Customers’ Behaviour Analysis in Furniture Field: IKEA Case in the Northern part of Bari province

Between the 70es and the 80es, the firm strategy – meant as the whole of choices to make in order to achieve long-term targets, or, as defined by SWOT Analysis, which one referred to during the economic boom years – gives way to the strategic planning and the strategic management. In such a reference picture, the present situation of IKEA store in Bari (Puglia, Italy) is included. This study target is, therefore, to determine what can be the reasons linked to a different purchase choice by a particular group of individuals on a Primary Market Area.