The Implication of Innovation on Consumer Buying Behavior in Relation to COVID-19: A Case Study of IKEA in Ireland

Weje, Ichechi Victor (2024) The Implication of Innovation on Consumer Buying Behavior in Relation to COVID-19: A Case Study of IKEA in Ireland. Masters thesis, Dublin, National College of Ireland.

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Abstract

Through this dissertation, I have explored in-depth the reasons for changes in buying behavior among Irish consumers as a result of the pandemic but also the result of strategies that were targeted by IKEA. The study has also shown that the last two months were not only the time when customers’ preferences changed and when the online shopping became more popular, but it was also the period when the use of digital technology was speeded up by the retail businesses greatly. However, as companies went through a kind of unknown things, an ability of being adaptive and creative rose to the surface. IKEA, which has a consumer-oriented respond since long, found the way to adjust itself to changes of the strategies offering its customers more efficient digital platforms and utilizing augmented reality aims at improving online shopping. This study has really emphasized the subtle interdependent nature of consumer habit change and industry strategy shift and it came to light that creative inventiveness can lead to responding to business challenges successfully even in the worst of times. The research’s key offering is in analyzing the effectiveness of IKEA’s strategies in the new retail climate. In doing so, it reveals the fundamental market mechanism of how pandemic impacts customer behavior and businesses’ operations. Capitalizing on this offers the way for the future post-COVID era. This holistic review does not only enrich academia for the purpose of educational document rostrum and beyond but also supplies the shrewd business enterprises with practical advice on consumer engagement and loyalty increasing methods via innovative post-covid practices.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Heywood Jones, Richard UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour R Medicine > Diseases > Outbreaks of disease > Epidemics > COVID-19 Pandemic, 2020- H Social Sciences > HF Commerce > Electronic Commerce D History General and Old World > DA Great Britain > Ireland H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	07 Jun 2025 11:33
Last Modified:	07 Jun 2025 11:33
URI:	https://norma.ncirl.ie/id/eprint/7806

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