Effect of Marketing Operations on Consumer Buying Habits: A Case of ZARA

This research study aims to analyze the effect of marketing operations on consumer's buying habits with reference to the case of ZARA. It will examine the impact of marketing activities on purchasing intention, analyze modifications in buying habits and issues faced by ZARA, and suggest recommended actions for improving marketing propositions.

Running head: MARKETING OPERATIONS AND PURCHASING INTENTION
MARKETING OPERATIONS AND BUYING BEHAVIOR
Name of the student
Name of the university
Author note

1MARKETING OPERATIONS AND BUYING BEHAVIOR
Table of Contents
1. Introduction..................................................................................................................................2
1.1 Background of the research...................................................................................................2
1.2 Research problem..................................................................................................................2
1.3 Research aim..........................................................................................................................3
1.4 Research objectives...............................................................................................................3
1.5 Research questions.................................................................................................................3
1.6 Research Hypothesis..............................................................................................................4
2. Literature review..........................................................................................................................4
2.1 Marketing in organizations....................................................................................................4
2.2 Purchasing intentionof the consumers...................................................................................5
2.3 Marketing activities that are initiated by ZARA and issues faced by the same....................7
3. Methodology................................................................................................................................8
3.1 Research Philosophy..............................................................................................................8
3.2 Research Approach................................................................................................................8
3.3 Research Design....................................................................................................................9
3.4 Data collection process..........................................................................................................9
3.5 Sampling and sample size....................................................................................................10
3.6 Data validation and reliability.............................................................................................10
3.7 Time frame...........................................................................................................................11
4. Estimated findings.....................................................................................................................12
References......................................................................................................................................13

2MARKETING OPERATIONS AND BUYING BEHAVIOR
Topic: The effect of marketing operations on consumer’s buying habits: a case of ZARA
1. Introduction
1.1 Background of the research
The marketing operations that are initiatedby organizations are aimed at influencing the
purchasing intention of the consumers. Leeflang et al. (2014) stated that the marketing
operations that are initiated by the businesses assists the same in developing awareness amongof
the target consumers towards the propositions that are made by the venture. In this context, the
marketing operations that are initiated by the luxurious brands are reliant on the delineation of
the psychological demands of the target consumers.
Marketing activities assists an organization in developing awareness amongof the target
group of consumers towards the product offerings. It has assist ed the organizations in keeping
up with the effectiveness of the operations. On the contrary, McNeill and Moore (2015) stated
that the transition in the consumer purchasing intentionfrom the traditional to the millennials has
affected the capabilities of the luxury brands in developing awareness amongof the target group
of consumers. The change in the perspectives and demands of the consumers towards the
luxurious goods has brought about significant modifications in the marketing activities that are
planned by the brand. In this connection, the research will aim at delineating the major impact of
marketing activities on the minds of the luxury purchasing intentionof the consumers while
demonstrating a case of ZARA.
1.2 Research problem
The diverse marketing operations that are initiated by the organizations are reliant on the
assessment of the demands of the consumers. In this relation, the diverse issues that are faced

3MARKETING OPERATIONS AND BUYING BEHAVIOR
by the luxury brands are reliant on the shift of the values from the traditional to the millennials.
The differences in the expectations and preferences of the luxury shoppers affected the
capabilities of the luxury brands in developing comprehensive marketing mechanisms. The
research will thereby investigate on the diverse impact of marketing activities on the changing
preferences of the consumers. The research will also enumerate the diverse recommended
activities that might be initiated by luxury brands, more specifically ZARA, in order to empower
the marketing operations of the same while adhering to the changing demands of the consumers.
1.3 Research aim
The aim of undertaking the research will be to analyze the effect of marketing operations
on consumer’s buying habits with reference to the case of ZARA.
1.4 Research objectives
The research objectives will be:
 To understand the impact of marketing operations on the purchasing intentionof the
consumers
 To analyze the modifications in the buying habits of the consumers and issues faced by
ZARA
 To examine the correlation between the marketing activities of ZARA and the purchasing
intentionof the consumers
 To suggest recommended course of action that might be initiated by ZARA for
improving their marketing propositions in adherence to the changing demands of the
consumers

4MARKETING OPERATIONS AND BUYING BEHAVIOR
1.5 Research questions
The research questions will be:
 How does marketing operations affect the purchasing intentionof the consumers?
 What are the modifications in the buying habits of the consumers and issues faced by
ZARA?
 What is the relation between the marketing operations of an organization and the
changing consumer buying behavior?
 What is the recommended course of marketing actions that might be initiated by ZARA
in order to adhere to the changing purchasing intentionof the consumers?
1.6 Research Hypothesis
H0 – Marketing operations does not affect consumers’ buying habits
H1 - Marketing operations affects consumers’ buying habits
2. Literature review
2.1 Marketing in organizations
Lin and Hsu (2015) stated that the marketing operations that are initiated by the
organizations assists the same in developing awareness amongof the potential consumers
towards the offerings of the same. In this relation, organizations have taken steps to develop the
marketing operations after assessing the specific demands of the consumers. Kee and
Yazdanifard (2015) opined that the delineation of the expectations and preferences of the
consumers assisted an organization in improvising the pricing and product design. On the

