This report presents a comprehensive analysis of Zara's brand perception, focusing on the impact of ethnic differences on customer preferences and marketing strategies. The research investigates how various ethnic groups perceive the Zara brand, considering factors like culture, lifestyle, and purchasing behavior. The study explores the challenges Zara faces in managing ethnic diversity and its influence on brand image, referencing incidents of insensitive designs and marketing missteps. The report reviews relevant literature, including brand perception models like Keller's brand equity model and the stimulus-response model, to provide a theoretical framework. The methodology includes a deductive approach, descriptive design, and positivism philosophy, with primary data collected through surveys. The findings highlight the importance of understanding ethnic nuances for effective marketing and brand management, offering recommendations for Zara to improve customer satisfaction and enhance its brand perception through culturally sensitive strategies and innovative market research. The report concludes with suggestions for Zara to better address ethnic differences and improve its brand perception.
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