t rit! &resti5iu%ui ,!rcii Preturi%e &r!ctic!te su#t re%!ti. re$use cee! ce !tr!5e " !rte ,u%ti c%ie#ti G!,! $e &r $use este " !rte $i.ersi"ic!t! Desi5#u% este s&eci"ic sue$e- cee! ce "er! &r $use% r u#icit!te &e &i!t! $i# R ,!#i! I$ee! !s!, %!rii %! $ ,ici%iu este !&reci!t! $e c!tre c%ie#ti S&!tii%e !,e#! !te i#s&ir! c%ie#tii i# !r!# !re! &r &riei % cui#te P te#ti!%ii c%ie#ti su#t ,!i ,u%t i#teres!ti $e , i%ier $ec!t $e restu% &r $use% r M! rit!te! c%ie#ti% r !u .i-it!t ,!5!-i#u% i# ur,! c #su%t!rii c!t!% 5u%ui
Ti#erii 1 >0 !#i9 su#t cei ,!i !tr!si $e , i%ieru% i# .!t r $e %! IKEA C%ie#tii stu$i!-! i# $et!%iu ,! rit!te! &r $use% r si s&!tii%e !,e#! !te
7
8/10/2019 IKEA - Cercetare de Marketing
8/36
M! rit!te! c%ie#ti% r !u !"%!t $e !&!riti! IKEA i# ur,! &ri,irii c!t!% 5u%ui %! $ ,ici%i Cu,&!r!t rii teste!-! t !te &r $use%e i#ce!rc! s!%te%e%e) $esc i$ sert!re%e) etc9
-. )e*inirea conceptuala %i operationala a variabilelor cercetarii
)enumire variabilei )e*inirea conceptuala )e*inirea operationala
i/locul de in*ormare
Identi*icarea %ur%elor de
in*ormare de%pre aparitia
magazinului IKEA in Romania
0 de la priteni *amilie
0 Internet
0 Pre%a
0 Panouri publicitare
0 Catalog
otivul apelarii la IKEA Identi*icarea motivelor care i2audeterminat pe potentialii
cumparatori %a vina la IKEA
0 noutatea %erviciilor0 po%ibilitatea cumpararii la pret
mai mic *ata de concurenta
0 publicitate
0 pro3imitatea *ata de locuinta
0 curiozitate
0 pre%tigiu o*erit de un brand %train
0 altele...4tilitatea catalogului )eterminarea modului in care a
a/utat catalogul la obtinerea
in*ormatiilor
0 )a
0 5u
0 5u l2am primit5umarul de vizite la IKEA Identi*icarea numarului de
vizite a *iecarei per%oane
0 prima data
0 de ori
0 de ( ori
0 mai mult de ( ori4ltima cumparare de
mobilier
6impul trecut de la ultima
cumparare
0 in urma cu - luni
0 in urma cu un an
0 mai mult de un anFactorii ce in*luenteaza
decizia de ac7izitionare
)eterminarea criteriului cel mai
important in luarea deciziei de
cumparare
0 preturile practicate
0 o*erta de %ervicii
0 amabilitatea anga/atilor
0 e*icienta ra%pun%ului la %olicitarile
dv%Prioritatea de cumparare &rdinea prioritatilor de
cumparare a produ%elor IKEA
0 mobilier
0 decoratiuni interioare
0 te3tile
8/10/2019 IKEA - Cercetare de Marketing
9/36
0 corpuri de iluminat)enumire variabilei )e*inirea conceptuala )e*inirea operationalaAc7izitionarea in trecut de
mobilier IKEA
Identi*icarea cumpararii
anterioare de produ%e IKEA
0 )a
0 5u
Calitatea produ%elor8radul de multumire *ata de
produ%ele cumparate anterior
0 Foarte multumit
0 ultumit0 Indi*erent
0 5emultumit
0 Foarte nemultumit
5ota acordata
5ota acordata pentru
urmatoarele caracteri%tici ale
mobilierului9 de%ign pret
diver%itate culoare*unctionalitate %i adaptabilitate
2, 2+ 2( 2 21 de%ign 1 ( + ,
2, 2+ 2( 2 21 pret 1 ( + ,
2, 2+ 2( 2 21 diver%itate 1 ( + ,
2, 2+ 2( 2 21 culoare 1 ( + ,
2, 2+ 2( 2 21 *unctionalitate 1 ( + ,
2, 2+ 2( 2 21 adaptabilitate 1 ( + ,
&pinia clientului
2a%amblarea la domiciliu
E3pre%ia verbala a atitudinii
clientului *ata de ideea
a%amblarii la domiciliu
0 Acord total
0 Acord
0 Indi*erent
0 )ezacord
0 )ezacord total
&pinia clientului 2
a*irmatii de%pre marca
IKEA
Evidentierea acordului *ata de9:A% recomada IKEA
prietenilor;rudelor
:A% recomanda rudelor
produ%ele IKEA cumparate
:IKEA e%te o marca in care am
incredere
:IKEA e%te o marca ce ma a/uta
%a economi%e%c
:IKEA aduce inovatie in
de%ignul mobilierului
:IKEA i%i tine promi%iunile
:Imi place ideea de %c7imbare a
7u%elor in *unctie de culoarea
interiorului ca%ei.
0 Acord 6otal
0 Acord
0 Indi*erent
0 )ezacord
0 )ezacord total
0 Acord total
?
8/10/2019 IKEA - Cercetare de Marketing
10/36
&pinia clientului 2
%upra*etele amena/ate
&pinia clientului *ata de
amena/area propriei locuinte
dupa modelul IKEA
0 Acord
0 Indi*erent
0 )ezacord
0 )ezacord total
&rdonare raioaneAran/area in ordinea
pre*erintelor a raioanelor
0 Camere de zi
0
8/10/2019 IKEA - Cercetare de Marketing
11/36
0 Provincie
>ar%taCategoria de var%ta in care %e
incadreaza clientul
0 1?2 ,
0 -2((
0 (+2 +1
0 + 2+@
0 ,!2,
0 ,?2-,
0 pe%te -,
>enitul
6otalitatea %umelor nete inca%ate
de o go%podarie in luna
anterioara cercetarii "R&5$
0 %ub 1!!!
