A Case Study of Sainsbury’s Ilford assignment

Research Project
(The influence of corporate social
responsibility on consumer behaviour a
case study of Sainsbury’s Ilford)

TITLE:
The influence of corporate social responsibility on consumer behaviour a case study of
Sainsbury’s Ilford.
Introduction
Overview of the Research
In the contemporary organisational surroundings the key need of each size of business is
to achieving higher productivity and development at market. The major purpose of profit
oriented businesses is to making profit through implementing potential business operations and
facilities, thus this create value for the firm in achieving significant competitive edge within
commercial centre. Corporate Social Responsibility is considered as a self regulatory process
which helps an organisation to make their self socially accountable in the terms of their own self,
stakeholders and public (Pearson, 2013). CSR having major goals towards increasing long term
earnings for profitable and non-profitable organisations through facultative them to reach at the
position which effective in gaining customers attentions toward firm or its offerings. Corporate
social responsibility is considered as the key consideration of each business in respect to
developing organisational operations and function though gaining attention of more customers.
Corporate social responsibility also plays imperative role for a business in influencing the
behaviour of customers towards the firm or its operations. Sainsbury’s Ilford is the selected
organisation for this particular investigation work. It is a large chain of supermarket, which is
stated in United Kingdom. The potential purpose of the firm is to become the most competitive
brand within global by making their offerings more effective. The research contains the study
about in what extent corporate social responsibility of business influence consumer’s behaviour.
The aims and objectives are determined to explore the major intention of research, Literature
review is created to providing underneath knowledge regarding the similar area of work and
research methodology is designed to providing support the exploration in proper way.
Background of the Research
In today’s highly globalized economic system, along with fast growth of the society, the
alteration of social environment and the enhancing consumer awareness, enterprises have been
expected to take more social responsibility (Tierney and O’Neill, 2013). Among the developing
business strain companies have been concern over representing showing good corporate
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responsibility in each country in which they operate their business. In today’s modern business
environment organisations are perform ethical, legal or economic practices not only for
companies’ higher authority or stakeholder but for the customers and employees as well. CSR is
recognised as the major concern of each type of business organisation thus it helps the businesses
in developing its performance and operations at global level and impacted over the customers
perception regarding the company. Sainsbury’s Ilford. Is the third largest chain of super market
and the company mainly operated as a public limited company in the United Kingdom. The firm
has operated since the year of 1869 by the momentous attempt of John James Sainsbury. The
base office of the company is in Holborn, London, United Kingdom. The company has around
186900 work forces who are tributary their vast attempt in the growth and success of business at
market place (Hill, 2013). CSR enables businesses in designing their business value chain
through the considerations of resolving social issues or produce profit from such social
involvement. CSR communicates the responsibilities of businesses to the society at large. This
research will be considering the influence of CSR on consumer behaviour.
Rational of the Research
The investigation into actual action is supported through the analysis of corporate social
responsibility on consumer behaviour, thus it is a broad area of investigation work that enhance
the idea and knowledge base of individual regarding how CSR impacted over the behaviour of
customers within market place. The major reason for administration of the investigation is to
exploring the knowledge of people who are interested towards the chosen area of work. This is a
wide area of academic research which also provides in-depth analysis over how corporate social
responsibility of businesses wedged over consumer behaviour (Pugh, 2013). The investigation is
created for the self interest of individual as the researcher wants of explore their own idea and
knowledge base regarding the similar area of study. However this analysis if also plays vital role
in processing the individual and professional accomplishment of individual thus the personal
knowledge regarding CSR has enhance that helps the people in attaining growth at professional
level.
Research Aim
This section is recognised as the key prospect of research that determines the issue on
which investigation is conducted, This refers as the predetermined statement in that invetigation
issue is explained in the form of evidence in clear and concise manner. The main aim of this
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particular exploration work is “To investigate to what extent corporate social responsibility
(CSR) of organisations influence consumers behaviour”. A case study on Sainsbury’s Ilford.
Research Objectives
Research Objective is an another essential portion of a research work, thus it provides a
clear direction regarding the aspect which assist the work in right manner. This can be defined in
small statements in which variables are clearly and concisely explained in different statements.
This section performs vital role in transferral out the whole work in right way so that proper
outcome can be attained (Breward, Fisher and Wood, 2015). The central objectives for this
significant exploration work is described as below:
Objective 1: To understand the concept of CSR and consumer behaviour in the context of the
UK.
Objective 2: To determine organisations’ challenges in CSR
Objective 3: To analyse social factors that influences consumer behaviour
Objective 4: To determine the impact of CSR on Consumer behaviour.
