ikea - cercetare de marketing

8/10/2019 IKEA - Cercetare de Marketing

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ACADEMIA DE STUDII ECONOMICEFACULTATEA DE MARKETING

CERCETAREA COMPORTAMENTULUI DE CUMPARAREMAGAZIN IKEA

Bucuresti2007

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Cercetare privind comporatamentul de cumparare in magazinul

IKEA

1. Introducere

Piata mobilei in Romania

De !rece " #$u% " restier cu&' 2()7* $i# su&r!"!+! t'rii) &re%ucr!re! %e,#u%ui re&re-i# & te#+i!% i,& rt!#t $e $e-. %t!re ! +'rii) i!r /# c!$ru% &re%ucr'rii %e,#u%ui &r $uc+i! $e

cu&' u# % c i,& rt!#t

C #" r, c $u%ui CAEN ) $i.i-iu#e! &r $uc+i! $e , i%ier 3i !%te !cti.it'+i #ec%!si"ic!te /# &!rte4 cu&ri#$e 5ru&! &r $uc+i! $e , i%ier4 cu ur,'t !re%e c%!se6 &r $uc+i! $e sc!u#e ce%e $i# ,et!%94) &r $uc+i! , i%ieru%ui &e#tru ir u 3i ,!5!-i#e e8c%usi. $i# ,et!%94) &, i%ieru%ui &e#tru uc't'rii4) &r $uc+i! !%t r ti&uri $e , i%ier4 &r $uc+i! $e s!%te%e

&r $uc+i! $e sc!u#e $i# ,et!%4) &r $uc+i! , i%ieru%ui $i# ,et!% &e#tru ir u,!5!-i#e4:207;

Pe !#s!, %u% ec # ,iei r ,


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Structur! &r $uc+iei *9 /# !#u% 2000 este &re-e#t!t' /# "i5 1

Fig. 1. Structura produciei n anul !!! "n#$

I%toria IKEA

I#5.!r K!,&r!$) " #$!t ru% ce%e rei c ,&!#ii) s ! #!scut i# 1?2( i# S,!%!#$) i# &!rte! $esu$ ! Sue$iei) i#tr "!,i%ie , $est! I#c! $i# c &i%!rie isi $ re! s! ! u#5!) c!#$.!) !"!cerist) sii#ce&ut .!#-!#$ cutii cu c i rite .eci#i% r Isi cu,&!r! ,!r"! $i# St c %, si .i#$e! %! u# &r

,ic) $!r su"icie#t &e#tru ! ti#e &r "it M!i t!r-iu ! .!#$ut si &este) $ec r!tiu#i $e Cr!ciu#se,i#te $e "% ri si crei !#e

L! $ !r 17 !#i) i# 1? >) I#5.!r &ri,este $e %! t!t!% s!u su,! c #siste#t!) c! rec ,&e#s! &e#tru # te%e $e %! sc !%! I!r I#5.!r #u e-it! si isi i#ce&e &r &ri! !"!cere) $!#$u i #u,e%e IKc , i#!tie i#tre i#iti!%e%e #u,e%ui s!u si &ri,e%e %itere $e %! E%,t!r $ si A5u##!r $) "er,! si su#$e crescuse

L! i#ce&ut "ir,! .i#$e! sti% uri) & rt "e%e) r!,e &e#tru " t 5r!"ii) ce!suri) i uterii si !%

cu,&!r!te $e I#5.!r %! u# &ret re$usI# ur,!t rii !#i !&!r &ri,e%e rec%!,e IKEA i# &res! % c!%! si se %!#se!-! u# c!t!% 5 !% &r $uc!re &ute!u "i c ,!#$!te &ri# & st!

I# 1? 7) %! &!tru !#i $e %! $esc i$ere! IKEA) I#5.!r K!,&r!$ i! $eci-ie risc!#t! si i#ce&s! .!#$! si , i%ier) &r $us i# ,ici !te%iere % c!%e Re!cti! &u %icu%ui este & -iti.! si i# scui# 1?@1) este &u %ic!t si &ri,u% c!t!% 5 $e , i%ier IKEA) i!r I#5.!r se $eci$e s! re#u#te %ce%e%!%te &r $use si s! .!#$! e8c%usi. , i%ier) %! &returi c!t ,!i sc!-ute Er! , ,e#tu% i# c!

!&!rut c ,&!#i! IKEA !s! cu, sti, !st!-iD i !#i ,!i t!r-iu se $esc i$e! si &ri,u% s!% # $e &re-e#t!re IKEA i# A%, u%t) "ii#$ &ri$!t! c!#$ & te#ti!%ii cu,&!r!t ri &ute!u .e$e! si !ti#5e , i%! i#!i#te $e ! c ,!#$!) i$ee c!re !

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&ri#s " !rte re&e$e Cu, c ,&etiti! &e &i!t! $e , i%ier er! " !rte $ur!) I#5.!r K!,&r!$ ! i#tuit c! &u %icu% .re! s! .!$! , i%! &e c!re $! !#ii) ric!t $e ,ici !r "i &returi%e O $eci-ie c!sti5!ti!r .!#-!ri%e !u crescut r!&i$

Di# 1?@@ IKEA ! i#ce&ut s! cree-e &r &rii%e , $e%e) " !rte si,&%e si &r!ctice C ,&

recurs %! !#5! !re! u# r $esi5#eri &r &rii $i#tr u# , ti. " !rte si,&%u C ,&etit rii reusi &r!ctic s! ic te-e &r $use%e IKEA) t t ,!i &uti#e !te%iere si t t ,!i &uti#i $esi5#eri "ii#$ $iss! %ucre-e &e#tru I#5.!r K!,&r!$ Di#c % $e , $e%e%e si,&%e si &r!ctice) i# cu% ri &%!c$i#tre !#5! !ti ! !.ut si i$ee!) &ur si si,&%u 5e#i!%!) $e ! !, !%! &iese%e $es"!cute) i#tr u# &! &%!t) &e c!re cu,&!r!t ru% se %e !s!, %e-e !c!s! Tr!s& rtu% $e.e#e! !ut ,!t ,!i us r si ,!i si5ui!r i$ee! ! $e.e#it u#u% $i#tre e%e,e#te%e $e"i#it rii !%e IKEA Sc!$ere! c sturi% r $e tr!#s!s&ectu% us r $e recu# scut !% &!c ete% r cu , i%ier) $esi5#u% u#ic) t !te !u " st !.!#t! e

IKEA ! stiut s! &r "ite) i!r i# 1?@ se $esc i$e! &ri,u% ,!5!-i# %! A%, u%t Cu su&r!"!t! $e$e ,etri &!tr!ti) er! !tu#ci ce% ,!i ,!re ,!5!-i# $e , i%! $i# Sc!#$i#!.i!