0 1!!121,!!
0 1,!12 !!!
0 !!12 ,!!
0 ,!12 (!!!
0 (!!12 (,!!
0 (,!12 +!!!
0 pe%te +!!1
Se3 Se30
0 F
. )e*inirea %ur%elor de in*ormare
B!-! $e es!#ti #!re este re&re-e#t!t! $e t t!%it!te! c%ie#ti% r &re-e#ti i# ,!5!-i#u% IKEAU#it!te! $e ser.!re c #stituie c #su,!t ru% uti%i-!t ru%U#it!te! $e s #$! este re&re-e#t!t! $e i#$i.i$u% i#ter.ie.!t
Coordonatele %patiale temporale %i modale ale cercetariiU#$e s ! $es"!sur!t cercet!re!6 i# Z #! C ,erci!%! B!#e!s! i# i#teri ru% ,!5!-i#u%ui
IKEAI# ce &eri !$! s ! $es"!sur!t cercet!re!6 2@ 27 !&ri%ie 2007) i#tre re%e 12 00 1 00Cu, s ! $es"!sur!t cercet!re!6 &ri# c esti #!re! c%ie#ti% r si ser.!re! c ,& rt!,e#tu%u
$e cu,&!r!re i# c!$ru% "iec!rui r!i # $e , i%!
? C7e%tionar
11
8/10/2019 IKEA - Cercetare de Marketing
12/36
Bu#! -iu! M! #u,esc si re!%i-e- cercet!re re"erit !re %! c!%it!te! &r $use &uteti !c r$! c!te.! ,i#ute &e#tru ! ,i r!s&u#$e %! c!te.! i#tre !riQ ! ,u%tu,esc
C7e%tionar IKEA
1. )e unde ati a*lat de IKEAB
De %! &riete#i) "!,i%ie I#ter#et Pres! P!# uri &u %icit!re C!t!% 5Ce v2a determinat %a apelati la IKEAB
# ut!te! ser.icii% r & si i%it!te! cu,&!r!rii %! &ret ,!i ,ic "!t! $e c #cure#t! &u %icit!te
&r 8i,it!te! "!t! $e % cui#t!curi -it!te &resti5iu "erit $e u# r!#$ str!i#!%te%e
(. >2au *olo%it in*ormatiile prezentate in catalogB
D! Nu Nu % !, &ri,it+. )e cate ori ati mai vizitat IKEAB
Pri,! $!t! $e 2 ri $e > ri ,!i ,u%t $e > ri, Cand ati cumparat ultima data un articol de mobilierB
I# ur,! cu ( %u#i i# ur,! cu u# !# ,!i ,u%t $e u# !#-. Ce criteriu vi %e pare cel mai important in luarea deciziei de ac7izitionareB
Preturi%e &r!ctic!te "ert! $e ser.icii !,! i%it!te! !#5! !ti% r C!%it!te! &r $use% r
. Aran/ati in ordinea prioritatilor de cumparare9
M i%ier $ec r!tiu#i i#teri !re te8ti%e c r&uri $e i%u,i#!t?. )v%. ce anume ati cumparatB
@. Ati mai cumparat mobilier IKEAB
D! Nu1!. )aca da cat de multumiti %unteti de calitatea produ%elor cumparateB
F ,u%tu,it Mu%tu,it I#$i"ere#t Ne,u%tu,it F #e,u%tu,it11 Incercuiti numarul care reprezinta cel mai bine opinia dv%. de%pre produ%ele IKEA
privind9
12
8/10/2019 IKEA - Cercetare de Marketing
13/36
@ @ @ @ @ @
> > > > > >2 2 2 2 2 21 1 1 1 1 1
)e%ign Pret )iver%itate Culoare
Functionalitat
e
Adaptabilitate
1 1 1 1 1 12 2 2 2 2 2> > > > > >
@ @ @ @ @ @
12 In ce ma%ura apreciati ideea a%amblarii la domiciliuBAc r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%
1> Ace%tea %unt cateva a*irmatii *acute de alte per%oane in legatura cu marca IKEA.6e rugam %a iti e3primi acordul %au dezacordul in legatura cu *iecare a*irmatie care de%crie
marca IKEA9
AT A I D DTAs rec ,!#$! IKEA &riete#i% r ru$e% r As rec ,!#$! ru$e% r &r $use%e IKEA cu,&!r!teIKEA este ,!rc! i# c!re !, i#cre$ere
IKEA este ,!rc! ce ,! ! ut! s! ec # ,isescIKEA !$uce i# .!tie i# $esi5#u% , i%ieru%uiIKEA isi ti#e &r ,isiu#i%eI,i &%!ce i$ee! $e sc i, !re ! use% r i# "u#ctie$e cu% !re! i#teri ru%ui c!sei
1 Sunteti de acord cu urmatoarea a*irmatie9 Supra*etele amena/ate mi2au dat ideipentru amena/area propriei locuinte 9
Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%
1@. Puneti in ordinea pre*erintelor raioanele9C!,ere $e -i uc!t!rie ir uri $ r,it !re c!,ere $e !ieC!,ere c &ii $ec r!tiu#i
1( Sunteti de acord ca acea%ta companie %i conceptul pe care e%te con%truita contrazicregula9 ie*tin deci pro%t B
Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%17 Ce parere aveti de%pre %erviciile o*erite de IKEAB
FB B I P FP
1>
8/10/2019 IKEA - Cercetare de Marketing
14/36
Ser.iciu $e &%!#i"ic!reRest!ur!#t si c!"e#e!L c $e !c! &e#tru c &ii
1 Ati *olo%it punctele de plani*icare9
