Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours
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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2015-03-01
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| Series: | International Journal of Economics and Financial Issues |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/pub/ijefi/issue/31967/352104?publisher=http-www-cag-edu-tr-ilhan-ozturk |
| _version_ | 1828026409502638080 |
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| author | Hiroshi Ito Nada Alelweet Rebecca Harrison Alice Mitchell Ellis Parker |
| author_facet | Hiroshi Ito Nada Alelweet Rebecca Harrison Alice Mitchell Ellis Parker |
| author_sort | Hiroshi Ito |
| collection | DOAJ |
| description | 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 that the growing middle class in the country and the increasing average household disposable income is a promising sign that the ability of consumers to afford IKEA products is increasing. The growing online presence of Brazilian consumers is also a positive aspect of IKEA’s potential move into the market as it would enable consumers to browse and purchase product via the internet in accordance with current company practices. Brazilian consumers are currently involved in a trend that favours eco-friendly companies such as IKEA. The paper concludes that IKEA would be received favourably among customers within the market. |
| first_indexed | 2024-04-10T13:17:53Z |
| format | Article |
| id | doaj.art-40c7ffee29b74bea86f07fe22f837426 |
| institution | Directory Open Access Journal |
| issn | 2146-4138 |
| language | English |
| last_indexed | 2024-04-10T13:17:53Z |
| publishDate | 2015-03-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Journal of Economics and Financial Issues |
| spelling | doaj.art-40c7ffee29b74bea86f07fe22f8374262023-02-15T16:12:11ZengEconJournalsInternational Journal of Economics and Financial Issues2146-41382015-03-015169741032Should IKEA Expand into Brazil: A Study of Brazilian Consumer BehavioursHiroshi ItoNada AlelweetRebecca HarrisonAlice MitchellEllis ParkerIKEA, 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 that the growing middle class in the country and the increasing average household disposable income is a promising sign that the ability of consumers to afford IKEA products is increasing. The growing online presence of Brazilian consumers is also a positive aspect of IKEA’s potential move into the market as it would enable consumers to browse and purchase product via the internet in accordance with current company practices. Brazilian consumers are currently involved in a trend that favours eco-friendly companies such as IKEA. The paper concludes that IKEA would be received favourably among customers within the market.https://dergipark.org.tr/tr/pub/ijefi/issue/31967/352104?publisher=http-www-cag-edu-tr-ilhan-ozturkstrategic marketing emerging market furniture industry |
| spellingShingle | Hiroshi Ito Nada Alelweet Rebecca Harrison Alice Mitchell Ellis Parker Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours International Journal of Economics and Financial Issues strategic marketing emerging market furniture industry |
| title | Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours |
| title_full | Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours |
| title_fullStr | Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours |
| title_full_unstemmed | Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours |
| title_short | Should IKEA Expand into Brazil: A Study of Brazilian Consumer Behaviours |
| title_sort | should ikea expand into brazil a study of brazilian consumer behaviours |
| topic | strategic marketing emerging market furniture industry |
| url | https://dergipark.org.tr/tr/pub/ijefi/issue/31967/352104?publisher=http-www-cag-edu-tr-ilhan-ozturk |
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