Signifcance of the marketing mix in the creation of positive Assignment

Signifcance of the marketing mix in the creation of positive cognitive, affective and behavioural response to the Brand of Zara - Assignment Example .......................................................................... 8 Figure II – Sample of Zara’s Online Advertisement and Catalogue .................................... 9 Figure III – Samples of Zara’s Store Outlet .......................................................................... 13 Figure IV – Photo of Women Going In and Out of Zara’s Store .......................................... 14 Figure V – Sample of Sara’s Interior Design ........................................................................ 15 Appendix I – Summary of Zara’s Store Outlets Worldwide ................................................ 19 References †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.†¦ 20 - 25 1.0 Introduction Consumer behaviour is one of the highlights o f may scholars particularly in the world of business (Harmancioglu, Finney and Joseph, 2009). In most cases, consumer purchasing behaviour is pertaining to the study on how each individual responds to any form of marketing activities that can entice them to purchase a particular brand (Lake, 2009, pp. 9 – 13). Consumer purchasing behaviour is often classified as either planned or impulsive buying (Gutierrez, 2004; Hausman, 2000). In general, impulsive buyers is totally different from buyers who plan their purchases in the sense that impulsive buyers are more likely to project a more immediate unplanned purchases as compared to those buyers who are less impulsive (Tendai and Crspen, 2009). It means that majority of the impulsive buyers are often motivate in making their purchases based on their emotions. Rogers (1983, p. 15) mentioned that the theory of innovation diffusion can partly explain the purchasing behaviour of the public consumers. By learning more about the concept of diffusion of innovations, several authors have noted that the marketing personnel can benefit from a higher chance of success when selling and targeting a market for new products (Tyagi and Kumar, 2004, p. 150; Glaser and Montgomery, 1980). Therefore, product innovation related to product appearance, comfort and design is one factor that can trigger impulsive buying behaviour amongst the public consumers (Creusen and Schoormans, 2005; Fischer and Arnold, 1994). Other than the theory of innovation diffusion, several studies have noted that the concept of marketing mix (i.e. product, price, place, promotion) can also affect consumers’ cognitive, affective, and behavioural response (Faryabi, Sadeghzadeh and Saed, 2012; Karbasivar and Yarahmadi, 2011; Tendai and Crispen, 2009; Subrahmanyan and Gomez-Arias, 2008; Underwood, Klein and Burke, 2001). In relation to the brand Zara, this study will purposely examine the potential impact of marketing mix on consumer buying behaviour. The positive cognitive, affective, and behavioural effects of Zara’s advertising and branding strategies are significant within the global markets of fashion industry. As a Spanish fashion brand, Zara is very successful in the global fashion markets. For this reason, a lot of other fashion clothing companies are spending some of their precious time trying to analyze the secret behind the branding strategy of Zara. To give the readers a better understanding about this topic, a general background will first be provided with regards to the