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Furniture Consumption in Thailand: A Kano model study of IKEA with implications for the strategy making process
Karlstad University, Faculty of Economic Sciences, Communication and IT.
Karlstad University, Faculty of Economic Sciences, Communication and IT.
2011 (English)Independent thesis Advanced level (degree of Master (Two Years)), 30 credits / 45 HE creditsStudent thesis
Abstract [en]

This thesis is a study of Thai consumer behavior that affects the purchasing and servicing in the furniture retail industry. A market survey was conducted in Thailand to support this study. The target group of this study is people residing in Bangkok aged 25 year old and above. In order to find a suitable strategy for the new IKEA in Thailand, the data gathered was analyzed and discussed by applying the type of Kano’s model with IKEA’s strategies. It was also analyzed in terms of conceptual level between Kano’s model and research strategy. The study reveals that consumer behavior and characteristics of consumer requirements in Thailand are different from others counties. IKEA has to adapt suitable strategies that are consistent with Thai consumer behavior to achieve consumer satisfaction. This thesis also discussed that Kano model can inform strategy making process in term of quality and customer satisfaction as the results from Kano model quantitative analysis provide understanding of customer requirements and their attributes.

Place, publisher, year, edition, pages
2011. , 66 p.
Keyword [en]
IKEA, Furniture retailer, Thai consumer behavior, Kano’s model
URN: urn:nbn:se:kau:diva-7727OAI: diva2:425505
Social and Behavioural Science, Law
Available from: 2011-07-08 Created: 2011-06-21 Last updated: 2011-07-08Bibliographically approved

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