MM3721

Consumer Behaviour
Group Presentation
Presented by Group 8
 PRESENTATION
OVERVIEW

Industry Review
Introduction to the companies
Current Obstacles
Attribute Analysis
Survey Findings
Interpretations and Limitations
Recommendations
Conclusion
 RETAIL INDUSTRY
CUSTOMER
From Fashion to Food and more
CONVENIENCE

MOBILIZING
FINANCE

SALES & EMPLOYMENT

SERVICES FOR
CONSUMPTION SUPPLY CHAIN
MARKETING
STRATEGY
PRODUCT MIX
Six brands, different pricing strategy for each customer
segment. Each brand with something different to offer

PLACE
Major expansion. H&M uses an omni-channel strategy to
expand both offline and online

PRICE MIX
Cheap and affordable pricing range

PROMOTION
Direct marketing with television ads, news and social media
are the most important drivers
 MARKETING
STRATEGY
PRODUCT TO EXPERIENCE
Highly curated product experience

PLACE TO EVERYPLACE
Offline and online stores for better customer
accessiblity.

PRICE TO EXCHANGE FOR VALUE

Value pricing with regards to the true quality of
the prodcut

PROMOTION TO EVANGELISM
Data structures to analyse buying decisions. Less
sales and discounts offered
CURRENT OBSTACLES
 OBSTACLES
COST CUTTING MANOEUVRES
O W N V E R T I C A L O F PR O D UCT IO N IN ZA R A CR E A T ES B EN CH M A R K Q UA LIT Y
C L O T H E S I N T IM E EF F ICIEN T W A Y .

TRADITIONAL PUSH MARKETING TACTICS

U N L I K E Z A R A ’S PULL M A R KET IN G T A CT ICS T H A T CR EA T ES B R A N D LO Y A L
C U S T O M E R S , H &M H A S S T ILL Y ET T O D IV ER S IF Y EV ER Y W H ER E

TIME SCALE OF PRODUCTION

Z A R A I S K N O W N F O R S H O R T T IM E S CA LE PR O D UCT IO N A N D R IG H T S O UR CIN G
O F P R O D U C T S W H ILE H &M S UF F ER S IN D IV ER S IF ICA T IO N
ATTRIBUTE ANALYSIS
 Marketers assessment
PRICE of the value of product from consumers eye

CLOTHING QUALITY Analyse the

product(clothing) experience for future betterment

PRODUCT MARKET INFLUENCE

Market capture and standpoint

FASHION TRENDS Understand the collection

likability and consumer preferences for better product

ONLINE & OFFLINE EXPERIENCE

Consumer buying convenience
 THE FISHBEIN MODEL

MODEL:

I = NUMBER OF ATTRIBUTES
SURVEY FINDINGS
OUT OF
SAMPLE
SIZE
40 PEOPLE WERE
INTERVIEWED

85% I.E. 34 PEOPLE

FILLED IN THE
SURVEY AND 5
DEEP INTERVIEW
WERE CONDUCTED

THE RESPONSE RATE

DESIRABILITY INDEX FOR
THE ATTRIBUTES PRICE
AVERAGES
CALCULATED
T H E P I E C H A R T IS T H E
E V A L U A T I O N O F S PECIF IC
A T T R I B U T E A N D B ELO W A R E
A V E R A G E O F T H E B ELIEF S
C A L C U L A T ED F R O M T H E S UR V EY

-0.44 1.44
DESIRABILITY INDEX FOR FASHION
THE ATTRIBUTES TRENDS
AVERAGES
CALCULATED
T H E P I E C H A R T IS T H E
E V A L U A T I O N O F S PECIF IC
A T T R I B U T E A N D B ELO W A R E
A V E R A G E O F T H E B ELIEF S
C A L C U L A T E D F R O M T H E S UR V EY

0.75 0.93
DESIRABILITY INDEX CLOTHING
FOR THE ATTRIBUTES QUALITY
AVERAGES
CALCULATED
T H E P I E C H A R T IS T H E
E V A L U A T I O N O F S PECIF IC
A T T R I B U T E A N D B ELO W A R E
A V E R A G E O F T H E B ELIEF S
C A L C U L A T ED F R O M T H E S UR V EY

1.64 0.26
DESIRABILITY INDEX PRODUCT MARKET
FOR THE ATTRIBUTES INFLUENCE
AVERAGES
CALCULATED
T H E P I E C H A R T IS T H E
E V A L U A T I O N O F S PECIF IC
A T T R I B U T E A N D B ELO W A R E
A V E R A G E O F T H E B ELIEF S