D! Nu1? )aca da cat de multumit ati *o%t de ace%t %erviciuB
F ,u%tu,it Mu%tu,it I#$i"ere#t Ne,u%tu,it F #e,u%tu,it20 Etic7etele ata%ate produ%elor v2au o*erit %u*iciente in*ormatiiB
Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%21 In viitor intentionati %a mai colaborati IKEABD! Nu P !te
Pe#tru c! stu$iu% # stru s! "ie .eri$ic) !.e, #e. ie $e c!te.! $!te &ers #!%e c!re . r r!,!#ec #"i$e#ti!%e
22. 4nde locuitiBBucuresti sect r Pr .i#cie
2> In ce categorie de var%ta va incadratiB1 2@ 2( >> > 1 2 ? @0 @7 @ (@ &es
2 In ce categorie de venit al *amilie va incadratiBSu 1000 1001 1@00 1@01 2000 2 2001 2@00 2@01 >000 >001 >>@01 000 &este 001
2@Se39 M F
10 FISA )E &ARE
1 Nu,!ru% $e ,e, ri !i 5ru&u%ui ser.!t si se8u%9
2 !rst! "iec!rui ,e, ru
1
8/10/2019 IKEA - Cercetare de Marketing
15/36
> L! ce se uit! i# c!$ru% r!i #u%ui
Ce teste!-! %! , i%! si ci#e
@ D!c! !u &u#5! s!u c!ruci r
( Citesc etic et!Q
7 I!u # tite &e c!r#ete%u% $e %! IKEAQ
I# c!-u% i# c!re cu,&!r! ce.!) ci#e "!ce !%e5ere! Q
? Ti,&u% &etrecut i# c!$ru% r!i #u%ui
11 Centralizarea datelorMi % cu% $e i#" r,!re $es&re IKEA
Mi % c $ei#" r,!re Nr &ers !#e
Pr ce#t$i#t t!% *9
&riete#i)"!,i%ie 10 2@
i#ter#et 10 &res! 1( 0 &!# uri 10
1@
8/10/2019 IKEA - Cercetare de Marketing
16/36
&u %icit!rec!t!% 5 ( 1@t t!% 0 100
M ti.u% !&e%!rii %! IKEA
, ti.u% !&e%!rii %! IKEA#r res& #$e#ti
&r ce#t $i#t t!% *9
# ut!te! ser.icii% r 10 & si i%it!te! cu,&!r!rii %! u# &ret,!i ,ic ? 22 @ &u %icit!te > 7 @ &r 8i,it!te "!t! $e % ui#t! 2 @curi -it!te 10 2@ &resti5iu 20!%te%e ( 1@
Uti%it!te c!t!% 5Uti%it!tec!t!% 5
Nr &ers !#e
&r ce#t $i#t t!% *9
D! 21 @2 @ Nu ( 1@ Nu % !, &ri,it 1> >2 @
Nu,!ru% $e .i-ite %! IKEA
#r .i-ite %! IKEA#rres& #$e#ti
&r ce#t $i#t t!% *9
&ri,! $!t! 2> @7 @2 ri 7 17 @> ri 10,!i ,u%t $e > ri ( 1@
U%ti,! cu,&!r!re $e , i%ier
u%ti,! cu,&!r!re#rres& #$e#ti
&r ce#t $i#t t!% *9
i# ur,! cu ( %u#i ( 1@i# ur,! cu 1 !# ? 22 @,!i ,u%t $e 1 !# 1 @
1(
8/10/2019 IKEA - Cercetare de Marketing
17/36
F!ct rii ce i#"%ue#te!-! $eci-i! $e !c i-iti #!reF!ct rii ce i#"%ue#te!-! $eci-i! $e!c i-iti #!re
Nr &ers !#e
Pr ce#t!*9
&returi%e &r!ctic!te 1 >@"ert! $e ser.icii 1> >2 @
!,! i%it!te! !#5! !ti% r 2 @c!%it!te! &r $use% r 1 >@
Pri rit!te! $e cu,&!r!re
Pr $use Nr res& #$e#ti% r c!re situe!-! &r $usu% &e % cu%6
I II III IM i%ier 22 ? (Dec r!tiu#ii#teri !re
12 ? 12 7
Te8ti%e 2 10 11 17C r&uri i%u,i#!t 12 1> 11
Ac i-iti #!re! i# trecut $e , i%ier IKEA
!c i-iti #!re#rres& #$e#ti
&r ce#t $i#t t!% 9
$! 11 27 @#u 2? 72 @
17
8/10/2019 IKEA - Cercetare de Marketing
18/36
C!%it!te! &r $use% r cu,&!r!te !#teri r
c!%i"ic!ti. #r res& #$e#ti &r ce#t $i# t t!%
*9" !rte ,u%tu,it @ @ @,u%tu,it ( @ @@i#$i"ere#t 0 00#e,u%tu,it 0 00" !rte #e,u%tu,it 0 00
A&reciere! c!%it!tii &r $use% r i# "u#ctie $e c!r!cteristici%e !cest r!
C!r!cteristici Nr res& #$e#ti c!re !c r$! &r $usu%ui # t!6
@ > 2 1 1 2 > @
Desi5# 1 0 0 0 0 > ( 10 @ 1@
Pret 0 1 0 0 0 1 10 17 7
Di.ersit!te 0 1 0 0 1 2 2 ? 12 1>
Cu% !re 1 0 1 1 1 ( ( 1(
Fu#cti #!%it!te 0 0 1 0 0 > 2 11 1?
A$!&t! i%it!te 0 1 0 0 1 1 @ 1 ? 22
O&i#i! c%ie#tu%ui !s!, %!re! %! $ ,ici%iu
&i#ie #r res& #$e#ti &r ce#t $i# t t!%
!c r$ t t!% 1> >2 @
!c r$ ? 22 @1
8/10/2019 IKEA - Cercetare de Marketing
19/36
i#$i"ere#t! 10
$e-!c r$ > 7 @
$e-!c r$ t t!% 1 2 @
O&i#i! c%ie#tu%ui !"ir,!tii $es&re ,!rc! IKEA
A"ir,!tii
Ac r$t t!%
29
Ac r$19
I#$i"ere#t09
De-!c r$19
De-!c r$ t t!%29
Sc r t t!%
As rec ,!#$! IKEA &riete#i% r ru$e% r
11 2( 2 0 1 (
As rec ,!#$! ru$e% r &r $use%e IKEAcu,&!r!te
1> 2> > 0 1 7
IKEA este ,!rc! i#c!re !, i#cre$ere
17 1@ 0 0 >>
IKEA este ,!rc! ce,! ! ut! s!ec # ,isesc
7 21 ( 1 2?
