Ikea has been named the most attractive brand in France within the "Furniture and Decoration" sector, according to a recent study conducted by Bonial in partnership with Ipsos.
This research was based on feedback from 10,000 consumers and aimed to measure the commercial appeal of retail brands. Out of 17 brands evaluated, including Conforama, Ikea stood out with a score of 33.3, significantly higher than the average sector index of 17.3 and almost double that of its closest competitors. The study considered 11 criteria, such as product variety, value for money, and the in-store shopping experience, where Ikea led in 10 of them.
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However, the "corporate responsibility" aspect was an exception, where Dutch brand Xooon outperformed with an index of 16.7, compared to an overall average of 9.6. Price attractiveness and value for money were identified as key components for brand appeal in this sector. Despite the strong competition, Conforama secured the second and third positions, with scores of 22.7 and 22.2, respectively, yet they were still well behind Ikea's dominant score.
The survey was conducted from September 23 to October 8, 2024, using a representative sample of the French population aged 18 and over. It highlighted the importance of price and perceived value in consumer choices within the market. Ipsos, working with Bonial, noted that their findings serve as a barometer for understanding consumer behaviour and brand preferences in France's retail landscape.
Source: www.univers-habitat.eu