Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours

Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours

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IKEA, a Swedish furniture company, is considering entering the Brazilian market. This paper examines whether or not IKEA might be successful in the Brazilian market by reviewing the following issues: the growth of middle class, consumer spending, internet usage and eco-awareness. This study finds th...

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Bibliographic Details
Main Authors: Hiroshi Ito, Nada Alelweet, Rebecca Harrison, Alice Mitchell, Ellis Parker
Format: Article
Language:English
Published: EconJournals 2015-03-01
Series:International Journal of Economics and Financial Issues
Subjects:
strategic marketing
emerging market
furniture industry
Online Access:https://dergipark.org.tr/tr/pub/ijefi/issue/31967/352104?publisher=http-www-cag-edu-tr-ilhan-ozturk

Internet

https://dergipark.org.tr/tr/pub/ijefi/issue/31967/352104?publisher=http-www-cag-edu-tr-ilhan-ozturk

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