Impact of Consumer Buying Behaviour on Organizational Performance

This dissertation explores the relationship between consumer buying behaviour and organizational performance. It identifies the strategies to influence consumer buying behaviour towards the organization. The research aims to explore the meaning and concept of consumer buying behaviour, identify the relationship between consumer buying behaviour and organizational performance, and recommend strategies to influence consumer buying behaviour towards the organization. The research is based on the hypothesis that there is a relationship between consumer buying behaviour and organizational performance. The study is divided into five chapters.

Running head: DISSERTATION
Impact of consumer buying behaviour on organizational performance
Name of the Student
Name of the University
Author Note

1DISSERTATION
Acknowledgment
I would also like to take this opportunity to thank my professor without whose, constant
support and guidance, the research would not have been possible.
Firstly, I would like to thank God the Almighty in giving me the strength and courage
without which I could not have completed the entire study. Secondly, I would like to thank
my family and relatives who gave me constant support mentally and physically so that I can
complete the study on time. Lastly, I would like to give thanks to my peers and the friends
who have helped me in providing the appropriate information throughout the project and
helped me in doing the in-depth analysis of the research. Without their proper guidance, it is
impossible for me to complete the project.
Thanks and Regards,
Yours Sincerely,

2DISSERTATION
Abstract
The issues that are related to employees such as the issues with the supervisors and the
traumas that they face on a personal level due to the structure of the company. The company
in the recent times need to increase its performance in the market so that it can help in
influencing the behaviour of the customers towards the products that are being delivered by
them. This will provide an opportunity to the company to increase its level of sales, which
will create an impact on the level of profits of the company in a direct manner. The primary
problem of the company is that the sale of the products are going down due to the
management of the employees in an inefficient manner.
Consumer buying behaviour can be defined as the selection of the products and the services
that they would like to purchase for their consumption, which will help in satisfying their
wants. The behaviour of the consumers regarding buying the goods or the services depends
on various factors and characteristics that help in influencing them towards the goods. The
consumers analyse the products in the initial phase so that they can collect the necessary
information that will help them in going for the particular products or services.
Organizational performance can be defined as determining the properties and dimensions that
are present within the organization. It helps in assessing the goals and objectives of the
organization based on the performance of the organization in the market, which helps in
increasing their share in the market and better financial position as well. The financial
performance of the organization can be understood by the return that the company gets
through its assets and investment on the products and the services. The analysis has been
conducted along with proper conclusion has been provided so that the research can identify
the gaps that are present in the study.

3DISSERTATION
The researches that were conducted by the previous authors has shown that the various
factors that affect the buying behaviour of the consumers. These factors have been analysed
so that it can help in conducting the study in an efficient manner. The performance of the
organization depends on internal and external factors such as the leadership style that is being
followed within the company along with the policies and procedures that are present where
the company is carrying out its operations.
The research method that will be taken up by the researcher will allow the process of the
research to be conducted in a proper manner. The use of the right methodological tools by the
researcher has allowed the research to be conducted in a proper manner. The technique of
collecting the data in a proper manner has allowed the researcher in collecting the relevant
information so that it can help the research to be undertaken in an effective way. The survey
that was conducted by the researcher for the consumers was done based on the ethical
guidelines so that the researcher does not violate the Data Privacy of the consumers. This has
resulted in conducting the research in an effective manner.

4DISSERTATION
Table of Contents
Chapter 1: Introduction..............................................................................................................7
1.1: Background of the study.................................................................................................7
1.2: Problem Statement..........................................................................................................8
1.3: Significance of the Study................................................................................................9
1.4: Aims and objectives of the research.............................................................................10
1.5: Research questions........................................................................................................10
1.6: Research Hypothesis.....................................................................................................10
1.7: Structure of the study....................................................................................................10
Chapter 2: Previous Researches...............................................................................................12
2.1: Concept of consumer buying behaviour.......................................................................12
2.2: Factors affecting consumer buying behaviour..............................................................13
2.2.1: Psychological factors.............................................................................................13
2.2.2: Social factors..........................................................................................................14
2.2.3: Cultural factors.......................................................................................................14
2.2.4: Economic factors....................................................................................................15
2.3: Theories of consumer buying behaviour.......................................................................16
2.3.1: Cognitive learning theory.......................................................................................16
2.3.2: Involvement theory................................................................................................16
2.3.3: Social judgment theory..........................................................................................17
2.4: Concept of organizational performance........................................................................17
2.5: Factors affecting organizational performance...............................................................18

