Behaviour of Customers Assignment PDF

Running head: Behaviour of Customers 1
To Analyse the Buying Behaviour of Customers and Their Satisfaction Level towards Food
Product: In the Context Of JBS Australia
by
Course:
Tutor:
University:
Department:
Date:

Behaviour of Customers 2
Table of Contents
1. INTRODUCTION...............................................................................................................3
2. PROJECT OBJECTIVE......................................................................................................4
3. PROJECT SCOPE..............................................................................................................4
4. LITERATURE REVIEW....................................................................................................5
4.1 Meaning and Concept of Buying Behavior of Customers and Their Satisfaction Level. 5
4.2 Buying Behavior of Customers and Their Satisfaction Level towards Food Product.....5
4.3 Strategy to Influence the Purchasing Behaviour of Customers and Their Satisfaction
Level towards Food Product...................................................................................................6
5. RESEARCH QUESTIONS.................................................................................................8
5.1 Primary Question...........................................................................................................8
5.2 Secondary Questions.....................................................................................................8
6. RESEARCH METHODOLOGY........................................................................................8
6.1 Qualitative Research.........................................................................................................8
6.2 Quantitative Research.......................................................................................................9
6.3 Validity and Reliability....................................................................................................9
6.4 Research Limitations........................................................................................................9
6.5 Time Schedule................................................................................................................10
7. CONCLUSION..................................................................................................................11
References................................................................................................................................12
Appendices...............................................................................................................................16
Appendix 1: Questionnaire...................................................................................................16

Behaviour of Customers 3
1. INTRODUCTION
Food marketing to consumers is very dynamic because food purchase depends on various
factors that are based on individual customers among others. Thus marketers have also
advanced by segmenting their potential markets based on customer preferences to meet or
exceed their expectations. The satisfaction of the buyer will rely on the performance of the
offering concerning the expectations. Oliver (2014) has defined satisfaction as an individual’s
emotional state of preference or displeasure caused by the comparison of the apparent
performance of a product with respect to the expectations of the buyer. Customer
dissatisfaction is when the performance does not match with the expectations, whereas
customer satisfaction implies that the product performance is beyond the expectations (Azmi
et al., 2016). Therefore, customer satisfaction is when the needs of the buyer are met, and the
performance is acceptable, and buyers experience is positive (Negi, 2009; Khan and Fasih,
2014; Angelova and Zekiri, 2011; Font-i-Furnols and Guerrero, 2014).
Factors that influence such behavior of buyers can be categorized into psychological factor,
social factor, and cultural factor (Armstrong et al., 2015). Lee & Kacen (2008) examined the
impact of culture on consumer buying behavior and revealed that culture significantly
influences consumer buying behavior. Additionally, culture affects both the individual and
group behavior towards a product. In the view of Nayeem (2012), the most powerful element
on consumer purchase behavior is culture because people would always want to approval and
status. Dacko (2008) found out that reference group to which the buyers subscribe to affected
their behavior and emotions toward the product. Hence, the reason why effective marketing
strategy must be aimed at not only meeting the needs of the consumers but also factor in
various aspects that influence their purchase decisions. This study will, therefore, seek to
analyze consumer buying behavior and their satisfaction level with a particular focus on the
JBS meat and meat products.

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2. PROJECT OBJECTIVE
The objective of this survey is to analyze consumer buying behavior and their satisfaction
level towards food product, a case study of JBS Australia.
3. PROJECT SCOPE
In order to explore the consumer buying behavior and their satisfaction level towards food
product of JBS Australia, a comprehensive literature review was carried out. The researcher
systematically reviewed and discussed the relevant literature sources to establish the
background information of the topic under investigation.

