MARKETING. 2. : MARKETING. Marketing. Name of the Stude

Running head: MARKETING
Marketing
Name of the Student
Name of the University
Author Note

1MARKETING
Executive summary
The purpose of this report is to analyse as well as evaluate the 5 steps of the Consumer decision
making process. The organization on the basis of which this evaluation will be conducted is
Zara. The company offers the consumers with products that include clothing, footwear,
accessories, swimwear, perfumes as well as beauty products. It is considered to be the largest
company in the Inditex group which is the world’s largest apparel retailer. The report will
include segmentation table of Zara along with targeting. Along with this, the 5 stages of the
CDMP on the basis of three CDM theories will be discussed in the context of Zara. Lastly, three
recommendations to enhance the consumer base and satisfaction will be provided in this report

2MARKETING
Table of Contents
Introduction......................................................................................................................................3
Consumer Decision Making Process...........................................................................................3
Segmentation and target Table of Zara........................................................................................3
Discussion on each step of the CDMP............................................................................................4
Need Recognition........................................................................................................................4
Searching and gathering Information..........................................................................................5
Evaluating the Alternatives..........................................................................................................7
Actual Purchase of the Product or the Service............................................................................8
Post Purchase Evaluation.............................................................................................................8
Marketing recommendation.............................................................................................................9
Conclusion.....................................................................................................................................10
Reference List................................................................................................................................11

3MARKETING
Introduction
Zara is a highly renowned Spanish apparel retailer. The company offers the consumers
with products that include clothing, footwear, accessories, swimwear, perfumes as well as beauty
products. It is considered to be the largest company in the Inditex group which is the world’s
largest apparel retailer (Chu 2016). The organization is present in almost all the developed as
well as developing countries of the world. In the following paragraph, the Consumer Decision
Making Process (CDMP) while purchasing products from Zara has been discussed. Along with
this the segmentation of the consumers along with the target market of the company has also
been evaluated.
Consumer Decision Making Process
In order to ensure a sustainable business strategy, the management of Zara have decided
to make clothes from 100 percent sustainable practice by the year 2025. The company have
decided to reduce 80 percent of the energy consumed along with ensuring production of 0
percent landfill waste (Panwar et al. 2019). The sustainable decision of Zara posses direct
relationship with the CMDP. This is because, in this era where consumers are highly aware of
environmental sustainability, incorporating sustainable technique should enhance the consumer
base and ensure consumer loyalty (Wang and Yu 2017). The five stages of the CMDP includes
need recognition, searching and gathering information, evaluation of alternatives, actual
purchase of the product and post purchase evaluation.