IKEA !$uce i# .!tiei# $esi5#u%, i%ieru%ui
? 17 ? > 0 >2
IKEA isi ti#e &r ,isiu#i%e
2 1( 7 0 1
I,i &%!ce i$ee! $esc i, !re ! use% r i#"u#ctie $e cu% !re!i#teri ru%ui c!sei
1> 1? ( 1 1 2
O&i#i! c%ie#tu%ui su&r!"ete%e !,e#! !te&i#ie #r &r ce#t $i# t t!%
1?
8/10/2019 IKEA - Cercetare de Marketing
20/36
res& #$e#ti!c r$ t t!% 1 >@!c r$ t t!% 17 2 @i#$i"ere#t @ 12 @$e-!c r$ 10$e-!c r$ t t!%
Or$ #!re r!i !#e
R!i # Nr res& #$e#ti% r c!re situe!-! r!i #u% &e % cu%61 2 > @ ( 7
C!,ere $e -i 1( 7 @ 2 @ 1
Buc!t!rie 10 10 > 2 >Bir uri 1 7 ? ( 7 @
C!,ere $e !ie 0 ( 10 7 1
C!,ere $ec &ii > 0 1 2 ? ( 1?
Dec r!tiu#i 2 2 > 1>
D r,it !re 1> 11 > 1 2
O&i#i! c%ie#tu%ui c #ce&t IKEA
&i#ie#rres& #$e#ti &r ce#t $i# t t!%
!c r$ t t!% ( 1@!c r$ 1? 7 @i#$i"ere#t @ 12 @$e-!c r$ 7 17 @$e-!c r$ t t!% > 7 @
O&i#i! c%ie#tu%ui ser.icii "erite $e IKEA
Ser.iciiO&i#i! c%ie#tu%ui6F !rte u#! Bu#! I#$i"ere#t! Pr !st!
F !rte &r !st!
Ser.iciu $e &%!#i"ic!re 1( 12 12 0 0
20
8/10/2019 IKEA - Cercetare de Marketing
21/36
Rest!ur!#t sic!"e#e! 1@ 17 0 0
L c $e !c! &e#tru c &ii 1> 1> 1 0 0
Uti%i-!re! &u#cte% r $e &%!#i"ic!re
uti%i-!re#rres& #$e#ti &r ce#t $i# t t!%
$! 20#u >2 0
Uti%it!te! &u#cte% r $e &%!#i"ic!re
c!%i"ic!ti.#rres& #$e#ti
&r ce#t $i# t t!%*9
" !rte ,u%tu,it 2 @,u%tu,it @ 12 @i#$i"ere#t 1 2 @#e,u%tu,it 0" !rte #e,u%tu,it 0
O&i#i! c%ie#tu%ui uti%it!te! etic ete% r
&i#ie#rres& #$e#ti
&r ce#t $i#t t!% *9
!c r$ t t!% ( 1@!c r$ t t!% 2( (@i#$i"ere#t! 2 @$e-!c r$ ( 1@$e-!c r$ t t!% 1 2 @
C %! r!re! &e .iit r cu IKEA
c %! r!re#rres& #$e#ti
&r ce#t $i# t t!%*9
$! 21 @2 @#u 1 2 @
& !te 20
21
8/10/2019 IKEA - Cercetare de Marketing
22/36
D ,ici%iu
D ,ici%iu Nrres& #$e#ti
Bucuresti sect r 1 10Bucuresti sect r 2 7Bucuresti sect r > 2Bucuresti sect r @Bucuresti sect r @ 1Bucuresti sect r (Pr .i#cie 11
!rst!
.!rst!
#r
res& #$e#ti &r ce#t $i# t t!%1 2@ 1> >2 @2( >> ? 22 @> 1 10 2@
2 ? 10@0 @7 2 @@ (@ 2 @ &este (@ 0
e#itu% c%ie#ti% r
e#it RON9 Nr $e &ers !#e
su 1000 (1001 1@001@01 20002001 2@00 @2@01 >000 7>001 >@00>@01 000 2 &este 001
Distri uti! &e se8 ! c%ie#ti% r
Se8 Nr &ers !#e
M 2>F 17
12 Analiza datelor22
8/10/2019 IKEA - Cercetare de Marketing
23/36
Mi % c $e
i#" r,!re Nr &ers !#e
Pr ce#t$i#
t t!% *9 &riete#i)"!,i%ie 10 2@i#ter#et 10 &res! 1( 0 &!# uri &u %icit!re 10c!t!% 5 ( 1@t t!% 0 100
Uti%it!te c!t!% 5Uti%it!tec!t!% 5
Nr &ers !#e
D! 21 Nu ( Nu % !, &ri,it 1>
2>
8/10/2019 IKEA - Cercetare de Marketing
24/36
F!ct rii ce i#"%ue#te!-! $eci-i! $e !c i-iti #!reF!ct rii ce i#"%ue#te!-! $eci-i! $e!c i-iti #!re
Nr &ers !#e
Pr ce#t!*9
&returi%e &r!ctic!te 1 >@"ert! $e ser.icii 1> >2 @
!,! i%it!te! !#5! !ti% r 2 @c!%it!te! &r $use% r 1 >@
2
8/10/2019 IKEA - Cercetare de Marketing
25/36
Nr $e .i-ite %!IKEA Nr $e &ers !#ePri,! $!t! 2>De 2 ri 7De > ri
M!i ,u%t $e > ri (
C %! r!rei# .iit r cuIKEA
Nr &ers !#e
D! >1 Nu 1P !te
etoda lui Stapel
2@
8/10/2019 IKEA - Cercetare de Marketing
26/36
C!r!cteristici Nr res& #$e#ti c!re !c r$! &r $usu%ui # t!6@ > 2 1 1 2 > @
Desi5# 1 0 0 0 0 > ( 10 @ 1@Pret 0 1 0 0 0 1 10 17 7Di.ersit!te 0 1 0 0 1 2 2 ? 12 1>Cu% !re 1 0 1 1 1 ( ( 1(Fu#cti #!%it!te 0 0 1 0 0 > 2 11 1?A$!&t! i%it!te 0 1 0 0 1 1 @ 1 ? 22
I# ur,! &re%ucr!rii t! e%u%ui s !u ti#ut ur,!t !re%e re-u%t!te6Desi5#6 1>@ 0 > >7Pret6 1> 0 > @Di.ersit!te6 121 0 > 02Cu% !re6 12> 0 > 07@Fu#cti #!%it!te6 1@@ 0 > 7A$!&t! i%it!te6 1@> 0 > 2
Re-u%t! c! !,e#ii !&reci!-! ce% ,!i ,u%t %! &r $use%e IKEA "u#cti #!%it!te!) i!r ce% &uti# $i.ersit!te! si cu% !re!
