A STUDY ON IKEA’S MARKETING STRATEGIES AND IT’S INFLUENCE CONSUMERS PREFERENCE.

The marketing strategies used by IKEA and their impact on consumer preferences are examined in this study. IKEA has established a strong brand identity that appeals to a wide range of consumers. The company is well-known throughout the world for its distinctive retail model and reasonably priced, fashionable furnishings. Key elements of IKEA's marketing strategies, including product design, price strategy, shop experience, traditional and digital advertising, and sustainability activities, are examined in this study. By concentrating on these factors, the study seeks to comprehend how IKEA affects customer behavior, ranging from general pleasure to brand loyalty and purchase intention. Surveys and a case study of IKEA's marketing activities were used to gather data using both qualitative and quantitative methodologies. The value-driven strategy, in-store experience, and constant innovation in products are the main reasons why IKEA's marketing methods impact consumer preferences.This insights contribute to a better understanding of how a strong, strategic marketing mix can build consumer preference and loyalty in the retail furniture industry.