Consumer Behavior Assignment - Gucci

CONSUMER BEHAVIOUR

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
CONSUMER ANALYSIS..............................................................................................................1
CONSUMER BEHAVIOUR...........................................................................................................3
CONCLUSION AND RECOMMENDATIONS............................................................................6
REFERENCES................................................................................................................................8
APPENDIX 1: SURVEY QUESTIONNAIRE AND RESULTS...................................................9
5 Questions for 20 Chinese respondents................................................................................9
APPENDIX 2: FOCUS GROUP QUESTIONS AND RESULTS................................................13
Focused group of Chinese students .....................................................................................13
APPENDIX 3: PRIMARY IN-STORE RESEARCH...................................................................15
Interview from brand............................................................................................................15
Results of interview from brands.........................................................................................15

INTRODUCTION
Consumer behaviour is the key characteristic which helps the organisation in determining
individual’s changing taste and preferences. Regulating a check on consumer behaviour helps the
firm in determining need of change in services in order to meet requirements and wants of buyers
(Çakmak and Yılmaz, 2018). The report will outline consumer analysis of Gucci which is a
leading luxury fashion retailer that has been growing successfully. In accordance with the
success and its potential, it has been discovered that the firm has maximum Chinese middle class
buyers who regularly prefer Gucci as their shopping preference. The study will be outlining
primary research from customers as well as brand which will help in developing critical
understanding over consumer behaviour.
CONSUMER ANALYSIS
Consumer preference in fashion retail business plays a vital role. It keeps on fluctuating
as per the changing market and fashion trends. Consumer experience of Gucci as per store visit is
creditable because the products are arranged in a heritage manner attracts consumers and
represents brand service. The focus of firm is on gaining consumer attention for store visit.
However, as per the analysis, it has been determined that online Gucci shoppers have also shaped
the picture of user landscape by making their consumers attractive (Clicks and Mortar: How
Gucci Combined Digital and In-store to Become One of the Strongest Fashion Houses Standing,
2018). Further, digital services of Gucci are consumer friendly because the focus of firm is on
providing tailor-made purchasing experience to buyers. Further, Gucci provides refereshed an
updated website which helps the organisation in attracting global buyers.
1

Analysing consumer behaviour towards brand and its products is the most beneficial
strategy which helps firm in evaluating buyer’s preferences and needs of making changes in
services (Dessart, Veloutso and Morgan-Thomas, 2015). As per the discussion with consumers,
it has been derived, that Gucci has minimal but loyal buyers because it is located at limited
locations. The best consumer attraction of firm is the combination of colours and celebrity
endorsement which motivate buyers to visit stores.
2
Illustration 1: Shitter stock of Gucci
(Source: Clicks and Mortar: How Gucci Combined Digital and In-store to Become
One of the Strongest Fashion Houses Standing, 2018)