RESEARCH METHLODOGY ON ZARA (Mens Footwear)

COMPILED BY: AKSHINA Bhatnagar Grace Priyanka sanwal & Sandeep umeshbabu

ZARA
Zara (Spanish) is a Spanish clothing and accessories retailer based in Arteixo, Galicia, and founded in 1975. Zara is one of the largest international fashion companies. It belongs to Inditex, one of the worlds largest distribution groups. It is claimed that Zara needs just two weeks to develop a new product and get it to stores, compared to the six-month industry average, and launches around 10,000 new designs each year. Zara has resisted the industry-wide trend towards transferring fast fashion production to low-cost countries. ." Zara has also been described as a "Spanish success story. As of 2007 Zara stores have men's clothing and women's clothing. Zara product line ranges from casual to formals in both its Men and Women collection. Along with clothing it also has a wide range of accessories available in stores like bags, scarfs belts etc. One of the known categories in the Zara collection are their shoes, Men Women and Kids. On one hand where the womans foot wear is selling well we observed that it was not the same case scenario when it came to the mens footwear section. According to store managers this section was not doing well and the store was facing a lot of problem in finishing stock. Not only was this section being ignored by customers but the store was receiving ample complaints such as quality issues, durability problems, design issues etc. Our research deals with the above mentioned problem and with it we are trying to reach a point where we can improvise on the product and come to a solution to the situation.

Research Methodology of ZARA.

Objective: To analyze the problems encountered in the sales of footwear in mens section. Sub Objective: 1. To understand the consumer behaviour towards mens footwear category in ZARA. 2. To find the potential competitors of the same product category for ZARA and improvise on its marketing strategies Type of Research: 1. Descriptive: Describing further the objectives of the research by primary research via questionnaires for the consumer to understand the consumer behaviour. Sampling Method: 1. Sampling unit: ZARA 2. Sampling size: 100 3. Sampling type: Non probability sampling Data Collection Method: 1. Primary data : questionnaire Research Timeline: March 1st to March 15th 2012

QUESTIONAIRE: ZARA MEN SHOES

1. Have you ever purchased shoes from ZARA? (Y/N) 2. What is your age? 15-25 26-35 36 & above 3. How often do you purchase shoes from ZARA? Once in 2 weeks Monthly Quarterly Half yearly Yearly 4. Your favorite category? casual formal both 5. How would you rank the collection?

6. What do you like about the ZARA shoes? look Comfort Style Color 7. Rate the ZARA shoe quality GOOD

1 BAD

8. Rate the comfort of ZARA shoes. GOOD

1 BAD

9. What do you feel about the variety available? GOOD

1 BAD

10. Whom would you prefer over ZARA shoes? CK TOMMY HILFIGER S-OLIVER JACK & JONES Others please specify ________________________________

Name : Phone No: Occupation:

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