Research Questions
This can also recognised as the other indispensable aspect of an investigation work that is
interconnected through the aim and objective of the investigation, thus this section is effective in
conducing the section of literature review by determining the opinion of different authors and
writers. The key questions for this particular project are described as under:
Question 1: How the concept of CSR work in the context of Sainsbury’s Ilford business?
Question 2: What are the social influencing consumer behaviour factors for Sainsbury’s Ilford?
Question 3: What are the influences of Sainsbury’s Ilford CSRon the local community social
welfare?
Question 4: How the strategies applied in CSR ensures consumer behaviour in Sainsbury Ilford?
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Literature Review
Literature review is considered as the fewest key aspect of investigation work which
refers as a type of review article, a literature review is a intellectual paper that includes the
present idea including a essential outcome and theoretical or methodological contribution to a
nominative area of work. This section of investigation plays effective part in administration in-
depth reasoning over the chosen sphere of work in respect to developing importunate theoretical
frame work that supports the work in right way (Matute‐Vallejo, Bravo and Pina, 2011). In this
part of research data has been accumulated by secondary sources like books, journals, published
research articles etc. This section significantly supports the work in effective way. In this part
proper description is provided by analysing the views and sentiment of different authors and
writers who are having significant knowledge regarding the similar region of work.
The concept of CSR and consumer behaviour in the context of the UK.
As per the views expressed by James Chen, 2019, Corporate social responsibility is
considered as the key aspect of Management concept whereby organisations are integrated to
words social or situational concern in their organisational functions and developing interaction
with their stakeholders employees and customers. CSR is also there first as the mode by which
an organisation attains a equilibrium of system situational and social abjuratory, while within
the same situation also overcoming the expectation of stakeholders and shareholders of the firm
in another words corporate social responsibility is also refers as how an organisation manages
their business processes to produce a whole positive influence on society it majorly covers
Influence of social and ethical aspects sustainability or core business practises. Organisational
involvement in terms of corporate engagement with society also defines corporate social
responsibility is which has become the most commonly applied in contemporary business
environment this time also refers to one process by that a business majorly expresses and
develop its corporate culture and social consequences (Green and Peloza, 2011). In the modern
business environment corporate social responsibility is termed as the major aspect which is
significantly applied by organisations for the purpose of providing benefits to the organisational
stakeholders and shareholders in which customers employees suppliers employs are involved.
Corporate social obligation (CSR) can be characterized as an automatic business strategy
that makes an association socially dependable and responsible. The key goal of corporate social
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obligation (CSR) is to be aware of the effects they are making to the characteristic and monetary
condition. Besides, social associations work a few CSR exercises so as to add to the
advancement of society, economy, culture and condition. Once more, CSR causes the
associations to know to diminish the negative operational effect on the earth.
As per the views expressed by Isabel Evans, 2019, consumer behaviour is defined as the
process how an individual consumer to probe for business select by use and dispose knowledge
idea, products or facilities for the intention of gratifying their wants and perception. It also refers
as the action of the buyers in the commercial Centre and the underlining encouragement for the
few marketing actions. In another words the consumer behaviour is also considered as the
observational process which is conducted to study the Perspective or behaviour of the buyers
within marketplace from the time they enter into the market and initiate to buying something and
make a particular purchasing decision regarding the particular product or service (Elving, 2013).
Consumers are the major thought process of the firm as an business development and success is
supported on the satisfaction level of consumers so the key focus of a business is to fulfilling the
desires of customers by offering them valuable products and services thus this also develops
value for the businesses in achievement of potential growth and success within marketplace.
Consumer behaviour can be defined as "the behaviour that buyers show in looking for,
acquiring, using, assessing and discarding items, manage and thoughts that they anticipate will
fulfil their inevitably". Consumer conduct can be defined as "the inquiry of the process involved
when individual or collecting choice, buy, use, or physical object items, manage, thoughts, or
brush to fulfil needs and wants" and a buyer " is a person who perceives a need or want, makes a
buy, and after that discards the item".
CSR and consumer behaviour is interconnected with each other thus corporate social
responsibility is have a huge impact over the behaviour of buyers. However in this contemporary
surroundings the level of rivalry is so high that organisations and the key focus of business is to
implementing CSR activities as they are key operations for the purpose of grabbing the attention
of customers the CSR activities are effective in Influencing the behaviour of customers in
regards to a specified business and its products and services.
