Factors Influencing Online Shopping Behavior

This assignment examines the factors that influence consumer behavior when shopping online. It draws upon various academic sources to analyze aspects like perceived risk, consumer trust, social media influence, and purchase decision-making processes in the context of online retail.

Proposal-
Consumer Decision Making Process
of Zara Clothing

Table of Contents
INTRODUCTION...........................................................................................................................3
Aims and objectives....................................................................................................................3
SECTION 1 PRELIMINARY ANALYSIS OF MARKET SECTOR............................................4
SECTION 2 PRELIMINARY REVIEW OF MARKETING CONCEPTS....................................6
Concept and significance of consumer decision making process...............................................6
Buyer behavior process within fashion retail industry................................................................7
Factors that affect the consumer decision making process.........................................................8
Recommend effective measures that helps in enhancing purchase decision of buyers..............8
SECTION 3 PRELIMINARY DATA COLLECTION PLAN AND METHODOLOGY..............9
Research philosophy...................................................................................................................9
Research approach......................................................................................................................9
Types of data.............................................................................................................................10
Research strategies....................................................................................................................10
Data collection methods............................................................................................................10
Conclusion.................................................................................................................................10
Timescale..................................................................................................................................10
REFERENCES..............................................................................................................................12

Title- Customer decision making process of Zara clothing.
INTRODUCTION
Differentiation strategy can be defined as the method through which it seeks to provide
products or services that offer benefits which are different from those of competitors and thus it
is widely valued by customers. Main aim of using differentiation strategy is to achieve
competitive edge over rivals. It could be attained by the clothing brand Zara through offering the
best quality products at same price (Butkevičienė, Stravinskienė and Rūtelionienė, 2015).
However, differentiation strategy needs to be based upon two key components i.e. strategic
customers which firm needs to identify and also value their needs so that competitors can be
overcome. Fashion is considered as one of the biggest industry that provides clothing, jewelries
and shoes for customers in order to satisfy their needs. However, one factor that has become
increasingly important in the fashion industry which is the brand of the product. In the present
study, it focuses upon consumer decision making regarding the fashion products so that it helps
in enhancing the sales and profitability of firm. Main objective of research is to improve
consumer consumption in the fashion industry and expand the areas so that consumers buying
behavior can be assessed which helps in increasing market share and gain competitive edge over
rivals (Cantallops and Salvi, 2014).
The proposed investigation will be carried out in order to analyze the consumer decision
making process within Zara clothing helps in assessing the individual's decision to purchase the
product. The study involves the review of literature that has been carried out upon particular
topic. It assesses the views of different authors upon the selected topic so that results can be
attained. Furthermore, it also uses different research tools and techniques for conducting the
study.
Aims and objectives
Aim- To evaluate the factors affecting consumer decision making process for fashion retail
industry- a case study of Zara clothing.
Objectives-
 To explore the concept and significance of consumer decision making process.
 To understand the buyer behavior process within fashion retail industry.
 To assess the different factors that affect the consumer decision making process within
premium clothing brand.

 To recommend effective measures that helps in enhancing purchase decision of buyers.
Research questions-
 What is the buyer behavior process within clothing industry?
 What are the different factors that affect the consumer decision making process within
Zara clothing?
 Suggest certain effective measures that helps in improving purchase decision among
consumers>
SECTION 1 PRELIMINARY ANALYSIS OF MARKET SECTOR
Fashion is considered as a big industry that is used in everyday speech by consumers
which consists of clothing, jewelries and shoes. However, fashion is considered as one of the
biggest industry with a high level of competition that requires companies to differentiate
themselves. Hence, it is essential for fashion companies to manufacture unique products in order
to attract large number of buyers (Chong, Chan and Ooi, 2012). However, one of the main
challenge for the fashion industry is that consumers often gets overloaded from information
regarding the fashion news offered by companies. Another factor that has become increasingly
crucial for the fashion industry is the brand of the product. Therefore, it is essential for fashion
firms to identify their potential customers in regard to enhance the sales and profitability of firm.
Companies are required to identify the taste and preferences of consumers through providing
them information about different features such as luxury, exclusive goods, high quality material
and competitive prices etc. Hence, all such factors influences consumers to purchase the high
quality product in order to increase the brand value of firm (Sparks, Perkins and Buckley, 2013).
In the current era of globalization, consumers requires for high end fashion and low cost product
therefore it is required to establish some unique and effective practices in order to create
effective impression upon consumers.
Furthermore, the industry is required to carry out proper customer analysis so that they
can effectively determine the buyer behavior and segmentation of product so that consumers can
be attracted towards firm. With the help of this analysis it can be assessed that clothing firms
segment their consumers on the basis of high class and middle class customers. Thus, they select
particular segment people in order to produce products accordingly (Nasri and Charfeddine,
2012). It also assists in benefiting consumers in relation to gain fashionable products so that
needs can be fulfilled. Consumer buyer behavior is a complex process that involves all the stages

