Evaluating Consumer Behaviour Trends

Table of Content

Terms of Reference3

Summary4

Introduction7

Part 1: Gap Inc. Scenario7

Part 2: Consumer Trends Report8

Definition of a business strategy for Gap and objectives for increasing sales based on this strategy8

Priorities for the company in evaluating consumer trends along with appropriate responses to those trends11

An analysis of target demographics and their spending habits / buying objectives14

A proposal for a business process and format that ensures regular reporting and monitoring of pertinent consumer behaviour techniques and trends15

Strategic recommendations to Gap for integrating marketing with sales16

References18

Terms of Reference

The main purpose of this paper is to conduct an analysis on the patterns of consumer behaviours. The paper disucusses the case study of a company and the application of this case to the consumer behaviour conceptual framework and theories. The paper discusses the case study of Gap Inc. and defines the business strategies and the consumer trends of the company. This report has been established for the purpose of defining the role of the consumer behaviour and its different patterns. In order to conduct this research, data has been retrieved from different sources including periodicals, magazines internet and the company's brochures.

Summary

The main purpose of this paper is to analyse consumer behaviour and and its different trends. The paper discusses case study of Gap Inc. and applies it to consumer behaviour's theories.. The paper analyses in detail the business strategy of the company and the company's priorities for the purpose of evaluating the consumer trends along with the appropriate responses to those trends. Gap Inc. is considered to be one of the leading clothing retailers which are based in United States. The company has been acting as the market leader since 1960s. According to the report presented in 2004, GAP Inc. appeared to be profitable and successful company in both U.S. and international market with annual revenues of $ 10.3 million, on sales of more than 15.85 billion dollars. There are almost 3,000 supplier factories all over the globe which are performing the functions of manufacturing the GAP Inc.'s merchandises. The company is running its operations in almost 50 countries. In the early 2000s, the clothing trends have changed, hence this has become the main factor behind the loss of Gap Customers. Given the changing customers's trends, Gap clothes were perceived as an old trend. The customer's priority were the youth-oriented shops.

Gap Inc.'s main business strategy runs towards the increase of sales revenue of the company by 2011. The company has adopted the Business Growth Strategies. The business growth strategy focuses on maintaining company's relationships with the existing and potential clients of the company. As per the business growth strategy, the companies should be aware of the changing needs and opportunities of company which can ultimately increase the company's business. The main goalsand objectives of the company are to remain focused in order to increase the revenue of the company by 2011. The company also aims to increase the operating margin and earnings while giving the maximum return to the ...