IKEA's brand culture in today's Chinese market: Focus on Shanghai
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Title: IKEA's brand culture in today's Chinese market: Focus on Shanghai
Level: Final assignment for Master of Business Administration
Author: Hongming Yang, Chen Hu
Supervisor: Maria Fregidou-Malama
Aim: The aim of this study is to analyze the collected information to study the IKEA's brand culture and consumer psychology and behavior in Shanghai market nowadays. By using Hofstede´s cultural dimensions to assess the IKEA's brand culture in Shanghai we give suggestions to IKEA about how to adapt to the regional market.
Method: Use of primary data which were collected through interviews, with a questionnaire provided to managers. Secondary data in form of articles, books and published literature has been collected through databases such as DIVA, Emerald and the library at Gävle University. We use qualitative analysis to study the issue.
Result & Conclusions: IKEA's brand culture to provide good quality products to improve people's life in Shanghai in cheap price is not so clearly understood. IKEA has to adjust its marketing strategy, such as improving the quality of its products, or reducing the price, to remove the Shanghai consumers' confusion and misunderstanding of IKEA, in order to suit the Shanghai regional culture.
Contribution of the thesis: We suggest that multinational enterprises should pay attention on the regional culture of the market they want to enter in. It is important that the enterprises know the Shanghai consumers' culture requirements, which can lead enterprises to promote their brand culture.
Place, publisher, year, edition, pages
2012. , 53 p.
IKEA culture, brand culture, culture dimensions, Chinese culture, IKEA in Shanghai
IdentifiersURN: urn:nbn:se:hig:diva-12292Archive number: E3BA:DiVA 80/2012OAI: oai:DiVA.org:hig-12292DiVA: diva2:539951
UppsokSocial and Behavioural Science, Law