etoda lui Di ert
!9
A"ir,!tii
Ac r$t t!%
29
Ac r$19
I#$i"ere#t09
De-!c r$19
De-!c r$ t t!%29
Sc r t t!%
As rec ,!#$! IKEA &riete#i% r ru$e% r
11 2( 2 0 1 (
As rec ,!#$!ru$e% r &r $use%eIKEA cu,&!r!te
1> 2> > 0 1 7
IKEA este ,!rc!i# c!re !, i#cre$ere
17 1@ 0 0 >>
IKEA este ,!rc!ce ,! ! ut! s!ec # ,isesc
7 21 ( 1 2?
IKEA !$uce i# .!tiei# $esi5#u%
, i%ieru%ui
? 17 ? > 0 >2
IKEA isi ti#e &r ,isiu#i%e
2 1( 7 0 1
2(
8/10/2019 IKEA - Cercetare de Marketing
27/36
I,i &%!ce i$ee! $esc i, !re ! use% r i# "u#ctie $ecu% !re! i#teri ru%ui
c!sei
1> 1? ( 1 1 2
Di# !#!%i-! sc ru%ui t t!% reiese c!6,! rit!te! c%ie#ti% r !r rec ,!#$! &r $use%e IKEA &riete#i% r ru$e% r,! rit!te! c%ie#ti% r #u cre$ c! IKEA isi res&ect! &r ,isiu#i%e
trei,e $i# c%ie#ti c #si$er! c! IKEA ii ! ut! s! ec # ,ise!sc! 9
A"ir,!tii
Ac r$t t!%
29
Ac r$19
I#$i"ere#t09
De-!c r$19
De-!c r$ t t!%29
Sc r t t!%
A&reci!ti i$ee!!s!, %!rii %!$ ,ici%iu
1> 1? > 1 0
Su&r!"ete%e
!,e#! !te ,i !u $!ti$ei &e#tru!,e#! !re! &r &riei% cui#te
1 17 @ 0 1
IKEA c #tr!-icere5u%! 4ie"ti# $eci &r st4
( 1? @ 7 > 1
etoda ordonarii rangurilor
R!i # Nr res& #$e#ti% r c!re situe!-! r!i #u% &e % cu%61 2 > @ ( 7C!,ere $e -i 1( 7 @ 2 @ 1Buc!t!rie 10 10 > 2 >Bir uri 1 7 ? ( 7 @C!,ere $e !ie 0 ( 10 7 1
C!,ere $ec &ii
> 0 1 2 ? ( 1?
Dec r!tiu#i 2 2 > 1>
27
8/10/2019 IKEA - Cercetare de Marketing
28/36
D r,it !re 1> 11 > 1 2
Di# !cest t! e% re-u%t! c! sc ruri%e ti#ute $e "iec!re r!i # su#t6C!,ere $e -i6 211Buc!t!rie6 200Bir uri6 1>?C!,ere $e !ie6 1@@C!,ere $e c &ii6 ?2Dec r!tiu#i6 1>1D r,it !re6 211
Di# !ceste sc ruri reiese c!6 i# t &u% &re"eri#te% r) &e &ri,u% % c se situe!-! c!,ere%e$ r,it !re%e Pe u%ti,e%e % curi !%e &re"eri#te% r c%ie#ti% r se 5!sesc c!,ere%e $e c &ii $ec r!tiu#i
etoda ordonarii rangurilor
Pr $use Nr res& #$e#ti% r c!re situe!-! &r $usu% &e % cu%6I II III I
M i%ier 22 ? (Dec r!tiu#ii#teri !re
12 ? 12 7
Te8ti%e 2 10 11 17C r&uri i%u,i#!t 12 1> 11
Di# !cest t! e% reiese c! sc ruri%e ti#ute $e "iec!re &r $us su#t6M i%ier6 12?
Dec r!tiu#i i#teri !re6 10(Te8ti%e6 77C r&uri i%u,i#!t6 ?
I# ur,! i#ter&ret!rii $!te% r re-u%t! c! i# t &u% &re"eri#te% r c%ie#ti% r se !"%! ,ur,!t $e $ec r!tiu#i%e i#teri !re) c r&uri%e $e i%u,i#!t si &e u%ti,u% % c su#t te8ti%e
2
8/10/2019 IKEA - Cercetare de Marketing
29/36
e#itu% c%ie#ti% r e#it
RON9 Nr $e
&ers !#esu 1000 (
1001 1@001@01 20002001 2@00 @2@01 >000 7
>001 >@00>@01 000 2 &este 001
Distri uti! &e se8 ! c%ie#ti% r
Se8 Nr &ers !#e
M 2>F 17
2?
