Buying Behaviour of Customers and Their Satisfaction Level towards Food Products: A Literature Review

RUNNING HEAD: LITERATURE REVIEW 1
LITERATURE REVIEW
(Buying behaviour of customers and their satisfaction level towards food products)
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Contents

LITERATURE REVIEW 2
Introduction...........................................................................................................................................2
Project objective....................................................................................................................................2
Project scope.........................................................................................................................................2
Literature review...................................................................................................................................2
Conclusion.............................................................................................................................................3
Reference..............................................................................................................................................4

LITERATURE REVIEW 3
Introduction
Everyone is facing the issue of consumption of goods as well as services on a routine basis.
An individual continuously communicates with services as well as products being provided
by the modern market. On consumption, an individual test the offered products and then form
an opinion for the same. The overall understanding of the buying attitude is of assistance
given by the managers since they support to clear doubt on consumer behaviour and also
helps to foresee the impact of environment and many other kinds of external characteristics
on customers (Bhattacharya et al., 2015). There are so many factors that impact the buying
behaviour that is not in control of marketer and advertisement, however, they still have to aim
at understanding the overall complexity of challenges.
The report will discuss in detail about food industry especially ice cream sector with the help
of analysing Baskin Robbins company. The margin of error in this industry is very low
because of the lifecycle features of the products. Other challenges are supply chain operations
and there are so many particular inventory control challenges like picking the stock as per the
expiry date or manufacturing date and many more (Biswari, 2016).
Project objective
The objective of the report is to understand the buying behaviour of the consumers and their
level of satisfaction in Baskin Robbins. While addressing consumer behaviour, it is important
to study many factors like an act of purchase and pre and post-purchase stages.
Project scope
At the time of addressing the factors associated with consumer behaviour, the studies show
not just the purchase function, but also the stage of pre-purchase experience and post-
purchase experience. The complete study of buying behaviour provides an option to decide
the association that exists between buying behaviour and customer satisfaction (Dutta, 2015).

LITERATURE REVIEW 4
The report will focus on the buying behaviour which can be decided, well in advance, to
some extent, but it later becomes challenging to manipulate them in long run, to enhance the
customer satisfaction.
Literature review
There are so many principles and theories that define the reason behind the consumer
behaviour and at the same time, the research on the challenge was started by so many authors
and economists since these people study consumer behaviour and methods to decide them.
The traditional approach, on the other hand, is based on studies that focus on consumer
behaviour is based on the basic approach and also have the positive approach towards the
study of customers (Dutta, 2015). At the starting of the research, so many researchers were
evaluating the behaviour of the customer since the act of purchase is perceived as purchases
happen on the rational basis which further means that a buyer can select products that provide
the most amount of utility as per the taste and prices. The scientist associated with behaviour
focused on the role of environmental characteristics that mostly impact the consumer
behaviour. There are some other authors of a belief system that pattern of the customer is
developed as an outcome to environmental situations. From the cognitive angle, processing
data is an important factor in taking decisions of the consumers. The theory is also taken
consumers as issue solvers who utilise the information of the surrounding to grab from the
environment. Another principle of studying the consumer behaviour is a comprehensive
model for consumer's decision making (Ramesh & Divya, 2015). There are approx. three
models united by similar objectives and cover it to trace the psychological state of people
from one point at which there was awareness of so many options that satisfy a material
required through consumption of the product to the ultimate test of the consequences
(Ellahamy et al., 2015).