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Methodology The size of the sample was 33. Thirty questionnaires in order to make the quantitative research were given and for the qualitative research 3 interviews were answered. The convenience sampling was used since the quantitative and qualitative research was done in house at one of the Zara’s stores. It was the easiest way to collect the answers since it was obvious that the participants were Zara’s customers. For the quantitative research more samples were used than for the qualitative one. Therefore, the research will rely more on the questionnaire. However, there are also some limitations to that. When dealing with questionnaires the answers are too general and they can not be well interpreted. Also, the fact that the sample was made of only 30 respondents makes the job even more difficult. The sample is too small to measure the customer satisfaction of store and the results are not very reliable. The questionnaires contained 15 questions about the staff, the atmosphere, the music, and the products. In the first part of the questionnaire the respondents are asked to state their opinion about the products and services. The next question is very important since they are asked whether they would suggest the store to a friend. This measures the perception of Zara. Furthermore, there are questions regarding the last experience of the store. Question number four is the same as question 1 since we want to make sure that the individuals pay attention when completing the questionnaires and that they are not lying. In the second part of the questionnaire people are asked their opinion about the services, the employees, the music, the cleanness, and the queues. Finally, in the last part of the questionnaire, personal information is to be provided such as job, gender, and age. Demographics are on purpose the last questions since some people are sensitive when it comes to these types of questions and if they would have seen these questions in the beginning maybe they would choose not to complete it.
The results are as follows : Differences between genders . some frequencies were performed in order to see the percentages of males and females that answered the questionnaire as well as the percentages of their age. the store and the loyalty of the customers. a non-random sample was chosen. since three of the people that answered the questionnaire were chosen. The beginning of the interview we asked questions about the products. They were also delivered in house at the store.There were also developed some interviews in order to find some broader answers regarding our research. Results Quantitative research After imputing the data into SPSS. In the end of the interview we try to find out what people like and dislike about the store. occupation and loyalty. We allocated five minutes since only seven questions were delivered. what they like and what they dislike about the store in order to improve furthermore all the necessaries. Therefore. The purpose of the interview was to have a better understanding of how customers perceive Zara.
Age groups .7 % of the total sample and 10 males representing 33.7 100.7 33.0 There were 20 females representing 66.3 100.3 100.Gender Frequency Valid female male Total 20 10 30 Percent 66.0 Cumulative Percent 66.3 %.7 33.0 Valid Percent 66.
the sixth from 46-50.0 20. .0 13.0 There are eight categories of ages as seen from the statistics. From the third category (31-35) there were only 4 people answering.7 100.0 73.Age Frequency Valid 1 2 3 4 5 8 Total 12 6 4 1 6 1 30 Percent 40.7 96. the third category 31-35 years old.3 3. Customers from the second category (26-30) make up a percentage of 20 coming in a number of 6. the fifth from 41-45.3 3.0 13. customers having ages between 18-25 are the most frequent making a percentage of 40.3 20. Each number represents one category.3 20.3 % of the sample has the age 56 or more.3. the fourth from 36-40 years old. The first number represents the age category between 18-25 years old. and only one person representing 3. the second number represents the age between 26-30 years old. This can also be one of the target groups of the store. As it can be seen. This implies that young adults are the ones frequently visiting the store and that people having ages from 45 and more do not visit the store so often.0 Cumulative Percent 40. Six people represent the fifth category (20% of the sample).3 100. the seventh from 51-55 and the eight category 56 and more.0 3.0 3.3 76. there are no people from the 6th and the 7th category.3 100.0 60.0 Valid Percent 40. having a percentage of 13.0 20.
0 26.0 Cumulative Percent 6.7 13.0 Just like the graph with age groups. this one has also numbers each one representing a field of work.0 Valid Percent 6. Therefore.7% (8 individuals) of . number 2 that represents professionals (high executive) that make up 10 % (3 individuals) of the sample.3 100.7 100. we used number 1 to represent the manual workers that make up to 6.7 43.Occupation Occupation Frequency Valid 1 2 3 4 5 Total 2 3 8 4 13 30 Percent 6. number 3 to represent public/ private sector employee.7 16.3 100.7 10.2 % (2 individuals) of our sample.3 56.0 26. being composed of 26.7 10.7 13.3 43.3 43.
having ages between 18-25.009 1. Therefore.194 1.43 2.082 1.971 1.77 2. as unsatisfied the customers are.57 3.83 2.343 Variance 1.3 % (4 individuals) from the sample and number 5 representing students that make up to 40 % of the whole sample. from all the frequencies presented it can be seen that the most frequent customers found in the store is composed by female students. Deviation 1. From these frequencies it can be seen the fact that most of the customers are students.016 1.426 1. Furthermore.803 . Descriptive Statistics N impressionpr impressionserv employeesvbcustomers Music accessability Queues Cleanness Fittingrooms Valid N (listwise) 30 30 30 30 30 30 30 30 30 As closer the mean score to 4.30 2. therefore.70 Std. Minimum 1 1 1 1 1 1 1 1 Maximum 5 5 5 5 5 5 5 5 Sum 75 83 85 73 77 99 74 81 Mean 2.944 1.47 2. Descriptives Descriptives were ran for 8 questions in order to see the how satisfied are the customers in general with the facilities of the store.236 1. The only mean score that is very close to 4 is the one from the queues.040 1.528 1.008 1.50 2.234 . the customers are not very happy about the queues in the store.017 1. when having a look at the mean scores it can be seen that they are satisfied in general about the facilities in the store.the whole sample. number 4 representing the self employed category that build up to 13.523 .