The interrelationship among corporate social obligation and purchaser's conduct is
increasingly more solid today: so it impacts the board of moral and social impacts of
organizations association. The point of the examination is to explore to what degree the socially
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dependable practices of organizations impact customer buying choices and, additionally, the
conceivable readiness to pay more expensive rates for good practice items. A decision
examination was led in Italy for this reason on ready‐made nourishments, where socially mindful
activities of organizations are contrasted and four dimensions of cost and the nearness or non-
appearance of a known brand. With regards to UK business, rivalry inside market is high and the
key focal point of organizations is to accomplishing higher development and accomplishment to
reach at the higher focused edge (Kang and Hustvedt, 2014). Consumers are the key element and
the satisfaction of customers may result in higher growth and success of business. In present
competitive contemporary era organisations are concern over using CSR as a strategic tool for
the reason of achieving significant achievement. In UK businesses are implemented as the
government legislations and CSR is the central element that is required to be precede through the
businesses in order to carry out proper business operations without facing any kind of issue.
The organisations’ challenges in CSR
As per the views expressed by Elijah Ezendu, 2010, corporate social responsibility is
considered as a conception whereby organisations incorporate environmental and social aspect in
their organisational functions and in their interactions with companies higher management and
stakeholder on a intentional basis. In another words, corporate social responsibility is also refers
as the continued earnestness through which organisations are require to act reliability and impart
to economic growth while developing the quality of life of the employees and their families and
of the local community and society at large level. Corporate social responsibility is majorly aims
to attaining benefits for organisation, its stakeholders, customers and society. It also suppress or
preclude the significant adverse impacts of its operations and activities. CSR is considered as the
major concern of businesses in regards to enhancing the brand image of business at commercial
centre, thus this may also create advantages for the businesses in attainment of potential growth
and success (Chernev and Blair, 2015). CSR develops benefits for businesses, its operations and
organisational customers. Hence CSR mainly covers a broad spectrum of challenges which must
be taken into consideration in implementation of business operations. CSR has various
challenges in an organisational context in which some are associated as below:
Human Rights: The key obligation of a business is to respect the rights of human related to the
internationally recognised human rights. This aspect majorly considered as a determination
which enables businesses to analyse any adverse impact that resulting through its activities and
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in its value chain in good time or to develop or reduce them. It is compulsory for an organisation
to maintain the rights of employees in order to motivate them for better performance, thus this
develops worth for an organisation in accomplishment of significant development and success
via the higher contribution of employees and workforces.
High Cost of Cooperation: High cost is reasoned as the leading challenge that is importantly
faced by businesses at the time of implementing CSR activities within enterprises operations. It
is necessary for a business to make arrangement of proper capital and financial resources in
respect to properly implementation of organisational operations (Hsu, 2012). CSR incurred high
cost and for this organisations are requires to give grooming or training to their workers in order
to developing the ability and performance of employees within workplace.
Competitive tension: This is also another challenge which is widely faced by corporations within
business environment. IN today's corporate environment the competition within market is high,
thus the businesses are significantly focused over achieving significant growth by attempting
suitable and effectual functions. Organisations are having facing the issue of high pressure within
market competition, thus it is required for the businesses to implement suitable CSR within work
place in respect to attaining higher competitive position and providing competition to its rivals.
Changing traditional business practices to CSR agenda: This is also a major challenge which
has direct influence over the operations of business, thus with the implementation of CSR it is
essential for the businesses to follow ethics and norms of CSR agenda and the way of business
execution has also changed. However CSR affects the tradition business practices and make
changes as per the agenda of CSR (Hartmann, 2011). This is some how tedious for the firm to
implement changes in their traditional practices thus organisations are requires to provide
training to their employees for the new direction of work, which could result in higher
emergence of cost and this also create lower growth for the firm at market place.
As per the opinion of Oneil Williams, 2019, Running a smooth organisational function
in a gregarious accountable manner is a more difficult task. Today's corporation have to believe
upon more than just gainfulness if they are to keep their buyers, employees, shareholders and
communities happy. Organisations faces difficulties in CSR implementation and its
effectiveness. The above mentioned aspects are the major considered factors that has direct or
indirect influence over the growth and success of business.
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The social factors that influences consumer behaviour
As per the views expressed by Arpit Srivastava, 2012, Consumers are reasoned as the key
area of business thus the development and occurrence of a business is based on customers
attraction. Consumer behaviour is refers as a physiological process it is all connected to the
emotions of the buyers. It is an effective process which starts from recognising the needs and
wants of people regarding a product or service or find a way to resolving the needs by making
effective purchasing decision that are based on different aspects like planning for buying a
certain product among the alternatives, analyse information, jots down the plan and execute the
plan in making effective purchasing decision (Manning, 2013). Consumer behaviour involves a
series of mental and physical processes which regular through after and before purchase.