Este u# # u succes) $!r &ri#ci&!%! &r %e,! este #u,!ru% ,!re $e cu,&!r!t ri) c!re ii$eter,i#! &e cei $e %! IKEA s! !$ &te i$ee i#$r!-#e!t!) &er,it!#$ c%ie#ti% r s! isi i! ,!r"! $irec$i# $e& -ite I# 1? > IKEA !.e! $e ! (000 $e !#5! !tiI# 1??> IKEA !.e! 11 ,!5!-i#e i# 2@ $e t!ri Se %!#se!-! # ii c %ectii si , $e%e 6 KUBISTsc!u#u% &e#tru c &ii DAGIS) se $esc i$e # i ,!5!-i#e si i# 1??7 c ,&!#i! &re-i#t! c %ecti! &e#c &ii) re!%i-!t! i# c %! r!re cu $ u! ec i&e $e e8&erti si $esi5#eri) i#tre c!re se #u,!r!u &r "esi s&eci!%isti i# &si % 5i! c &i%u%ui I# !ce%!si !# se .! %!#s! si &ri,! .!ri!#t! ! siwww.IKEA.com

L! s"!rsitu% !#i% r H?0 IKEA !.e! &este @> 000 $e !#5! !ti) 1@0 $e ,!5!-i#e i# 2? $e t!r &!tru c #ti#e#te) si c #ti#u! s! se $e-. %te Pe#tru ! si , ti.! !#5! !tii) " #$!t ru% c ,&!#iI#5.!r K!,&r!$) !#u#t! c! t t!%u% .!#-!ri% r $i#tr si#5ur! -i) #u,it! Bi5 T !# J u E.e#t ) .!"i i,&!rtit! !#5! !ti% r $i# 5ru&u% IKEA Su,! $e !&r 8i,!ti. 1 7 ,i%i !#e $e 5u%$e#i ! "i,&!rtit! e5!% i#tre t ti !#5! !ti) i#$i"ere#t $e & -iti! cu&!t!) "iec!re &ri,i#$ !cee!si su,! Pe#trucei ,!i ,u%ti !#5! !ti) &ri,! ! re&re-e#t!t ,!i ,u%t $ec!t s!%!riu% &e %u#!) i!r i$ee! ! "!cut .!%.!i# &res! .re,ii

I# 2000 IKEA $esc i$e! &ri,u% s!u ,!5!-i# $i# Rusi!) u#$e &re-e#t! # u! s! cre!tie ) uc!t!ri! ARDE) i$ee c!re .! &ri,i #u,er !se &re,ii si $isti#ctii

IKEA ! c %! r!t si cu UNICEF &e#tru ,!i ,u%te &r 5r!,e u,!#it!re i# I#$i!
http://www.ikea.com/http://www.ikea.com/


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Aparitia pe piata a noului grup %uedez IKEA

U# # u c #ce&t /# c ,erci!%i-!re! , i%ei !&!re &e &i!+! r ,> $e ,i%!r$e $e $ %!ri 3i cu&' % cu% &e %ist! ce% r ,!i !.u+i !,e#i $i# %u,e

Pe $!t! $e 21 ,!rtie s ! $esc is i# Z #! C ,erci!%! B!#e!s! u# ,!5!-i# IKEA L!#s!re!,e$i! ! $e ut!t) i# %u#! ,!rtie) cu c!,&!#ie ce !re c! iecti.e cre!re! # t riet!tii r!#$ u%uiIKEA i# r!#$u% &u %icu%ui ti#t! si i#" r,!re! !cestui! $es&re $esc i$ere! "ici!%! ! &ri,,!5!-i# IKEA $i# R ,!#i!) &recu, si $es&re c!t!% 5u% IKEA ce .! "i $istri uit 5r!tuit) i#!i#te $e$esc i$ere! ,!5!-i#u%ui

O5i%. M!t er ! " st $ese,#!t! !5e#ti! $e r!#$) res& #s! i%! cu $e-. %t!re! str!te5ic!si cre!ti.! ! ,!rcii sue$e-e IKEA %! i#tr!re! !cestei! &e &i!t! r ,!#e!sc!

C %! r!re! $i#tre O5i%. M!t er si IKEA ! $e,!r!t cu &re5!tire! c!,&!#iei $e %!#s!re)$e ! .i-i i%! &e str!-i%e Bucurestiu%ui si i# &res! $e %! i#ce&utu% %u#ii ,!rtie Pe#tru &r$istri uti! ce% r (0 000 $e c!t!% !5e) s ! i#.estit 1)> ,i%i !#e EURO C!t!% !5e%e !$istri uite i# Bucuresti si i# i,&re uri,i%e !cestui! Pe#tru & te#ti!%ii c #su,!t ri) c!t!% 5u uc! r %u% u#ui 5 i$ c!re ii .! ! ut! s! se i#" r,e-e si s! !%e!5! &r $use%e &e %e . r cu,&!r! u%$i# ,!5!-i#e O$!t! ! u#si i# ,!5!-i#) cu,&!r!t rii . r &ute! s! teste-e t !te &r $use%e) &e#tru !se !si5ur! c! %e !c i-iti #e!-! &e ce%e c!re %e s!tis"!c ce% ,!i i#e #e. i%e I#c! $e %! i#cu,&!r!t rii 5!sesc c!r#ete%e) crei !#e si e#-i $e ,!sur!t) &e c!re %e & t " % si &e t t &!rc.i-itei Fiec!re &r $us $i# s r , u% $e , i%! este i#s tit $e etic et! $e &ret c!re c #

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http://www.iqads.ro/relevant/ogilvy.htmlhttp://www.iqads.ro/relevant/ogilvy.html


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i#" r,!tii c ,&%ete $es&re ,!teri!%u% $i# c!re este "! ric!t &r $usu%) e#e"icii%e &e#tru i#structiu#i%e $e i#5ri ire s&eci"ice) $!r si , $u% i# c!re se & !te c , i#! cu !%te &r $use u%ti,u% r!#$) &e &!rte! $e s ! etic etei este i#$ic!t! - #! e8!ct! $i# $e&!rt!,e#tu% $e Aut ser.$e u#$e cu,&!r!t rii & t s! isi ri$ice &r $use%e $e , i%ier $ rite

. &rice cercetare incepe cu o problema'

Mes! e%e c!,&!#iei su#t $ec%i#!te i# #u,er !se %! ut uri &e#tru ut$ r) tr!"ic !utst!tii $e ,etr u9 si &res!) &recu, si i# c!,&!#ii $e i#ter#et si r!$i E8ist! si et!&i-!re !,es! e% r i# i#teri ru% c!,&!#iei $e %!#s!re) i# "u#ctie $e !#u,ite , ,e#te re&er De e8e,&%u),!rtie s ! !#u#t!t tri,itere! c!t!% 5u%ui IKEA si $esc i$ere! ,!5!-i#u%ui si s ! i#ce&ut

c ,u#ic!re! $e e8&%ic!re ! c #ce&tu%ui IKEA) $u&! $esc i$ere se . r !$!u5! ,es! e %! uc!re . r &re-e#t! ,!i &e %!r5 5!,! $e &r $use

Pr %e,! &us! i# c!$ru% !cestei cercet!ri ! " st .i-it! %! IKEA este i#s tit! $e cu,&!r!ree"ecti.!Q4

