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A Means-End Chain AnalysisBy Kripa Pattabiraman
CONCRETEATTRIBUTES
Material | Wood, looks better than other materials, great finish
Packaging | Flat-packed, compact, easy to ship and store
Assembly| Assembly guide with detailed directions and pictures
Origin| Conceptualized and designed in Sweden
Color| Subtle, earthy, muted solids, options
Size| Built for apartments, medium-sized homes
Weight| Lighter than other furniture, not too hard to lift
Store| Display of living spaces made with the store’s furniture
Sales people| Don’t disturb while browsing, but ready to help
Price | Known for how cheap they are
Variety| Wide range in every product type
ABSTRACTATTRIBUTES
“The design of home furnishing products at IKEA starts with anunderstanding of people’s everyday needs at home, especially...
Aesthetics| Functional, yet modern and innovative
Brand| World-renowned, popular, is perceived well
SourcesImages1.Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers2.Ikea wardrobe: http://www.ikea.com/ae/e...
7. Ikea flat pack lamp:http://inhabitat.com/wp-content/blogs.dir/1/files/2012/01/ikea-flatpack-furnitu8. Ikea assembly ins...
13. Store display 1:http://www.flickr.com/photos/dcmaster/6790704120/lightbox14. Store display 2:http://www.flickr.com/pho...
THANK YOU.That’s all folks!
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Means-End Analysis

Part of the brand analysis project undertaken during my Marketing Certificate course at UCLA Extension.

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Means-End Analysis

  1. 1. A Means-End Chain AnalysisBy Kripa Pattabiraman
  2. 2. CONCRETEATTRIBUTES
  3. 3. Material | Wood, looks better than other materials, great finish
  4. 4. Packaging | Flat-packed, compact, easy to ship and store
  5. 5. Assembly| Assembly guide with detailed directions and pictures
  6. 6. Origin| Conceptualized and designed in Sweden
  7. 7. Color| Subtle, earthy, muted solids, options
  8. 8. Size| Built for apartments, medium-sized homes
  9. 9. Weight| Lighter than other furniture, not too hard to lift
  10. 10. Store| Display of living spaces made with the store’s furniture
  11. 11. Sales people| Don’t disturb while browsing, but ready to help
  12. 12. Price | Known for how cheap they are
  13. 13. Variety| Wide range in every product type
  14. 14. ABSTRACTATTRIBUTES
  15. 15. “The design of home furnishing products at IKEA starts with anunderstanding of people’s everyday needs at home, especially the needs ofthe majority of people, who have limited incomes and limited living spaces.This is how IKEA succeeds in offering well-designed, functional products atprices so low that most people can afford them.”
  16. 16. Aesthetics| Functional, yet modern and innovative
  17. 17. Brand| World-renowned, popular, is perceived well
  18. 18. SourcesImages1.Ikea Logo: http://www.heart.co.uk/solent/win/ikea-bedroom-vouchers2.Ikea wardrobe: http://www.ikea.com/ae/en/catalog/products/30251271/3.Steel wardrobe:http://www.godrejinterio.com/godrej/GodrejInterio/products.aspx?id=29&menuid=34.Pink wardrobe: http://www.ghfurniture.in/gh-wardrobe.html5.Ikea flat pack bed: http://www.insideflows.org/project/flat-pack-furniture6.Ikea flat pack chair: http://assets.inhabitat.com/wp-content/blogs.dir/1/files/2012/01/ikea-flatpack-furniture-3
  19. 19. 7. Ikea flat pack lamp:http://inhabitat.com/wp-content/blogs.dir/1/files/2012/01/ikea-flatpack-furnitu8. Ikea assembly instructions 1:http://www.ikeafans.com/forums/assembly-installation/25069-ikea-assembly-in9. Ikea assembly instructions 2: http://allthingsd.com/20120813/latest-front-in-the-apple-vs-samsung-battle-jury-instructions10. Ikea assembly instructions 3:http://www.flickr.com/photos/yenzdesign/533327315111. Sweden flag: http://rayesri.blogspot.com/2010_06_01_archive.html12. Cart: http://www.junocrates.co.uk/news/wp-content/uploads/2012/11/ikea-boxes-on-cart.jpg
  20. 20. 13. Store display 1:http://www.flickr.com/photos/dcmaster/6790704120/lightbox14. Store display 2:http://www.flickr.com/photos/dcmaster/6790690100/sizes/m/in/photostream/15. Ikea catalogue: http://www.who-sells-it.com/cy/ikea-australia-3503/ikea-catalogue-2009-17442/page-11.html16. Price:http://www.flickr.com/photos/roboppy/510381367/sizes/m/in/photostream17. Ikea table, couch, room display, employees, product range, abstract design:www.Ikea.com
  21. 21. THANK YOU.That’s all folks!

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