Read Case 2-1: IKEA Uses Market Research to Adapt for Global Markets, p. 259

You have been learning about external influences such as cross-cultural and group values and their impacts on consumer behavior throughout the week. A sophisticated understanding of these influences is critical to the development of successful branding, marketing strategies, and product innovations.

Read Case 2-1: IKEA Uses Market Research to Adapt for Global Markets, p. 259, to answer the following questions:

1. Chapter 2 discusses how cultural values evolve, such as the rise of individualism in some Asian countries, especially among younger consumers (p. 45). What evidence do you see in this case of both individualism and collectivism? How does this evidence impact cultural values and consumer behavior?
2. Another cultural value discussed in Chapter 2 is tradition/change. For most of the cultures described in this case, it is traditional for furniture to be already assembled upon purchase, and perhaps even delivered. In which of the countries mentioned in the case would the consumers have the hardest time dealing with the change of purchasing furniture in a flat-packed form that needs assembly? How does IKEA overcome this discomfort?
3. IKEA’s model of purchasing furniture that is flat-packed and then assembling it yourself at home is a new and different way of doing things for consumers in many countries. In terms of innovations (see Chapter 7), what type of innovation would this be considered?

In your assignment, be sure to use insights from your textbook along with the appropriate citations and references. Your assignment must be a Word document, APA formatted, and include at least 1000 words.

Textbook: Consumer Behaviour: Building Marketing Strategy, 14th ed. David Mothersbaugh