Analyzing the Consumer Behavior And Importance In Zara

Introduction

Zara is a well-reputed and distinguished largest fashion industry. The headquarters of the company is located at Arteixo in Galicia. It distributes products such as shirts, T-shirts, Trousers, Accessories, and jeans to consumers. It is considered to be the first fashion retailer industry to produce affordable, trendy things for customers. In recent years, the company’s net income has stood at €4.1 billion, which has increased from the previous year (Inditex.com, 2023). This study discusses consumer behavior and the company’s approach to affecting consumer behavior. Also, it explores the organization’s strategic development to impact consumer behavior. Lastly, this study examines Zara’s strategic adjustment as per consumer behavior response.  

Consumer behavior concept and essentiality of consumer behavior to Zara

According to the consumer behavior concept, consumer behavior is the study of individuals, organizations, or groups. It refers to the activities associated with the purchase and utilization of the products and services (Sethna, 2023). Along with this, this consumer behavior includes the emotions of the consumers, demands, and attitudes that directly impact the buying behavior of customers. It can be described in one word: consumers’ purchasing decisions at the time of product purchasing. Additionally, this study also involves the essentiality of the consumer behavior for Zara that can significantly increase customer retention after identifying the target market (Silva and Duarte, 2021). Also, consumer behavior is essential for improving the company’s customer service and helping the company develop new products for consumers. 

Measures of Zara to affect its consumer behavior response

Zara has accomplished a lot of factors to affect its consumer behavior response to drive the company’s sales. Initially, Zara delivered affordable and comfortable products in both online and offline mediums to engage more customers. Secondly, Zara has offered the high-quality to increase customer gratification. Moreover, the company has introduced a self-reminding and self-enforcing cycle to keep the consumer visit intact to their organization. At the same time, Zara has shared their purchases and ensures the availability of products in different shops for profitability (Arifin et al. 2022). In the following, the company has broadly prioritized the cost-effectiveness of all products by considering customers’ difficulties. Additionally, before the pandemic, Zara maintained sustainability by offering quality products to customers.

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Measures of Zara to affect its consumer response during pandemic

Zara has adopted several strategies to influence its consumer behavior during the pandemic. During the pandemic, Zara has developed their online services to reach customers within a minimum time (Kalsi, 2022). The company has also maintained hygienist and social distance with their company for the welfare of both the employees and customers. Furthermore, it has focused on the expanse of the products by reducing the high-quality product cost for the convenience of the customers. Besides this, the company has also looked into the customers’ demands and provided suitable solutions for any issues that the customers are facing while purchasing the Zara product.

Further approaches for affecting consumer behavior and recent performances

The international fashion company Zara should adopt Big Data to analyze large volumes of data. By using big data, Zara can be aware of or acquire a deeper understanding of their customer’s behavior patterns, preferences, and necessities. It can result in developing more effective marketing strategies, improving product offerings, and enhancing overall consumer experiences.

Primarily, Zara is involved in using some prominent marketing strategies such as social media, sales promotions, building loyalty, etc. Basically, Zara has been using a personalized strategy using customer data to create personalized shopping experiences. Recently, Zara has been facing severe challenges, such as intense competition, globalization, and supply and demand uncertainties. Zara can utilize influencer marketing to build authentic connections with consumers to understand and predict their demands and necessities (Duoyan, 2021).

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Emphasizing Brand Strategy Based On Consumer Behavior

Primarily, Zara operates in both online and offline platforms for selling products. Instead, as after COVID-19, most people like to buy products online, having more opportunities and cost-saving purposes. Zara has preferred to make a better online platform infrastructure than an offline selling process. In that case, to make a more accurate or opportunistic online platform to provide more scope to consumers, Zara has taken an invite to grow some social media marketing such as Uber, eBay, Instagram, Twitter, etc. Along with this, Zara must prioritize strictly maintaining fashion websites to give consumers the best products according to their demands. Apart from this, Zara can also emphasize an influencer marketing strategy to reach consumer behavior (Li, 2021).

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Conclusion

In this overall segment, the importance of consumer behavior to the brand or company of Zara has been discussed. Besides this, it elaborates on how Zara affected its consumer behavior response before the pandemic. Along with this, the changing aspects of consumer behavior have also been interpreted after the response to the pandemic. Furthermore, severe recommendations for enhancing consumer behavior have been elaborated. Moreover, the effectiveness of the current marketing strategies of Zara in consumer behavior has been negotiated. Also, the recommendation for Zara to adjust their brand strategy according to its consumer behavior response has been evaluated.

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References

Arifin, W., Marsudi, M. and Wijaya, R., 2022. The Effect of Product Quality on Purchase Decision Mediated by Brand Image in Zara Women’s Bag Consumers. Jamanika, 2(4), pp.367-378.

Inditex.com., 2023. Net income of Zara. https://www.inditex.com/itxcomweb/en/press/news-detail?contentId=03fb8048-fa0d-4a2a-998e-12f501bd081b

Kalsi, A.R., 2022. Investigating the impacts of digital marketing on consumer buying behavior in the fast fashion industry of Ireland–a case study of ZARA (Doctoral dissertation, Dublin, National College of Ireland).

Sethna, Z., 2023. Consumer behaviour.

Silva, A.M.A. and Duarte, V., 2021. Online Shopping Behaviours during quarantine: Zara case study (Doctoral dissertation).

Logo.com.2023. Zara. https://logo.com/blog/zara-logo

Duoyan, H., 2021, April. Research on ZARA strategy from the perspective of SWOT analysis method. In 2021 6th international conference on social sciences and economic development (ICSSED 2021) (pp. 201-205). Atlantis Press.

Li, Y., 2021, September. How Should Zara Optimize Its Marketing Strategies to Cater to the Needs of New Generations–Gen Z and Millennials. In 2021 International Conference on Financial Management and Economic Transition (FMET 2021) (pp. 305-311). Atlantis Press.