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
AZKKA NOOR (20007663D)
URVI JAIN (20060455D)
KO CHING LAAM (20050403D)
THANK YOU
Feel free to ask any questions
ANKITA NAIK (19084483D)
NG WANG HEI ROMEO (19071707D)
YAU CHING YAN (20048559D)