8/10/2019 IKEA - Cercetare de Marketing
30/36
O&i#i! c%ie#tu%ui$es&re ser.icii%e "erite$e IKEA
Ser.icii O&i#i! c%ie#tF !rte u#!Ser.iciu $e &%!#i"ic!re
1(
Rest!ur!#t si
c!"e#e!1@
L c $e !c! &e#tru c &ii
1>
Sc ru% ti#ut $e "iec!re ser.iciu este6Ser.iciu $e &%!#i"ic!re6 1( 0 1Rest!ur!#t si c!"e#e!6 1(7 0 17L c $e !c! &e#tru c &ii6 1@? 0 > ?7
Ser.icii%e $e %! IKEA su#t i# 5e#er!% !&reci!te $e c%ie#ti) $!r rest!ur!#tu% si c!"e#e!u! &ri,e%e i# t &u% &re"eri#te% r
1(. 6ES64D 2 !9 Pri# !cest test se ur,!reste s! se st! i%e!sc! $!c! # t! ,!8i,! !c r$!t! c!r!cteristici% r
&r $use% r este i#"%ue#t!t! se,#i"ic!ti. $e se8u% res& #$e#ti% rI& te-! #u%! $e %! c!re se & r#este este6 # t! ,!8i,! !c r$!t! c!r!cteristici% r &r $use%
este i#"%ue#t!t! se,#i"ic!ti. $e se8u% res& #$e#ti% rI& te-! !%ter#!ti.! este c!6 # t! ,!8i,! !c r$!t! c!r!cteristici% r &r $use% r este i#"%ue#t
se,#i"ic!ti. $e se8u% res& #$e#ti% r
C!r!cteristic! Nr $e # te ,!8i,e>0
8/10/2019 IKEA - Cercetare de Marketing
31/36
$!te $e res& #$e#ti$e se86M F T t!% Pr ce#te
$esi5# ( 1 1( (7 &ret 2 > @ @ ?@
$i.ersit!te @ ? 1 1( (7cu% !re > ( ? 10 71"u#cti #!%it!te 10 10 20 2> 1!$!&t! i%it!te 10 12 22 2( 1?t t!% #r r!s&u#suri
>( 100 00
111>
91>127
?
9?107
11
911107
?
9?107
A
9A>7
(
2222222
2 9(@797=
+
+
+
+
+==
A AOij
c
ijij
2 c!%c 1 122
2 t! 11 07
Nu e8ist! $i"ere#te se,#i"ic!ti.e i#tre ce%e 2 t! e%e) $eci # t! ,!8i,! !c r$!t!c!r!cteristici% r &r $use% r #u este i#"%ue#t!t! se,#i"ic!ti. $e se8u% c%ie#ti% r
9 Se ur,!reste s! se st! i%e!sc! $!c! c %! r!re! i# .iit r $i"er! se,#i"ic!ti. i# "u#ctie $e.e#itu% c%ie#ti% r
I& te-! #u%! $e %! c!re !, &%ec!t este6 c %! r!re! i# .iit r #u $i"er! se,#i"ic!ti. i# "u#c$e .e#itu% c%ie#ti% r
I& te-! !%ter#!ti.! c!re .! "i test!t! este6 c %! r!re! i# .iit r $i"er! se,#i"ic!ti. i# "u#ctie$e .e#itu% c%ie#ti% rR!s&u#s e#it RON9
Su2000
2001000
Peste001 T t!% Pr ce#te
D! 10 1 7 >1 77 @
c!r!cteristic!
M F$esi5# ( &ret 2 >$i.ersit!te (cu% !re @"u#cti #!%it!te ? 11!$!&t! i%it!te ? 1>
>1
8/10/2019 IKEA - Cercetare de Marketing
32/36
Nu 0 1 0 1 2 @P !te > 1 20T t!% 1 1 0 100
R!s&u#s e#it RON9
Su2000 2001000 Peste001D! 11 1 ( Nu 0 0 0P !te > 2
2 c!%c 1 >>
2 t! ? ?
Nu e8ist! $i"ere#te se,#i"ic!ti.e i#tre ce%e 2 t! e%e) $eci c %! r!re! i# .iit r #$i"er! se,#i"ic!ti. i# "u#ctie $e .e#itu% c%ie#ti% r
1+. ConcluziiRe"erit r %! ,i % cu% $e i#" r,!re $es&re IKEA) i# ur,! cercet!rii ! " st e.i$e#ti!t "!&t
c!6 0* $i# t t!%u% res& #$e#ti% r !u !"%!t $e IKEA $i# &res!) 2@* $e %! "!,i%ie s!u &riet$u&! &ri,ire! c!t!% 5u%ui Ast"e% se ser.! c! i& te-! & tri.it c!rei! ,! rit!te! c%ie#ti% r !$e IKEA $u&! &ri,ire! c!t!% 5u%ui este "!%s!) &res! "ii#$ ,i % cu% ce% ,!i e"icie#t $e &r ,i#tr!rii ,!5!-i#u%ui IKEA &e &i!t! r ,!#e!sc! C!t!% 5u% #u ! !.ut i#"%ue#t! $ecisi.! i#!tr!5ere! !,e#i% r i# ,!5!-i#) i#s! uti%it!te! %ui ! " st c #"ir,!t! $e @2)@* $i#tre res& #$e#tc!re % !u &ri,it De !se,e#e! ,u%ti res& #$e#ti #e !u $ec%!r!t c! sti!u $e e8iste#t! !cestui ,!5!-i#$i# str!i#!t!te
Cercet!re! ! & r#it $e %! i& te-! c! !,e#ii .i# %! IKEA $i# curi -it!te) $!t rit! &returi% &r!ctic!te si ! &resti5iu%ui ,!rcii Du&! !#!%i-! c esti #!re% r ! re-u%t!t c!6 2@* $i# c%ie#ti curi -it!te) 22)@* &e#tru &returi%e re$use si 20* $!t rit! &resti5iu%ui
@7)@* $i#tre res& #$e#ti se !"%!u &e#tru &ri,! $!t! i# ,!5!-i#u% IKEA) i#s! u# #u,!rse,#i"ic!ti. $e &ers !#e 1@*9 !u .i-it!t IKEA $e ,!i ,u%t $e > ri
F!&tu% c! @* $i#tre res& #$e#ti cu,&!r!ser! , i%! i# ur,! cu ,!i ,u%t $e 1 !# !r!t! c!