from problem recognition to post purchase activities. However, it is essential for business to
identify their potential consumers and analyze their needs and preferences so that decisions in
relation to manufacture goods can be made. Hence, through analyzing the consumer decision
making process and thus utilizing the theories in relation to satisfy the needs of customers by
providing them unique products and services. Consumer behavior consists of different factors
that possess effect upon individual's buying decisions. However, all these factors have distinct
characteristics that can be divided into four different categories such as cultural, social, personal
and psychological factors (Javadi and et. al., 2012). However, all these factors assists in
influencing consumers towards the purchasing the product.
Hence, through carrying out customer analysis it helps in identifying the segmentation
process so that potential consumers can be selected in regard to gain quality products. Also, it is
significant for company to identify the buyer behavior and thus provide them suitable products as
per their needs and thus influence them towards company. It is also essential for business to
undertake effective segmentation process and thus select high class customers in order to provide
them quality and fashionable goods (Cheung and Thadani, 2012). Consumer analysis is carried
out within firm in relation to identify the buyer behavior in relation to products and thus offer
them attractive products so that they can purchase the goods in relation to enhance the sales and
profitability of firm.
Furthermore, it is essential for business to carry out competitive analysis which helps in
identifying the direct/indirect marketing of products or services, marketing performance metrics,
marketing spend etc. All such methods helps in identifying the competitive factors so that sales
and profitability of firm can be enhanced. It is essential for business to undertake direct and
indirect marketing method so that sales and profitability of firm can be enhanced. Through
carrying out marketing of products it helps in attracting consumers in relation to satisfy their
needs and wants (Chan and Wong, 2012). Also, adopting effective marketing performance
metrics helps in evaluating the marketing performance so that sales of products can be enhanced
up to a great extent. Also, fashion industry is required to analyze the amount spend upon
marketing the products so that it can be decrease in the future and thus competitive advantage
can be attained. Hence, with the help of proper competitive analysis it assists in improving the
marketing methods so that desired objectives can be attained.

Firm analysis is also one of the major factor that helps in identifying the marketing
activities so that sales and profitability of firm can be enhanced. It is also essential for fashion
industry to identify the different factors which assists in improving the market analysis so that
sales can be improved. Fashion industry is required to adopt effective methods through which
consumers can be attracted towards company in relation to enhance the sales and profitability.
There ate different marketing activities available within firm and thus it helps people to influence
them towards company (Joung and Park‐Poaps, 2013). Hence, direct and indirect method assists
in improving the marketing activities so that firm can attract customers towards company in
order to achieve desired results. Fashion industry is required to adopt effective measures so that
sales and profitability of firm can be attained. Market analysis required to undertake effective
measures in relation to adopt effective measures so that proper market analysis can be done in
order to achieve desired goals.
However, it can be articulated that fashion industry is required to identify the needs and
wants of customers so that they can provide the products accordingly. It also assists them to
provide proper quality goods in relation to enhance the sales and profitability of firm. Through
carrying out market analysis it helps in identifying the effective measures so that competitive
analysis can be adopted which helps in improving the sales of firm (Solomon, Russell-Bennett
and Previte, 2012). Thus, it is essential for business to identify the needs and preferences of
people so that consumers can be attracted towards business and thus enhance the sales of firm up
to a great extent. Through carrying out proper market analysis it helps in evaluating the buyer
behavior process and thus identify the decision process of consumers in relation to products so
that sales and profitability can be enhanced.
SECTION 2 PRELIMINARY REVIEW OF MARKETING CONCEPTS
Concept and significance of consumer decision making process
As per the opinion of Kim and Ko, (2012), consumer decision making model can be
stated as the process through which consumers identify their needs and thus collect information
so that different alternatives can be evaluated in order to make purchase decision. However, such
actions are determined through psychological and economic factors so that values and
preferences of people can be identified. It is essential for people to evaluate their decision
making process in relation to make crucial decisions and thus deliver particular product or
services to consumers as per their choice. However, Bharati and Chaudhury, (2015), argued that