5DISSERTATION
2.6: Relationship between consumer behaviour and organizational performance...............19
2.7: Impact of consumer behaviour on organizational performance....................................20
2.8: Summary.......................................................................................................................21
Chapter 3: Research Methodology...........................................................................................22
3.1: Introduction...................................................................................................................22
3.2: Research Onion.............................................................................................................22
3.3: Research philosophy.....................................................................................................22
3.3.1: Justification............................................................................................................23
3.4: Research approach........................................................................................................23
3.4.1: Justification............................................................................................................23
3.5: Research design.............................................................................................................24
3.5.1: Justification............................................................................................................24
3.6: Research type................................................................................................................24
3.6.1: Justification............................................................................................................25
3.7: Sampling.......................................................................................................................25
3.8: Data collection techniques............................................................................................25
3.9: Data analysis.................................................................................................................26
3.10: Ethical considerations.................................................................................................26
3.11: Summary.....................................................................................................................26
Chapter 4: Analysis and Findings............................................................................................28
Independent variables...........................................................................................................28

6DISSERTATION
Dependent variable...............................................................................................................38
4.2: Interview with Auchan Consumer Head.......................................................................41
Chapter 5: Conclusion and Recommendation..........................................................................44
5.1: Conclusion....................................................................................................................44
5.2: Linking with the objectives...........................................................................................45
5.3: Recommendations.........................................................................................................48
5.4: Research Limitations.....................................................................................................50
Reference List..........................................................................................................................51
Appendix..................................................................................................................................58
1.1: Survey questions...........................................................................................................58
1.2: Interview questions- Auchan Consumer Head..............................................................61

7DISSERTATION
Chapter 1: Introduction
The recent world has seen some changes in the work place in a rapid manner due to
the global economy. It has resulted in the development of the organizations, which are
associated with the skills and knowledge of the employees along with their experience in the
work place. It is a matter of concern to address the level of production within the organization
along with maintaining a better performance in the organization in the dynamic world
(Gattorna 2017). The management of the organization needs to pay more attention towards
the differences between the individuals so that their needs and behaviours can be understood
in a better way. This will allow the companies to manage and understand the complexity of
the employees in a better manner. This understanding of the problems by the management
will help in developing better styles of learning within the organization so that it can result in
meeting the needs and objectives of the individuals (Horner and Swarbrooke 2016).
1.1: Background of the study
The management needs to learn about the beliefs and values of the employees so that
it can help in motivating the behaviours of the employees, which will lead to better levels of
production. Organizational performance can be defined as the system that is present in the
society so that it can help in fulfilling the objectives that are required within the organization.
It is a dynamic approach that needs to be judged in a proper manner and interpreted as well
(Perez, del Mar Garcia de los Salmones and Rodriguez del Bosques 2013).
Auchan retail is a multinational corporation that has its business on an international
scale. The company has its headquarters in Croix that is located in France. The company is
one of the most popular distribution group in the world with an employee strength of more
than 330,000. The company was started by Gerard Mulliez who had opened the first store in
Roubaix in the district of Hauts-Champs (Tingchi Liu et al. 2013). The company has become

8DISSERTATION
an international brand and its chain is spread in countries like India, Hungary, Romania,
Russia, China and other places. The company presently has more than 600 hypermarkets and
2800 supermarkets spread all over the world. The tagline of the company is ‘La Vie, La
Vraie’, which means ‘Life, the real one.’ This tagline was changed in 2007 to ‘La vie
Auchan, elle change la vie’, which means ‘Auchan’s lifestyle changes life (itself).’
The company opened its store in China in the Shanghai province in the year 1999
after which the company continued to increase its store to 114 within the country. The
customers are allowed to purchase the grocery items through the online portals so that the
goods can be delivered to their houses.
1.2: Problem Statement
The major problems are the issues that are related to employees such as the issues
with the supervisors and the traumas that they face on a personal level due to the structure of
the company. The management team that is present in the organizations may lack expertize in
communicating with the employees in a proper manner. The other issues such as problems in
working in the team are also present, as they have to work together so that the goals and
objectives of the company can be achieved in a better manner (Ramsay, Wagner and Kelly
2013). The breakdown in the network of communication between the team members can lead
to confusion between the team members, which may affect the personal goals of the
employees as well. The issues within the team and employees may spread at a quicker
manner within the organization, which may lead to the fall in the level of production. This
may affect the corporate culture within the organization in a negative manner and the
performance of the organization may decrease to a great extent (Sahney, Ghosh and
Srivastava 2013).

