UNDERSTANDING CONSUMER’S PERCEPTION AND BUYING BEHAVIOR

FOR ZARA

By-Nilofa

THEORIES OF CONSUMER BEHAVIOR

According to Mowen and Minor (1998) consumer behavior is the study of buying
units and the exchange processes involved in acquiring, consuming, and the
disposing of goods, services, experiences, and ideas. It is important for a company
to understand its consumers and their consumption and particularly those factors
that assist consumers in their purchase decision making. Consumer behavior is
dynamic because consumers change and evolve over time (Peter, J.P., Olson, J.C.
& Grunert, K.G 1999). Consumer purchasing behavior of consumers includes their
personal or family life that occurs during the decision-making process when
buying goods. Consumer buying behavior is complex, and purchasing behavior is
generated by its internal and external factors that influence each other to
promote interactions. According to Blackwell et al. (2006) the consumer decision
process (CDP) model “represents a road map of consumers’ minds that marketers
and managers can use to help guide product mix, communication, and sales
strategies.” This model defines seven steps that consumers undertake when
making their decisions in order to satisfy their wants and needs. These seven
steps are described as recognition, search for information, pre-purchase,
purchase, consumption, post-consumption evaluation, and divestment.

INSTRUMENTALITY (FINDING AND ANALYSIS BASED ON OUR UNDERSTANDING)

The key findings of our study significantly contribute to the existing literature by
identifying purchase intention of a consumer based on brand loyalty, choice
fluctuation (preferences) and different mindset (view) towards Zara.
Findings Consumers who are attracted to scarcity due to limited supply and
scarcity due to time, referred to as perceived perishability, have a positive
attitude towards Zara where products are presented in scarce environments.
There are consumers whose preferences change based on what other retailers
offer, ongoing sales, lower prices, product aspects. And finally the consumers
who have a different view towards Zara and would not desire to make a purchase
from Zara.

The various variables that would lead to our conclusion comprise- the word of
mouth, a channel of media, brand loyalty and association, past experiences,
consumers’ perceptions of perishability, scarcity, low price, offers and discounts,
attitudes, impulse buying, post-purchase emotions, and product returns.

TOOLS AND PROCESS

The data will be collected with the help of 200-300 surveys with Likert scale and
open-ended questions.

The technique that will be used for analysis is Statistical Package for the Social
Sciences (SPSS), where we’ll discover the co-relation between the variables to
achieve our objective.

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