Answer only the 1 and 2 question in a paragraph

Zeroing in on Consumer Needs at IKEA The Swedish furniture and home furnishings retailer IKEA, with some 267 stores in 25 countries and 590 million visitors in recent years, has studied its customers thoroughly and seeks to meet their shopping needs in a number of innovative ways. IKEA's main target markets are young, middle- income, urban and suburban families, in their thirties and early forties. They are looking to furnish their homes with good-looking, modern, inexpensive furniture. To help its global customers stay within their budgets, IKEA cuts costs wherever possible. For example, tables, desks, and dressers are packed in flat containers, saving both assembly costs for customers and transportation costs for the company, resulting in lower retail prices. To make shopping easier for its global markets, the company also prints nearly 200 million catalogues each year in 27 lan- guages and maintains a Web site featuring its complete product assortments of living room, dining room, bed- room, and kitchen furniture and furnishings. One innovation for customers visiting IKEA stores is Smaland play center, where in the care of an IKEA employee-children can read books, watch television, or even bounce around in a bin with plastic balls. They can play with IKEA toys or dabble with arts and crafts projects The company believes that providing a kind of escape for both parents and children is useful for relieving some of the stress that accompanies big-ticket purchase decisions, and for children, offering time for unstructured play. In fact, for some families an outing to the center becomes a regular event; children enjoy the activities while the parents take a breather just browsing through the various departments or sitting to read a newspaper. For IKEA, in addition to serving as an induce ment to increase sales, the play centers contribute to the company's public image. Adapted from: http:www.ikea.com/us/en/accessed January 18, 20101, and Michelle Higgins, "A Cheap Date, With Child Care by IKEA," New York Times June 11, 2009.03 and D6. QUESTIONS 1. From what you have read in this chapter, what are three or four influences on consumer behavior that IKEA is attempting to tap into? 2. What is the company offering that appeals to consumers' motivation, attitude, and self-image 3. If you were a parent, what would interest you and d's using the play center? What questions would you want the staff there to answer before dropping off your child? How do these question relate to consumer behavior? ting expert, what two or three additional while their busy, time-poor, and often stressed parents purchase dining room furniture, select a mattress, or just have a cup of coffee unencumbered. Children may stay at the play center up to an hour and a half, and parents are asked not to leave the store. When the time is up, a buzzer words on a handheld device supplied to parents when dropping of children at the center 4. As a marketing expert, what two or customer services would you suggest that the company offer consumers