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  • The owner and founder of IKEA, Ingvar Kamprad, has decided that the hot dogs must cost less than SEK 10, even if it means that they are sold with a loss for the company.

    The idea is this:
    You take something that everybody knows the price of, like breakfast, lunch, hotdogs.
    You put a really low price on that product. This makes the customer feel that wow, if the food is this affordable, so is probably that sofa that costs SEK 13.000.

    The breakfast costed SEK 10, less than one euro. If you buy nothing else it's like you've outwitted Ingvar Kamprad.

    You just have to have great presence of mind when you pass the maze of interior decoration departments, and know your shortcuts.
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