Analyzing Buying Behavior and Satisfaction Level of Customers towards Food Products: JBS Australia

This research analyzes the buying behavior and satisfaction level of customers towards food products in the context of JBS Australia. It evaluates the factors that influence the buying behavior and recommends marketing strategies to influence the purchasing behavior of customers. The research covers the meaning and concept of buying behavior, factors influencing buying behavior, and strategies to influence purchasing behavior. The study is beneficial for readers to gain knowledge about buying behavior and satisfaction level towards food products.

Running head: BUSINESS RESEARCH
To analyze the Buying behavior of customers and their satisfaction level towards food product: In
the context of JBS Australia
Submitted by

BUSINESS RESEARCH 2
Research topic: ‘To analyze Buying behavior of customers and their satisfaction level towards
food product: In the context of JBS Australia’
INTRODUCTION
Consumer attitudes with regards to food relied on different attributes. It may affect the buying
behavior and satisfaction level of customers. Consumer purchasing decision may lead to
acceptance and selection of one product and rejecting others. The formulation of marketing
approach requires an understanding of consumer preferences and tastes. There is need of raising
funds to influence the consumer buying behavior and their satisfaction level in the food market.
It is also stated that several factors could influence the consumer buying behavior and their
satisfaction level such as psychological factor, social factor, and culture factor (Armstrong,
Kotler, Harker, and Brennan, 2015).
Company background
JBS Australia is the leading meat processing corporation in the Australia and division of JBS. It
is also biggest animal protein processing corporation in World. It deals in different areas such
leather, food, products for pets, collagen, biodiesel, cans and cleaning products (JBS Australia,
2018).
PROJECT OBJECTIVE
The main aim of this research is to analyze the buying behavior of customers and their
satisfaction level towards food product: In the context of JBS Australia. Following objectives
will be used to complete the main aim of this research:
RO1: To explore the meaning and concept of buying behavior of customers and their satisfaction
level

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RO2: To evaluate the factors that influence the buying behavior of customers and their
satisfaction level towards food product: In the context of JBS Australia
RO3: To recommend the marketing strategy to influence the purchasing behavior of customers
and their satisfaction level towards food product: In the context of JBS Australia
PROJECT SCOPE
This research would be beneficial for readers to gain knowledge about the buying behavior of
customers and their satisfaction level towards food product. It would be also significant for Food
Company to understand the meaning and concept of buying behavior of customers and their
satisfaction level. It would be also appropriate for JBS Australia to understand the marketing
strategy to influence the purchasing behavior of customers and their satisfaction level towards
food product (Oliver, 2014). It would be also significant for the researcher to comprehend the
factors that influence the buying behavior of customers and their satisfaction level towards food
product.
LITERATURE REVIEW
RO1: To explore the meaning and concept of buying behavior of customers and their
satisfaction level
As per the view of Ramesh and Divya (2015), consumer buying behavior is a psychological
procedure, which is associated with the emotion of consumer. Under this procedure, the
consumers recognize the need for the product and find a medium to complete the needs and
make a purchasing decision such as planning whether he should purchase or not purchase a
product of JBS Australia. After that, a customer confirms the data and makes a plan and
implement to make the purchasing decision.

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In support of this, Lee and Yun (2015) stated that consumer behavior is a physiological and
human behavior that could least alteration in the marketplace, trends and environment. There are
certain theories have been used to assess the buying behavior and satisfaction level named
generic theory of buying behavior and Hierarchy of Needs. In this way, the generic theory of
buying behavior defines that purchaser recognizes the need to make a purchase the products by
market research. For instance, the decision of purchasing the food product relies on the product
quality and pricing. The consumer will research the quality food products into the market. As
well as, customers will evaluate the benefits, pricing, and features to make a purchasing decision.
There is concern regarding how a consumer feels about the products after purchasing it. In this
way, if they will be satisfied with the product of JBS Australia then they will be more likely to
buy that brand in the upcoming time period.
In contrast to this, Yeo Goh and Rezaei (2017) discussed that Abraham Maslow's hierarchy of
needs theory recognizes that a basic need of employees should be accomplished before they will
desire to attain the higher needs. This hierarchy initiates with the physiological needs like food,
water, safety needs, social needs, esteem needs and finally self-actualization needs. In this way,
JBS Australia can meet the physiological requirement by offering break times for meals and
snacks, and sufficient salary for workforces to house and nourish her family. Workforces should
offer safe work atmosphere with negligible job hazards and free from coercion from other clients
and workforces. It is also evaluated that social requirement could be attained by leading the team
atmosphere with support and respect between subordinates. In addition, esteem needs entail the
rewards and recognition for good performance. A corporation can meet the self-actualization
requirements by giving tasks that challenge workforces and permits them to do creative work.