829 F . Error Mean .05 (0. At a first sight it may be obvious that the one that have a higher job position would be willing to pay more on the products.949 .367 df 4 25 29 Mean Square .496 Sig.788 Std. Deviation .739 Since the significance level is more than 0.908 1. . t-test Furthermore.736 49.10 Std.176 . a t-test was performed in order to see whether there is a relation between gender and the overall impression of the products.739) it means that the test shows no significant relation between the job position and the money that customers are paying for the products.630 45. ANOVA occupation Sum of Squares Between Groups Within Groups Total 3.300 .30 2.ANOVA An ANOVA test was runned in order to see whether there was a relation between the money that the customers were paying for the products and their occupation. Group Statistics gender impressionpr male female N 10 20 Mean 3.
In the case of the males. But . Nineteen females (gender2) would suggest Zara to a friend while 1 would not. Cross-tab The purpose of running a Cross-tab test was to find out the correlation between gender and if they would suggest or not Zara to a friend. the mean is 3. there is a limitation to that and the tests can not be very reliable since we had more females than males in our sample. and their mean answer can be placed somewhere between neutral and very good. The test shows a significance level smaller than 0. meaning that they are not very satisfied with the products.10. When the mean is bigger that 3 it suggests that the customer was not satisfied.05. This shows how women are more satisfied with the products than men. This means that they were more satisfied than men. However. On average. moreover their answers in average were somewhere between neutral to very bad.30. therefore the results can be influenced by that. the answers of the females were 2.As it can be seen from the table the mean of the male is different that the mean of the females. gender * suggestion Crosstabulation Count suggestion 1 gender 1 2 Total 5 19 24 2 5 1 6 Total 10 20 30 The results show that 5 males (gender1) would suggest Zara to a friend and 5 would not suggest it.
. One of them was further suggesting that especially the staff from Greece is not treating the customers how they are supposed to. the long queues and the fact that sometimes the store is too crowded make people dislike Zara.again. The third question asks the customers if they see each other buying the products in ten years from now. only one of the respondents saying ‘good’ which can not e interpreted as something extremely positive though. Two of the respondents said the quality is ok for everyday wear and one said that the quality is poor. Two of them answered yes. and one of them said that if she will have a higher income and the possibility of buying something better she will buy from Zara only clothes to wear in the house. Therefore. and all of them were students. The lack of sizes and high quality materials. In the fourth question regarding the staff people suggested that they are not very satisfied. Qualitative research The answers from the interview helped in interpreting the results since they were more elaborate and descriptive. None of the three respondents considers itself as being a loyal customer. they like the fact that there are cheap clothes. In the second question regarding the reason for which they buy the products from Zara one of the respondents said that he likes the t-shirts and the other 2 said that they buy due to the prices and the nice designs even if the quality is not so good. The 6th question was asking opinions about the quality of the clothes. There were two females and one male answering the interview. due to the inequality of the genders in the sample the data can not be considered 100 % reliable. However. the three interviews will be analyzed and then interpreted. One of the respondents was 18. In the first question all the three customers answered more or less that they prefer Zara due to the variety of products and accessible prices. a lot of variety to choose from and many clothes that are inspired from the designers collections. one 19 and the other 22.
if she will have a higher income she will choose Zara only when it comes for house clothes. Therefore. From the cross tab test it was noticed that men are not satisfied with the products from the store. the marketing department should pay more attention in attracting also males. one girl mentioned that in the future. some suggestions straight to the point were made in order to increase the satisfaction among customers.Marketing implications After running the entire test in SPSS and interpreting the results there are further suggestions that need to be made in order to increase the customer satisfaction in Zara. • • • • • • Attract more males Make the male products more attractive Secondary target group including older people having high job positions Take care of the queues Train the staff. Therefore. From the descriptives and also interviews it could be noticed that people are not happy at all with the queues. Therefore. Also from the interviews it was seen that the customers are happy with the prices but they are not happy with the quality of the products. The occupation was closely related to the age category. This means that maybe the students are satisfied for now since they do not afford buying something more expensive. especially the one in Greece Improve the quality of products . a closer look in satisfying also this part of the clientele should become important. but they will not come to the store in the future. therefore most of the respondents were students. This implies the fact that if they would target people with different ages also they will also have a variety in occupations. First of all when dealing with the sample in house in one of the Zara stores more women than men were found even if it was a big store having clothes for both genders. Most of the clients had the ages between 18-25. the staff should be more organized in overcoming these incidents. Moreover. Consequently. therefore a secondary target group including also people with different ages would not be bad.
Even a successful store like Zara needs improvements. if an improve is wanted in the perception of the store.• Try to keep the customers loyal in the future Zara. However. some steps have to be followed in increasing the customer satisfaction. like many other stores of this kind is very popular and it has a great success among students and teenagers. .