Problem
Purpose: (We would like you to conduct field research talking to various consumers about how IKEA can do better to be a leading omnichannel retailer and trusted brand in Korea?)
Could you please answer these in detail thank you.
i. What triggers college student consumers to visit offline stores more often?
ii. What triggers college student consumers to visit online malls more often?
iii. What market areas and segments do college student consumers think IKEA should do better?
iv. What do college student customers think about the sustainability of IKEA?