CONSUMER DECISION-MAKING

How decision-making of consumer affects the success of Zara (UK) in the economic downturn?

Abstract

The aim of this paper is to analyze the tendencies and consumer behaviour of the young in the direction of clothing and make clear the some components that leverage a young individual throughout the buy method and categorize them into the customary buyer forms or try to find out another one new model. The young persons that eventually created the experiment arrive from diverse economic and informative levels. We consulted them utilising a questionnaire comprised from a kind of 19 inquiries split up in tow classes (12 ordinal and 7 nominal). In our statistical investigation we worked with Descriptive Statistics in alignment to assembly the variables granted from the questionnaire and convey out helpful results.

The target of this study is to analyze the repercussions of the psychological and communal leverages imposed on the clientele throughout the conclusion - making process. Issues treated by this study include: consequences of motives in consumer behaviour, decision-making, commitment to the brand, the connection with the merchandise, evaluation of mind-set and their alterations, communal and heritage consequences on consumer mind-set, usual consumer forms, submissions associated to market segmentation, merchandise positioning and advancement, as well as the share of fondness relished by clothing companies.

Our major outcomes have to do with the causes that a young individual makes a buying process. We have a assembly of persons who are customary buyers and they purchase just to cover their desires and other, who purchase because they identify buying method as a game or a kind of amusement and they desire to display their economic class and their rank through the buy and use of costly brand name.

In the globalization era, when the part in inquiry is under diverse types of force (large department shop chains, illicit trade, reduced - cost imported goods for example Chinese ones etc) and the ZARA UK clothing retail enterprise is going through a urgent position, particularly as far as the lone proprietor is worried, this study and its outcomes, can make significant responses as to what components leverage a young individual throughout the buy method, what can advocate them into making a buy and what the added merchandise oriented services they address vital for a company.

Our proposals for future study should be conveyed out and aim on the approval of young persons after buying method and the components that leverage and boost this satisfaction.

The conclusions and significances for perform of this paper is that it presents helpful responses in the inquiry “which is the components that leverage a buyers behaviour?” and can give some proposals about the added services that a business should offer to the clientele for example parking services, after sales services, pre-sales services or about the way and the time that the businesses should evolve their merchandise advancement and their strategic trading plan.

On the one hand, this paper makes clear the entire service load that a young individual needs from a textile ...