these decisions can be complex and thus it depends upon consumers opinion regarding the
particular product and thus evaluate, compare, select and purchasing the product from different
types of product. Therefore, understanding and realizing the core issues helps in identifying the
consumer decision making process and adopt effective theories so that individual's needs and
preferences can be identified. \
Furthermore, consumer decision making process plays a crucial role in order to achieve
significant results and thus adopt different ways through which sales and profitability of business
can be improved. As Son, Jin and George (2013), stated by consumer decision process involves
different stages that depends upon different factors and findings so that purchasing power of
customers can be enhanced. Here, it is significant for firm to identify different factors among
which consumers are required to make crucial decisions so that competitive edge can be
obtained.
Buyer behavior process within fashion retail industry
As per the view of Fall Diallo and et. al., (2013), it can be assessed that buyer behavior
process refers to focus upon motivational factors that helps in identifying the needs of users to
understand the reasons behind making the purchasing decision easier. Following are the stages
involved in consumer decision model within fashion retail industry-
 Problem/Need recognition- As per the opinion of Gracia and de Magistris (2013),
recognition of need or problem is the first stage and thus it helps in arising the situation
where individual realizes the difference between the actual state of affairs and desired
state of affairs. Furthermore, it can be stated that individual is required to recognize the
needs regarding the fashion and thus create a purchase idea so that best results can be
attained. For instance, it is essential for consumers to recognize the need to buy a
fashionable clothing and thus they should identify the name of Zara clothing.
 Information search- According to the view of Butkevičienė, Stravinskienė and
Rūtelionienė (2015), it is the next stage within the model tat helps in searching the
information and thus assess that consumers are required to evaluate the different
information so that individual can identify their own experience and thus depends upon
past experience and knowledge. For instance, it is essential for consumers to search
different options regarding clothing and thus help consumers in making crucial decision
to obtain desired results.

 Evaluation of alternatives- As per the opinion of Cantallops and Salvi (2014), it is
essential for consumers to evaluate different alternatives so that they can compare and
evaluate the information so that right choice can be made. Thus, in this stage, consumer
analysis can be made in relation to search the needs of people and thus develop different
alternatives so that needs and wants of people can be fulfilled.
 Purchase decision- As Chong, Chan and Ooi (2012), stated by once the information
search and evaluation process is over then consumer makes the purchasing decision and
they are considered as crucial as it helps in making effective decision regarding clothing.
Also, in such stage, consumers makes decision in regard to make final purchase as they
already review all the alternatives and make final decision.
 Post purchase evaluation- It is the last stage of consumer decision making process and
thus people develop post purchase evaluation so that after purchasing the clothes they
evaluate its significance. Hence, in such stage it reflects the consumers likes or dislikes
the products or service (Sparks, Perkins and Buckley, 2013).
Factors that affect the consumer decision making process
As per the opinion of Chan and Wong (2012), it can be stated that it involves various
factors that affects consumer decision making process and thus undertake individuals and groups
when they select, purchase, use and dispose products, ideas and services so that results can be
attained. It involves a huge variety of consumers that affects the decision making process and
thus it is essential for business to adopt effective measures so that sales and profitability of firm
can be attained. However, consumers buying behavior can be influenced by different factors
such as demographic, cultural, social, personal and psychological factors. However, Joung and
Park‐Poaps (2013), argued that making purchase decision affects the social, personal and
psychological characteristics of consumer behavior. Furthermore, social factors affects the
consumer behavior significantly and thus each and every individuals are influenced from their
buying decisions so that it affects the sales and profitability of clothing industry.
Recommend effective measures that helps in enhancing purchase decision of buyers
As per the view of Kim and Ko (2012), it can be recommended that it involves various
measures which helps in improving the purchase decision of buyers and thus attain desired
targets. It is essential for business to adopt certain measures so that sales and profitability of
clothing industry can be enhanced up to a great extent. Also, it is significant for individual to

