Course Code: MKT 302
Course Title: Consumer Behavior
Date of Individual Assignment Submitted: December 2017
Submission Month: February 2018
Total Marks: 30 Marks
Assignment 1: IKEA: To Create a Better Everyday Life for the Many People
Approximate word limit to be written: 800 words
Instructions: Read the Case Study and answer the following questions:
Question 1: In relation to the Case Study, IKEA created an anti-brand revolutionary concept. According to you, how
can IKEA’s concept be related to Symbolic Consumption and Personality. You can also research to prove your point.
(10 Marks)
Question 2: How does IKEA’s business idea-democratic design influence Sensory Memory which could lead to ShortTerm Memory or Long - Term Memory? (10 Marks)
Question 3: Based on IKEA’s Diamond Strategy, how does the approach fulfill Consumer Motivational Needs.
(10 Marks)