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Consumer Decision Making Process of Zara Clothing

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Added on  2020-01-23

Consumer Decision Making Process of Zara Clothing

   Added on 2020-01-23

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Proposal-Consumer Decision Making Processof Zara Clothing
Consumer Decision Making Process of Zara Clothing_1
Table of ContentsINTRODUCTION...........................................................................................................................3Aims and objectives....................................................................................................................3SECTION 1 PRELIMINARY ANALYSIS OF MARKET SECTOR............................................4SECTION 2 PRELIMINARY REVIEW OF MARKETING CONCEPTS....................................6Concept and significance of consumer decision making process...............................................6Buyer behavior process within fashion retail industry................................................................7Factors that affect the consumer decision making process.........................................................8Recommend effective measures that helps in enhancing purchase decision of buyers..............8SECTION 3 PRELIMINARY DATA COLLECTION PLAN AND METHODOLOGY..............9Research philosophy...................................................................................................................9Research approach......................................................................................................................9Types of data.............................................................................................................................10Research strategies....................................................................................................................10Data collection methods............................................................................................................10Conclusion.................................................................................................................................10Timescale..................................................................................................................................10REFERENCES..............................................................................................................................12
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Title- Customer decision making process of Zara clothing. INTRODUCTIONDifferentiation strategy can be defined as the method through which it seeks to provideproducts or services that offer benefits which are different from those of competitors and thus itis widely valued by customers. Main aim of using differentiation strategy is to achievecompetitive edge over rivals. It could be attained by the clothing brand Zara through offering thebest quality products at same price (Butkevičienė, Stravinskienė and Rūtelionienė, 2015).However, differentiation strategy needs to be based upon two key components i.e. strategiccustomers which firm needs to identify and also value their needs so that competitors can beovercome. Fashion is considered as one of the biggest industry that provides clothing, jewelriesand shoes for customers in order to satisfy their needs. However, one factor that has becomeincreasingly important in the fashion industry which is the brand of the product. In the presentstudy, it focuses upon consumer decision making regarding the fashion products so that it helpsin enhancing the sales and profitability of firm. Main objective of research is to improveconsumer consumption in the fashion industry and expand the areas so that consumers buyingbehavior can be assessed which helps in increasing market share and gain competitive edge overrivals (Cantallops and Salvi, 2014). The proposed investigation will be carried out in order to analyze the consumer decisionmaking process within Zara clothing helps in assessing the individual's decision to purchase theproduct. The study involves the review of literature that has been carried out upon particulartopic. It assesses the views of different authors upon the selected topic so that results can beattained. Furthermore, it also uses different research tools and techniques for conducting thestudy. Aims and objectivesAim- To evaluate the factors affecting consumer decision making process for fashion retailindustry- 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 withinpremium clothing brand.
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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 withinZara clothing?Suggest certain effective measures that helps in improving purchase decision amongconsumers>SECTION 1 PRELIMINARY ANALYSIS OF MARKET SECTORFashion is considered as a big industry that is used in everyday speech by consumerswhich consists of clothing, jewelries and shoes. However, fashion is considered as one of thebiggest industry with a high level of competition that requires companies to differentiatethemselves. Hence, it is essential for fashion companies to manufacture unique products in orderto attract large number of buyers (Chong, Chan and Ooi, 2012). However, one of the mainchallenge for the fashion industry is that consumers often gets overloaded from informationregarding the fashion news offered by companies. Another factor that has become increasinglycrucial for the fashion industry is the brand of the product. Therefore, it is essential for fashionfirms 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 providingthem information about different features such as luxury, exclusive goods, high quality materialand competitive prices etc. Hence, all such factors influences consumers to purchase the highquality 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 producttherefore it is required to establish some unique and effective practices in order to createeffective impression upon consumers. Furthermore, the industry is required to carry out proper customer analysis so that theycan effectively determine the buyer behavior and segmentation of product so that consumers canbe attracted towards firm. With the help of this analysis it can be assessed that clothing firmssegment their consumers on the basis of high class and middle class customers. Thus, they selectparticular 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 thatneeds can be fulfilled. Consumer buyer behavior is a complex process that involves all the stages
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