Q1. Ikea entered India in 2018 with a very optimistic plan to expand. However, their plan of expansion got delayed due to pandemic and now they are trying to pick-up (Please see the article- Ikea rushes to make lost time). They are planning to open stores in different cities and adopt multi-channel strategy. Ikea is known for its low-cost strategy, but, In India, availability of low-cost labor combined with habit of using traditional wooden furniture, seems to be an obstacle for Ikea. Explain the possible reasons for the likelihood of adoption of Ikea brand by mass in India using at least 2 Consumer Behavior concepts.