Price orientated consumer based strategy: IKEA has implemented the low price strategy, which build a very strong image successfully attract price orientated consumers. Price orientated products has lower performance of quality is an unavoidable correlation. IKEA consumers are conscious with the quality of product regarding the purchasing price and satisfied with the “Good Deal”.
IKEA is a brand with high respect but low customer loyalty. IKEA consumer loyalty is based on the criteria of price and distance. Customers favor IKEA mostly based on their low price advantage. Counting the customer on low price strategy is not stable, consumers are likely to choose other brand when there is other lower price product or having more budgets. On the other hand, IKEA has strong community and strong brand engagement. (Please see more on the post IKEA CBBE)