Mellan skruvar och samhällsförändringar : En studie om Brexits påverkan på priser och hur det påverkat brittiska konsumenters uppfattning om IKEA

This study explores how Brexit has affected British consumers’ perception of IKEA, withparticular focus on price changes, brand loyalty, and perceived uncertainty in the purchasingprocess. Using a mixed-method approach, the research combines semi-structured interviewswith a price comparison of four IKEA products across the UK and three EU countries from2015 to 2025. The aim is to understand both the emotional and rational dimensions ofconsumer behavior in the wake of political change.The findings suggest that price increases post-Brexit have led to more cautious purchasingbehavior among UK consumers, although IKEA’s brand continues to serve as a symbol ofreliability for many. A lack of information regarding delivery and import charges contributesto uncertainty, which affects both willingness to purchase and decision-making. Through thelens of rational choice theory and bounded rationality, the analysis identifies three keythemes: price and decision logic, brand loyalty, and emotional decision-making. Theseinsights enhance our understanding of how major political events can reshape consumerbehavior and market dynamics.