IKEA is a household name when it comes to furniture. The Swedish company has been around for almost 80 years and has become known for its affordable, minimalist designs that are highly practical and affordable as almost anyone can put IKEA furniture together.
The easy portability of IKEA furniture is one of its most attractive features as it can be easily moved and transported from the store to home and, since it can be easily dismantled and reassembled, also from an old home to a new home.
But who is IKEA’s target market? And why do they like IKEA furniture so much?
Let’s find out.
Who is IKEA’s Target Market?
One of the best ways to understand IKEA’s target market is to ask ourselves who needs new furniture and why would they choose to buy it from IKEA as opposed to from another furniture store or even get custom furniture built.
IKEA’s target market can be divided into the following customer segments:
- University Students
- Single adults on their first job
- Young couples
- Families with children
- People who frequently move homes
- Small businesses with small offices
Let’s look closely at each of the IKEA customer segments.
#1. University Students
University Students who choose not to stay in furnished dorms often need to purchase furniture for their apartments. Affordability is usually the primary driver as students are usually on a small budget. And this makes IKEA an attractive option as IKEA furniture is not only affordable but also very practical and easy to move around.
Another key factor that IKEA furniture appeals to university students is the fact that it can be easily dismantled and reassembled which comes in handy when they need to move out at the end of the semester or year.
Or if the student graduates they can easily take their IKEA furniture with them to their first job as it’s very easy to transport. Or they can sell it to another student who needs it and make some money back.
All these factors make University students a prime segment of IKEA’s target market.
#2. Single adults on their first job
When someone gets their first job and moves into their own place, they need to buy furniture. This target market is usually looking for affordability and good quality.
They may also be interested in buying eco-friendly or sustainably manufactured furniture as they are starting their lives and want to make responsible choices. But often such customers are attracted to stores like IKEA that offer a wide range of furniture at low prices.
Young adults often have the time and skill to assemble IKEA furniture themselves which is another reason they are attracted to IKEA.
And like university students, young adults who move frequently for work also appreciate IKEA furniture for its portability and easy assembly/disassembly.
#3. Young couples
This segment of IKEA’s target market generally includes people who have been dating for a while and are ready to move in together. They usually look for something that expresses their personality but is still affordable.
Couples in this stage of life are often still working on establishing their careers, so they may not have a lot of money to spend on furniture. That’s where IKEA comes in.
IKEA furniture is also attractive to young couples because it can be easily customized. IKEA furniture is often seen as a “blank slate” that can be transformed with a little creativity and elbow grease into something that is uniquely theirs.
#4. Families with children
This target market usually has young children who are still learning to walk and climb. They need furniture that is safe for their children, but also affordable and practical.
Functionality is key for this target market as they often do not have a lot of space and need to make the most of what they have. They might also appreciate furniture that is easy to clean, like leather sofas that can be wiped down easily.
The flexibility that IKEA furniture offers is also attractive to families with young children. IKEA furniture can be easily reconfigured as the needs of the family change. For instance, a crib can be turned into a toddler bed and then later on into a daybed.
Young families with children also often need to watch their budgets. IKEA furniture is usually more affordable than comparable furniture from other stores. And because it is modular, families can buy only what they need and add on as their children grow.
All of these factors make families with young children an ideal segment of IKEA’s target market.
#5. People who frequently move homes
When people move frequently, they need furniture that is easy to move and does not take up a lot of space. IKEA furniture is perfect for this market as it is often lightweight and easy to assemble and disassemble.
People who move frequently are also attracted to IKEA furniture because it is affordable and can be replaced easily if it is damaged during a move.
And like university students and young adults, people who frequently move can dispose of IKEA furniture easily by selling it or giving it away and replacing it with new IKEA furniture when they move to a new home.
#6. Small businesses with small offices
Small businesses need affordable, practical, and stylish furniture for their offices. IKEA furniture is often a good choice for small businesses as it is relatively inexpensive and can be easily customized to match the business’s branding.
IKEA also has excellent choices for small office spaces, like desks that can be mounted on the wall or desks that can be raised or lowered to accommodate people of different heights.
IKEA office furniture can also be ergonomic, which is important for small businesses that want to promote a healthy work environment for their employees.
IKEA is a popular furniture store for a reason. Their furniture is stylish, affordable, and practical.
IKEA’s target market includes students, single adults just starting out, young couples, families with children, people who frequently move homes and small businesses.
All of these markets appreciate IKEA furniture for different reasons. But ultimately, IKEA is able to appeal to such a wide range of people because they offer furniture that is well-made, stylish, and affordable. And that is a combination that is hard to beat.