Zara's Success Factors: Quality & Customer Experience

This assignment delves into Zara's successful marketing strategies, emphasizing the importance of quality parameters in driving profitability and productivity. It recommends enhancing store ambiance, providing effective staff training, understanding customer preferences, producing trendy products, and incorporating customer feedback for continuous improvement. The analysis aims to identify key factors contributing to Zara's success and suggest actionable recommendations.

RESEARCH
PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Formulate the project outline specification. ....................................................................1
1.2 Description on the identification of factors which contributes process of research
specification. ..........................................................................................................................2
1.3 Description of critical review on various key references.................................................2
1.4 Define project specification and effective plan procedures. ...........................................3
1.5 Draw plan of implementation fort research specification. ..............................................3
TASK 2............................................................................................................................................4
2.1 Resources efficiently to research questions or hypothesis. .............................................4
LITERATURE REVIEW................................................................................................................4
2.2 Undertaking of research investigation as per specification and procedures.....................5
2.3 Questionnaire....................................................................................................................6
Task 3 ..............................................................................................................................................7
3.1 Data analysis and interpretation.......................................................................................7
Interpretation..................................................................................................................................12
Interpretation..................................................................................................................................13
3.2.........................................................................................................................................13
CONCLUSION & RECOMMENDATION..................................................................................13
REFERENCES..............................................................................................................................15