I e! esti,! 10 000 $e .i-it!t ri i# -iu! $esc i$erii &ri,u%ui s!u ,!5!-i# $i# R ,!#i!) i!r i# &ri,! s!, !t! $e "u#cti #!re @0 000 $e .i-it!t ri O"ici!%ii I e! se !ste!&t! !#u% !cest! %! u# ,i%$e c%ie#ti Sue$e-ii se !ste!&t! c! "iec!re c%ie#t s! c e%tui!sc! i# ,e$ie >0 @0 $e eur i#

,!5!-i# L! %u#! $e %! $esc i$ere) s ! ser.!t c! !ceste ci"re &rec #i-!te #u !u " st !ti#seI#tre !re! sur.e#it! ! " st6 Stiu c%ie#tii ce este si ce & t !c i-iti #! $e %! IKEAQ4

(. )e*inirea %copului cercetarii

Sc &u% # stru este $e ! cercet! c ,& rt!,e#tu% $e cu,&!r!re !% c%ie#ti% r IKEA si $e ! &!rere! !cest r! $es&re &r $use%e si ser.icii%e IKEA

+. Stabilirea obiectivelorCercet!re! $e "!t! .! !.e! ,!i ,u%te ti&uri $e iecti.e!9 iecti.e%e ser.!rii6&ri#ci&!%e6

ci#e cu,&!r!

c!r!cteristici%e !#!%i-!te %! &r $use%e e8&use si %! s&!tii%e !,e#! !te

ti&u% $e &r $use %! c!re se uit!

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secu#$!re6#u,!ru% $e &ers !#e $i# c!$ru% 5ru&u%ui ser.!t

.!rst! &ers !#e% r ser.!te

!u c s s!u s!c s!

ti,&u% &etrecut i# c!$ru% r!i #u%uicitesc etic ete%eQ

i!u # titeQ

9 iecti.e%e s #$! u%ui6&ri#ci&!%e6

!"%!re! &i#iei c%ie#ti% r $es&re &r $use%e IKEA

$eter,i#!re! &re"eri#te% r &e#tru r!i !#e

!"%!re! &i#iei $es&re ser.icii%e IKEA

c!r!cteristici%e s ci $e, 5r!"ice !%e c%ie#ti% r IKEA

secu#$!re6cu, !u !"%!t $e IKEA

e"icie#t! tr!#s,iterii ,es! u%ui IKEA

#u,!ru% $e .i-ite t t!%e %! IKEA

,!sur! i# c!re !&reci!-! !s!, %!re! , i%ei %! $ ,ici%iu

,. Elaborarea ipotezelor cercetariiI& te-e%e $e %! c!re !, & r#it cercet!re! su#t6

C%ie#tii .i# %! IKEA $i# curi -it!te si $!t rit! &resti5iu%ui ,!rcii Preturi%e &r!ctic!te su#t re%!ti. re$use cee! ce !tr!5e " !rte ,u%ti c%ie#ti G!,! $e &r $use este " !rte $i.ersi"ic!t! Desi5#u% este s&eci"ic sue$e- cee! ce "er! &r $use% r u#icit!te &e &i!t! $i# R ,!#i! I$ee! !s!, %!rii %! $ ,ici%iu este !&reci!t! $e c!tre c%ie#ti S&!tii%e !,e#! !te i#s&ir! c%ie#tii i# !r!# !re! &r &riei % cui#te P te#ti!%ii c%ie#ti su#t ,!i ,u%t i#teres!ti $e , i%ier $ec!t $e restu% &r $use% r M! rit!te! c%ie#ti% r !u .i-it!t ,!5!-i#u% i# ur,! c #su%t!rii c!t!% 5u%ui

Ti#erii 1 >0 !#i9 su#t cei ,!i !tr!si $e , i%ieru% i# .!t r $e %! IKEA C%ie#tii stu$i!-! i# $et!%iu ,! rit!te! &r $use% r si s&!tii%e !,e#! !te

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M! rit!te! c%ie#ti% r !u !"%!t $e !&!riti! IKEA i# ur,! &ri,irii c!t!% 5u%ui %! $ ,ici%i Cu,&!r!t rii teste!-! t !te &r $use%e i#ce!rc! s!%te%e%e) $esc i$ sert!re%e) etc9

-. )e*inirea conceptuala %i operationala a variabilelor cercetarii

)enumire variabilei )e*inirea conceptuala )e*inirea operationala

i/locul de in*ormare

Identi*icarea %ur%elor de

in*ormare de%pre aparitia

magazinului IKEA in Romania

0 de la priteni *amilie

0 Internet

0 Pre%a

0 Panouri publicitare

0 Catalog

otivul apelarii la IKEA Identi*icarea motivelor care i2audeterminat pe potentialii

cumparatori %a vina la IKEA

0 noutatea %erviciilor0 po%ibilitatea cumpararii la pret

mai mic *ata de concurenta

0 publicitate

0 pro3imitatea *ata de locuinta

0 curiozitate

0 pre%tigiu o*erit de un brand %train

0 altele...4tilitatea catalogului )eterminarea modului in care a

a/utat catalogul la obtinerea

in*ormatiilor

0 )a

0 5u

0 5u l2am primit5umarul de vizite la IKEA Identi*icarea numarului de

vizite a *iecarei per%oane

0 prima data

0 de ori

0 de ( ori

0 mai mult de ( ori4ltima cumparare de

mobilier

6impul trecut de la ultima

cumparare

0 in urma cu - luni

0 in urma cu un an

0 mai mult de un anFactorii ce in*luenteaza

decizia de ac7izitionare

)eterminarea criteriului cel mai

important in luarea deciziei de

cumparare

0 preturile practicate

0 o*erta de %ervicii

0 amabilitatea anga/atilor

0 e*icienta ra%pun%ului la %olicitarile

dv%Prioritatea de cumparare &rdinea prioritatilor de

cumparare a produ%elor IKEA

0 mobilier

0 decoratiuni interioare

0 te3tile


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0 corpuri de iluminat)enumire variabilei )e*inirea conceptuala )e*inirea operationalaAc7izitionarea in trecut de

mobilier IKEA

Identi*icarea cumpararii

anterioare de produ%e IKEA

0 )a

0 5u

Calitatea produ%elor8radul de multumire *ata de

produ%ele cumparate anterior

0 Foarte multumit

0 ultumit0 Indi*erent

0 5emultumit

0 Foarte nemultumit

5ota acordata

5ota acordata pentru

urmatoarele caracteri%tici ale

mobilierului9 de%ign pret

diver%itate culoare*unctionalitate %i adaptabilitate

2, 2+ 2( 2 21 de%ign 1 ( + ,

2, 2+ 2( 2 21 pret 1 ( + ,

2, 2+ 2( 2 21 diver%itate 1 ( + ,

2, 2+ 2( 2 21 culoare 1 ( + ,

2, 2+ 2( 2 21 *unctionalitate 1 ( + ,

2, 2+ 2( 2 21 adaptabilitate 1 ( + ,

&pinia clientului

2a%amblarea la domiciliu

E3pre%ia verbala a atitudinii

clientului *ata de ideea

a%amblarii la domiciliu

0 Acord total

0 Acord

0 Indi*erent

0 )ezacord

0 )ezacord total

&pinia clientului 2

a*irmatii de%pre marca

IKEA

Evidentierea acordului *ata de9:A% recomada IKEA

prietenilor;rudelor

:A% recomanda rudelor

produ%ele IKEA cumparate

:IKEA e%te o marca in care am

incredere

:IKEA e%te o marca ce ma a/uta

%a economi%e%c

:IKEA aduce inovatie in

de%ignul mobilierului

:IKEA i%i tine promi%iunile

:Imi place ideea de %c7imbare a

7u%elor in *unctie de culoarea

interiorului ca%ei.

