A Study on Consumer Buying Behavior of ZARA | Original Article

ABSTRACT:

ABSTRACT

Consumer behavior is one of the most growing topics of research in today’s world. A consumer’s behavior towardsanyorganizationisoneofthemostessentialfactorstobesuccessful.Withouttheconsumer, a success of an organization is next to impossible. They decide and set a future of any organization or association. Consumer buying behavior is the method through which an organization or brand can study the consumer behavior. The reason consumer behavior is given utmost importance in the organization is because it helps the company/organization decide its marketing and sales strategy for the near future. This research paper helps bridge the research gap with a valuable result received by the end. The research gap was found in the consumer buying behavior of ZARA specifically in regard to India. The objective of this research paper is to study the factors of consumer decision making process on Zara’s e-commerce website and to study the factors affecting consumer buying behavior towards ZARA in the Indian scenario based on the tier cities. This paper focuses on the consumer buying behavior and the reasons of the decisions made by them in regard to their ZARA purchases. The research is done through primary and secondary data with a sample size of 114 ZARA customers. Descriptive type research design is used in the study. Purposive sampling technique is used in this research and the data is collected via a well-structured questionnaire. The received data is well analyzed and appropriate suggestions are mentioned ahead.