9DISSERTATION
The company in the recent times need to increase its performance in the market so
that it can help in influencing the behaviour of the customers towards the products that are
being delivered by them. This will provide an opportunity to the company to increase its level
of sales, which will create an impact on the level of profits of the company in a direct
manner. The primary problem of the company is that the sale of the products are going down
due to the management of the employees in an inefficient manner. These problems have to be
addressed in a proper manner by the company so that it can help in influencing the consumer
behaviour within the local market (Solomon et al. 2014).
1.3: Significance of the Study
The company needs to address the issues that are related to the employees in a better
manner so that it can help in increasing the level of production and the level of efficiency
among the employees can increase to a great extent. The upper management that is present
within the organization needs to take care of these problems in a proper manner by
communicating with the employees in a proper way and understand the problems that they
are facing within the organization. The teams that are present in the organization needs to be
managed in a proper manner by taking in to consideration that the network of communication
within them is maintained in a proper manner. The leaders who have been assigned in the
team needs to gather feedback from the members on a constant manner so that they can
understand the problems that are present within them. This will help the company in
mitigating those and help in efficiently managing the teams. The main cause of the problem
needs to be checked so that correct actions can be taken, which will help in avoiding the
breakdowns within the team members.
The company needs to follow steps that will result in solving the problems that they
are facing within the organization. The managers firstly, need to solve the issues on a current
basis so that it can prevent the interpersonal conflicts within the organization. Secondly, the

10DISSERTATION
root cause of the problems need to be analysed, which will help in mitigating the issues at a
later stage.
1.4: Aims and objectives of the research
The research will be based on the following aims and objectives:
 To explore the meaning and concept of consumer buying behaviour
 To identify the relationship between consumer buying behaviour and organizational
performance
 To recommend the strategy to influence the consumer buying behaviour towards
organization
1.5: Research questions
The research will be based on the following questions:
1. What are the meaning and concept of consumer buying behaviour?
2. What is the relationship between consumer buying behaviour and organizational
performance?
3. What are the strategies to influence the consumer buying behaviour towards
organization?
1.6: Research Hypothesis
The research will be based on the following hypothesis
H0- There is no relationship between consumer buying behaviour and organizational
performance
H1- There is a relationship between consumer buying behaviour and organizational
performance

11DISSERTATION
1.7: Structure of the study
The process of research has been divided in to five chapters so that it can be studied in
a proper manner. The first chapter consist of the introduction where the researcher has
highlighted the problem and the significance of the research that is being conducted so that
the process can be done in a proper manner. The second chapter consists of the secondary
sources that are published in previous researches. This allowed the researcher in
understanding the variables in a proper manner. The third chapter consists of the research
methodology here the researcher has identified the different tools that are present in the
process of the research and has provided justification for it as well. The fourth chapter
consists of the results and findings that has been conducted in a qualitative and quantitative
manner. The fifth chapter consists of the conclusion and the recommendation where the
objectives of the research has been linked with the literature review and the data analysis. It
also provides recommendation to Auchan so that it can increase its organizational
performance in the market.