0 Acord 6otal

0 Acord

0 Indi*erent

0 )ezacord

0 )ezacord total

0 Acord total

?


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&pinia clientului 2

%upra*etele amena/ate

&pinia clientului *ata de

amena/area propriei locuinte

dupa modelul IKEA

0 Acord

0 Indi*erent

0 )ezacord

0 )ezacord total

&rdonare raioaneAran/area in ordinea

pre*erintelor a raioanelor

0 Camere de zi

0


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0 Provincie

>ar%taCategoria de var%ta in care %e

incadreaza clientul

0 1?2 ,

0 -2((

0 (+2 +1

0 + 2+@

0 ,!2,

0 ,?2-,

0 pe%te -,

>enitul

6otalitatea %umelor nete inca%ate

de o go%podarie in luna

anterioara cercetarii "R&5$

0 %ub 1!!!

0 1!!121,!!

0 1,!12 !!!

0 !!12 ,!!

0 ,!12 (!!!

0 (!!12 (,!!

0 (,!12 +!!!

0 pe%te +!!1

Se3 Se30

0 F

. )e*inirea %ur%elor de in*ormare

B!-! $e es!#ti #!re este re&re-e#t!t! $e t t!%it!te! c%ie#ti% r &re-e#ti i# ,!5!-i#u% IKEAU#it!te! $e ser.!re c #stituie c #su,!t ru% uti%i-!t ru%U#it!te! $e s #$! este re&re-e#t!t! $e i#$i.i$u% i#ter.ie.!t

Coordonatele %patiale temporale %i modale ale cercetariiU#$e s ! $es"!sur!t cercet!re!6 i# Z #! C ,erci!%! B!#e!s! i# i#teri ru% ,!5!-i#u%ui

IKEAI# ce &eri !$! s ! $es"!sur!t cercet!re!6 2@ 27 !&ri%ie 2007) i#tre re%e 12 00 1 00Cu, s ! $es"!sur!t cercet!re!6 &ri# c esti #!re! c%ie#ti% r si ser.!re! c ,& rt!,e#tu%u

$e cu,&!r!re i# c!$ru% "iec!rui r!i # $e , i%!

? C7e%tionar

11


12/36

Bu#! -iu! M! #u,esc si re!%i-e- cercet!re re"erit !re %! c!%it!te! &r $use &uteti !c r$! c!te.! ,i#ute &e#tru ! ,i r!s&u#$e %! c!te.! i#tre !riQ ! ,u%tu,esc

C7e%tionar IKEA

1. )e unde ati a*lat de IKEAB

De %! &riete#i) "!,i%ie I#ter#et Pres! P!# uri &u %icit!re C!t!% 5Ce v2a determinat %a apelati la IKEAB

# ut!te! ser.icii% r & si i%it!te! cu,&!r!rii %! &ret ,!i ,ic "!t! $e c #cure#t! &u %icit!te

&r 8i,it!te! "!t! $e % cui#t!curi -it!te &resti5iu "erit $e u# r!#$ str!i#!%te%e

(. >2au *olo%it in*ormatiile prezentate in catalogB

D! Nu Nu % !, &ri,it+. )e cate ori ati mai vizitat IKEAB

Pri,! $!t! $e 2 ri $e > ri ,!i ,u%t $e > ri, Cand ati cumparat ultima data un articol de mobilierB

I# ur,! cu ( %u#i i# ur,! cu u# !# ,!i ,u%t $e u# !#-. Ce criteriu vi %e pare cel mai important in luarea deciziei de ac7izitionareB

Preturi%e &r!ctic!te "ert! $e ser.icii !,! i%it!te! !#5! !ti% r C!%it!te! &r $use% r

. Aran/ati in ordinea prioritatilor de cumparare9

M i%ier $ec r!tiu#i i#teri !re te8ti%e c r&uri $e i%u,i#!t?. )v%. ce anume ati cumparatB

@. Ati mai cumparat mobilier IKEAB

D! Nu1!. )aca da cat de multumiti %unteti de calitatea produ%elor cumparateB

F ,u%tu,it Mu%tu,it I#$i"ere#t Ne,u%tu,it F #e,u%tu,it11 Incercuiti numarul care reprezinta cel mai bine opinia dv%. de%pre produ%ele IKEA

privind9

12


13/36

@ @ @ @ @ @

> > > > > >2 2 2 2 2 21 1 1 1 1 1

)e%ign Pret )iver%itate Culoare

Functionalitat

e

Adaptabilitate

1 1 1 1 1 12 2 2 2 2 2> > > > > >

@ @ @ @ @ @

12 In ce ma%ura apreciati ideea a%amblarii la domiciliuBAc r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%

1> Ace%tea %unt cateva a*irmatii *acute de alte per%oane in legatura cu marca IKEA.6e rugam %a iti e3primi acordul %au dezacordul in legatura cu *iecare a*irmatie care de%crie

marca IKEA9

AT A I D DTAs rec ,!#$! IKEA &riete#i% r ru$e% r As rec ,!#$! ru$e% r &r $use%e IKEA cu,&!r!teIKEA este ,!rc! i# c!re !, i#cre$ere

IKEA este ,!rc! ce ,! ! ut! s! ec # ,isescIKEA !$uce i# .!tie i# $esi5#u% , i%ieru%uiIKEA isi ti#e &r ,isiu#i%eI,i &%!ce i$ee! $e sc i, !re ! use% r i# "u#ctie$e cu% !re! i#teri ru%ui c!sei

1 Sunteti de acord cu urmatoarea a*irmatie9 Supra*etele amena/ate mi2au dat ideipentru amena/area propriei locuinte 9

Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%

1@. Puneti in ordinea pre*erintelor raioanele9C!,ere $e -i uc!t!rie ir uri $ r,it !re c!,ere $e !ieC!,ere c &ii $ec r!tiu#i

1( Sunteti de acord ca acea%ta companie %i conceptul pe care e%te con%truita contrazicregula9 ie*tin deci pro%t B

Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%17 Ce parere aveti de%pre %erviciile o*erite de IKEAB

FB B I P FP

1>


14/36

Ser.iciu $e &%!#i"ic!reRest!ur!#t si c!"e#e!L c $e !c! &e#tru c &ii

1 Ati *olo%it punctele de plani*icare9

D! Nu1? )aca da cat de multumit ati *o%t de ace%t %erviciuB

F ,u%tu,it Mu%tu,it I#$i"ere#t Ne,u%tu,it F #e,u%tu,it20 Etic7etele ata%ate produ%elor v2au o*erit %u*iciente in*ormatiiB

