MKT20025: Analyzing Consumer Decision Making Process for Zara Jeans

This report examines the consumer decision-making process (CDMP) for Zara men's jeans, focusing on the factors influencing purchasing decisions. It begins with an overview of Zara and consumer behavior, highlighting the brand's popularity and target demographic. The report then delves into the five stages of CDMP: need recognition, information search, alternative evaluation, purchase, and post-purchase evaluation, discussing how Zara can optimize each stage. It also analyzes situational factors, such as store location and ambience, that impact consumer behavior. The report concludes with key recommendations for Zara, including enhanced marketing strategies and incorporating customer feedback, to improve competitiveness and customer satisfaction. The analysis incorporates relevant consumer behavior theories and concepts.

Running head: MANAGEMENT
Consumer decision making process
Name of the Student
Name of the University
Author Note

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Executive summary
This report focuses on the different stages of Consumer Decision Making Process (CDMP)
that influences them in purchasing men’s jeans from Zara. Zara provides the latest fashion
trends in clothing and accessories and is very popular in the Australian market as well. Range
of price of the products is high due to the technique and the clothing that is used in making
the product. This makes the company in serving a certain niche section of the customers
present in the market. The report highlights the different stages of CDMP and the situational
factors that influence them in buying the product. The introduction part contains the
description of the product and the company along with the definition of consumer behaviour.
The main headings have been divided in to the stages of CDMP, which highlights the
different stages along with the justification so that the products can be purchased in a better
manner by the customers. The second part consists of the situational factors that also
influences the customers in a psychological manner to purchase the product. The third part
consists of the key recommendations that the company as well as the customers need to
follow so that it can enable them in having a better shopping experience. Main
recommendation included the campaign of products through the traditional as well as online
medium. They should provide necessary information regarding the product in different types
of medium. Apart from this, the company should also consider the feedback of the customers
in order to increase competitiveness within the international market.

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Table of Contents
Introduction................................................................................................................................3
Five stages of CDMP.................................................................................................................4
Situational factors and external environment to the particular stages of the CDMP.................7
Key Recommendations..............................................................................................................9
Reference List..........................................................................................................................12

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Introduction
The company provides the latest fashion trends in clothing and accessories and is very
popular in the Australian market as well. The price of the products are high due to the
technique and the clothing that is used in making the product. This makes the company in
serving a certain niche section of the customers present in the market. The company sells its
products based on the loyalty that is present among the customers who often purchases the
goods on a repeated manner. The decision making process of the customers is based directly
on the perception that the company provides superior quality of goods that motivates them in
buying the products. The demography that is interested in purchasing the products mainly
belongs to the richer section and has a higher level of income. Most of the customers are of
the age group between 25 and above, which allows them in spending more to purchase the
jeans from Zara.
Consumer Behaviour is where the company needs to have a thorough understanding
of the individuals or groups regarding the type of activities that they are associated with so
that it can result in the disposal of goods and services in a better manner. The emotional and
psychological content of the people are also responsible for portraying the type of behaviour
within the market (Subramoniam et al. 2013). It is a mixture of inter-disciplinary social
science such as the sociology, ethnography, marketing and the psychological impact that is
present among the consumers with respect to certain products or services. It is very important
for an organization to understand the behaviour of the customers, as it allows in increasing
the sale of the products in the market where they are operating. The need and demands of the
consumers need to be analysed by the organizations so that it can allow them in providing the
products and services that are needed by them. This will help the organization in gaining a
competitive advantage in the market due to the fulfilment of the demands of the consumers
(Wang 2013). Zara is a Spanish retailer that was founded in the year 1975 by RosaliaMera

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and Amancio Ortega. It became an international brand due to its superior quality of goods
and the services that were provided to the customers. The first expansion of the company
happened in 1980 where the business was launched in Portugal followed by the United States
and French market in the year 1989 and 1990 respectively.
The report will focus on the different stages of consumer decision making process that
allows the customers in taking the decision to purchase the men’s jeans from Zara. The
importance of this process enables the customers in being motivated in purchasing so that
they can be satisfied with the product.
Five stages of CDMP
It is very important for Zara to understand and verify the decision making process of
the consumers so that it can result in selling more number of the product. It will also help in
stabilizing the business, as the product will be able to gain a competitive advantage in the
market. The understanding that the company will have regarding the behaviour of the
customers will help in providing the services in a proper manner along with the product. This
will help the consumers in becoming a loyal customer for the company so that the purchases
can be done on a repeated manner (Sharma, Mithas and Kankanhalli 2014).
According to Pescher, Reichhart and Spann (2014), the five stages of consumer
decision making process includes need recognition, searching and gathering information,
evaluating the alternatives, purchasing the product and evaluation of the product in the post-
purchase period. The recognition of the need is the first stage, as it motivates the customers in
understanding the need of the product. This will trigger the basic need in wanting the product,
which will satisfy their demand. According to Gilford and Nilsson (2014), the need to get the
product is the foremost thing that allow the customers in being motivated in purchasing the
product. The need of the customers should also be relevant to their disposable income so that

