CONSUMER DECISION MAKING
The key to success of any business is their ability to understand their consumers. This is a very complicated process that marketing managers must deal with frequently. This is even more complicated for multinational companies like Zara.
Being present in more than 60 countries world wide, Zara deals with understanding the needs and wants of its consumers constantly. Many of the countries in which Zara is present are very different from each other, so evidently their wants and needs are also very different. For example the needs and wants of the costumers from Brazil are very different from those in Sweden. Costumers in Brazil may need short shorts and sandals at any time of the year--due to the hot weather--and they want boots just for fashion. The ones in Sweden may have the opposite station from the Brazilians: they need boots in autumn and winter--due to the cold weather--and they might want shorts for a fashion statements. Besides the effect of the climate on the wants and needs of the costumers, Zara's marketing managers must understand the cultural factors, too. They must be able to understand the similarities and the differences of the costumers from strict cultures and liberal cultures.
In order for the Zara's marketing managers to understand all of these various needs and wants they need to constantly be in touch with the clientele. They must conduct several surveys per each season in each individual region where there are established stores. In addition they must decide how realistic the costumers wants are. They must decide if making an extravagant product that many costumers seem to want is efficient: maybe it costs a lot to make that product, but the costumers may not pay a lot of money to purchase that products, thus the company will waste resources on a product that will not be as successful as anticipated.
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