Signifcance of the marketing mix in the creation of positive Assignment

Signif basisce of the marketing mix in the creation of positive cognitive, affective and behavioral response to the Brand of Zara - Assignment Example.......................................................................... 8 Figure II consume of Zaras Online advertising and Catalogue .................................... 9 Figure III Samples of Zaras Store Outlet .......................................................................... 13 Figure IV Photo of Women Going In and Out of Zaras Store .......................................... 14 Figure V Sample of Saras Interior Design ........................................................................ 15 Appendix I Summary of Zaras Store Outlets oecumenical ................................................ 19 References . 20 - 25 1.0 Introduction Consumer behaviour is one of the highlights of may scholars particularly in the human of business (Harmancioglu, Finney and Joseph, 2009). In most cases, consumer purchase behavi our is pertaining to the study on how each individual responds to every 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 credibly to project a more immediate unplanned purchases as compared to those buyers who are less impulsive (Tendai and Crspen, 2009). It gist that majority of the impulsive buyers are often motivate in making their purchases based on their emotions. Rogers (1983, p. 15) mentioned that the hypothesis of innovation diffusion can partly explain the purchasing behaviour of the public consumers. By acquire more about the concept of diffusion of innovations, several authors have mention that the marketing personnel can benefit from a higher chance of success wh en selling and targeting a market for new products (Tyagi and Kumar, 2004, p. one hundred fifty Glaser and Montgomery, 1980). Therefore, product innovation related to product appearance, comfort and design is one factor that can start out 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 coincidence 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 Zaras advertising and branding strategies are significant in side the international 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 remarkable time trying to analyze the secret behind the branding strategy of Zara. To give the readers a let on understanding about this topic, a general background will first be provided with regards to the