5MARKETING OPERATIONS AND BUYING BEHAVIOR
contrary, the most important factor in marketing activities of an organization is chiefly reliant on
the promotional activities that are considered by the same. The development of a diverse range of
promotional methodologies has supported the growth of the organizations while making the
potential target audience aware of the propositions that are made by the business. McNeill and
Moore (2015) stated that more than 89% organizations rely on the exploitation of the social and
digital media promotions for developing awareness among the target audience relating to of the
propositions that are made by the same. The promotional strategies that are developed by the
organizations are reliant on the assessment of the market trends and the preferences of the
consumers. Dissanayake and Sinha (2015) forecasted that the total global luxury market sales
would grow to $91 billion USD by 2025. The development of the industry and the sales rate will
enhance the competition in the markets. Therefore, the organizations devise the marketing
propositions in adherence to the assessment of the demands of the consumers.
2.2 Purchasing intentionof the consumers
Menon et al. (2016) stated that the traditional luxury shoppers emphasized more on
conspicuous consumption habits while choosing a luxury brand. The traditional marketing
mechanisms that were initiated by the organizations aimed at keeping up with the effectiveness
of the propositions through portraying the elegance that is being provided along with the brand
name. The development of the marketing strategies of the luxury brands specifically maintained
the alignment between the propositions that are made by the same with the expectations and
emotions of the luxury shoppers. On the contrary, Taplin (2014) stated that the millennials
portrayed inconspicuous consumption behavior while emphasizing on the sustainability matters
and value of the propositions. Kant Hvass (2014) also noted that the millennials focused more
on the experience that is being provided by the product over the factors like elegance and image.

6MARKETING OPERATIONS AND BUYING BEHAVIOR
The change in the values has affected the marketing mechanisms that are initiated by the luxury
fashion brands. The diverse modifications that are initiated by the brands are reliant on the
assessment of the changing demands and expectations of the consumers. Huq, Chowdhury and
Klassen (2016) stated that the transparency in the marketing operations of an organization assist
ed the same in correlating to the requirements of the consumers.
Most of the consumers, like the traditional luxury consumers, prefer to buy the luxurious
commodities for the elegance and the exclusive nature of the same. On the contrary, the
millennials are more focused on the experience that is being provided by the commodity. Hall,
Towers and Shaw (2017) stated that the luxury goods industry has grown by 3.4% between the
years 2017 and 2018. On the contrary, Demirkan and Spohrer (2014) stated that the growth of
the millennials by 2025 is being forecasted to be growing by 45%. The growth in demand of the
luxury consumers and the maximization of the industry size resulted to increasing competition
among the brands.
The diverse modifications in the marketing operations that are initiated by the brands
are reliant on the delineation of the demands of the consumers. On the contrary, the development
of the social media technologies has assist ed the organizations in developing awareness
amongof the potential consumers towards their offerings. Johansson, Julianose and Winroth
(2017) noted that the millennials are well aware of the differences in the actual value and the
proposed value of the offerings. In this relation, the organizations have taken steps to develop
transparency in the marketing operations for adhering to the psychological demands of the
consumers. On the contrary, Poon (2014) stated that the millennials expects the propositions to
be more exclusive in the line of providing an unique experience to the same. The deviation from
the buying value from the traditional to the millennials has resulted to the modifications in the

7MARKETING OPERATIONS AND BUYING BEHAVIOR
marketing operations. Therefore, the companies in the luxury industry have taken steps to
develop competitive marketing strategies through product diverse iation, which has assist ed the
same in keeping up with the market position of the same.
2.3 Marketing activities that are initiated by ZARA and issues faced by the same
ZARA has taken a range of marketing mechanisms with the aim of developing awareness
amongof the target consumers. The concerned organization provides high fashion products in
affordable prices. The affordability of the product offerings has ceased the organization to
acclaim as a luxury brand. However, the fine quality of the products has attracted the attention of
most of the millennials who expect experience over the price of the commodities. The
penetration pricing strategy of the organization has assist ed the business in achieving a strong
competitive edge against Gucci, Armani or Prada (Zarahome.com 2019). However, it has been
reported that the concerned organization facilitate a very low amount of advertisements which
has affected the marketing capabilities of the same. Buzzo and Abreu (2019) noted that the
exploitation of the social media channels and other digital media platforms in the 21st century
assists an organization in developing a competitive edge while operating in diverse international
markets. On the contrary, it has also being noted that the millennials respond more towards the
online and social media promotions. Therefore, it affected the capabilities of the organization in
developing awareness amongof the potential target consumers towards the product offerings.
On the contrary, the development of the online buying plat forms has affected the
capabilities of the organization in keeping up to the market trends and expectations of the
consumers. Caro and Martínez-de-Albéniz (2015) stated that ZARA faced diverse range of
issues relating to the growth of the online brands, which are capable of designing products and
making the same ready in adherence to the demand of the consumers. The development of the