make effective purchase decision process so that buyers can identify the social factors such as
reference groups, family, role and status. However, Son, Jin and George (2013), argued that each
and every consumer is an individual and thus it affects their decision process. Furthermore, it is
significant for individual to adopt effective purchase decision process so that buyers can be
attracted towards clothing industry and thus achieve desired results. Also, individual's decisions
are influenced by personal factors such as buyers age and life cycle state, occupation etc, needs
to be identified so that effective purchasing decision regarding fashionable clothes can be made
in order to enhance the sales and profitability of firm.
SECTION 3 PRELIMINARY DATA COLLECTION PLAN AND
METHODOLOGY
In regard to undertake a research in effective way, it is essential for scholar to adopt
proper methodology so that study can be carried out effectively. It involved different tools and
techniques that scholar has to consider which involve research philosophy, data collection
methods, types of data etc. In the present study, qualitative nature has been undertaken in regard
to analyze the different factors that affect the consumer decision process in clothing industry
(Panneerselvam, 2004).
Research philosophy
It is the systematic plan that depends upon the characteristics of work and thus indicates
the appropriate source of data collection or information. It involves two philosophies i.e.
interpretivism and positivism (Scandura and Williams, 2000). Through analyzing the present
topic, it can be identified that interpretivism philosophy will be selected because it helps in
applying non-scientific data which has been collected by the scholar in the whole study. Hence,
in regard to select such study it helps in evaluating the different factors affecting consumer
decision process within clothing industry.
Research approach
It involves two different types i.e. inductive and deductive approach. However, in regard
to identify the factors affecting consumer decision model in clothing industry, inductive
approach will be selected and thus it helps in evaluating different factors that affect consumer
decision process (Scruggs and Mastropieri, 2006). Such method helps scholar in detecting the
patterns and regularity in the information so that proper conclusion and recommendations can be
made within clothing industry.

Types of data
It is essential for scholar to comprehend the selected topic and thus make crucial decision
in regard to select the type of data. It involves qualitative and quantitative. In the present study,
scholar will undertake qualitative data and thus it helps them to gain in-depth understanding
regarding the topic so that different perspective will be assessed and thus identify different
factors that affect the consumer decision model in clothing industry (Keller, 2012).
Research strategies
Research strategy can be defined as the process that assists scholar to plan or forecast the
approaches and methods in regard to initiate and accomplish the whole research. However, it is
considered as one of the most crucial aspect of the study in regard to create effective platform for
carrying out the study. It involves different strategies such as experiment, survey, case study etc.
Through analyzing the present study, survey methodology has been undertaken so that valuable
and reliable information can be gathered (Karimi, 2013). It undertakes consumers of Zara which
are high class people and thus provide them questionnaire in order to identify the different
factors that affect the consumer decision process in clothing industry.
Data collection methods
There are different data collection methods which involves primary and secondary data
collection. With the help of primary data collection, scholar is required to develop questionnaire
so that responses from consumers will be covered (Butkevičienė, Stravinskienė and
Rūtelionienė, 2015). While, undertaking secondary method it involves different books, journals,
magazines, online articles etc, so that information can be gained in an effective manner.
Conclusion
It can be concluded that methodology plays a significant role in carrying out the study.
Thus, adopting interpretivism philosophy has been selected with inductive approach. While,
qualitative study is selected in order to carry out in-depth analysis. Further, survey strategy has
been implemented in which questionnaire will be spread to consumers in regard to gain valuable
and reliable information.
Timescale
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Identifying and evaluating the research project
Carrying out review of literature

Analyzing the findings of past research and
facts related to research topic
Determining of aims and objectives of whole
research in order to manage further study
Planning of the outline and proposal of
research project
Designing of questionnaire
Research methodology
Collection of data primary sources
Analysis of information which has collected
from primary research
Writing down of all study and evaluation in
research project and report
Findings and conclusion
Evaluation of facts
Creation of final report with systematic formats

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Online
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