Topic- To evaluate the impact of store ambience and staff behaviour on customers' preference
and loyalty. A case study on “Zara”.
INTRODUCTION
The marketing plays the crucial in order to improve the performance of business. The
selling activity of the firm is overall dependent on the tactic of marketing or how they are
performing their functions in the market. The better plan of action will be helpful in order to
achieve desire profitability of enterprise. The performance of the organisation plays the vital role
to have increment in the sales of business enterprise. The successful sales plan will be prepare
with the strategies & Tactics in order to generate the high amount of profitability. With the help
of timely review of sale plan the organisation is able to earn the higher amount of profitability
and productivity. The present report is focussing over the activities of ZARA. It is retail sector,
engaged in distributing its services clothing and fashion accessories. The main aim behind
conducting this assignment is to determine the impact of store ambience and staff behaviour on
the customer preferences. By increment in the profitability of the firm it is important to focus
over the quality of services provided by them. The working of the enterprise is need to review in
timely manner so that there can be enhancement in profitability.
1.1 Formulate the project outline specification.
This assignment is based on the activities of Zara in relation to evaluate the impact on
customer preferences about store ambience and behaviour of staff. In this it is very important
that the performance of business is need to get improve in order to have increment in the sales of
business enterprise. The Staff of the Zara need to manage the working of the enterprise in the
effective manner. The quality parameters play main function in order to promote the higher
amount of profitability and productivity in the enterprise. The manager and employees are the
main part in the firm who are responsible to run the function of firm expertise mode. With the
help of effective market research there is need to activities in related to marketing plan.
This is helpful to have systematic flow of activities which will generate the higher volume of
profitability.
Aim- To access the impact of store ambience and staff behaviour on customers' preference and
loyalty. A case study on the “Zara”.
Objectives
1. To determine the concept of Store ambience and staff behaviour.
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2. To examine the impact of Store ambience and staff behaviour of Zara to maintain
customer preference and loyalty.
3. To recommend the most suitable ways to Zara in order to maximise the performance of
business.
1.2 Description on the identification of factors which contributes process of research
specification.
Rational- The main object behind making this assignment is to throw some light on the
activities of market in order to promote the profitability of enterprise in the market. With the help
of this kind of function the organization is need to adopt those marketing activities with the help
of which there can be increment in the sales of firm. The store manager is responsible to provide
effective training to their employees so that they are able to provide the quality services to the
customers. The main motive is to enhance the sales of firm by looking over the satisfaction of the
customers. With the help of having feedback from the customers they are able to bring
improvement in the sales of the business enterprise.
The manager of the store need to plan effective sales and marketing plan to make market
research effective. With the help of this kind of activities there can be expansion in the growth of
business enterprise.
1.3 Description of critical review on various key references.
According to the view of stated that marketing plays the crucial role in order to
determine the need and expectation of customers. With the help of fostering the growth of sales
in the market the enterprise is able to sustained the image of brand in market.
Hence, it can be stated that the marketing palsy the effective role in order to generate
high volume of profitability. There are various kind of negative and positive factors which are
influencing the overall marketability. In contrary to states that there are number of positive
and negative factor which are affecting the working of enterprise in the large manner.
Pointed out that the store manager of the hotel Marriott need to provide the effective
training facility to all the staff so that they are able to perform the business function
appropriately. According to the view of has been stated that the effective communication will
be helpful in order to improve the performance of business enterprise. With the help of giving
better training facility the preference of the customer can be identified and loyalty in this relation
can be maintained.
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1.4 Define project specification and effective plan procedures.
In manner to access or measure the effect of business performance there is need to adopt
the marketing strategy so that firm will achieve the desire outcome. In this way there are various
kinds of things such are as-
1. Literature review- This is need to be done in order to search the effective views of the
authors so that one better conclusion can be framed out. This kind of judgement will be
helpful in order to conduct the each activity effectively.
2. Research methodology- There are various kinds of methods which will be helpful in
order to conduct the study in the effective manner. With the help of this there can be
identification in what and how kind of data is need to be collected and used.
3. Conclusion- This is need to be given on the basis of overall outcome of the assignment.
With the help of summing up all the points the researcher can able to meet the final
conclusion.
1.5 Draw plan of implementation fort research specification.
Activities 1th
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Research topic
Literature
Review
Research
methodology
Effective
Proposal
question of
research
Research
activities
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Data Analysis
and graphic
presentation
Conclusion
and
recommendati
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Closing
Report
TASK 2
2.1 Resources efficiently to research questions or hypothesis.
Introduction
The Zara is large retail sector and it is distributing its marketing activities in fashion and
clothing sector. With the help of development in store Ambiance and staff behaviour, the
customer can be attracted towards the services of Zara. The present environment is very
competitive, to encourage customer to buy product it is essential to provide customer as an