Ac r$ t t!% Ac r$ I#$i"ere#t De-!c r$ De-!c r$ t t!%21 In viitor intentionati %a mai colaborati IKEABD! Nu P !te

Pe#tru c! stu$iu% # stru s! "ie .eri$ic) !.e, #e. ie $e c!te.! $!te &ers #!%e c!re . r r!,!#ec #"i$e#ti!%e

22. 4nde locuitiBBucuresti sect r Pr .i#cie

2> In ce categorie de var%ta va incadratiB1 2@ 2( >> > 1 2 ? @0 @7 @ (@ &es

2 In ce categorie de venit al *amilie va incadratiBSu 1000 1001 1@00 1@01 2000 2 2001 2@00 2@01 >000 >001 >>@01 000 &este 001

2@Se39 M F

10 FISA )E &ARE

1 Nu,!ru% $e ,e, ri !i 5ru&u%ui ser.!t si se8u%9

2 !rst! "iec!rui ,e, ru

1


15/36

> L! ce se uit! i# c!$ru% r!i #u%ui

Ce teste!-! %! , i%! si ci#e

@ D!c! !u &u#5! s!u c!ruci r

( Citesc etic et!Q

7 I!u # tite &e c!r#ete%u% $e %! IKEAQ

I# c!-u% i# c!re cu,&!r! ce.!) ci#e "!ce !%e5ere! Q

? Ti,&u% &etrecut i# c!$ru% r!i #u%ui

11 Centralizarea datelorMi % cu% $e i#" r,!re $es&re IKEA

Mi % c $ei#" r,!re Nr &ers !#e

Pr ce#t$i#t t!% *9

&riete#i)"!,i%ie 10 2@

i#ter#et 10 &res! 1( 0 &!# uri 10

1@


16/36

&u %icit!rec!t!% 5 ( 1@t t!% 0 100

M ti.u% !&e%!rii %! IKEA

, ti.u% !&e%!rii %! IKEA#r res& #$e#ti

&r ce#t $i#t t!% *9

# ut!te! ser.icii% r 10 & si i%it!te! cu,&!r!rii %! u# &ret,!i ,ic ? 22 @ &u %icit!te > 7 @ &r 8i,it!te "!t! $e % ui#t! 2 @curi -it!te 10 2@ &resti5iu 20!%te%e ( 1@

Uti%it!te c!t!% 5Uti%it!tec!t!% 5

Nr &ers !#e

&r ce#t $i#t t!% *9

D! 21 @2 @ Nu ( 1@ Nu % !, &ri,it 1> >2 @

Nu,!ru% $e .i-ite %! IKEA

#r .i-ite %! IKEA#rres& #$e#ti

&r ce#t $i#t t!% *9

&ri,! $!t! 2> @7 @2 ri 7 17 @> ri 10,!i ,u%t $e > ri ( 1@

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u%ti,! cu,&!r!re#rres& #$e#ti

&r ce#t $i#t t!% *9

i# ur,! cu ( %u#i ( 1@i# ur,! cu 1 !# ? 22 @,!i ,u%t $e 1 !# 1 @

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17/36

F!ct rii ce i#"%ue#te!-! $eci-i! $e !c i-iti #!reF!ct rii ce i#"%ue#te!-! $eci-i! $e!c i-iti #!re

Nr &ers !#e

Pr ce#t!*9

&returi%e &r!ctic!te 1 >@"ert! $e ser.icii 1> >2 @

!,! i%it!te! !#5! !ti% r 2 @c!%it!te! &r $use% r 1 >@

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Pr $use Nr res& #$e#ti% r c!re situe!-! &r $usu% &e % cu%6

I II III IM i%ier 22 ? (Dec r!tiu#ii#teri !re

12 ? 12 7

Te8ti%e 2 10 11 17C r&uri i%u,i#!t 12 1> 11

Ac i-iti #!re! i# trecut $e , i%ier IKEA

!c i-iti #!re#rres& #$e#ti

&r ce#t $i#t t!% 9

$! 11 27 @#u 2? 72 @

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18/36

C!%it!te! &r $use% r cu,&!r!te !#teri r

c!%i"ic!ti. #r res& #$e#ti &r ce#t $i# t t!%

*9" !rte ,u%tu,it @ @ @,u%tu,it ( @ @@i#$i"ere#t 0 00#e,u%tu,it 0 00" !rte #e,u%tu,it 0 00

A&reciere! c!%it!tii &r $use% r i# "u#ctie $e c!r!cteristici%e !cest r!

C!r!cteristici Nr res& #$e#ti c!re !c r$! &r $usu%ui # t!6

@ > 2 1 1 2 > @

Desi5# 1 0 0 0 0 > ( 10 @ 1@

Pret 0 1 0 0 0 1 10 17 7

Di.ersit!te 0 1 0 0 1 2 2 ? 12 1>

Cu% !re 1 0 1 1 1 ( ( 1(

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A$!&t! i%it!te 0 1 0 0 1 1 @ 1 ? 22

O&i#i! c%ie#tu%ui !s!, %!re! %! $ ,ici%iu

&i#ie #r res& #$e#ti &r ce#t $i# t t!%

!c r$ t t!% 1> >2 @

!c r$ ? 22 @1


19/36

i#$i"ere#t! 10

$e-!c r$ > 7 @

$e-!c r$ t t!% 1 2 @

O&i#i! c%ie#tu%ui !"ir,!tii $es&re ,!rc! IKEA

A"ir,!tii

Ac r$t t!%

29

Ac r$19

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Sc r t t!%

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11 2( 2 0 1 (

As rec ,!#$! ru$e% r &r $use%e IKEAcu,&!r!te

1> 2> > 0 1 7

IKEA este ,!rc! i#c!re !, i#cre$ere

17 1@ 0 0 >>

IKEA este ,!rc! ce,! ! ut! s!ec # ,isesc

7 21 ( 1 2?

IKEA !$uce i# .!tiei# $esi5#u%, i%ieru%ui

? 17 ? > 0 >2

IKEA isi ti#e &r ,isiu#i%e

2 1( 7 0 1

I,i &%!ce i$ee! $esc i, !re ! use% r i#"u#ctie $e cu% !re!i#teri ru%ui c!sei

1> 1? ( 1 1 2

O&i#i! c%ie#tu%ui su&r!"ete%e !,e#! !te&i#ie #r &r ce#t $i# t t!%

1?


20/36

res& #$e#ti!c r$ t t!% 1 >@!c r$ t t!% 17 2 @i#$i"ere#t @ 12 @$e-!c r$ 10$e-!c r$ t t!%

Or$ #!re r!i !#e

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C!,ere $e -i 1( 7 @ 2 @ 1

Buc!t!rie 10 10 > 2 >Bir uri 1 7 ? ( 7 @

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Dec r!tiu#i 2 2 > 1>

D r,it !re 1> 11 > 1 2

O&i#i! c%ie#tu%ui c #ce&t IKEA

&i#ie#rres& #$e#ti &r ce#t $i# t t!%

!c r$ t t!% ( 1@!c r$ 1? 7 @i#$i"ere#t @ 12 @$e-!c r$ 7 17 @$e-!c r$ t t!% > 7 @

O&i#i! c%ie#tu%ui ser.icii "erite $e IKEA

Ser.iciiO&i#i! c%ie#tu%ui6F !rte u#! Bu#! I#$i"ere#t! Pr !st!