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they can continue the process of purchasing the item. The income level plays an important
part, as it will allow the customers in purchasing the product within their capacity. The
relevancy of the product in the lives of the customers can only be measured through their
needs so that it can help in satisfying it.
Once the male customers have finalized on purchasing the jeans from Zara, it is also
important for them in analysing the product. The company manufactures the products with
low carbon emission and does not employ child labour while manufacturing it. The customers
will be intrigued in gathering most of the information regarding the type of product that is
being sold by the company and the price at which it is being sold. They will also compare the
prices and the quality of the product with the competitor brands that are operating in the
market. This will allow them in understanding the difference that is present and the money
that they are spending is of value or not (Lysonski and Durvasula 2013). Most of the top-
notch companies are using the online websites to promote their products, which will result in
dividing the choices among the customers. It is necessary for Zara to provide all the
necessary information that will increase the attractiveness of their product in the market.
Most of the customers who will be buying the product belongs to the richer section of the
society, so it is necessary for the company to provide proper information regarding the
product to them (Smith 2016). The information regarding the product will be collected by the
customers through the personal contacts such as their family members and friends, which acts
as a strong influencer for changing the attitudes of the customers towards the brand. Another
source of information is through the print and electronic media such as newspapers,
magazines and television commercials (Pookulangara and Shephard 2013).
Another important stage in the CDMP is that the customers also evaluate the different
alternatives that are present in the market. This is based solely on the perception of the
customers regarding the type of products that they want. The alternatives also allow the

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consumers in gaining a better perspective regarding the different quality of products that are
available in the market within the same price range (Zolfami et al. 2013). The alternate
products that will be taken in to consideration by the customers will also include the type of
quality along with the features that are being given at the same price with respect to the
product of Zara (Muruganatham and Bhakat 2013). Based on the personality of the
customers, the products will be evaluated by them so that it can help them in making the right
choices. This will allow in increasing the level of competitive advantage among the
customers for the money that they are spending on acquiring the product from Zara. This
stage enables the customers in gathering information from the market with respect to their
level of income, tastes and styles (Karimi, Papamichail and Holland 2015).
The fourth stage of the CDMP is where the actual purchase is being done by the
customers based on the level of motivation, attributes present in the product and their level of
perception with respect to the product. The purchase done by the customers are also triggered
through the various campaigns that are done by the company as well as the feedbacks that
they receive from their families and friends. The purchase of the product from Zara will be
finalized by the customer after the alternatives and other attributes have been taken in to
consideration. This will allow them in utilizing the money in an appropriate manner (Han and
Hwang 2013).
The last stage of CDMP is the evaluation of the product after the product has been
purchased by the customers. The analysis will be done by the consumer based on the level of
satisfaction that they receive after using it. The features present in the menswear need toad
value to the customers so that it can fulfil their demands in a proper manner. The product also
needs to match the personality of the customers so that they are motivated in purchasing from
Zara again. The satisfaction of the needs among the customers will also motivate them in

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purchasing from the company on a repeated manner. This will also result in the process being
cyclical in nature so that the products are available to the customers (Aruldoss et al. 2013).
Situational factorsand external environment to the particular stages of the CDMP
The situational factors also play an important role in influencing the decision making
process of the customers. The situational influences on the buying behaviour of the
consumers are the conditions that actually affect the way in which the customers are behaving
towards a particular product or service. The factors have a significant role on their buying
decisions as well (Persson and Ryals 2014). The situational factor such as the location of the
Zara store at a convenient location will allow the male customer to be motivated in
purchasing the jeans. The location of the store will also result in providing proper knowledge
to the customers regarding the type of products that they are dealing in so that it can increase
the level of sales. The situational factors are also inclusive of the psychological and social
factors that affect the buying behaviour of the consumers (Hill and Alexander 2017).
According to Govindan et al. (2015), the physical surroundings such as the location,
furnishings and the ambience play an important part in influencing the decision of the
consumers towards purchasing a particular product or service. The design and layout of the
fashion store will motivate the customers in being attracted towards the products, as it will be
visibly appealing to them as well. According to Mullen and Jognson (2013), the store needs
to be situated and decorated in such a manner that will help in influencing the buying
behaviour of the customers to a great extent. The level of motivation for the customer is
increased when the store is lit in a proper manner that will allow them in glancing through the
products when they pass from the area. This will also allow them in understanding the type of
quality that is being provided by the company.

