The Impact of Brexit on Consumer Buying Behaviour on Aldi Store

RESEARCH PROJECT
(The impact of Brexit on consumer buying
behaviour on Aldi store)

Table of Contents
INTRODUCTION...........................................................................................................................3
Overview of the topic..................................................................................................................3
Research Aim..............................................................................................................................3
Research Objectives....................................................................................................................3
Research Questions.....................................................................................................................4
Research Rationale......................................................................................................................4
LITERATURE REVIEW................................................................................................................5
Explain the concept of consumer buying behaviour and Brexit?...............................................5
What is the impact of Brexit on consumer buying behaviour within Aldi?................................6
MAIN FINDINGS...........................................................................................................................8
Research Methodology................................................................................................................8
Frequency Distribution Table.....................................................................................................8
Data Interpretation....................................................................................................................10
CONCLUSION, EVALUATIONS AND RECOMMENDATIONS............................................15
Conclusion.................................................................................................................................15
Recommendation.......................................................................................................................15
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................18
Questionnaire............................................................................................................................18

INTRODUCTION
Overview of the topic
Consumer buying behaviour is defined to the actions carried in both ways that are online
as well as offline by customers before purchasing a product or service. This procedure may
involve consulting different search engines, engaging with several social media posts and many
more (Andrews, 2022). It is quite valuable for companies to understand this procedure because
it assists companies better tailor their initiatives of marketing to the efforts of marketing that
have successfully influenced customers to purchase in the past (Pappas, 2019). Brexit refers
withdrawal of the United Kingdom from European Union. This withdrawal procedure of the
United Kingdom has impacted every sector of the economy. This situation was not considered
easy because it has created challenging time for the country as it has to leave the membership
after 47 years. It clearly determined that the United Kingdom is no longer member of European
Union which clearly highlights that they are now free from any type of regulations and rules
generally imposed by committee (Nardotto and Sequeira, 2021). With this certain decision of
leaving European Union, the United Kingdom has faced many challenges. Many large scale
business companies had faced many challenges and losses but this decision was taken because
this will bring more future opportunities for businesses in the United Kingdom. Brexit has
directly impacted every retail giant of the United Kingdom because buying behaviour of
customer has changed after the occurrence of Brexit. The current research is based upon detailed
information about the impact of Brexit on consumer buying behaviour within an organisation.
The selected company for the research is Aldi, it is a supermarket company and known as
biggest supermarket and retail giant ruling over the industry. The existing report aims at
discussing impact of Brexit on Aldi and highlight clear understanding of the impact. This also
highlights that this report will also discuss how customer behaviour has changed after the
occurrence of Brexit and the way this has impacted business performance of Aldi and their taken
steps to overcome challenges.
Research Aim
To identify the impact of Brexit on consumer buying behaviour. A study on Aldi
Research Objectives
 To understand the concept of consumer buying behaviour and Brexit

 To analyse the impact of Brexit on consumer buying behaviour within Aldi
Research Questions
 Explain the concept of consumer buying behaviour and Brexit?
 What is the impact of Brexit on consumer buying behaviour within Aldi?
Research Rationale
The main reason of conducting the current research is to have in-depth understanding
about the situation of Brexit. This also focuses on highlighting the impact of Brexit on consumer
buying behaviour within supermarket chains. It covers the positive impact as well as negative
impact of Brexit over retail industry. There are two other important objectives which are fulfilled
through this research which are personal and professional. In respect of personal perspective, I
will gain my knowledge and awareness about the current happening as well as research methods
to conduct investigation. In respect of professional perspective, I will learn about the strategies
that can be adopted by me in tough situations like Brexit.