F !rte &r !st!

Ser.iciu $e &%!#i"ic!re 1( 12 12 0 0

20


21/36

Rest!ur!#t sic!"e#e! 1@ 17 0 0

L c $e !c! &e#tru c &ii 1> 1> 1 0 0

Uti%i-!re! &u#cte% r $e &%!#i"ic!re

uti%i-!re#rres& #$e#ti &r ce#t $i# t t!%

$! 20#u >2 0

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c!%i"ic!ti.#rres& #$e#ti

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O&i#i! c%ie#tu%ui uti%it!te! etic ete% r

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C %! r!re! &e .iit r cu IKEA

c %! r!re#rres& #$e#ti

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$! 21 @2 @#u 1 2 @

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22/36

D ,ici%iu

D ,ici%iu Nrres& #$e#ti

Bucuresti sect r 1 10Bucuresti sect r 2 7Bucuresti sect r > 2Bucuresti sect r @Bucuresti sect r @ 1Bucuresti sect r (Pr .i#cie 11

!rst!

.!rst!

#r

res& #$e#ti &r ce#t $i# t t!%1 2@ 1> >2 @2( >> ? 22 @> 1 10 2@

2 ? 10@0 @7 2 @@ (@ 2 @ &este (@ 0

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e#it RON9 Nr $e &ers !#e

su 1000 (1001 1@001@01 20002001 2@00 @2@01 >000 7>001 >@00>@01 000 2 &este 001

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23/36

Mi % c $e

i#" r,!re Nr &ers !#e

Pr ce#t$i#

t t!% *9 &riete#i)"!,i%ie 10 2@i#ter#et 10 &res! 1( 0 &!# uri &u %icit!re 10c!t!% 5 ( 1@t t!% 0 100

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Nr &ers !#e

D! 21 Nu ( Nu % !, &ri,it 1>

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24/36

F!ct rii ce i#"%ue#te!-! $eci-i! $e !c i-iti #!reF!ct rii ce i#"%ue#te!-! $eci-i! $e!c i-iti #!re

Nr &ers !#e

Pr ce#t!*9

&returi%e &r!ctic!te 1 >@"ert! $e ser.icii 1> >2 @

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2


25/36

Nr $e .i-ite %!IKEA Nr $e &ers !#ePri,! $!t! 2>De 2 ri 7De > ri

M!i ,u%t $e > ri (

C %! r!rei# .iit r cuIKEA

Nr &ers !#e

D! >1 Nu 1P !te

etoda lui Stapel

2@


26/36

C!r!cteristici Nr res& #$e#ti c!re !c r$! &r $usu%ui # t!6@ > 2 1 1 2 > @

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I# ur,! &re%ucr!rii t! e%u%ui s !u ti#ut ur,!t !re%e re-u%t!te6Desi5#6 1>@ 0 > >7Pret6 1> 0 > @Di.ersit!te6 121 0 > 02Cu% !re6 12> 0 > 07@Fu#cti #!%it!te6 1@@ 0 > 7A$!&t! i%it!te6 1@> 0 > 2

Re-u%t! c! !,e#ii !&reci!-! ce% ,!i ,u%t %! &r $use%e IKEA "u#cti #!%it!te!) i!r ce% &uti# $i.ersit!te! si cu% !re!

etoda lui Di ert

!9

A"ir,!tii

Ac r$t t!%

29

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Sc r t t!%

As rec ,!#$! IKEA &riete#i% r ru$e% r

11 2( 2 0 1 (

As rec ,!#$!ru$e% r &r $use%eIKEA cu,&!r!te

1> 2> > 0 1 7

IKEA este ,!rc!i# c!re !, i#cre$ere

17 1@ 0 0 >>

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7 21 ( 1 2?

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, i%ieru%ui

? 17 ? > 0 >2

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2 1( 7 0 1

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27/36

I,i &%!ce i$ee! $esc i, !re ! use% r i# "u#ctie $ecu% !re! i#teri ru%ui

c!sei

1> 1? ( 1 1 2

Di# !#!%i-! sc ru%ui t t!% reiese c!6,! rit!te! c%ie#ti% r !r rec ,!#$! &r $use%e IKEA &riete#i% r ru$e% r,! rit!te! c%ie#ti% r #u cre$ c! IKEA isi res&ect! &r ,isiu#i%e

trei,e $i# c%ie#ti c #si$er! c! IKEA ii ! ut! s! ec # ,ise!sc! 9

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1> 1? > 1 0

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1 17 @ 0 1

IKEA c #tr!-icere5u%! 4ie"ti# $eci &r st4

( 1? @ 7 > 1

etoda ordonarii rangurilor

R!i # Nr res& #$e#ti% r c!re situe!-! r!i #u% &e % cu%61 2 > @ ( 7C!,ere $e -i 1( 7 @ 2 @ 1Buc!t!rie 10 10 > 2 >Bir uri 1 7 ? ( 7 @C!,ere $e !ie 0 ( 10 7 1

C!,ere $ec &ii

> 0 1 2 ? ( 1?

Dec r!tiu#i 2 2 > 1>

27


28/36

D r,it !re 1> 11 > 1 2

Di# !cest t! e% re-u%t! c! sc ruri%e ti#ute $e "iec!re r!i # su#t6C!,ere $e -i6 211Buc!t!rie6 200Bir uri6 1>?C!,ere $e !ie6 1@@C!,ere $e c &ii6 ?2Dec r!tiu#i6 1>1D r,it !re6 211

Di# !ceste sc ruri reiese c!6 i# t &u% &re"eri#te% r) &e &ri,u% % c se situe!-! c!,ere%e$ r,it !re%e Pe u%ti,e%e % curi !%e &re"eri#te% r c%ie#ti% r se 5!sesc c!,ere%e $e c &ii $ec r!tiu#i

etoda ordonarii rangurilor

Pr $use Nr res& #$e#ti% r c!re situe!-! &r $usu% &e % cu%6I II III I

M i%ier 22 ? (Dec r!tiu#ii#teri !re

12 ? 12 7

Te8ti%e 2 10 11 17C r&uri i%u,i#!t 12 1> 11

Di# !cest t! e% reiese c! sc ruri%e ti#ute $e "iec!re &r $us su#t6M i%ier6 12?

Dec r!tiu#i i#teri !re6 10(Te8ti%e6 77C r&uri i%u,i#!t6 ?

