Marketing Techniques for Zara in Australia

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

1MARKETING
Executive summary
From the report, it could be understood that the business named Zara focused on
targeting the key market segments comprising of customers by considering various factors,
which resulted in influencing the buying decisions made by the clients. Being a reputed and
established organisation, the business organisation made sure to consider and integrate the
psychological factors for influencing the consumer buying choices and behaviours,
furthermore ensured fulfilment of criteria related to the various stages of the CDMP process.
The needs and motivation along with personality, perception and attitudes were also
responsible for influencing the behaviours of clients while the external environment included
the culture, beliefs and other factors that contributed to successful purchases made by the
customers of Zara. The various kinds of consumer decision making such as the nominal,
limited and extended decision making were also included here to understand what might be
the most influential for drawing clients and encourage them to make purchase consistently.

2MARKETING
Table of Contents
Executive summary....................................................................................................................2
Introduction................................................................................................................................4
Company overview.................................................................................................................4
Targeted markets....................................................................................................................5
Types of decision making process..........................................................................................5
Five stages of the consumer decision making process...............................................................7
Application and integration of psychological influences.....................................................10
Key recommendations..............................................................................................................12
References................................................................................................................................13

3MARKETING
Introduction
The report explains about the marketing techniques considering the business
organisation named Zara in Australia with the aim of influencing the buying behaviours and
decisions of consumers within the retail fashion sector. The topic will also illustrate about the
various stages of the consumer decision making process along with the internal factors that
are responsible for influencing the consumer buying behaviours such as needs and
motivation, self-concept, perception and attitudes along with the situational factors too. The
selected brand product here is Zara for both men and women (Zara.com.au 2019). The
product is a colour block sweatshirt for women that has been a craze and has fulfilled the
needs of many people all over Australia.
Company overview
Zara is a fast fashion retailer that has been originated in Spain and the parent
organisation is Inditex, which has aimed at targeting the fashion conscious clients, especially
the women to cater their needs and preferences with much ease and efficiency. The company
holds a good position within the marketplace and with its extensive range of fashion and
clothing items made available in the marketplace, the consumer buying behaviours have been
influenced and this has facilitated attracting more clients, furthermore generated higher
revenue and gained competitive advantage in business as well (Foxall 2014). The business
organisation’s mission statement is to implement environment friendly management model
for reducing the consumption of energy by 20 percent and at the same time, facilitate the
management of sustainability and efficiency criteria to ensure production of good quality
clothes with the use of 100 percent cotton and made without use of harmful chemicals and
bleach.