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Online Shopping Behaviours during quarantine: Zara case study
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Orientador(es)
Resumo(s)
Nowadays, due to the phenomenon of globalization and technological evolution, the offer of goods and services has been growing exponentially and, consequently, consumers have more and more brands at their disposal. Naturally, this evolution has had a huge impact on the growth of online commerce. Virtually all industries have adopted online commerce, giving consumers the possibility to buy their products/services online, through computers or smartphones, without having physically to go to a store.
The fashion industry is no exception and increasingly invests in e-commerce to optimize the consumer experience. Brands have the ability to offer services that serve as an extension of the communication carried out in physical stores, therefore complementing the consumer's experience so that it becomes more real and satisfying. This type of commerce also allows the brands to better understand the customer needs and the major market trends, providing an increasingly satisfying consumer experience.
This dissertation intends to analyse the behaviours and relationships underlying online shopping by understanding what drives consumers to buy online instead of going to a store. I chose the Zara brand as the object of my study, not only because it is a brand with a lot of notoriety in the world market, but also because it has an extremely important position and relevance in the Portuguese market.
The conclusions and results of this study demonstrate that the tendency is towards online shopping. Through the quantitative analysis of the results obtained, it is possible to verify that Covid19 has increased the online purchases, however people are not very afraid of going shopping in person. They seem to choose the online option due to its comfort and efficiency. It is also discussed the importance of creating bonds between consumers and the brands since these relationships are later translated into profitability and growth for the companies.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
E-Commerce; Online Shopping; Quarantine; Covid19; Zara;