Behaviour of Customers 5
4. LITERATURE REVIEW
4.1 Meaning and Concept of Buying Behavior of Customers and Their Satisfaction
Level
Consumer buying behavior is a psychological process related to the buyer’s emotion. The
process begins with the consumers’ recognition of a need; then he/she searches for ways of
meeting the need. The consumer has to make a purchase decision which calls for research,
and if there is contentment from the information gathered then the purchase intention is
actualized (Ramesh & Divya, 2015). Similar conclusions are derived by Lee & Yun (2015),
who described consumer behavior as psychological and individual conduct that affects
market activities. The general theory of buying behavior and Hierarchy of needs examine the
buying behavior and degree of satisfaction. They consider various factors that determine
consumer purchase behavior such as quality, pricing, rewards among others.
However, Yeo Goh & Rezaei (2017) opines that the Maslow’s hierarchy of needs states that
people will have the interest of seeking for higher needs once their basic needs have been
met. With regard to Ramanathan et al. (2017), buying behavior is a systematic procedure in
which the buyer adheres to the initial buying procedure to actualize a purchase decision. In
view of Organ et al. (2015), buyers first determine their needs, then develop lists of
preferences to compare existing options based on specific measures. Hence, organizations
should focus on creating awareness to the potential buyers and then arousing the desires for
the product to fulfill the need. Awan et al. (2015), opines that retention and loyalty of
consumers are fundamental and should feature in the organizations marketing strategy. The
researchers observed that first-time consumers rely much on the information they acquire
through advertisement, and the post-purchase experience determines their loyalty.
4.2 Buying Behavior of Customers and Their Satisfaction Level towards Food Product
Buyers purchase behavior can be influenced by various factors Kumar et al. (2016). These
include culture with sub-cultures of social class and social culture. Meiseberg & Dant (2015)

Behaviour of Customers 6
define sub-culture as a group of individuals with common customs, traditions, and values.
The authors observe that culture such as social class impacts consumer buying behavior and
level of satisfaction. Thus, the need for marketers to get insight into the social hierarchy of
the subjects of the target market in order to achieve better sales. According to Wong Wu &
Cheng (2015), sub-divisions of social factors include family, prestige, and role and the
reference group. The most influential factor in consumer behavior in almost all brands is
reference group in which views of the leader matters.
Contrariwise, Feldmann & Hamm (2015), contends that individuals are associated with
distinctive groups, families, etc., and they have a status to uphold. As a result, the marketers
must persuade their buying behavior by maintaining their status because the buyer will
always make purchase decisions in reference to these factors. Wee et al. (2014) pointed out
that individual factors like age and lifecycle affect the purchase decision. The researchers also
found out that consumer purchase intention was influenced by their occupation, hence the
reason why organizations customize certain products based on different occupational
categories. Hasanov & Khalid (2015) found out that the buyers financial status or level of
income influenced consumer buying behavior
4.3 Strategy to Influence the Purchasing Behaviour of Customers and Their Satisfaction
Level towards Food Product
The consumer buying behaviour can only be influenced by promotional strategies if the
products being promoted meet the needs of the consumers (Rashid et al., 2015). The authors
recommend the traditional strategy of convincing consumers of the happiness that comes with
the use of the product. Additionally, celebrities and beauticians can be fused to market the
food items because they will attract the attention of people who will associate the beauty or
fame with the product. Chen &Lee (2015) recommends the use of online marketing to attract
buyers to the commodities because the internet is able to quickly relay messages to distant

Behaviour of Customers 7
places. Creation of a social media account helps to develop brand identity and marketing is
made easy since target markets can be narrowed down.
Larivière et al. (2016) suggests the use effective customer service to impact the behaviour of
buyers. In view of Pansari & Kumar (2017) buyers are always cautious of their safety
especially in purchasing food, and therefore an organization should provide the assurance of
safety in their products to customers by marketing its qualities and standards of quality
attained.

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5. RESEARCH QUESTIONS
5.1 Primary Question
1. What are the consumer buying behavior and satisfaction level towards food product of
JBS Australia?
5.2 Secondary Questions
1. What is the meaning and concept of buying behavior of customers and their level of
satisfaction towards JBS products?
2. What factors affect consumer buying behavior and their satisfaction level towards food
product of JBS Australia?
3. Which marketing strategy can best influence consumer buying behavior and their
satisfaction level towards Australian JBS food product?
6. RESEARCH METHODOLOGY
The study is to adopt a mixed approach (qualitative and quantitative) to achieve a
combination of different techniques which will yield overall outcomes of the statistical
analysis (Maxwell, 2012).
6.1 Qualitative Research
The need for an in-depth insight into the study under investigation necessitated a qualitative
approach. The researcher first began by generating research questions after conducting
thorough literature review relevant to the study topic. Purposive sampling and random
sampling design will be used to select the sample of 50 respondents who will be randomly
targeted consumers in shopping malls, butcheries, and different offices in Melbourne
Australia. Data will be collected using a semi-structured interview method to ensure equal
coverage within minimal time (Maxwell, 2012). The deliberations during the interview will
be recorded on tape or keenly written by the researcher and then be analyzed by highlighting
relevant information.