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In the view of Ramanathan Subramanian and Parrott (2017), buying behavior is a
methodological strategy where consumer follows the purchasing procedure at the initial level to
make a purchasing decision. This is step by step process where common modes of decision
making are used to develop the marketing strategies. In this way, the initial step in the consumer
purchasing behavior is recognition of needs. In this process, consumers become aware of the
emotional and functional needs. Under the marketing strategy, the company should focus on
stimulating the need awareness to direct the buyers in their brand’s direction. JBS Australia
evaluates the human sensation of hunger and then demonstrating the visual imagery of food
offering. It provokes the customers to connect with the desires for food to the JBS Australia
experience. As well as, personal selling and direct marketing strategies are effective to get in
front of customers and drawing out recognition of need.
In favored to this, Organ Koenig-Lewis Palmer and Probert (2015) discussed that once customers
recognize the needs, then they build a set of consideration and starts to compare the options on
significant criteria. It is a key phase for marketers that want to influence the buyers as they
provide an effective solution to deliver the added value towards given need. Marketing plan
entails the development of positioning approach. In this way, marketers create distinct image
among targeted customers by providing superior benefits to competing alternatives. In the high
rivalry markets, effective positioning and development of the brand are vital to affect the
customers during the search procedure.
According to Awan Siddiquei and Haider (2015), retention and loyalty of the customer are
critical is the marketing strategy for companies as it aids to get long-term success. Further, the
strong point of buying experience entails the deliveries, warranties, mechanism and favorable
follow through on support guarantees. It is integral of marketing. During the purchasing

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procedure of implementation phase, customer follows the reinforcement advertising, loyalty
initiatives and makes effort on selling efforts. As a result, it aids to build loyalty and gain
revenue from the customers.
In contrast to this, Goh and Balaji (2016) evaluated that purchasers enter into the decision from
one of four perspectives named brand loyalty, habitual buying, limited problem solving and
extended problem-solving. In a competitive environment, marketing strategies deal with
extended issues. It indicates that customer vigorously investigates and identifies different factors
on option and advantages. Limited problem solving entails the less uncertain buying and
everyday products. In this way, a visual message, as well as quick-hitting, is common to make a
purchase decision. Moreover, JBS Australia uses loyalty initiatives to keep the association with
loyal and core customers. The habitual purchasers buy specific brand regularly without
conscious belief. It is required for JBS Australia to identify the brand being purchased and
competitors in order to influence customers with the value proposition.
RO2: To evaluate the buying behavior of customers and their satisfaction level towards
food product: In the context of JBS Australia
In the view of Kumar Bezawada Rishika Janakiraman and Kannan (2016), there are different
factors, which may affect the customer’s purchasing behavior. In this way, culture plays a
fundamental role to assess the behavior of the consumer. It is sub-divided into different parts
such as social culture, culture, and social class. Culture is very multifaceted opinion of consumer
behavior, which entails the behavior of society, roles that society plays, and its tradition, value,
and custom. Culture should be examined by JBS Australia to influence the behavior of the
consumer.

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In contrast to this, Meiseberg and Dant (2015) opined that sub-culture is the set of people who
share the same customs, values, and traditions. The company can define them as the country,
belief, racial groups and also set of people, who share the same geographic location. It is
evaluated that society possesses social class which can affect the consumer buying behavior and
satisfaction level of customers. Hence, there is required to understand the social class to target
because buying behavior of the social class is quite homogeneous. It is stated that not only
income but also other factor defines a social class of a group of customers.
In the view of Wong Wu and Cheng (2015), social factors could be subdivided into different
factors such as family, reference group and role and status. Under the social factor, reference
group has widely impact on the behavior of consumer but, its impact may vary across brands and
products. This group often entails the opinion of leader. The consumer behavior is not only
persuaded by their personalities and motivations but also their family members and families, who
live with two or more people together either due to marriage or blood relationship.
In contrast to this, Feldmann and Hamm (2015) evaluated that people who belong to distinct
companies, family play role, and club or group member and have a position to maintain. These
roles and status have maintained by the company to persuade the consumer behavior as they
make the decision to spend accordingly. There are certain personal factors, which may impact on
the behavior of the consumer. There are subfactors under the personal factor, which influence the
purchasing behavior and satisfaction levels of customers like age and life cycle stage, self-
concept and personality, occupation, lifestyle and financial or economic situations.
Wee Ariff Zakuan Tajudin Ismail and Ishak (2014) stated that age of customers and his life cycle
are two significant sub-factors under the personal factors. With the life cycle and age, the
consumer makes purchase options and the intention of purchasing changes is based on the

