IKEA plans to target in-state sub-urban male and female consumers between 18 and 33 years old – people who are dynamic, shopaholic, active. In short, they like to be alive and loud. These active consumers represent a huge booming market of the youth living. They are a demographic group of students and young proffesional; they are mostly single without children. Household incomes generally range between is £20,000 annually. Despite their basic incomes, these consumers are fashion or trend conscious and consistently seek quantity in their purchases. They lead overspending and overconsuming. They like to buy many items for the same product line. However, one future goal is to target consumers in United Kingdom as well.
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