Nowadays, it is important for a company to research the markets in which it will launch products, and to analyze consumer behavior in order to meet their needs. A person is shaped by the community he belongs to, attitudes, beliefs, customs, therefore consumer behavior is influenced by the environment he is in. Promotion is very important in the business world, without a good promotional strategy, customers and consumers will not be familiar with the product, regardless of whether the product is of high quality. Every customer goes through several stages in the purchase decision process. In the first phase, he studies the information obtained, then evaluates the alternatives and finally decides to buy a certain product. The consumer evaluates the actual properties with the expected ones. Marketing drives the vision, mission and strategy of a company. Companies must take care of the environment, and IKEA is an example. The company recycles materials, and does not discard damaged products but sells them at a reduced price.