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Zara Fina lpresentation questionnare

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Field Study
Target market: females aged 14-30
young, Sexy, Chic, economically conservative, and fun
Trendy, attractive, young brand image
Unique business model – success
Product
Zara will offer fresh, stylish, trendy, vibrant products to the female and Male consumer
Affordable and fashionable

Published in: Marketing
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Zara Fina lpresentation questionnare

  1. 1. ZARA Field Study
  2. 2. Introduction Fashion apparel retail store from Spain Established globally; 4 stores in the Lebanon. Verdun Downtowon Dbaiyeh-Zalka Saida Fashion at affordable prices positioning Unique business model
  3. 3. SWOT: External Analysis Opportunities Standardized fashion industry Internet retailing Increased buying power of Zara’s target market Importance of differentiation in retailing Metrosexuality trend Threats Established competitors Economic downtrend – customers may turn to discount stores like Mango, and OXYGEN. Price sensitivity of Zara’s target market, looking for more at less Continuous changing trends in the fashion industry
  4. 4. SWOT: Internal Analysis Strengths Unique business model: vertical integration and working through the whole value chain In-house production: flexibility in terms of variety, amount, sizes of products & very quick to response to needs of consumers Central distribution: minimizing lead times Best designs: very quick fashion follower Weaknesses Not realized economies of scale Higher R&D costs to respond quickly and efficiently Tendency to prefer another brands: different tastes & expectations No advertising besides in store
  5. 5. Research Objectives Looking into the potential consumers’ buying behavior with regard to fashion apparel Consumers’ purchase intention Apparel purchase behavior Key attributes that consumers look for when buying apparel Evaluation of the Zara product concept and potential Desired brand image for Zara Examine possibility of introducing Zara to the ------ market Examine brand awareness and brand knowledge of Zara Examine tendency toward shopping Zara’s clothes Identify the best location for a Zara store in Lebanon Examine the potential for a male, Female product line
  6. 6. Methodology Data Collection Method Purpose of study: to gather information about Zara Brand Image and consumers’ purchasing habits and behaviors, attitudes, awareness level, purchase intentions, brand’s positioning, competitors, etc.
  7. 7. Sampling Method(cont’d) Sample size: 50 people 68% Female- 32%Male 32% Age Between 18-24 36% Age Between 25-30 44% income below $500
  8. 8. Sampling Method(cont’d) 32% Under Graduate 44% Students
  9. 9. Finding s
  10. 10. Awareness and Usage Behavior  90% have purchased once from Zara stores  34% Spent for every purchase in the average $300-$500.  32% shopped in ZARA in the recent three months
  11. 11. Factors Influencing Buying Decision 1. Family and Friends (68%) 2. In-stores Displays(16%) 1. Price of product choices (32%) 2. Discounts offered (16%) 3. Variety of product choices (10%)
  12. 12. Brand Image 1. 32% Buy Zara Products Because its Sexy 2. 24% Buy Zara Products Because its Young
  13. 13. Brand Awareness 1. 44% Zara Would be their first choice of buying fashion 2. 56% Would Definitely recommend Zara to others 3. 40% Consider that Zara Offer good Quality Products 4. 48% Consider Zara as one of their favorite Brands 5. 48% Would Prefer to Buy Zara if compared to the same feature of another brands
  14. 14. Conclusion  Target market: females aged 14-30 young, Sexy, Chic, economically conservative, and fun  Trendy, attractive, young brand image  Unique business model – success Product  Zara will offer fresh, stylish, trendy, vibrant products to the female and Male consumer  Affordable and fashoinable
  15. 15. Than k you!

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