Research Objectives
In this assignment, we were tasked to uncover more dimensions of the brand Zara and analyze the perspectives of Zara’s customers, both current and prospective. As such, our team decided to use a combination of qualitative and quantitative research methods to garner insights. The research methods employed in this study are as follows:
• Focus group
• ZMET
• Survey
Though we had previously conducted an exploratory study (7-day diary), we felt we needed greater insights into the issue. Hence, we conducted a focus group to delve deeper into consumers’ perceptions towards fashion, shopping and Zara.
ZMET was one of the means we used to gather associations customers have towards Zara, which were then tested in our survey with 100 respondents. Stemming from our earlier research, we gathered several hypotheses, which we wanted to test with a larger sample.
The ultimate aim of this study is to deduce Zara’s customer segments, according to their shopping styles and values, in addition to demographics like age and gender.
The objectives of this study are as follows:
1. Investigate the higher levels of the CBBE pyramid – Brand Judgment, Feelings, Resonance
2. Test Existing Associations – Strength, Favorability & Uniqueness
3. Performance-Importance (PI) Analysis relative to competitors
4. Test hypotheses – Importance of customer service, Zara as an aspirational brand, Inclination to purchase with social causes
5. Differences in terms of Gender and Purchasing Power
6. Segmentation via Demographics & Psychographics – Gender, Age, Shopping Styles