Consumer behaviour is mainly affected by social factor which are prevalent in the society where
an individual live in. The society is imperturbable of different people that have antithetic need
and behaviours. These varied perception or behaviour affects the personal needs of the other set
of people as they tend to execute those actions that are acceptable in nature to the society. There
are various social factors that influences consumers behaviour, in which some are described as
below:
Family: This considered as a major social factor which influences the consumers behaviour at
rapid basis, thus family members plays crucial role in creating an individual's perception or
behaviour. It majorly provides an environment in which people acquire, develop norms and
personality and evolves values. The behaviour of kids are based on their parents norms and
behaviour. Family and the family members influences the personality, beliefs, attitude and
characteristic of an individual. The buying behaviour of people are based on their attitude and
perception and family mainly affects the views and perception of an individual.
Reference Group: A reference group is determined as a group with that people like to associated
and willing to be called as an important part of a group. As per the observation it has been found
that all the members of the references group share common buying behaviour have a potential
influence over the each others perception. It is quite essential for the marketer to analyse the
roles among the reference group which affects the behaviour of people. The major aspect of
influencer that affects the behaviour of consumers within reference group are involve initiator,
influencer, decision maker and buyers.
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Roles and Status: This is also a major aspect which influences the behaviour of customers, thus
the selection or purchasing decision are based on the roles and status of an individual. However
society is full from people with different status tags, thus the status can be measures by the living
standard and income basis of people. This can be categorised among lower level, middle class
and upper class people (Romani, Grappi and Bagozzi, 2013). The taste and preference of people
are based on their status. Hence people from high level standard are concern over expansive
things as they can easily efforts thins for satisfying their needs and wants and people from high
class are making their purchasing decision regarding the quality rather then its price and people
from middle and lower level wants to fulfil their desires in limited cost.
Thus the social factor plays an imperative role in developing the behaviour of people and
the marketer needs to analyse it property before implementing their marketing campaigns.
Generally, now a day's people are very much concern about their status and buying the products
which has good brand image in respect to exploring their stats. the above mentioned are the
major social factors that majorly affects consumers behaviour while making purchase decision.
https://marketinglessons.in/social-factors-influencing-consumer-behaviour-philip-kotler-
summary/
https://businessjargons.com/social-factors-influencing-consumer-behavior.html
The impact of CSR on Consumer behaviour.
As per the views expressed by Dimitrios Chatzoudes, 2015, Corporate Social
Responsibility is considered as a buzzword in the business environment of 21st century. Almost
each size of business like Sainsbury has concern over implementing CSR activities to meet the
requirements of buyers and the entire society. The concept of corporate social responsibility is
considered as a process which represents how a company interconnect their values or their
behaviour through the expectation of different stakeholder in which buyer, shareholders,
suppliers, investors etc. are involved. CSR is a common factor which is widely perform by
businesses in order to attaining significant maturation and success via gaining attention of large
number of customers and buyers. CSR has positive impact over the consumers behaviour, thus
CSR plays vital role in attracting customers towards the firm or its operations. CSR basically
represents as the organisations work towards reducing the negative environmental, social and
economic factors that have direct impact on the operations of business. Corporate social
responsibilities is seeks an organisation to assist organisational operations in right manner which
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contributes to sustainable growth and development. According to the opinion of Lilly Anne,
2019, Today's business prosperity is based on the ability to develop societal interest at the place
of concerning on enhancing returns for the shareholders. The key motive of each size of business
enterprises is to accomplishing significant maturation and prosperity fulfilling the needs of
buyers within commercial centre. Organisation's Now a day's are also focuses over implementing
CSR as their strategic tool for the purpose of snatching or attracting the inattention of buyers
towards the business or its operations (Shen, and et. al., 2012). CSR influences the behaviour of
customers, thus people are mainly prefer to buy things for fulfilling their basic desires in respect
to attaining profit, thus CSR mainly plays effective role for customers in providing benefits to
them in terms of reducing the cost of products and other benefits.
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Research Methodology
This is also reasoned as an another essential aspect of an exploration work thus it is less
efficacious role in supplying a systematic direction to the investigator to execute all the research
activities in proper way. This is another significant aspect of investigation work that’s it provides
significant support to the investigation by the selection of appropriate methods and tools . This
subdivision of exploration work is supported over different tools that are wisely selected by
researcher according to the Proper assistance of work however this section is mainly effectual in
assist the researcher in conducting literature by selection of suitable and relevant methodologies.
