Firstly, the individual consumer’s wants, awareness of brand distinctiveness and consciousness to alternatives are of significance in consumer decision-making. Other factors which affect the brand choice are the consumer’s demographics, peer pressure, lifestyle and personal characteristics. Secondly, the environment has importance in consumer behavior, which consists of culture, social class and various groups. Assael (1994) also describes the reason why information about consumer behavior is imperative for a company like ZARA to be aware of, which can thereby imp...
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...tomers’ queries in time. Being responsive implies a company should be accessible and willing to look into clients needs within the shortest time possible. ZARA has achieved this since its products were shipped directly from the central distribution center to well-situated, good-looking stores twice a week, doing away with the requirement for warehouse and keeping inventories low (Christopher et al., 2004). Companies and business ought to always put themselves in their customers’ shoes and endeavor to get their perceptions and their thoughts about the products provided the ‘given company. This quality of being compassionate is very imperative and helps in motivating customers. It involves listening keenly and asking the pertinent questions, speaking customers’ language, and tailoring products to satisfy or meet the customer the best way possible (Niinimäki, 2010).
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