I# ur,! i#ter&ret!rii $!te% r re-u%t! c! i# t &u% &re"eri#te% r c%ie#ti% r se !"%! ,ur,!t $e $ec r!tiu#i%e i#teri !re) c r&uri%e $e i%u,i#!t si &e u%ti,u% % c su#t te8ti%e

2


29/36

e#itu% c%ie#ti% r e#it

RON9 Nr $e

&ers !#esu 1000 (

1001 1@001@01 20002001 2@00 @2@01 >000 7

>001 >@00>@01 000 2 &este 001

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Se8 Nr &ers !#e

M 2>F 17

2?


30/36

O&i#i! c%ie#tu%ui$es&re ser.icii%e "erite$e IKEA

Ser.icii O&i#i! c%ie#tF !rte u#!Ser.iciu $e &%!#i"ic!re

1(

Rest!ur!#t si

c!"e#e!1@

L c $e !c! &e#tru c &ii

1>

Sc ru% ti#ut $e "iec!re ser.iciu este6Ser.iciu $e &%!#i"ic!re6 1( 0 1Rest!ur!#t si c!"e#e!6 1(7 0 17L c $e !c! &e#tru c &ii6 1@? 0 > ?7

Ser.icii%e $e %! IKEA su#t i# 5e#er!% !&reci!te $e c%ie#ti) $!r rest!ur!#tu% si c!"e#e!u! &ri,e%e i# t &u% &re"eri#te% r

1(. 6ES64D 2 !9 Pri# !cest test se ur,!reste s! se st! i%e!sc! $!c! # t! ,!8i,! !c r$!t! c!r!cteristici% r

&r $use% r este i#"%ue#t!t! se,#i"ic!ti. $e se8u% res& #$e#ti% rI& te-! #u%! $e %! c!re se & r#este este6 # t! ,!8i,! !c r$!t! c!r!cteristici% r &r $use%

este i#"%ue#t!t! se,#i"ic!ti. $e se8u% res& #$e#ti% rI& te-! !%ter#!ti.! este c!6 # t! ,!8i,! !c r$!t! c!r!cteristici% r &r $use% r este i#"%ue#t

se,#i"ic!ti. $e se8u% res& #$e#ti% r

C!r!cteristic! Nr $e # te ,!8i,e>0


31/36

$!te $e res& #$e#ti$e se86M F T t!% Pr ce#te

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1+. ConcluziiRe"erit r %! ,i % cu% $e i#" r,!re $es&re IKEA) i# ur,! cercet!rii ! " st e.i$e#ti!t "!&t

c!6 0* $i# t t!%u% res& #$e#ti% r !u !"%!t $e IKEA $i# &res!) 2@* $e %! "!,i%ie s!u &riet$u&! &ri,ire! c!t!% 5u%ui Ast"e% se ser.! c! i& te-! & tri.it c!rei! ,! rit!te! c%ie#ti% r !$e IKEA $u&! &ri,ire! c!t!% 5u%ui este "!%s!) &res! "ii#$ ,i % cu% ce% ,!i e"icie#t $e &r ,i#tr!rii ,!5!-i#u%ui IKEA &e &i!t! r ,!#e!sc! C!t!% 5u% #u ! !.ut i#"%ue#t! $ecisi.! i#!tr!5ere! !,e#i% r i# ,!5!-i#) i#s! uti%it!te! %ui ! " st c #"ir,!t! $e @2)@* $i#tre res& #$e#tc!re % !u &ri,it De !se,e#e! ,u%ti res& #$e#ti #e !u $ec%!r!t c! sti!u $e e8iste#t! !cestui ,!5!-i#$i# str!i#!t!te

Cercet!re! ! & r#it $e %! i& te-! c! !,e#ii .i# %! IKEA $i# curi -it!te) $!t rit! &returi% &r!ctic!te si ! &resti5iu%ui ,!rcii Du&! !#!%i-! c esti #!re% r ! re-u%t!t c!6 2@* $i# c%ie#ti curi -it!te) 22)@* &e#tru &returi%e re$use si 20* $!t rit! &resti5iu%ui

@7)@* $i#tre res& #$e#ti se !"%!u &e#tru &ri,! $!t! i# ,!5!-i#u% IKEA) i#s! u# #u,!rse,#i"ic!ti. $e &ers !#e 1@*9 !u .i-it!t IKEA $e ,!i ,u%t $e > ri

F!&tu% c! @* $i#tre res& #$e#ti cu,&!r!ser! , i%! i# ur,! cu ,!i ,u%t $e 1 !# !r!t! c!

r ,!#ii #u isi i## iesc , i%ieru% "rec.e#t

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I# ur,! ce#tr!%i-!rii $!te% r) !, &utut ser.! c! , i%ieru% ! " st c%!s!t &e &ri,u% % c $e res& #$e#ti) cee! ce $e, #stre!-! i& te-! c #" r, c!rei! & te#ti!%ii c%ie#ti su#t ,!i ,u%ti#teres!ti $e , i%ier $ec!t $e restu% &r $use% r

27)@* $i#tre res& #$e#ti !u !c i-iti #!t , i%ier IKEA i# trecut "ie $i# str!i#!t!te s!u $i#

R ,!#i! Di#tre !cesti! @) @* !u " st " !rte ,u%tu,iti $e c!%it!te! &r $use% r cu,&!r!te @ )@ * s !u $ec%!r!t ,u%tu,iti

F!&tu% c! !"ir,!ti! IKEA isi ti#e &r ,isiu#i%e4 ! ti#ut ce% ,!i ,ic sc r ! $e, #str!t c!$e c!,!#$!t! c%ie#tii #u !u su"icie#t! i#cre$ere i# ,!rc! IKEA

Ce% ,!i !&reci!t r!i # este ce% !% c!,ere% r $e -i) ur,!t $e uc!t!rii) i!r &e u%ti,u% %situe!-! c!,ere%e $e c &ii

IKEA "er! c%ie#ti% r ,!i ,u%te ser.icii6 &u#cte $e &%!#i"ic!re) % c $e !c!) rest!u

c!"e#e! Pu#cte%e $e &%!#i"ic!re !u " st " % site $ !r $e 20* $i#tre res& #$e#ti) ,! rit!te! #e$e e8iste#t! !cest r!

@2)@* $i#tre res& #$e#ti !u $ec%!r!t c! . r c %! r! cu IKEA si i# .iit r

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O ser.!re! ! " st re!%i-!t! i# ur,!t !re%e r!i !#e6 c!,ere $e -i) $ r,it !re) su"r!5erii si uc!t!rii

Pe#tru r!i #u% $ r,it !re) s ! ser.!t c!6O!,e#ii er!u i# 5ru&uri i# ,! rit!te! c!-uri% r $e 2 &ers !#eEr!u $i# t !te c!te5 rii%e $e .!rst!