attractive store ambiance so that customer retention rate to the firm can be enhanced. The present
study will examine the behaviour of customer in relation to Ambiance and staff behaviour so that
firm can run its operation in significant mode.
LITERATURE REVIEW
Determine the concept of Store ambience and staff behaviour
As per the view of the store ambiance is term which refer as arranging the product in
manner which can attract customers. Bring development in the store ambiance will be helpful for
retailers image and reputation in market. In addition, claimed that the environment high
affects behaviour of customer and develop positive image in their eyes. However, staff
behaviour also plays essential role in order to maintain sustainability of entity. Therefore, The
Zara need to provide effective training facility to their staff so that purchase behaviour of
customer can be enhanced. The expectation of customer is need to be understand in relation to
products in market. This will be helpful to sustain firm in market for longer period. Moreover, it
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has been stated that the marketing is the function with the help of which there can be increment
in the sales of business enterprise. As per the view of the marketing plan is need to be frame
with effective strategies so that manager can follow the process of business effectively.
Examine the impact of Store ambience and staff behaviour of Zara to maintain customer
preference and loyalty.
According to the view of states that it is essential to know about customer preference
and loyalty to earn large amount of profitability, it can be achieved by understanding current
trends in relation to fashion commodities. However, Zara is the retail sector engages in fashion
clothing in this way they need to produce those products and accessories which will helpful to
sustain brand image. In addition, claimed that behaviour of staff can influence the mind set
of customer in relation to services of firm. The positive behaviour of staff will be helpful to
maintain customer retention rate to firm. Moreover, pointed out by taking the regular
feedback from buyers the firm can bring modification in the products, this will be helpful to
enhance profitability as well as they can able to have more customers to the business enterprise.
By focussing over the ambience of staff and better arranging of all the things the customer are
able to get attracted with the activities of ZARA.
2.2 Undertaking of research investigation as per specification and procedures.
The current research aims to examining the impact of store ambiance and staff customer
towards the activities of Zara. Thus, survey is need to be conducted with the help to understand
the view of customers.
Research philosophies- With the help of this data can be gathered and analysed. Under
this, two kinds of philosophies are given as are interpretitivism and positivism. Thus, there is
need to put major focus over the activities of Zara in relation to determine the impact of store
ambiance and behaviour of staff. Moreover, for the present study the interpretitivism technique
will be taken, as this based on human behaviour and belief. The positivism relates to scientific
theory.
Research approach- under this, there are kinds of tools and techniques which is need to
be used in relation to conduct specific data. By implementation of techniques the chances of
mistake can be reduced. Two kind of method as are inductive and deductive. In order to conduct
present research the inductive approach will be taken. It is related to generation of the new from
emerging data. The deductive approach is in relation to aimed and testing theory.
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Research design- The effective and efficient design is need to be conducted in relation to
achieve aims and objectives. This is term which is helpful to determine the overall strategy in
logical manner. It will effectively address the research problem. The descriptive research is
helpful to measurement, collection and analyse of data in the significant mode.
Research technique- Under this there are two kinds of techniques as are quantitative and
qualitative. For this study the qualitative technique is need to be used because it is based on
constructivism perspective. The quantitative technique will be used to identify numeric based
research data. The preset study is relation to determine the impact of store ambiance and
behaviour of staff. Hence, in this the qualitative technique will be suitable design.
Data collection- There are two kinds of method under this primary and secondary. The
primary will be used to conduct the analysis from third person in relation to have views on the
working of firm. In present research of Zara, about determining the impact of store ambiance and
behaviour of staff. Hence, primary method will be used. The secondary research relates to having
information from book, journals and other secondary sources.
Data sampling- In this the data will be collect with the help of managers about the
asking their experience with shopping in Zara. The sample size for present study will be 10.
Data analysis- In order to conduct the present study the thematic analysis will be used to
collect the information about the specific data.
Ethical consideration- In this research is need to be conducted in ethical manner. It is to
be protected from copyright infringements. No harm is to be made to animals ans during the
completion of assignment.
2.3 Questionnaire
1. Is Zara having attractive store ambiance.
 Yes
 No
2. How you often shop Zara in a year.
 Always
 Usually
 Occasional
 Rarely
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 Never
3. Is staff services of Zara is satisfactory.
 Yes
 No
4. Is Zara provides innovative products to meet customer preference and loyalty.
 Yes
 No
5. What are the challenge for Zara.
 Store Ambiance
 Technology
 Staff services
 High cost
6. What sources you prefer to aware customer about the products.
 Promotional activities
 Advertisement
 Internet
 Television communication
Task 3
3.1 Data analysis and interpretation.
Theme 1: Most of them thinks that the store ambiance of Zara is attractive.
Frequency %
Yes 7 70.00%
No 3 30.00%
Total 10 100.00%
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Interpretation
From the above diagram it has been concluded that most of the customer thinks that Zara
need to facilitate more attractive store ambiance facility which will attract the customers in the
market. In this the firm will earn more amount of profitability and productivity.
Theme 2 : Most of the customers shop frequently in Zara.
Frequency %
Always 4 40.00%
Usually 2 20.00%
Occasional 2 20.00%
Rarely 1 10.00%
Never 1 10.00%
Total 10 100.00%
8
Yes No
0
1
2
3
4
5
6
7
8
7
3
Frequency