2.00 1.70
C A L C U L A T E D F R O M T H E S UR V EY
DESIRABILITY INDEX ONLINE & OFFLINE
FOR THE ATTRIBUTES EXPERIENCE
AVERAGES
CALCULATED
T H E P I E C H A R T IS T H E
E V A L U A T I O N O F S PECIF IC
A T T R I B U T E A N D B ELO W A R E
A V E R A G E O F T H E B ELIEF S
C A L C U L A T ED F R O M T H E S UR V EY

0.77 1.04
FISHBEIN MODEL
INTERPRETATIONS AND LIMITATIONS
6.76 INTERPRETATIONS
- Survey findings reveal the major strengths and weaknesses
7.39
of H&M. While price has turned out to be a consumer
preference in comparison with ZARA, clothing quality and
brand image has stark differences between the two

MAJOR IMPROVEMENT
AREAS

BRAND CLOTHING
INFLUENCE QUALITY
RECOMMENDATIONS
 KNOW Y O UR CUSTO MER VALUES AND
CULT U R E
To create a market niche and market segmented product.
This enhances brand value and shows care

CREATE LIKENESS FOR THE BRAND

Positive advertisement to revamp brands image

DUAL INSPECTION VIA AUTOMATED MACHINES

AND PHYSICAL QUALITY CONTROLLERS
Dual quality checks for enhancement of quality and true to
value production of products

ESTA B L I SH NEW AQ LS AND EFFICIENT QM S

SYST E M S
New acceptable quality levels by product quality testing and
establishing an efficient quality management system internally is
crucial
 KNOW Y O UR CUSTO MER VALUES AND
CULT U R E
To create a market niche and market segmented product.
This enhances brand value and shows care

CREATE LIKENESS FOR THE BRAND

Positive advertisement to revamp brands image

DUAL INSPECTION VIA AUTOMATED MACHINES

AND PHYSICAL QUALITY CONTROLLERS
Dual quality checks for enhancement of quality and true to
value production of products

ESTA B L I SH NEW AQ LS AND EFFICIENT QM S

SYST E M S
New acceptable quality levels by product quality testing and
establishing an efficient quality management system internally is
crucial
 EMOTIONAL ATTACHMENT
TO THE BRANDS

KNOW YOUR CUSTOMER

VALUES AND CULTURE

ENHANCES BRAND
VALUE AND SHOWS CARE
FASHION TRENDS

0.75 0.93
ORIGINAL

0.75 2.00 AIM

PRODUCT MARKET INFLUENCE

2.00 1.70
ORIGINAL

2.00 2.00 AIM

 KNOW Y O UR CUSTO MER VALUES AND
CULT U R E
To create a market niche and market segmented product.
This enhances brand value and shows care

CREATE LIKENESS FOR THE BRAND

Positive advertisement to revamp brands image

DUAL INSPECTION VIA AUTOMATED MACHINES

AND PHYSICAL QUALITY CONTROLLERS
Dual quality checks for enhancement of quality and true to
value production of products
ESTA B L I SH NEW AQ LS AND EFFICIENT QM S
SYST E M S
New acceptable quality levels by product quality testing and
establishing an efficient quality management system internally is
crucial
CLOTHING QUALITY

1.64 0.26
ORIGINAL

1.64 2.00 AIM

CONCLUSION
H&M VS ZARA
ALTHOUGH H&M HAS BETTER PRICE VALUE DEMARCATIONS
BUT TO CAPTURE MARKET SHARE, QUALITY AND PRODUCT
INFLUENCE NEEDS TO BE TACKLED

UPSCALE QUALITY POSITIVE AND RIGHT PRODUCT

MANAGEMENT LIKEABLE MARKETING NICHE FOR RIGHT
SYSTEMS CONTENT FOR INITIAL CUSTOMERS
REVAMPING (MARKET ANALYSIS)
 REFERENCES
All Answers Ltd. (2021, June 1). H&M Marketing Analysis. Ukdiss.
https://ukdiss.com/examples/marketing-analysis-h-and-m.php

Bhasin, H. (2019, May 16). Marketing mix of Zara. Marketing91.

https://www.marketing91.com/marketing-mix-zara/

Excellence, T. (2019, October 1). Zara Wins With The 4Es, H&M Loses With The 4Ps. Textile Excellence
- Textile & Apparel Newspaper / Magazine. https://www.textileexcellence.com/featured/zara-wins-
with-the-4es-hm-loses-with-the-4ps/

Marci, K. (n.d.). Zara vs H&M: Comparing the apparel retailers’ strategies | EDITED | Retail Intelligence.
Kayla Marci. https://blog.edited.com/blog/resources/zara-vs-hm-whos-in-the-global-lead

User, S. (n.d.). TechnoFunc - Importance of Retail Industry. Techno.

https://www.technofunc.com/index.php/domain-knowledge/retail-industry/item/importance-of-
retail-industry
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