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The perception of the customers also changes with respect to the spatial elements such
as the interior decorations that is being done by Zara. The humidity and warmness within the
store also affects the decision taken by the consumers in purchasing the product. Another
major factor is about the social surroundings that is associated with the men’ jeans that the
customer wants to purchase. The social surrounding such as the level of interaction that is
taking place with the employees will help them in having a better experience with respect to
shopping (Provost and Fawcett 2013). The crowd that is entertained within the store should
also be managed in a proper manner so that it can allow all the customers in getting a chance
to look at the product. The self-concept of the customers will also be increased, as they will
be able to gather more information regarding the type of material that is being used in
manufacturing the product as well as the other associated activities (Lee et al. 2014). The
customers will have a better level of experience with respect to shopping when the product
that they are buying fits their personality. This can only take place when they have a proper
conversation with the employees of the store who will help them in influencing their buying
behaviour process (Hill and Alexander 2017).
Another factor that affects the decision making process of the consumers is time. The
consumers need to allocate their time in a proper manner so that it can help them to be well-
informed regarding the product that they want to purchase. The increase in the time of the
customers will enable them in understanding the quality of the product that is being provide
by the company, as they will be able to gather better level of information (Subromoniam et al.
2013). The amount of time invested by the customers in dealing with the product will also
enable them in having a better understanding of the life of the product so that the money that
is being spent by them can add value. The employees of the store also need to provide time to
the customers so that they can solve the queries that are present among the customers
regarding the products that are being purchased by them. This will also result in increasing

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the sale of the products due to the higher level of interaction between the customers and the
employees (Wang 2013).
Another factor that influences the decision of the customers is the reason to purchase
the product. It is important for the customer to understand the need that is present in buying
the product from Zara. The evaluation of the alternatives need to be done in a thorough
manner so that it can help them in having a better level of shopping experience. The reason
for the purchase will act as a motivational drive for the customer in purchasing the jeans from
the Zara store. The different moods and conditions of the customers also play an important
role in influencing their decisions in buying the product from the store (Zolfami et al. 2013).
Since Zara attends to the richer section of the people in the society, most of the customers
will not have any problem in spending the money, as the quality of the product is superior to
others along with the designs that they make. The satisfaction that is received by the
customers after using the product will drive them repeatedly in purchasing the product.
Another important factor is the way in which the company handles the complaints and
feedbacks that are being provided by the customers regarding a specific product (Griskevicius
and Kenrick 2013). It is necessary for the employees of the store to ask the customers who
are repeated buyers to give valuable inputs for the product so that it can enable in increasing
the portfolio of the company as well as manufacture the product in a better manner. These
situational factors act as major influencers in changing the attitudes of the customers towards
the brand (Pescher, Reichhart and Spann 2014).
Key Recommendations
It can therefore be recommended that the company needs to fulfil the situational
factors so that it can result in influencing the decision of the consumers in purchasing the
product. The economic factor is a major condition that will allow the customers in purchasing
the product as the price is high. The customers need to have a better amount of knowledge

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regarding the product and the brand so that it can allow them in investing in the product. The
company needs to make sure that all the information regarding the product is available in the
social and print media so that it can allow the customers in gaining a better level of
knowledge. This will also allow in increasing the level of sales thereby affecting the profit
levels in a positive manner. The price of the product needs to be kept in a competitive manner
so that it will help the customers in comparing the product in a better manner. While the
customers will be looking for the alternatives, the price will play an important role in
increasing the competitive advantage for the company.
The company also needs to take in to consideration that they need to be located at a
convenient place so that it will result in attracting more number of customers. The interior
decorations that will be done by the company will act as a friendly environment for the
customers so that it will help in attracting them towards the store. The increased amount of
time that is being spent by the employees with the customers will enable them in providing
better level of information so that it will influence the customers in taking the decisions in a
better manner. It is also important for the customers to understand the personal factors such
as their age and the lifestyle that they lead, which will help them in increasing the need to
purchase the product. The motivation to purchase the product will affect their psychological
well-being, which will result in gathering all the necessary information regarding the jeans
manufactured by Zara.
It is also important for the customers to understand the feedbacks that are being given
by their friends and relatives about the product. This plays an important role in the minds of
the customers regarding the product that they are going to purchase from the store. The
cultural factors are also important, as it influences the customers in their decision making to a
great extent. Most of the people are living in a society where traditional and moral values are
followed. Society plays an important factor in deciding the buying behaviour of the

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consumers, as it is necessary for them to stay within the tradition. The company also needs to
follow that and help the customers in living within the society in a sustainable manner. The
time that is being dedicated by the customers will enable them in understanding the quality of
the product that is being provided by Zara. This will result in increasing the competitive
advantage of the company in the market over the rivals that are operating as well. The men’s
wear also need to fit in the interest of the customers so that they are able to recognize the
product with respect to the quality and price. This will enable the company in increasing the
level of profit by increasing the sales volume as well. Proper training needs to be given to the
employees so that they are able to handle the negative and positive feedbacks that are being
given by the customers. This will result in increasing the level of loyalty among the
customers so that they can purchase the product on a repeated manner.