The Effects of Internet Pages and Online Advertising in Consumer Behavior, Case Ikea Tampere
Vihonen, Johanna (2013)
Vihonen, Johanna
Tampereen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201302072140
https://urn.fi/URN:NBN:fi:amk-201302072140
Tiivistelmä
This thesis was conducted for IKEA Tampere Home Furnishing. In addition to the theo-retical framework discussing consumer behaviour and online marketing, the thesis in-cludes a research based on web analytics data and face-to-face customer interviews. The interviews aimed at getting insights about the level of the current online content at IKEA Tampere’s local website. The study aims at finding out points of improvement for the IKEA website in order to serve better customer needs and furthermore discover options of what could be done in the future to reach this goal.
The research was done using a mixed methods research design combining quantitative and qualitative approaches. This type of method was chosen in order to expand the overall understanding from one method to another and to confirm findings from differ-ent data sources.
IKEA Tampere received valuable information about the current situation of their web-site usage and web statistics. The thesis concluded that there still remains potential to be used on the local store web pages and the development plan will be implemented. The writer of this thesis received a large amount of information about analyzing web statis-tics and online marketing in theory and practice.
Due to the confidentiality agreement the results cannot be revealed as a whole, part 5 , analysis and findings will be left unpublished as well as 2.2 marketing at IKEA.
The research was done using a mixed methods research design combining quantitative and qualitative approaches. This type of method was chosen in order to expand the overall understanding from one method to another and to confirm findings from differ-ent data sources.
IKEA Tampere received valuable information about the current situation of their web-site usage and web statistics. The thesis concluded that there still remains potential to be used on the local store web pages and the development plan will be implemented. The writer of this thesis received a large amount of information about analyzing web statis-tics and online marketing in theory and practice.
Due to the confidentiality agreement the results cannot be revealed as a whole, part 5 , analysis and findings will be left unpublished as well as 2.2 marketing at IKEA.