r ,!#ii #u isi i## iesc , i%ieru% "rec.e#t
>2
8/10/2019 IKEA - Cercetare de Marketing
33/36
I# ur,! ce#tr!%i-!rii $!te% r) !, &utut ser.! c! , i%ieru% ! " st c%!s!t &e &ri,u% % c $e res& #$e#ti) cee! ce $e, #stre!-! i& te-! c #" r, c!rei! & te#ti!%ii c%ie#ti su#t ,!i ,u%ti#teres!ti $e , i%ier $ec!t $e restu% &r $use% r
27)@* $i#tre res& #$e#ti !u !c i-iti #!t , i%ier IKEA i# trecut "ie $i# str!i#!t!te s!u $i#
R ,!#i! Di#tre !cesti! @) @* !u " st " !rte ,u%tu,iti $e c!%it!te! &r $use% r cu,&!r!te @ )@ * s !u $ec%!r!t ,u%tu,iti
F!&tu% c! !"ir,!ti! IKEA isi ti#e &r ,isiu#i%e4 ! ti#ut ce% ,!i ,ic sc r ! $e, #str!t c!$e c!,!#$!t! c%ie#tii #u !u su"icie#t! i#cre$ere i# ,!rc! IKEA
Ce% ,!i !&reci!t r!i # este ce% !% c!,ere% r $e -i) ur,!t $e uc!t!rii) i!r &e u%ti,u% %situe!-! c!,ere%e $e c &ii
IKEA "er! c%ie#ti% r ,!i ,u%te ser.icii6 &u#cte $e &%!#i"ic!re) % c $e !c!) rest!u
c!"e#e! Pu#cte%e $e &%!#i"ic!re !u " st " % site $ !r $e 20* $i#tre res& #$e#ti) ,! rit!te! #e$e e8iste#t! !cest r!
@2)@* $i#tre res& #$e#ti !u $ec%!r!t c! . r c %! r! cu IKEA si i# .iit r
1@Concluzii *i%e de ob%ervare
O ser.!re! ! " st re!%i-!t! i# ur,!t !re%e r!i !#e6 c!,ere $e -i) $ r,it !re) su"r!5erii si uc!t!rii
Pe#tru r!i #u% $ r,it !re) s ! ser.!t c!6O!,e#ii er!u i# 5ru&uri i# ,! rit!te! c!-uri% r $e 2 &ers !#eEr!u $i# t !te c!te5 rii%e $e .!rst!
Pu#5! s!u c!ruci ru% &use %! $is& -itie $e IKEA #u er!u " % site) $i# ce%e @ 5ru&uri $ !r si#5ur! &ers !#! !.e! &u#5!Fii#$ r!i #u% $ r,it !re) !,e#ii se uit!u %! &!turi si %e# erii) i#s! "ii#$ 5!,! $i.ersi"ic!t! $
&r $use) !,e#ii re#u#t!u s! c!ute ce.! $e s&eci"ic $i# !cest %ucru re-u%t! c! !,e#ii #u !.e!ui#te#tii c%!re $e cu,&!r!re) ci $ !r .i-it!u IKEAM $u% $e test!re ! &r $use% r er! "ie s! &i&!ie ,!teri!%e%e) "ie s! i#cerce c , $it!te! &!t
i#tr u#u% $i# c!-uri s ! ,!#i"est!t i#te#tie $e cu,&!r!re $!r "ii#$c! #u !u 5!sit e8!ct ce c!ut!u%e# erie $e &!t c ,&%et!9 !u re#u#t!t
Etic ete%e #u er!u c #su%t!te si #ici #u se %u!u # titeI# 5e#er!%) i# 5ru&uri%e ser.!te se %u!u $eci-ii $e c ,u# !c r$
>>
8/10/2019 IKEA - Cercetare de Marketing
34/36
Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 10 ,i#Pe#tru r!i #u% su"r!5erii) s ! ser.!t c!6
I# 5e#er!%) 5ru&uri%e ser.!te er!u " r,!te $i# s t si s tieEr!u $i# t !te c!te5 rii%e $e .!rst!
Nu !u " % sit #ici &u#5!) #ici c!ruci rPr $use%e test!te er!u ,ese%e) sc!u#e%e !"ere#teM $u% $e test!re ! &r $use% r er!6 se !se-!u &e sc!u#e) ci c!#e!u i# %!tu% ,esei si
5r si,e! %!tu%ui ,esei u# !r !t ! %u!t ,!suri%e ,esei %u#5i,e) %!ti,e) 5r si,e %!t9Cite!u etic ete%eS !u %u!t # tite $ !r i#tr u#u% $i#tre c!-uri%e ser.!teTi,&u% ,e$iu &etrecut i# r!i # ! " st $e ,i#
Pe#tru r!i #u% c!,ere $e -i) s ! ser.!t c! 6Gru&uri%e ser.!te !.e!u 2) > ,e, riPers !#e%e ser.!te er!u ti#ere) i#tre 20 @ $e !#i S !u " % sit i# 2 c!-uri &u#5i%e IKEA si u# c!ruci rPr $use%e test!te er!u i# 5e#er!% c!#!&e%e%e si c , $e%e t.) i %i teci%ePr $use%e er!u test!te i# "e%u% ur,!t r6 !se-!#$u se &e c!#!&e%e) test!#$ ,!teri!%e%e si .er
5!,! $e cu% ri i# 5e#er!% !,e#ii $ re!u $e %! &r $use%e test!te s! "ie c #" rt! i%e) $e c!% 5!,! %!r5! $e cu% ri
I# trei $i# ci#ci c!-uri &ers !#e%e !u citit etic et!) #u s !u %u!t # titeU#u% $i#tre 5ru&uri%e ser.!te " r,!t $i# s t >@ 0 !#i9 si s tie >@ 0 !#i9 $ re!u s! i %i tec!) i#s! $ re!u s! isi &ers #!%i-e-e i %i tec! cu u# 5e!, $e !#u,it! cu% !re &e#
se & tri.i i#teri ru%ui !ce%!si 5ru& ! %u!t ,u%te &%i!#te si ! c #su%t!t &ers #!%u%Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 1@ ,i#
Pe#tru r!i #u% uc!t!rii) s ! ser.!t c!6Gru&uri%e ser.!te !.e!u i# ,e$ie 2 ,e, riEr!u $i# t !te c!te5 rii%e $e .!rst!D u! 5ru&uri ser.!te !.e!u c!ruci r cu &r $use $e ,ici $i,e#siu#i $i# !cest r!i #O!,e#ii se uit!u %! , i%ier i# !#s!, %u) i#s! ce%e ,!i !tr!cti.e er!u c r&uri%e sus&e#$!tePr $use%e se test!u i# "e%u% ur,!t r6 $esc i$e!u t !te sert!re%e) .eri"ic!u !%!,!%e%e si st!
