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University of Wales Institute, Cardiff

(UWIC)

Title: To what extent does colour influence the purchase ofclothing?

The case of Zara

Supervisor:

Dr. Ghalib ahad

! Dissertation sub"itted in partial fulfil"ent of the re#uire"entfor the de$ree of %asters in &usiness !d"inistration (%ar'etin$)of University of Wales Cardiff (UWIC)

&y

!lie ihi'u *orry

Date: +st*uly, -/

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TABLE OF CONTENTS:

PAGE

Title............................................................................................................................................1

Abstract......................................................................................................................................2

Acknowledgement......................................................................................................................3

CHAPTER 1: INTRODUCTION

1.1Research content..................................................................................................................4

1.2Nature o the !roblem.........................................................................................................."

1.3Aims and ob#ecti$e o the stud%..........................................................................................&

1.4'igniicance o the research stud%.......................................................................................(

1.5)rgani*ation o the stud%....................................................................................................+

CHAPTER 2: LITERATURE REVIEW

2.1,ntroduction.........................................................................................................................-

2.2'chool o thought on colour...............................................................................................-

2.3eaning o colour to consumers.......................................................................................1/

2.40onsumer !reerence in colour..........................................................................................11

2.50onsumer choice o !roducts............................................................................................12

2.60onsumer !erce!tion o colours........................................................................................12

2.7nderstanding dierent attributes o colour.....................................................................13

2.7.1 0ultural dierences..............................................................................13

2.7.2 Gender dierences...............................................................................14

2.8Ps%cholog% o colour.........................................................................................................14

CHAPTER 3: OVERVIEW OF ZARA

3.1,ntroduction.......................................................................................................................1&

3.2istor% o the 0om!an%................................................................................................... 1&

3.30om!etiti$e ad$antage o the 0om!an%...........................................................................21

3.4arket share and the growth o the 0om!an%..................................................................23

CHAPTER 4: RESEARCH METHODOLOGY

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6.2Recommendations.........................................................................................""

6.3'uggestions or uture stud% Research........................................................."&

REFERENCES.......................................................................................................................5

A!!"#$%&'%()*

: 6 ennes and aurit*

GAP6 Genuine American Product

0: A60amden and Ambo% Railroad

';)T6 'trength< ;eaknesses< )!!ortunit% and Threats

565uestion

=6nited =ingdom

'A6 nited 'tates o America

AE6 The nited Arab Emirates

4

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T%'+#

To what etent does colour inluence the !urchase o clothing> The case o ?ara 'tore

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A!*'"&,'

This Research stud% anal%se the inluence o colour on clothes !urchase es!eciall% to emale

consumers. The stud% was conducted in = mainl% in 9ondon.

The collection o data was done b% including both eamination o secondar% and !rimar%data< whereb% the sam!le o 21 emale consumers were in$ol$ed in ocus grou! discussions

to re$eal the colour inluence on clothes !urchase.

The stud% re$ealed that colour stimulates interest and subse@uentl% increase the bu%ing !ower

o !roducts. 'ince addition o colour can stimulate consumers choice. ,t was ound that

colours draw attention to consumers as a result o the linkage in both !h%sical !ro!erties o

the !roduct and beha$ioural @ualities. 7urther more rom the consumers !oint o $iew< it was

ound that colours o the a!!arel !roduct not onl% take into consideration the !h%sical

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a!!earance o the !roduct and the unctional beha$ioural @ualities but more im!ortantl% the

beha$ioural @ualities. )n to! o that sensor%< emotional and cogniti$e dimensions o the

aesthetic e!erience !la% a ma#or role when emale consumers asses colour o the a!!arel

!roduct.

,t was suggested that< consumers should be able to see the colour e$en beore the% entered the

store< since colour is in the e%e o the consumer< thereore it should be an integral !art o the

retailer to ormulate $arious strategies. Thereore ormal @ualities such as colour< tetures