8MARKETING OPERATIONS AND BUYING BEHAVIOR
online brands like ASOS, Boohoo and Missguided has affected the capabilities of the concerned
organization in retaining the trust and loyalty of the target group of consumers towards the
propositions made by the same (Zarahome.com 2019). Social media presence assists an
organization in keeping up with the transparency of the marketing operations in adherence to the
expectations of the millennials. Therefore, the major drawbacks of the concerned organization
relating to social media presence and promotions affected the concerned organization drastically
while adhering to the requirements of the millennials.
3. Methodology
3.1 Research Philosophy
The research will be initiated through the exploitation of Positivism philosophy, which
will assist in delineating the consumers’ purchasing intentionand the diverse marketing
activities that are initiated by the organizations through the application of the scientifically
proven techniques. The delineation of the diverse aspects of change that might be initiated by
the organization are reliant on the assessment of the demands of the consumers., On the contrary,
the marketing activities that are initiated by the organizations assists the same in influencing the
purchasing intentionof the consumers (Dabija, Chebeň and Lančarič 2017). Therefore, the
application of the positivism philosophy will assist in delineating the marketing activities that
are initiated by the organizations and the impact of the same on the consumer buying behavior.
3.2 Research Approach
The research will be initiated through the application of the deductive approach as it
will assist in enhancing the study through scrutinizing the available models and theories relating
to consumer behavior and the manner in which it is influenced by the marketing activities of the

9MARKETING OPERATIONS AND BUYING BEHAVIOR
organization (Akhter 2018). The delineation of the marketing theories and the manner in which
it influence the psychological factors relating to the purchasing intentionof the consumers will
enhance the research study. The diverse modifications that are initiated by the organizations
in the marketing mechanisms will be examined through information that will be deduced from
diverse reliable and available sources. It will support in enhancing the research study through
the delineation of diverse models and frameworks based on marketing and consumer behavior.
3.3 Research Design
The research will be initiated through the application of Explanatory research design,
which will support in describing the cause and effect relationship between the marketing
activities that are initiated by the organizations and the consumer buying behavior. The
delineation of the marketing approaches that are initiated by the organizations and its impact on
the purchasing intentionwill assist in developing a coherent argument while adhering to the
objectives for undertaking the study (Akhter 2018). On the contrary, the delineation of the cause
and effect relation will assist in delineating the expectations of the consumers, which will
support in suggesting the recommended marketing mechanisms that might be initiated by the
organizations with the aim of drawing and influencing the consumers to make a buy of the
propositions. On the contrary, the exploitation of the explanatory research design will support
the forecasting the situations that might be encountered by the organizations due to the change in
the values of the consumer buying process.

10MARKETING OPERATIONS AND BUYING BEHAVIOR
3.4 Data collection process
The data for the research study will be gathered through the exploitation of mixed
methodology. The primary data will be gathered through a quantitative survey from the
consumers, which will assist in delineating the preferences of the same. The questionnaire will
be containing 20 close- ended questions, which will aim at delineating the diverse aspects of
the consumers’ buying behavior. The responses from the survey will be gathered and analyzed
simultaneously for proceeding with the further research activities. On the contrary, secondary
sources of data on the marketing approaches and consumer behavior will be utilized through an
evaluation of diverse available peer reviewed journals, industry reports, government reports,
magazines and company reports. The secondary data collection will assist in enhancing the study
through supporting the responses that will be gathered through the primary survey. The mixed
method of data collection will support in enhancing the findings of the research report while
adhering to the objectives of the same.
3.5 Sampling and sample size
The primary data collection will be initiated through the exploitation of the simple
random sampling methodology, which will assist in randomly selecting a section of the
consumers for gathering the responses. The sample size for the primary data collection process
will be 200 consumers. The large sample size will assist in enhancing the study through
avoidance of errors in the survey process. Güven (2018) noted that the large volume of sample
size assists in avoiding insignificant resultants from the responses. Therefore, the sampling
method and the sample size will assist in enhancing the quality of the research study in
adherence to the demands of delineating the viewpoint of the consumers and the impact of the
marketing activities on the same.

11MARKETING OPERATIONS AND BUYING BEHAVIOR
3.6 Data validation and reliability
The data that will be gathered will be gathered from the authentic sources, which will
validate the research findings while adhering to the demands of developing an unbiased outcome.
On the contrary, the data that will be gathered from the primary sources will be interpreted
through the exploitation of excel application which will assist in keeping up with the
authenticity of the analysis in adherence to the demands of the study.
3.7 Time frame
Task Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Selection of topic
and search for
justification
Constructing
literature
Selecting
appropriate
methods
Data collection
Data analysis and
representation
Reviewing the
outcomes
Conclusions and

12MARKETING OPERATIONS AND BUYING BEHAVIOR
recommendations
Submitting draft
of the project
Printing and final
submission
Table 1: Table showing the timeframe of the entire research
(Source: As created by author)
4. Estimated findings
The research might portray a positive relationship between the marketing activities that
are initiated by the organizations on the consumer purchasing intentionin adherence to the
alternative hypothesis that has been created at the beginning of the research. The unbiased
analysis of the data will assist in developing the unbiased outcomes.

13MARKETING OPERATIONS AND BUYING BEHAVIOR
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