IKEA brand gap is that people often sees IKEA furniture

as a nondurable product that only lasts for a short time.

They believe IKEA's low price comes from the use of low quality materials.

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Which is not true.

IKEA is the most creative lifestyle brand out there that devotes itself

to be the leader of Better Life at Home philosophy.

They lower their costs in every way possible

( such as locating their store far away from the city for the lower land cost, the flat pack innovation for the lower transportation fee,

self-service and the least employee hiring for the lower employee wages ) .

That's the real reason behind their low price.

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