Behaviour of Customers Assignment PDF
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Added on 2021-05-30
Behaviour of Customers Assignment PDF
Added on 2021-05-30
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Running head: Behaviour of Customers 1To Analyse the Buying Behaviour of Customers and Their Satisfaction Level towards FoodProduct: In the Context Of JBS Australiaby Course: Tutor: University:Department: Date:
Behaviour of Customers 2Table of Contents1. INTRODUCTION...............................................................................................................32. PROJECT OBJECTIVE......................................................................................................43. PROJECT SCOPE..............................................................................................................44. LITERATURE REVIEW....................................................................................................54.1 Meaning and Concept of Buying Behavior of Customers and Their Satisfaction Level.54.2 Buying Behavior of Customers and Their Satisfaction Level towards Food Product.....54.3 Strategy to Influence the Purchasing Behaviour of Customers and Their Satisfaction Level towards Food Product...................................................................................................65. RESEARCH QUESTIONS.................................................................................................85.1 Primary Question...........................................................................................................85.2 Secondary Questions.....................................................................................................86. RESEARCH METHODOLOGY........................................................................................86.1 Qualitative Research.........................................................................................................86.2 Quantitative Research.......................................................................................................96.3 Validity and Reliability....................................................................................................96.4 Research Limitations........................................................................................................96.5 Time Schedule................................................................................................................107. CONCLUSION..................................................................................................................11References................................................................................................................................12Appendices...............................................................................................................................16Appendix 1: Questionnaire...................................................................................................16
Behaviour of Customers 31. INTRODUCTIONFood 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’semotional 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 andstatus. Dacko (2008) found out that reference group to which the buyers subscribe to affectedtheir 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.
Behaviour of Customers 42. PROJECT OBJECTIVEThe 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 SCOPEIn 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.
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