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The head of the German division of IKEA, the Swedish home products retailer, has stated that it is the company’s female customers that excel when it comes to assembling its furniture.
It won’t come as a surprise to many to learn that the reason for this is that the men rarely look at the assembly instructions, believing they can do it without help.
Women, on the other hand, study the instructions and are both patient and methodical when it comes to getting the job done. They typically lay out all the screws and fasteners neatly whereas men simply throw them in pile, causing them to use the wrong one or even lose one.
And what about the decision makers? Well here’s a few things IKEA have noticed:
Approximately 70 per cent of the Swedish retailer’s customers are women;
Important decisions are made together, but men come along to finalise a big purchase; and
If a woman is against buying an item, then that puts an end to the matter for good.