Interpretation
From the above char the most of the customer visit Zara on the frequent basis, the Zara is the
retail bran which provided good quality products to customers. The other individual shop Zara
but not on that frequent basis as per the survey.
Theme 3: Most of the customer think that the staff service of Zara is effective.
Frequency %
Yes 6 60.00%
No 4 40.00%
10 100.00%
9
Always Usually Occasional Rarely Never
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
4
2 2
1 1
Frequency

Interpretation
From the above diagram it can be concluded that most of the customers are fine with the
services of the staff provided to them. The good staff services will be helpful to enrich the
growth of the enterprise in the large manner. This will maintain the customer retention rate in the
Zara.
Theme 4: Most of the customer think that innovative products to meet customer preference and
loyalty.
Most of the customer think that innovative products to
meet customer preference and loyalty. Frequency %
Yes 7 70.00%
No 3 30.00%
Total 10 100.00%
10
6
4
Yes
No

Interpretation
From the above chart it has been concluded that Zara use the innovation in relation to
product they provide to the customer. This kind of facilities are helpful in relation to have
enhancement in the profitability and productivity to the firm. The innovation is helpful to sustain
brand in market for longer period.
Theme 5: Most of customer think that to facilitate more effective services under Store Ambiance
and Staff service.
Most of customer think that to facilitate more
effective services under Store Ambiance and Staff
service. Frequency %
Store Ambiance 3 30.00%
Technology 2 20.00%
Staff services 4 40.00%
High cost 1 10.00%
Total 10 100.00%
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Yes
No
0 1 2 3 4 5 6 7 8
7
3
Frequency

Interpretation
From the above chart it can be concluded that most of the customer think that the Zara
need to facilitate more effective services in relation to store ambiance and staff services. This
will be helpful to earn large amount of profitability so that customer will attract more number of
individual in market.
Theme 6: Most of them think that the internet activities are effective in order to aware customer
about product services.
Most of them think that the internet activities are
effective in order to aware customer about product
services. Frequency %
Promotional activities 3 30.00%
Advertisement 2 20.00%
Internet 4 40.00%
Television communication 1 10.00%
10 100.00%
12
3
2
4
1
Store Ambiance
Technology
Staff services
High cost

Interpretation
From the above chart it can be concluded that to aware customer about the product and
services of the firm they need to focus over providing advertisement with the help of internet
activities. This kind of facility are helpful in relation to attract the customer in market. This is
helpful to aware customer about the product in market.
3.2
Enclosed in PPT
CONCLUSION & RECOMMENDATION
CONCLUSION
Based on above research it can be concluded as marketing plays the crucial in order to
improve the performance of business. The selling activity of the firm is overall dependent on the
tactic of marketing or how they are performing their functions in the market. The better plan of
action will be helpful in order to achieve desire profitability of enterprise. The main aim behind
conducting this assignment is to determine the impact of store ambiance and staff behaviour on
the customer preferences. The present assignment will cover aspects like research methodology,
data analysis and its interpretation etc. The Staff of the Zara need to manage the working of the
enterprise in the effective manner. The quality parameters play main function in order to promote
the higher amount of profitability and productivity in the enterprise.
13
Promotional activities
Advertisement
Internet
Television communication
0
2
4
6
8
10
12
3
2
4
1
10
Frequency

RECOMMENDATION
1. The firm should provide good store ambiance so that customer can will attract to the
goods and services of enterprise.
2. The enterprise should provide effective training facility to staff so that they can treat well
with their consumers.
3. The Zara need to understand the preference of customer so that they can produce good
and services as per their choice.
4. The current market need to produce trendy product so that need of the customer can be
satisfied.
5. The Zara need to take feedback from customers, with the help of this they can bring
modification to products which will help enhance profitability in market.
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REFERENCES
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Research: A Taxonomy, Review, and Future Avenues. Organizational Research Methods,
p.1094428117744882.
Ailawadi, K.L., Neslin, S.A. and Gedenk, K., 2001. Pursuing the value-conscious consumer:
store brands versus national brand promotions. Journal of marketing. 65(1). pp.71-89.
Ailawadi, K.L. and Keller, K.L., 2004. Understanding retail branding: conceptual insights and
research priorities. Journal of retailing. 80(4). pp.331-342.
Sivadas, E. and Baker-Prewitt, J.L., 2000. An examination of the relationship between service
quality, customer satisfaction, and store loyalty. International Journal of Retail &
Distribution Management. 28(2). pp.73-82.
Terblanche, N.S., 2018. Revisiting the supermarket in-store customer shopping
experience. Journal of Retailing and Consumer Services. 40. pp.48-59.
Kistner, J., 2018. The Last Step Remains Analogue…. In Digital Marketplaces Unleashed (pp.
185-192). Springer, Berlin, Heidelberg.
Bridson, K.C. and Evans, J., 2018. Brand compass: charting a course to improve firm
performance. Journal of Strategic Marketing. 26(2). pp.174-187.
Wechsler, P., 2018. Issue: Customer Service Short Article: Ace Hardware Focuses on Nuts and
Bolts of Customer Service.
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