Benetton's Brand Position Explored and Developed through Nicosia's Consumer-behaviour Model

Abstract

This paper focuses upon the macro-environment of retailing of the selected area for research ‘Branding and the Female Consumer – Examined in a Benetton Franchise’. It then examines the micro-environment, the store, which is explained by consumer-buying-behaviour models.

Throughout the body of the paper, the information relates to Benetton and consumer behaviour and is drawn from primary research. The work aims to relate the findings concerning the consumer's perception of the brand to academic theories and the decision-making process associated with consumer-buying-behaviour models. The subsequent analysis of the research findings can be directly applied to the academic models of consumer-buyer behaviour, the results of which have an important implication for the retail services provided.

The chief research questions asked will be based around the elements that are not present in Field 1 of the Nicosia Model and how this model can be extended to take into account the different variables in the retail-marketing mix.