Ascension aspect of research that are selected by investigator for the reason of proper guidance
of the investigation are described as below :
Type of Investigation:
This is the most effective aspect of an investigation work. The key responsibility of the
researcher is to select the proper time as per the guidance of the data that are gathered by the
investigator in respect to transfer out the activities in key direction and type of selection is
required for the purpose of providing proper guidance to the researcher to suitable
implementation of methodologies (Smith, 2014). The research type is categorized among two
aspects I.e. qualitative or quantitative research project. Qualitative research is considered as
scientific off observation to accumulate non numeric information this sort of that a lot she is
refereeing for analyzing concepts definition characteristics metaphor symbols and description of
specified Area of the study. On the other side quantitative investigation is depend on quantity of
data as in this numerical data is collected in the form of stats and mathematical aspects which is
majorly suitable for quantitative to aspects. In the selected area of inquiry aspect qualitative
investigation has been applied by the investigator thus it is most appropriate methodology to
work for a accumulation off data for the purpose of carry out the activity in proper direction.
Qualitative research is effective because it is based on qualitative facet and effective in
conducting detailed investigation over the research issue.
Research Philosophy:
Research philosophy is the most suitable aspect of investigation thus it is impelling in
rendering detailed information by examine the orientation of authors and writers this section is
income passes over two major types like interpritivism and positivism Research philosophy.
Interpretivism philosophy Is also known as interpretivist Which in walls researcher to analyze
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elements of a specified area of study does this integrates human interest to words study on the
other side positivism philosophy the presence of you which only based on facts as in this
knowledge is gained through observation involving measurements that our trust Worthy in
nature. In the context of Susan area of work interpretivism philosophy Has been used through
the researcher as it is effectual for analysis of qualitative research and based on detailed
investigation by describing belief of writer and authors who are having important cognition
regarding the nominative area of work.
Research Approach:
This segment is also refers as an another Necessary aspect of a research project on. This is
considered as a plan and process that consists of the steps of broader Assam sent to elaborate
investigation of the accumulated data analysis and interpretation. In this section is majorly
categorized amount to aspects which are deductive and inductive approach. In this present
research project inductive investigation approach has been used by the researcher because it is
the most reliable tool for qualitative investigation and rendering descriptive analysis with the
help of analyzing theories and hypothesis.
Research design
This is the most effectual aspect of investigation methodology that performs an Essential
role in carry out the work in right manner is considered as a program of exploration that assist
which renders specifications to the investigation activities this section is divided among three
major components like descriptive and exploratory and Experimental research design (Öberseder
and et. al., 2014). In the case of Jews in area of work descriptive investigation design has been
understood into significant consideration by the researchers because it is the most viable tool for
providing in-depth analysis by analyzing proper specification of the research does this method is
also effectual for qualitative analysis.
Data collection
The potential obligation of an investigator is to gather relevant and reliable information
from suitable sources. For the effective execution of research project researcher is concerned
over collecting data from multiple sources introspect to developing effectual and certain result.
In an investigation work information is being kept that from two major sources like primary and
secondary sources of data collection. Primary sources effective for the accumulation of data for
the very first time as in this information is are gathered from different sources like questionnaire,
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observation, interview, survey, et ceter primary sources effective for the accumulation of
information for the very first time as in this information is are gathered from different sources
like questionnaire, observation, interview, service, etc. on the contrary aspect secondary data
collection is effectual for gathering used information for the purpose of developing a theoretical
framework as in the section data is accumulated through secondary origin like books, generals,
published research articles, current research project etc. in the situation of present research
project both primary as well as secondary tools are applied by the researcher because these two
are most suitable and applicable to all for the accumulation of data in the manner of trying
reliable outcome. However primary tool is suitable in executing survey with the assistance of
preparing questionnaires as in this questionnaire is filed by the respondents to gather first-hand
information. Secondary to less effectual for administrating this section of literature review by the
help of analyzing the perspective of different authors and writers as in this information is
collected from books journals published research articles et cetera.
Ethical Consideration:
This can be considered as most fundamental viewpoint for directing exploration in fitting
way. At the time of assisting the investigation activities research gr through by various issues
and conflicts such huge numbers of conflicts and clashes. It is the significant obligation of
scientist to guarantee their responsive in regards to the well being and safety of their own data, as
it is the earlier intention of the examiner is to keep individual information progressively sheltered
with the goal that miss lead can't be occurred. Investigation requires to keep up time period in
that all exercises are referenced according to the need of the errand. Cost is likewise another
issue, it is additionally significant for the examiner to make fitting measure of assets and capital
in regard to directing all exploration exercises in successful way. Specialist needs to concentrate
on accomplishing objectives and destinations that are useful in finishing of investigation
activities in effective way, so that results can be attained in proficient way.
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