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6.2 Quantitative Research
The study will use survey method to collect data. A structured questionnaire with close-ended
questions is to be designed by the researcher for data collection because it is easy to use and
fosters comparability (Taylor et al., 2015). Interviews will also be adapted to support and
validate the gathered data. Individuals with varying profession, religion, age, and income who
usually buy and consumer JSB meat and meat products will be targeted. A sample will be
developed using purposive and random sampling method. This design will ensure that only
customers of JSB products participate in the study. A sample size of 50 consumers from
shopping malls, butcheries, and different offices in Melbourne Australia will purposively be
selected for research. The questionnaires will be distributed in person for two weeks by the
researcher and then collected back after filling in. The collected primary data will be
processed statistically using SPSS, and the views of the respondents assessed using semantic
differential and Linkert Scale (Solomon et al., 2012; East et al., 2016). The findings will then
be presented in the form of tables and graphs.
6.3 Validity and Reliability
Reliability of data is to be achieved through test-retest method whereby four respondents will
be used to test the questionnaires. The four respondents are not to be included in the final
survey. Any emerging errors are to be corrected before the final study. Face validity is to be
used to ensure research validity by making sure that the apparent measure reflects the content
of the concept under investigation.
6.4 Research Limitations
The research is limited to the urban consumer in a defined geographical area. Thus its
extrapolation is limited in application
6.5 Time Schedule
The study is expected to take around three months from March to May 2018.
Activity Start Date End Date Duration

Behaviour of Customers 10
(Days)
Selection of Research topic
08/03/201
8
17/03/201
8 9
Developing of research
objectives
19/03/201
8
25/03/201
8 6
Data Collection method
28/03/201
8
01/04/201
8 4
Development of
Questionnaire
06/04/201
8
10/04/201
8 4
Project Proposal organization
11/04/201
8
17/04/201
8 6
Sample size of survey
20/04/201
8
24/04/201
8 4
Data collection
25/04/201
8
09/05/201
8 14
Data analysis
11/05/201
8
18/05/201
8 7
Report submission
22/05/201
8
28/05/201
8 6

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7. CONCLUSION
The above literature views consumer buying behavior as a psychological process associated
with the buyer’s emotions. The conventional theories suggested for analyzing consumer
buying, and satisfaction level is Hierarchy of Needs and Generic theory of purchasing
behavior. Consumer buying behavior is affected by culture, social factors, economic among
other factors. Therefore, the preference of consumers and their satisfaction level towards JBS
meat and meat products in Australia should be examined due to the varying nature of
consumer buying behavior and satisfaction, and as a result, a marketing strategy
recommended to the company.

Behaviour of Customers 12
References
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American Customer Satisfaction Model (ACSI Model). International Journal of
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Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
UK: Pearson Education.
Awan, H. M., Siddiquei, A. N., & Haider, Z. (2015). Factors affecting Halal purchase
intention–evidence from Pakistan’s Halal food sector. Management Research Review,
38(6), 640-660.
Azmi, A., Hasri, M., Nazri, A. S. A., Radzali, S., Azman, M., Abdullah, R., ... & Fatimah, S.
(2016). Consumer Behaviour: Case Study on Avon Malaysia. International Journal
of Humanities and Social Science Invention, 5(12), 31-34.
Chen, M. F., & Lee, C. L. (2015). The impacts of green claims on coffee consumers’
purchase intention. British Food Journal, 117(1), 195-209.
Dacko, S. (2008). The advanced dictionary of marketing: putting theory to use. Oxford
University Press.
East, R., Singh, J., Wright, M., & Vanhuele, M. (2016). Consumer behaviour: Applications
in
marketing. Sage.
Feldmann, C., & Hamm, U. (2015). Consumers’ perceptions and preferences for local food:

Behaviour of Customers 13
A review. Food Quality and Preference, 40, 152-164.
Font-i-Furnols, M., & Guerrero, L. (2014). Consumer preference, behavior and perception
about meat and meat products: An overview. Meat science, 98(3), 361-371.
Hasanov, J., & Khalid, H. (2015). The impact of website quality on online purchase intention
of organic food in Malaysia: A webQual model approach. Procedia Computer
Science, 72, 382-389.
Khan, M. M., & Fasih, M. (2014). Impact of Service Quality on Customer Satisfaction and
Customer Loyalty: Evidence from Banking Sector. Pakistan Journal of Commerce &
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Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social
to sale: The effects of firm-generated content in social media on customer behavior.
Journal of Marketing, 80(1), 7-25.
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(2016). Modeling heterogeneity in the satisfaction, loyalty intention, and shareholder
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Lee, H. J., & Yun, Z. S. (2015). Consumers’ perceptions of organic food attributes and
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Lee, J. A., & Kacen, J. J. (2008). Cultural influences on consumer satisfaction with impulse

Behaviour of Customers 14
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Pansari, A., & Kumar, V. (2017). Customer engagement: the construct, antecedents, and
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Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail
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Behaviour of Customers 15
Ramesh, S. V., & Divya, M. (2015). A study on consumers’ awareness attitude and
satisfaction towards select organic food products with reference to Coimbatore. Int. J.
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service quality and customer satisfaction on customer's loyalty: evidence from fast
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(2014). Consumers perception, purchase intention and actual purchase behavior of
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Behaviour of Customers 16
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Behaviour of Customers 17
Appendices
Appendix 1: Questionnaire
A SURVEY ON THE CONSUMER BUYING BEHAVIOR AND SATISFACTION
LEVEL TOWARDS FOOD PRODUCTS OF JBS AUSTRALIA.
SECTION 1: DEMOGRAPHIC INFORMATION
1. Please specify your gender: Male [ ] Female [ ] Other [ ]
2. Please specify your age?
20-30 [ ] 30-40 [ ] 40-50 [ ] 50-60 [ ] 60+ [ ]
3. What is your highest education level?
Primary school [ ] High School [ ] Technical college [ ]
University Degree [ ]
4. Kindly, indicate your income level per month
Below $1,000-$1,000 [ ]
$1,000 - $ 2,500 [ ]
$2,500 - $ 4,000 [ ]
$ 4,000 - $ 5,500 [ ]
$ 5,500 - $ 7,000 [ ]
Over $ 7,000 [ ]
5. Please indicate your marital status
Single [ ] Married [ ] Living with Partner [ ] Separated [ ]
Divorced [ ]
6. Please indicate your religion
Christian [ ] Hindu [ ] Muslim [ ] Others [ ]

Behaviour of Customers 18
SECTION 2: FACTORS INFLUENCING CONSUMER BUYING BEHAVIOR OF JSB
MEATBPRODUCTS
7. Please rank the extent to which the following factors influence your purchase decision
Cultural factors No extent
(1)
Little
extent (2) Average
extent
(3)
Great
extent (4) Very
Great
extent (5)
1. Beliefs affect my selection
JBS product
2. Morals influence my
purchase of JBS product
3. My culture permits me to
take JBS products
4. I do not consider my cultural
values while buying JBS
products
Social factors
5. My consumption of JBS
products is influenced by
self-identity and normative
influences
6. It is my friends that influence
to purchase JBS products
7. I received an endorsement
from social group to begin
taking JBS products
8. I buy JBS products due to my
status
Personal factors
9. I am influenced by my
occupation to buy JBS
products
10. My marital status is an
influence in my purchase of
JBS products

Behaviour of Customers 19
11. Change of life style prompts
me to purchase JBS products
12. My income level influences
my consumption of JBS
foods
Psychological factors
13. I view JBS products to be
healthy
14. I have a good attitude
towards JBS products
15. I purchase JBS products to
meet my needs
16. I am inclined to buy JBS
products after learning about
them

Behaviour of Customers 20
SECTION 3: FACTORS INFLUENCING CONSUMER SATISFACTION LEVEL
Please indicate the extent to which the following factors determine you satisfaction
level towards JBS food products by placing a tick on each box for each row
(Strongly Disagree=1 Disagree =2 Neutral= 3 Agree =4 Strongly
Agree =5)
Factors Strongly
Disagree
Disagree Neutral Agree Strongly
Agree
1. Price of the food products
determines my level of
satisfaction
2. Quality of the food product
influences my satisfaction
level
3. Freshness of the food
produce determines my
satisfaction level
4. Purity of the food item
influences my satisfaction
level
5. Fat content of the food item
influences my satisfaction
level
THANK YOU FOR PARTICIPATING!