IKEA is a cult brand known for its furniture and home goods. [1] It was founded in 1943 in Sweden with a vision of creating better lives for many people through well-designed, low-cost furniture and goods. [2] IKEA uses a 5-step customer buying process model and aims to understand customer needs through market research and campaigns. [3] Stores are designed according to local culture and tastes. Customers do the assembly themselves, keeping costs low and prices accessible to many. While IKEA has been successful expanding globally using this strategy, there may be cons like customers preferring assembly support in some markets like India.