Pu#5! s!u c!ruci ru% &use %! $is& -itie $e IKEA #u er!u " % site) $i# ce%e @ 5ru&uri $ !r si#5ur! &ers !#! !.e! &u#5!Fii#$ r!i #u% $ r,it !re) !,e#ii se uit!u %! &!turi si %e# erii) i#s! "ii#$ 5!,! $i.ersi"ic!t! $

&r $use) !,e#ii re#u#t!u s! c!ute ce.! $e s&eci"ic $i# !cest %ucru re-u%t! c! !,e#ii #u !.e!ui#te#tii c%!re $e cu,&!r!re) ci $ !r .i-it!u IKEAM $u% $e test!re ! &r $use% r er! "ie s! &i&!ie ,!teri!%e%e) "ie s! i#cerce c , $it!te! &!t

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Etic ete%e #u er!u c #su%t!te si #ici #u se %u!u # titeI# 5e#er!%) i# 5ru&uri%e ser.!te se %u!u $eci-ii $e c ,u# !c r$

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Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 10 ,i#Pe#tru r!i #u% su"r!5erii) s ! ser.!t c!6

I# 5e#er!%) 5ru&uri%e ser.!te er!u " r,!te $i# s t si s tieEr!u $i# t !te c!te5 rii%e $e .!rst!

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5r si,e! %!tu%ui ,esei u# !r !t ! %u!t ,!suri%e ,esei %u#5i,e) %!ti,e) 5r si,e %!t9Cite!u etic ete%eS !u %u!t # tite $ !r i#tr u#u% $i#tre c!-uri%e ser.!teTi,&u% ,e$iu &etrecut i# r!i # ! " st $e ,i#

Pe#tru r!i #u% c!,ere $e -i) s ! ser.!t c! 6Gru&uri%e ser.!te !.e!u 2) > ,e, riPers !#e%e ser.!te er!u ti#ere) i#tre 20 @ $e !#i S !u " % sit i# 2 c!-uri &u#5i%e IKEA si u# c!ruci rPr $use%e test!te er!u i# 5e#er!% c!#!&e%e%e si c , $e%e t.) i %i teci%ePr $use%e er!u test!te i# "e%u% ur,!t r6 !se-!#$u se &e c!#!&e%e) test!#$ ,!teri!%e%e si .er

5!,! $e cu% ri i# 5e#er!% !,e#ii $ re!u $e %! &r $use%e test!te s! "ie c #" rt! i%e) $e c!% 5!,! %!r5! $e cu% ri

I# trei $i# ci#ci c!-uri &ers !#e%e !u citit etic et!) #u s !u %u!t # titeU#u% $i#tre 5ru&uri%e ser.!te " r,!t $i# s t >@ 0 !#i9 si s tie >@ 0 !#i9 $ re!u s! i %i tec!) i#s! $ re!u s! isi &ers #!%i-e-e i %i tec! cu u# 5e!, $e !#u,it! cu% !re &e#

se & tri.i i#teri ru%ui !ce%!si 5ru& ! %u!t ,u%te &%i!#te si ! c #su%t!t &ers #!%u%Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 1@ ,i#

Pe#tru r!i #u% uc!t!rii) s ! ser.!t c!6Gru&uri%e ser.!te !.e!u i# ,e$ie 2 ,e, riEr!u $i# t !te c!te5 rii%e $e .!rst!D u! 5ru&uri ser.!te !.e!u c!ruci r cu &r $use $e ,ici $i,e#siu#i $i# !cest r!i #O!,e#ii se uit!u %! , i%ier i# !#s!, %u) i#s! ce%e ,!i !tr!cti.e er!u c r&uri%e sus&e#$!tePr $use%e se test!u i# "e%u% ur,!t r6 $esc i$e!u t !te sert!re%e) .eri"ic!u !%!,!%e%e si st!

c r&uri% r sus&e#$!te !#!%i-!u i#te5r!re! e%ectr c!s#ice% r i# , i%ierO!,e#ii cite!u etic ete%e i# c!$ru% !cestui r!i #) #u %u!u # titeDe icei) !r !tii !%e5e!u &r $use%e

Ti,&u% ,e$iu &etrecut i# r!i # ! " st $e 1@ ,i#C #c%u-ii%e 5e#er!%e !%e ser.!rii su#t6

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Gru&uri%e su#t i# 5e#er!% " r,!te $i# $ i ,e, ri

C%ie#tii ,!5!-i#u%ui "!c &!rte $i# t !te c!te5 rii%e $e .!rst!) $!r i# s&eci!% $i# c!te5 ri!

.!rst! >0 @ $e !#iI# 5e#er!% #u er!u " % site c!ruci !re%e si &u#5i%e &use %! $is& -itie $e IKEA

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O!,e#ii #u citesc etic ete%e $ec!t i# c!-u% i# c!re ,!#i"est!u i#te#tie $e cu,&!r!re

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1( Avanta/e %i dezavanta/e ale *olo%irii c7e%tionarului %i *i%ei de

ob%ervare

O ser.!re! &resu&u#e ur,!rire! c ,& rt!,e#tu%ui $e cu,&!r!re !% c%ie#tu%ui i# c!$ru%,!5!-i#u%ui De !cee! ser.!re! $ure!-! ,!i ,u%t $ec!t c ,&%et!re! u#ui c esti #!r c!re i#,e$ie cu&! u# ti,& $e ,i# Fii#$c! $ure!-! ,!i ,u%t i#re5istr!re! u#ei ser.!ri) #ecesit!c e%tuie%i $e ti,& si " rt! $e ,u#c! ,!i ,!ri

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,ic $e &ers !#e) c esti #!ru% "ii#$ ,u%t ,!i e"icie#t $i# &ers&ecti.! ,!ri,ii es!#ti #u%uiI#re5istr!re! u#ei ser.!ri $e&i#$e " !rte ,u%t $e ce% c!re e"ectue!-! De !cee

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s! & !t! "i &re%ucr!te &ri# i#ter,e$iu% ,et $e% r st!tistice u-u!%eM!re%e !.!#t! !% c esti #!re% r este c! $!te%e ti#ute &ri# !ce!st! ,et $! & t "i u

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M!re%e $e-!.!#t! !% c esti #!re% r este c! #u & t "i " % site cu succes i# cercec!%it!ti.e) &e c!#$ ser.!ri%e &er,it !$!&t!re! $!te% r i#re5istr!te %! c!r!cteristicic ,& rt!,e#t!%e

C esti #!re%e & t "i " % site &e#tru ,!sur!re! c ,& rt!,e#tu%ui $i# trecut) !titu$i#i%

c!r!cteristici% r res& #$e#tu%ui I#s! ser.!ri%e su#t " % site &e#tru i#re5istr!re! c ,& rt!,$i# &re-e#t

Pri# i#ter,e$iu% c esti #!ru%ui) !, &utut !"%! c!r!cteristici !%e c%ie#ti% r .e#it) ., ti.e%e .i-it!rii IKEA) &re"eri#te%e) &i#i! $es&re c!r!cteristici%e &r $use% r IKEA9 c!re &utut ! ut! s! se5,e#t!, es!#ti #u% ,!i us r

Pri# i#ter,e$iu% ser.!rii) !, &utut c #st!t! c! !,e#ii !&reci!-! " !rte ,u%t "!&tu% c!cu,&!r!re! %! IKEA este " !rte i#ter!cti.!6 !,e#ii #u se si,t &res!ti $e &ers #!%u% ,!5!-i#u%ui

& t test! ! s %ut t !te &r $use%e &e c!re %e .!$) %ucru c!re #u este &er,is i# !%te ,!5!-i, i%ier

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