Retail Purchasing and Supply Chain ( about Zara ) read the case study Essay

Retail Purchasing and Supply Chain ( about Zara ) read the case study and answer the questions 1 and 2 - Essay Example The buying decision process at Zara Zara produces wears for the global consumer market; thus, the need to understand the buying process towards the fashion offers becomes a necessity in order to ensure that all programs target the needs of the consumer (Evans, et al 2004, p. 23). The garment store establishes that the emerging trends in the consumer market pose the feeling of deprivation as the female gender seeks to match with the prevailing trends in the market. For example, the company recognizes that the consumers realize that there is need to access the most current fashion on seeing other influential characters wear the item. In most cases, Zara depicts the consumer needs through fashion advertisements in the television media and analyzes that there could be relative consumer needs in the global market (Pahl and Mohring, 2008, p. 40). Therefore, Zara establishes consumer need recognition as the first approach the consumers take towards the company’s programs. Zara unders tands that consumers search for the right information concrning the emerging fashion trends. The company establishes that different sources of information may serve to deviate or enhance consumer knowledge and understanding; thus, the best initiative that the company establishes should focus on availing effective information (Evans, et al., 2004, p. 30). Zara creates an informative flow that affects efficiency in reaching the customers at the right time. The company depends on online and television advertisements to relay information to the consumers at a critical time, when the consumer seeks for the available fashions as advertised in the television shows. In response to the growing consumer anxiety to access information, Zara designs relevant fashions and distributes them throughout the chain stores while ensuring effective advertisement of the offer. This aspect tames consumer loyalty; thus, with the emergence of new fashion trends, the fashion consumer segments tend to search i nformation on Zara’s line of offer (Toru, 2007, p. 12). The clothing company researches and implements that the fashion business does not eradicate the problem of evaluation of alternatives as consumers seek to access the best offers out of the emerging trends (Rosenbloom, 2009, p. 70). Information linkages are turning the world into a global market place, and thus the consumer gains access to an effective criterion of assessing the value preposition of a trend over another. Zara establishes the aspect that the global consumer may vary its products with those of the H&M and other close competitors. However, this fails to yield consequential pressure over the company based on the delivery criteria (Evans, et al., 2004, p. 34). Although this is not a dependant aspect in marketing, Zara improves it through ensuring quality and progressive innovation, which controls all perceptions of the global consumer to assume that Zara offers the desired products duly and to the anticipated status. Consumers seem to establish different buying decisions with effect to their distinct perceptions towards products. The fashion market depicts convergence in the buying decisions as outweighing the differences. For example, the Zara company outlets tend to offer standardized products in the different countries they operate