The influence of Brand Perception on consumer decision making in the
fast-fashion industry
Purpose
The purpose of this study is to explore the influence of brand perception on
consumer decision-making in the fast-fashion industry, focusing on globally
dominant brands like Zara and H&M. While Zara positions itself as an affordable
luxury brand and H&M as a budget-friendly alternative, the psychological and
behavioral factors that shape consumer preferences, brand loyalty, and
perceived value remain underexplored. This research aims to critically examine
how brand name, perceived quality, pricing strategies, and marketing influence
consumer purchasing decisions and how these factors vary across different
economic classes, cultural backgrounds, and demographic segments.
Understanding these dynamics can provide valuable insights into brand
positioning strategies and consumer psychology in the highly competitive fast-
fashion market.
Design/Methodology/Approach
This study employs a mixed-method approach to gain a comprehensive
understanding of consumer behavior in the fast-fashion industry. The
methodology consists of:
Quantitative Analysis: A structured survey will be conducted among consumers
from various socioeconomic backgrounds and cultural contexts. The survey will
assess brand perception, purchasing motivations, price sensitivity, and brand
loyalty. Statistical tools such as regression analysis and structural equation
modeling (SEM) will be used to identify key patterns and correlations.
Qualitative Analysis: In-depth interviews and focus group discussions will be
carried out with selected consumers to gain deeper insights into their
psychological and emotional drivers. This qualitative approach will help uncover
nuanced perspectives on how branding strategies influence decision-making
beyond just price and quality.
Comparative Case Study: A secondary analysis of Zara and H&M’s brand
positioning, marketing campaigns, and pricing strategies will be conducted to
evaluate how these brands create and sustain their market dominance. This will
include a review of annual reports, advertising materials, and consumer
feedback from various sources.
Demographic Segmentation: The study will compare consumer responses based
on age, income levels, geographic regions, and cultural influences to identify
potential variations in brand perception and purchase behavior.
Findings (Expected Contributions)
Prof. Prakash Pandit - Faculty Member, Universal Ai University, Karjat
Ms Yashika Panday - Student -Universal Ai University, Karjat
Ms Shrishti Jain – Student Universal Ai University,Karjat
While the study is still in its early stages, preliminary insights suggest that:
Brand perception significantly affects consumer preferences, with affordability,
perceived quality, and emotional attachment playing key roles.
The impact of pricing strategies differs across income groups; high-income
consumers may value exclusivity and perceived luxury, while lower-income
groups prioritize affordability and accessibility.
Cultural differences influence the way consumers interpret brand messages,
leading to variations in marketing effectiveness.
Brand loyalty is strongly linked to perceived quality and previous experiences
rather than price alone, indicating that brand reputation plays a critical role in
long-term consumer retention.
Originality & Value
This research contributes to the growing field of consumer behavior in the fast-
fashion industry by offering empirical insights into the psychological and
economic factors influencing brand perception. While previous studies have
focused on individual aspects such as pricing or marketing strategies, this study
takes a holistic approach by incorporating multiple variables, including cultural
and economic dimensions. The findings will be valuable for fashion retailers,
brand managers, and marketing strategists seeking to refine their branding
approaches and improve customer engagement in different market segments.
Keywords
Fast fashion, brand perception, consumer behavior, pricing strategy, brand
loyalty, marketing influence, cultural segmentation, psychological factors in
branding
Paper Type
Empirical research
Prof. Prakash Pandit - Faculty Member, Universal Ai University, Karjat
Ms Yashika Panday - Student -Universal Ai University, Karjat
Ms Shrishti Jain – Student Universal Ai University,Karjat
