Report: Analyzing Consumer Behaviour at The Iconic Fashion Retailer

This report provides an analysis of consumer behavior, specifically focusing on The Iconic, an online fashion and sports retailer. The study delves into various aspects of consumer behavior, including consumer attributes, demographics, geographic and psychographic segmentation, behavioral purchase patterns, the influence of marketing and influencers, current market trends, and the importance of appealing to consumers. Furthermore, the report examines The Iconic's organizational capabilities and how they contribute to meeting consumer needs and preferences. The analysis covers different consumer attributes and preferences based on age, gender, and income, the influence of influencers, and current fashion trends. The report recommends understanding the customer's interest and preferences to increase sales and revenue. The conclusion emphasizes that understanding consumer behavior is crucial for an organization's success, as it helps in analyzing the entire process from product selling to customer satisfaction.

Consumer
behaviour

Executive summary
Consumer behaviour is the study of the individual consumers which has been described as the
organisation or groups which has been selected to buying the products and satisfied the needs
and wants of the customers. The study will describe the points which has been useful for the
customers and organisation prespective.

Table of Contents
INTRODUCTION...........................................................................................................................1
Body of the part...............................................................................................................................1
Recommendations............................................................................................................................3
Conclusion.......................................................................................................................................3
References .......................................................................................................................................3

INTRODUCTION
Consumer behaviour term study on the individuals customers, select the organisation or groups,
buyers, uses and ideas that dispose and goods and services which satisfy the needs of the
customers. The term refers to the actions of the marketplace of the customers and underlying
those actions which are motives of the organisation. The iconic is an online fashion and sports
retailer company which is selling the fashion products and footwear for both he men and
women. It focused on the latest technology which provide the unrevealed access to the
international and local brands and market. This report will study of the consumer's satisfaction
behaviour about the products of the brand. It highlighted the consumer attributes, demographic,
geographic, physiography, behavioural purchase, influence, current trends, focus on appeal and
organisational capabilities(East. and et.al., 2016.).
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Body of the part
Findings
a. Consumer attributes:- The attributes of the consumer about The Iconic are the data and
main points that can easily used to filter and segments of the customers that its important to find
out the attributes of the customers because it is a competitive advantage for to find the analysis
of the main points which relates to behaviour of the customers. It also defines the taste and
preference of the customers that attributes about the organisation is match to the needs and
wants of the consumers or not.
b. Demographic:- consumer behaviour effect so many ways to the organisation. Consumers
preference are changing highly and become diversified in so many ways. It includes the taste
and preference according to the age, gender and income of the customers. For understanding the
targets of the customers its critical for the success of The Iconic. Demographic are refers to the
segmentation and subculture. Its important to shift on the focus of the demand of the customers
and manufacture the products according to the attributes of consumers. It includes the different
behaviours of the customer(Szmigin. and Piacentini. 2018.).
c. Geographic:- It is strategy of The Iconic when the products are serve in a particular area or
which the organisation target the customers with the different preferences and based on the
location of the customers. The approach divides the markets on the basis of the market. There
are several ways to contribute the market such as by city, area, country, location, state, region
etc. from that its easy to understand the attributes and contributes to fulfil the demand, needs
and wants of the customers.
d. Psychographic:- This term refers to the lifestyle of the customers that it plays a vital role in
building the behaviour of the consumers and helps to promoting the products and services of
The Iconic which relate to the products for the customers such as fashion clothings, footwear
etc. Psychographic term refers to the interest, activities and opinion of the consumers(Lassoued.
and Hobbs. 2015.).
e. Behavioural purchase:- The behavioural purchase depend upon the decision process and
acts of customers on purchasing the products and using it. It need to be understand the total sum
of the attitude, preference, intention and regarding to the behaviour of the consumer in the
market. From purchasing of the products in The Iconic its important to focus on the attitude and
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behaviour of the customer for the products. That the products satisfied the needs and wants opf
the customers.
f. Influencers:- It is term which refers to the behaviour of the consumers which influence by
organisation. As a influencer marketing is a type to focus on the customers through marketing
of the products and crevices of The Iconic. Influencers are one who can react on impacts and
way of people thinking about the products. It affects the purchasing decision which is
significant or authoritative(Löfsten. 2016.).
g. Current trends:- For selling a product its important to understand the current trend which is
new in the market and influence the customers easily. Current trends refers to the current
fashion styles and current taste of the customers. It's all about the current interest and likes and
priority of the products in the market. It depends upon the behaviour of the consumer that what
are the current trend in the market. It is a type of strategy for The Iconic to build image in the
market to follow the new trends of the fashion. It increases the sales and revenue of the
organisation.
h. Focus on appeal:- Focus on appeal is a term which refers to the appeal to reach the potential
customers of The Iconic. Using the advertisement to influence the customers to purchase the
product and support the cause. Appeal refers to the need of the individuals because it work as
the motivator, influencer, and create a emotional connection with the customers which feels
them special and increase the interest to purchase the products.
Organisational capabilities it a capability of The Iconic which has ability to manage the
resources like employees, effective to gain the advantage over competitors. Organisational
capabilities only focus on the demand of the customers which can easily achieve by the The
Iconic. It improves which can well and anything which can be done for the business to stand in
the market. Developing and organising the capabilities which can help the business to gain a
competitive advantage and focusing on the area where it stands. Its ability to deliver the values
through the investments in the new change its always been a success factor for
organisation(Kaynak. and Kahle. 2020).
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Recommendations
As we recommended that the behaviour of the consumer is important for the organisation. It
shows the interest and preference of the customers which is profitable for both the organisation
and customers. It also shows the attributes and behavioural purchase of the customer that it
gives satisfaction to the customers or not.
Conclusion
Above study on the consumer behaviour it concludes that the behaviour of the customers is
suitable for the organisation. It analyses the whole activity from selling to purchasing of the
products and services. It highlighted the attributes of customers, demographic and geographic
segmentation, Psychographic, purchasing behaviour, influencer, current trends, focus on the
appeal of the customers. From that it can show the capabilities of the organisation that the
organisation can fulfil the need and wants of the customers or not.
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References
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
Lassoued, R. and Hobbs, J.E. 2015. Consumer confidence in credence attributes: The role of brand
trust. Food Policy. 52 .pp.99-107.
Löfsten, H., 2016. Organisational capabilities and the long-term survival of new technology-based
firms. European Business Review 28(3). pp.312-332.
Szmigin, I. and Piacentini, M. 2018. Consumer behaviour. Oxford University Press.
Kaynak, E. and Kahle, L.R., 2020. Cross-national consumer psychographics. Routledge
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