Segmentation:

• Demographic segments:

•          Age

•          Income

•          Gender

 

• Psychographic segments:

•         Type of households

•         Type of interior

•         Household characteristics

Targeting:

• Income: lower-mid to upper mid-income

• Type of households : Practical household

• Type of interior: austere interior
   

Positioning: the most efficient, multi functional, relatively cheap and designer product for households that are at ease with IKEA products.