c r&uri% r sus&e#$!te !#!%i-!u i#te5r!re! e%ectr c!s#ice% r i# , i%ierO!,e#ii cite!u etic ete%e i# c!$ru% !cestui r!i #) #u %u!u # titeDe icei) !r !tii !%e5e!u &r $use%e
Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 1@ ,i#C #c%u-ii%e 5e#er!%e !%e ser.!rii su#t6
>
8/10/2019 IKEA - Cercetare de Marketing
35/36
Gru&uri%e su#t i# 5e#er!% " r,!te $i# $ i ,e, ri
C%ie#tii ,!5!-i#u%ui "!c &!rte $i# t !te c!te5 rii%e $e .!rst!) $!r i# s&eci!% $i# c!te5 ri!
.!rst! >0 @ $e !#iI# 5e#er!% #u er!u " % site c!ruci !re%e si &u#5i%e &use %! $is& -itie $e IKEA
O!,e#ii test!u i# "u#ctie $e r!i # , i%ieru% c!re er! e8&us) $!r "!r! e8ce&tie t ti er!ui#c!#t!ti c! & t s! teste-e &r $use%e $irect "!r! i#ter.e#ti! &ers #!%u%ui
O!,e#ii #u citesc etic ete%e $ec!t i# c!-u% i# c!re ,!#i"est!u i#te#tie $e cu,&!r!re
C%ie#tii #u isi i!u # tite) $ec!t i# c!-u% i# c!re . r cu,&!r! u# &r $us
Deci-ii%e se %u!u $e c ,u# !c r$ i# 5ru&
Ti,&u% ,e$iu &etrecut i# c!$ru% r!i !#e% r este $e ? ,i#) ,!i &uti# i# c!-u% r!i !#e% r c
#u !u s&!tii !,e#! !te si ,!i ,u%t i# r!i !#e%e c!,ere% r c!re #ecesit! ,!i ,u%t, i%ier si c!re) t c,!i $i# !cest , ti.) !.e!u ,!i ,u%te s&!tii !,e#! !te
1( Avanta/e %i dezavanta/e ale *olo%irii c7e%tionarului %i *i%ei de
ob%ervare
O ser.!re! &resu&u#e ur,!rire! c ,& rt!,e#tu%ui $e cu,&!r!re !% c%ie#tu%ui i# c!$ru%,!5!-i#u%ui De !cee! ser.!re! $ure!-! ,!i ,u%t $ec!t c ,&%et!re! u#ui c esti #!r c!re i#,e$ie cu&! u# ti,& $e ,i# Fii#$c! $ure!-! ,!i ,u%t i#re5istr!re! u#ei ser.!ri) #ecesit!c e%tuie%i $e ti,& si " rt! $e ,u#c! ,!i ,!ri
D!t rit! "!&tu%ui c! $ure!-! ,!i ,u%t) &ri# ,et $! ser.!rii se & !te !#!%i-! u# #u,!r ,!i
,ic $e &ers !#e) c esti #!ru% "ii#$ ,u%t ,!i e"icie#t $i# &ers&ecti.! ,!ri,ii es!#ti #u%uiI#re5istr!re! u#ei ser.!ri $e&i#$e " !rte ,u%t $e ce% c!re e"ectue!-! De !cee
ser.!re! este su iecti.!) &e c!#$ c esti #!ru%) &ri# s! % #!re) este ,!i iecti.U# $e-!.!#t! !% ser.!rii este c! $!te%e ti#ute su#t 5reu $e c $i"ic!t i# ci"re !st"e% i#
s! & !t! "i &re%ucr!te &ri# i#ter,e$iu% ,et $e% r st!tistice u-u!%eM!re%e !.!#t! !% c esti #!re% r este c! $!te%e ti#ute &ri# !ce!st! ,et $! & t "i u
i#re5istr!te) c $i"ic!te) &re%ucr!te si !#!%i-!te !st"e% !su&r! $!te% r &ri# &r 5r!,e%e !.!#s
!#!%i-! st!tistic! se & !te ti#e !#!%i-! c ,&%e8! st!tistici $i.erse) c re%!tii) re5resii si r!& !rte,!i !&r "u#$!te9
>@
8/10/2019 IKEA - Cercetare de Marketing
36/36
M!re%e $e-!.!#t! !% c esti #!re% r este c! #u & t "i " % site cu succes i# cercec!%it!ti.e) &e c!#$ ser.!ri%e &er,it !$!&t!re! $!te% r i#re5istr!te %! c!r!cteristicic ,& rt!,e#t!%e
C esti #!re%e & t "i " % site &e#tru ,!sur!re! c ,& rt!,e#tu%ui $i# trecut) !titu$i#i%
c!r!cteristici% r res& #$e#tu%ui I#s! ser.!ri%e su#t " % site &e#tru i#re5istr!re! c ,& rt!,$i# &re-e#t
Pri# i#ter,e$iu% c esti #!ru%ui) !, &utut !"%! c!r!cteristici !%e c%ie#ti% r .e#it) ., ti.e%e .i-it!rii IKEA) &re"eri#te%e) &i#i! $es&re c!r!cteristici%e &r $use% r IKEA9 c!re &utut ! ut! s! se5,e#t!, es!#ti #u% ,!i us r
Pri# i#ter,e$iu% ser.!rii) !, &utut c #st!t! c! !,e#ii !&reci!-! " !rte ,u%t "!&tu% c!cu,&!r!re! %! IKEA este " !rte i#ter!cti.!6 !,e#ii #u se si,t &res!ti $e &ers #!%u% ,!5!-i#u%ui
& t test! ! s %ut t !te &r $use%e &e c!re %e .!$) %ucru c!re #u este &er,is i# !%te ,!5!-i, i%ier