Buying Behavior of Customers and their Satisfaction Level towards Food Products

This research study analyzes the buying behavior and satisfaction level of consumers towards food products, with a focus on Baskin Robins in Australia. The study uses qualitative and quantitative research methods to gather data and analyze the interrelationship between consumer satisfaction and purchase intention.

Running head: BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Buying Behavior of Customers and their Satisfaction Level towards Food Products
Name of the University:
Name of the Student:
Authors Note:

1BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Table of Contents
1. Introduction......................................................................................................................2
2. Project Objectives............................................................................................................2
3. Project Scope...................................................................................................................2
4. Literature Review............................................................................................................3
4.1. Consumer Buying Behavior.....................................................................................3
4.2. Buying Behavior and Purchase Intention within Food Industry..............................3
4.3. Factors of Post and Pre Purchase..............................................................................3
5. Research Questions..........................................................................................................4
6. Research design and methodology..................................................................................4
6.1 Qualitative research:..................................................................................................4
6.2 Quantitative research.................................................................................................6
7 Research Limitations........................................................................................................7
8. Time Schedule.................................................................................................................7
References............................................................................................................................9

2BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
1. Introduction
In the current business world certain issues are taking place regarding product
consumption and the services at a regular basis. Individuals regularly communicate with services
as well as products that are offered within the modern markets. With consumption, the
consumers test the goods which are provided along with generating a viewpoint on the same on
which the satisfaction of consumers are focused (Han and Hyun 2015). The total realization of
purchasing patterns is of increased assistance provided by managers. This is because of the fact
that they address any confusion regarding consumer behavior which supports in revealing the
effect of business surrounding along with consumer based external business factors.
2. Project Objectives
The research objects those are set to be attained after completion of this study on
satisfaction level and behavior of consumers towards food products are elaborated under:
 To analyze the satisfaction level of consumers within Baskin Robins
 To analyze the purchase intention of customers within Australia
 To analyze the manner in which consumer behavior is dealt with and it is vital to analyze
the aspects such as purchase act within the post as well as pre purchase stages
3. Project Scope
For dealing with the aspects associated with the customer behavior, the recent research
has an increased scope of signifying the buying behavior of consumers along with the post or pre
purchase experience stages. The overall study will focus on investigating the purchase intention
as well as consumer satisfaction level (Hoek et al. 2017). In addition, the current research will

3BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
also have a scope of elaborating the interrelationship among the consumer satisfaction and
purchase intention. The study will also center on evaluating the buying intention of the
consumers of Baskin Robins to provide an option to develop features related with food.
4. Literature Review
4.1. Consumer Buying Behavior
Lee and Yun (2015) stated that there are several types of consumer behavior which
decides consumer based purchase intentions. There is increased purchase intention along with
having requirement that buyers need to perceive all purchase based aspects before acquiring any
product. The complex buying patterns of customers are reflected in case of increased consumer
involvement within buying process as well as knowledge regarding vital variances in food
brands.
4.2. Buying Behavior and Purchase Intention within Food Industry
Ramanathan, Subramanian and Parrott (2017) revealed that there are extensive theories
that explain causes of consumer buying behavior and focused on same, research on this concern
took place through evaluating consumer behavior and techniques in addressing them. Kumar, A.,
Bezawada et al. (2016) indicated that traditional strategy is relied on consumer behavior which is
focused on basic approach as well as attaining positive perception regarding food products.
These researchers also stated that from a cognitive viewpoint, processing data is important in
making purchase intentions.
4.3. Factors of Post and Pre Purchase
Kumar et al. (2016) explained that intention of pre-purchase of consumers’ centers on
health issues, suitability and brand image. These researchers also elaborated that the consumer

4BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
purchase intention associated with brand image and health issues are associated with food
products. Taking into account the factors related with consumer buying behavior are impacted
relied on process, service and taste of the company’s products.
5. Research Questions
The primary research question that is to be answered in accomplishing the research on
buying behavior and consumer satisfaction is:
 How the satisfaction of consumer level along with buying behavior towards food within
Baskin Robins?
The secondary research questions those will be answered after completion of the study
are explained under:
 How are the purchasing intentions of consumers residing within Australia?
 How is the satisfaction level of the consumers within Baskin Robins?
 What are the ways in which the consumer behavior is dealt with along with analyzing the
importance of factors such as purchase intention within pre or post purchase intentions?
6. Research design and methodology
6.1 Qualitative research:
For this particular study, the researcher will use qualitative data collection method, as it
will help in knowing about the purchase intention and satisfaction level of the customers. The
research design to be used will be explanatory qualitative in nature, since it will allow the
analysis of the associated reasons, motivations and opinions to provide effective insight on the

5BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
complexities associated with the ice-cream product offerings of Baskin Robbins. The collection
of qualitative data will be based on accumulation of pertinent research information through
observations, focus groups and surveys (Flick 2015).
In order to assure that the secondary data to be obtained from qualitative research
approach, test is to be carried out that will help in evaluating its consistency and legitimacy.
Thus, the data will be obtained from those trusted websites, in which information is updated in a
regular manner. Alongside this, the researcher will seek assistance from the peer-reviewed
journals for accumulation of data that provide meaningful insights regarding customer
preferences within the ice-cream industry of Australia (Glesne 2015).
The researcher will deploy non-probability sampling in the form of convenience
sampling, since the right participants will be chosen with the help of this technique. Moreover,
due to the limited timeframe, the researcher will use this technique because convenience
sampling is a technique, in which the participants are selected due to their convenient
accessibility and proximity to the researcher (Ledford and Gast 2018). The researcher will select
5 managers employed in Baskin Robbins so that crucial insights could be gathered regarding the
sales trend along with the current tastes and preferences of the customers.
For any research, it is necessary to identify research variables and this particular research
is not an exception to the fact as well. Hence, the researcher has categorized the research
variables into dependent and independent variables, as they are necessary for carrying out the
data analysis section. The sales revenue generated by Baskin Robbins will be the dependent
variable and the independent variables for this research will be the purchasing behaviors and
buying intentions of the customers of the above-stated organization.

6BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
6.2 Quantitative research
The researcher will use questionnaire as the research instrument to seek feedbacks from
the selected participants for analyzing their purchase intentions and buying behaviors. This
instrument will be used for obtaining genuine data based on the features, which are incorporated
in the ice-cream products of the organization (Lewis 2015).
The researcher will employ probability sampling in the form of simple random sampling
due to the fact that the appropriate number of respondents could be chosen for this research.
Moreover, this technique provides equal opportunities to all the respondents of being chosen in
the final survey process (Mackey and Gass 2015). The researcher will choose 53 young
customers of the organization from Australia to collect authentic information regarding their
buying behaviors and purchase intentions.
The data expected to be accumulated from the survey process will be evaluated with the
help of statistical tools like correlation and regression analyses. In order to conduct these
analyses, MS Excel will be used for obtaining accurate and trusted results about the buying
behaviors and purchase intentions of the customers using the products of Baskin Robbins.
The questionnaire will be framed in such a manner that it will include open-ended as well
as close-ended questions. The first section of the questionnaire will contain the questions
regarding demography, while the second section will include questions regarding those
influential dynamics having influence on the purchase intention and buying behaviors of the
customers consuming the ice-cream products of Baskin Robbins. The final section will ask the
customers about their thoughts on how to enhance the product features of the organization in
order to fit their requirements and desires.

7BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
The accumulated data will be validated with the help of conducting Pearson correlation
reliability test (Taylor, Bogdan and DeVault 2015). Moreover, the suitable statistical techniques
will be used to collect appropriate research findings on various aspects affecting the purchase
intentions and buying behaviors of the customers. In order to ensure reliability of the gathered
data, the survey responses from the selected participants of the young customer group of Baskin
Robbins will be chosen.
7 Research Limitations
Along with having numerous benefits of conducting the investigation there are numerous
advantages related with process of data collection process. For the reason that the researcher has
taken into account using effective secondary data in analyzing consumer buying behavior along
with their satisfaction regarding food products there might be certain limitations in technique of
data collection (Hoek et al. 2017). The census collection along with absence of accessibility of
particular consumer based food product consumption data might impact the validity of study
outcomes. In addition, for the reason that primary data evaluation might be less because of
resource and budget constraints, sample size of customers are chosen.
8. Time Schedule
Task Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Selection of topic
and search for
justification

8BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Constructing
literature
Selecting
appropriate
methods
Data collection
Data analysis and
representation
Reviewing the
outcomes
Conclusions and
recommendations
Submitting draft
of the project
Printing and final
submission

9BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
References
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Glesne, C., 2015. Becoming qualitative researchers: An introduction. Pearson.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Hoek, A.C., Pearson, D., James, S.W., Lawrence, M.A. and Friel, S., 2017. Shrinking the food-
print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy
and environmentally friendly food behaviours. Appetite, 108, pp.117-131.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and 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), pp.7-25.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special
education and behavioral sciences. Routledge.
Lee, H.J. and Yun, Z.S., 2015. Consumers’ perceptions of organic food attributes and cognitive
and affective attitudes as determinants of their purchase intentions toward organic food. Food
quality and preference, 39, pp.259-267.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five
approaches. Health promotion practice, 16(4), pp.473-475.

10BUYING BEHAVIOUR AND SATISFACTION OF CONSUMERS
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of Operations
& Production Management, 37(1), pp.105-123.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A
guidebook and resource. John Wiley & Sons.