IKEA is a large home furnishings retailer that offers good furniture at very low prices with stores all over the world. One way the company can offer such low prices is by having the customer assemble the furniture themselves. Therefore, instruction booklets accompanying the products usually rely heavily on pictures to make it easier for customers to understand how to put the furniture together. Even with pictures, though, it is often difficult to assemble the product. Sometimes, consumers will study the directions closely and still not understand what they are supposed to do. Which element of perception in not accomplished?

Question

Quizplus · Accepted Answer

The element of perception that is not accomplished in this scenario is comprehension, as some consumers still struggle to understand how to assemble the furniture even after studying the instructions closely. The other elements of perception - exposure, attention, value, and satisfaction - may all be present to some extent (such as when the customer first sees the product, pays attention to the instructions, sees the value in the low price, and may ultimately feel satisfied if they are able to successfully assemble the furniture).

IKEA Is a Large Home Furnishings Retailer That Offers Good