CONSUMER BUYING BEHAVIOUR

Consumer Buying Behaviour

Consumer Buying Behaviour

Introduction

Planning to launch a new product, toying with a new product idea, or wanting to boost up sales the importance of market research has grown unprecedentedly. The marketing guru, Philip Kotler has acknowledged that it only by marketing planning research, control, and implementation desired results and aims can be accomplished. In this paper I am going to conducts research on consumer buying behaviour in fashion industry with the help of questionnaire. I shall mainly be focusing on Zara which is one of the most successful retailers operating many countries.

Research Purpose

The purpose of this research is to explore and analyze consumer buying behaviour in fashion industry with specific reference to Zara retailer. The main purpose of conducting market research is to let marketers know about the importance of consumer feedbacks and reaction in making present and future decisions as it helps organizations to attain success. The purpose of this research is to know current buying behaviour of Zara's consumers and also analyse and predict future strategies to attain success.

Need For Research In The Process Of Marketing and Sales Decision Making

For various organizations and its departments research plays a very important role. Today research is playing important role specifically in decision making of marketing and sales. Market research is the basis of marketing. For instance, if a marketer of Zara wants to launch a new product for children then he would initially do market research based on different factors like he would research about the latest trends in fashion industry for children and many other things. Then he can make his decision based on his research to weather launch new product or not if yes than how to market the product where to market. Moreover sales department of an organization also takes advantage of research. Various articles states that market research leads to increased sales because with the help of research sales manager are able to analyze the gap between market and their organizations and form various strategies based on these decisions. For instance market research is conducted to have right data about products, market, and customers which helps sales department to decide what strategies to apply to cater their market.

Research Objective

The objective of this research is to analyse weather Zara is using right marketing approach in fashion industry or not. Another objective of this research is to find alternative strategies based on the response of the respondents and information collected from the questionnaire.

Methodology

The objective of any research is to contribute to pool of knowledge that exists in the world and to expand boundary of knowledge by making scientific and systematic investigation into unknown (Nugroho, 2009, 216 ). This research is a quantitative study, we shall use questionnaire (that charts the relevant data) for analysing consumer buying behaviour. The questionnaire intends to find out the influence behind your purchase from Zara. The questionnaire is divided into two parts; first part is related to the basic demographics whereas the second section intends to evaluate ...