opportunity 30 of 150 Marketing is the business of managing human behaviour to achieve behavioural outcomes that facilitate commercial objectives. As such marketing cost efficiency cannot occur without an understanding of ‘how’ and ‘why’ consumers do what they do. This series of articles will provide helpful insights into how consumers think and respond. I have […]

opportunity 30 of 150 Marketing is the business of managing human behaviour to achieve behavioural outcomes that facilitate commercial objectives. As such marketing cost efficiency cannot occur without an understanding of ‘how’ and ‘why’ consumers do what they do. This series of articles will provide helpful insights into how consumers think and respond. I have surveyed Ikea customers and asked them what they like most about Ikea. You might be surprised how many say – the meatballs. Others will site the design of the products, the range of product, the experience (really??) and value for money. Few mention when asked, but research highlights that Ikea customers also like assembling flat pack furniture. That’s right, they actually like spending their valuable time assembling what they might have purchased elsewhere already assembled. This same research has suggested that the assembly of this furniture helps buyers feel invested in the furniture. Putting effort…