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

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

BUSINESS RESEARCH 3
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.

BUSINESS RESEARCH 4
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.