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decision of purchasing products change. Thus, this stage does influence the behavior of
consumers. Occupation of a consumer has influenced the products and services of consumer
purchases. An occupation group has more interest to purchase the different products and
services, which is delivered by a company. Furthermore, a company produces separate products
for distinct occupational groups.
In favored to this, Hasanov and Khalid (2015) evaluated that everything could be sold and
bought with the support of money. When the economic circumstances of a consumer are not
good or constant, then it would influence their purchasing behavior. Further, if the consumer and
economy of a country is bearing loss then it will definitely influence the consumer spending or
purchasing decision. Along with this, people are originated from different subculture,
occupation, and culture. Furthermore, social class has a different style of living as lifestyle can
confirm the opinion, interest, and practices of people. Distinct lifestyle could also influence the
consumer purchasing behavior. Each person is distinct and has different personalities as their
personalities and physiology could impact on their buying decision. However, purchase of
products and services could differ from individual to individual.
As per the view of Namin (2017), motivation is set off the internal desires and requirements of
customers. It could be defined as the needs and goals of customers. Motivation directs and leads
the customers towards their specific goals. These needs could be associated with security needs,
psychological needs, esteem needs, social needs and self-actualization needs. In addition,
perception is defined as observing circumstances of the globe and then making a decision
accordingly. Each person looks at the world and the circumstances distinctly. The decision
competencies and capabilities of each person are distinct and hence they seem towards world
distinctly. It separated the decision taking competencies of a person from others.

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In contrast to this, Pansari and Kumar (2017) stated that learning is the investigation of products
and services before customers make a judgment regarding product buying. In the current
scenario, learning and self-education could be improved through online and in-group. Experience
is also taking a lesson from the previous experience of product and services. Both learning and
experience play a fundamental role to persuade the behavior of consumers and their satisfaction
level.
In support of this, Larivière Keiningham Aksoy Yalçin Morgeson and Mithas (2016) described
that attitude is favorable and unfavorable emotional condition of customers. It is the inclination
of reaction to specific act and behavior of customers. The belief of an individual shows their
faith towards products as a company should focus on specification of the product. Thus, it is
stated that beliefs and attitudes are significant and needs to consider for influencing the behavior
of the consumer and their satisfaction level.
RO3: To recommend the strategy to influence the purchasing behavior of customers and
their satisfaction level towards food product: In the context of JBS Australia
According to Rashid Rani Yusuf and Shaari (2015), standard strategies should be implemented
by an organization to influence the purchasing behavior of customers and their satisfaction level
towards the product. There are certain marketing strategies, which never go out of style. For
instance, convincing consumers that happy with the food product of JBS Australia could be
effective to gain revenue. Another standard marketing strategy could be using celebrities and
beautiful people to promote the food product as it would be beneficial to influence the buying
behavior and satisfaction level of customers. However, if the company will use the conventional
marketing strategies then it would unable to provide convenience and added value to customers.

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Thus, a significant method for JBS Australia to influence the target audience is to cater their
message as per the interest and needs of customers.
In contrast to this, Chen and Lee (2015) evaluated that online marketing is a new discipline that
is used to attract the consumers towards their products and services. The giant web of
interconnections makes easy to transmit the message promptly and in the broader area. The
capabilities to target the particular demographic facilitate JBS Australia to make influential
advertising campaigns regarding food products in narrow demographic areas. A cost-effective
and simple strategy for developing the brand identity is to create an account on social networking
sites. It also facilitates the potential and existing consumers for communicating with the
company and facilitates a way to make marketing efforts like announcing rebates, sales, and
company changes.
In the view of Larivière Keiningham Aksoy Yalçin Morgeson and Mithas (2016), customer
service is an effective strategy to influence the customer purchasing behavior and their
satisfaction level. In this way, the company should identify the behavior of customers with
regards to selling the products. It should also understand the ways to deliver the goods and
services to customers in an effective and efficient manner as it would be beneficial to gain the
chance of increasing the repeat customer. For instance, if JBS Australia knows that customers
tend to come towards their food product because they want to get a healthy food without waiting
for a long time. Hence, it should provide training to their staff to deliver the products and
services as soon as possible.
In opposed to this, Pansari and Kumar (2017) evaluated that customers want to understand that
their purchasing decision should not going to harm them. For example, there are large numbers
of food shoppers who prefer the organic food, which is not been exposed to toxins and does not

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contain the genetically modified ingredients. Hence, JBS Australia should offer the organic foods
to customers in order to influence them and their satisfaction level. There are small numbers of
shoppers, who are willing to pay the considerably high amount for organic foods.
CONCLUSION
From the above interpretation, it could be concluded that consumer buying is psychological
process, which is linked with emotion of consumer. It can be evaluated that there are some
theories, which has been used to analyze the consumer purchasing behavior and their satisfaction
level such as Hierarchy of Needs and generic theory of buying behavior. It could be summarized
that there are certain factors, which may have impact on the purchasing decision of customers
and their satisfaction level such as culture, social factors, economic and psychological factor. It
can be also concluded that JBS Australia can use different strategy to influence the purchasing
behavior of customers and their satisfaction level towards food product such as standard
strategies, online marketing, customer service and safety.

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