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Brand Loyalty Assignment

Added on - 23 Nov 2020

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Business andManagement Dissertation
Table of ContentsTITLE:.............................................................................................................................................11.0 INTRODUCTION.....................................................................................................................11.1 Identify a specific researchable topic area............................................................................11.2 Establish the importance of the problem...............................................................................21.3 Aim of the research project...................................................................................................22.0 Research Objectives and Research Question(s).........................................................................2Research Objectives....................................................................................................................3Research questions......................................................................................................................33.0 Literature Review.......................................................................................................................3The concept of brand loyalty.......................................................................................................3The impact of brand loyalty on sales and profitability of ZARA...............................................4The factors which has to be considered by managers of ZARA for maintain its brand loyalty.5Recommend the ways through which brand loyalty of ZARA can improved............................54.0 Methodology..............................................................................................................................64.1 Research Design, Research approach and Research Type....................................................64.2 Rationale...............................................................................................................................95.0 Access to Data and Research Ethics..........................................................................................96.0 Limitations.................................................................................................................................9REFERENCES..............................................................................................................................11
TITLE:A critical analysis of consumer's brand loyalty on sales and profitability of businessenterprise.” A case on ZARA.1.0 INTRODUCTIONBrand loyalty refers to understand the tendency of consumer's preferences to buy productand avail services on regular basis. Brand loyalty is important because it helps to compete withother parties in industry. In order to make good brand image, it is important that consumers areready to buy their products(Alhaddi, 2015). Consumers are the main asset for growth anddevelopment of business. So it is important to keep them satisfied in order to get success inindustry. When consumers are ready to purchase product frequently, then it is important toregular improve quality and features of products.This research is based on ZARA which is one of the leading brand in in fashion industry.ZARA is Spanish Fashion retailer in Arteixo Spain. Its parent company is Inditex. ZARA hasgood brand image because this provides god quality products within affordable prices. Thisorganisation has good employees strategy through which work force is satisfied and they givetheir best to deal with consumers.1.1 Identify a specific researchable topic areaResearch is conducted on brand loyalty. This is the topic which is important becausethese days, there is much competition in retail sector, so in order to achieve competitiveadvantage, it is important to create brand loyalty. Brand loyalty is the topic which helps to getsuccess in industry with easy growth and development. Hence importance of this topic is tounderstand impact of consumer's brand loyalty on business sales and profitability. With thistopic, it is easy for researcher to understand policies with which long term relations can bemaintained with consumers.As there are many organisations which are dealing in fashion retail sector such as Marksand Spencer, Charles, etc. Hence there is competition in market. For instance: as compared tocompetitors, dresses of ZARA are expensive, then consumers may shift to other brand. This hasimage on consumer brand loyalty and sales of association in negative manner(Basile and Faraci,2015). When operations are not performed in ethical and reliable manner, then this affects brandimage in negative manner. These days, marketing is the best tool through which feature of1
product and services can be launched in society. Hence advertisement not not manipulatingactual product and services. These days, there is use of social media sites for advertising in newand innovative manner.1.2 Establish the importance of the problemIn case of ZARA, there is issue in brand image of organisation because they areconsistent to their policies. This affects performance of overall organisation as compared to otherenterprises in industry. Brand image of ZARA is not good in current years. This is because ofchange in trends and managers of ZARA are not able to plan these changes properly. They arenot accepting change in trend which is biggest issue of drop of sales(Batkovskiy and et. al.,2016).Sales of ZARA is not dropped down by one third in 2016. sales gets down by £58.3millions to £39.2 millions. As per research, it is identified that they are paying dividend of £30.5million which is low as compared to £47 million in 2016. This is the issue faced by ZARA incurrent year, so there is reduction in their consumers. But sales is increased by 13% to £602.7million. This issue affects performance of ZARA in industry because employees, shareholders,etc. may withdrawal their consent to perform activities. With reduction in profits, employeesmay get dissatisfied and they do not want to continue with ZARA. Same with shareholders, ifshare value is going down, then this affects performance of overall company (Zara's UK profitsdrop sharply despite record sales,2019).With conducting this research, it is easy to plan ways through which sales can beimproved. As role of ,angers is important to maintain and improve brand image. With increasingbrand image, it is easy to improve brand loyalty. So this topic is best and reliable as per currentsiltation of ZARA and market trends.1.3 Aim of the research project“A critical analysis of consumer's brand loyalty on sales and profitability of businessenterprise.” A case on ZARA.2
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