12DISSERTATION
Chapter 2: Previous Researches
Conceptual Framework
(Created by Author)
2.1: Concept of consumer buying behaviour
Consumer buying behaviour can be defined as the selection of the products and the
services that they would like to purchase for their consumption, which will help in satisfying
their wants. The behaviour of the consumers regarding buying the goods or the services
depends on various factors and characteristics that help in influencing them towards the
goods. The consumers analyse the products in the initial phase so that they can collect the
necessary information that will help them in going for the particular products or services. The
goods with the maximum utility will allow the consumers in choosing those products so that
they can derive the maximum level of satisfaction for it (Lawan and Zanna 2013).
` The consumer behaviour allows the individuals in understanding and predicting the
motives of the purchases so that it can result in maintaining their frequency regarding the
purchase of the particular products or the services. It works on the principle of purchasing the
Psychological
Economic
Social
Cultural
Consumer
Behaviour
Organizational
Performance

13DISSERTATION
product from the market by judging the level of satisfaction that the individual would achieve
from the product. The knowledge and the level of skills that are present among the consumers
are directly associated with their behaviour of purchasing the products. It helps the consumers
in understanding the degree of satisfaction that they would achieve when they purchase the
product from the market so at a particular price (Brosekhan, Velayutham and Phil 2013).
The company can only be able to increase its levels of profit by attracting the positive
consumers, as they will be attracted towards the products and the services that are being
provided by the company.
2.2: Factors affecting consumer buying behaviour
2.2.1: Psychological factors
These factors can be determined with the help of motivation and perception that the
consumers have regarding a particular product. Motivation is the urge of the consumers that
helps them in taking a decision regarding purchasing of a particular product or service so that
it can help in satisfying their wants (Pappas 2016). The motivational factor is generally
oriented towards the behaviour that helps the consumers in achieving its goals. It is the major
force that allows the consumers in satisfying their personal needs. Motivation is an internal
factor within the consumers, which influences in purchasing the products or the services. The
need of purchasing the product is derived through the level of intensity so that it motivates
the individual in acting towards fulfilling the need (Dzisah and Octoo 2013).
Perception can be basically categorized on the five senses that are present within the
human beings. These senses allow the individuals in getting the information at a proper
manner so that it can allow them in purchasing the products that will result in satisfying their
needs and wants. The brain of the individual provides all the information that are required so

14DISSERTATION
that the product can be purchased in a better manner and helps in filling up the gaps that are
present within the wants of the individuals (Sharma 2014).
2.2.2: Social factors
The behavioural patterns of the individual are influenced to a great extent in the
society where they are residing. Families, status of the individuals in the society and the
reference groups influences the buying behaviour of the consumers to a great extent. The
families of the individuals affect the decisions of the individuals regarding purchasing the
products (Malik et al. 2013). The influence of the family is with respect to the characteristics,
personality and attitudes of the individuals, as they are born within the family and the
purchase that are done are based on the necessity of the families (Rani 2014).
The reference groups are those with which the individuals share a set of norms. These
groups influence the individuals in buying a particular set of products or services so that it
can help in meeting their demands and level of satisfaction as well. It also influences the
attitudes and the behaviour of the individuals in a direct or indirect manner (Foxall 2014).
The roles and the status of the individuals within the society also affect their decisions
reading the products or the services that they want from the market. The individuals
belonging to the higher class of people within the society will purchase the products that are
of higher value so that it can help them in maintaining their standards within the place. This
results in increasing the snob appeal among the individuals, which helps them in
communicating in a better manner their standards within the society (Rani 2014).
2.2.3: Cultural factors
The behaviour of the individuals are affected on a larger scale due to the particular set
of values, traditions and beliefs that helps them to have a particular set of culture. The
behavioural patterns within the individuals are due to the socialization that the individuals

15DISSERTATION
have within their family members as well as within the society. The religious and the
nationality groups to which the individuals belong allow them to be influenced in such a
manner that result in purchasing a particular set of products and services. The influence of the
culture affects the decision-making capacity of the individuals to a great extent. The
marketers who are appointed by the companies needs to analyse the cultural forces, which
will help in formulating the strategies that are related to marketing in a proper manner
(Shekhar and Raveendran 2013).
The society in which the individuals belong also affects their behaviour regarding
purchasing of a product or service. It cannot be identified through a single factor and has to
be measured through other factors such as the occupation, income, educational background
and the life styles of the individuals. There are primarily types of classes within the society
that is upper, middle and lower classes. The consumers who belong to the upper class wants
to maintain status in the society, which can be possible by purchasing the goods that are
costlier in nature. The middle class people in the society collect the information regarding the
products that they want to buy so that they can be satisfied with the amount they spend. The
lower class people on the other hand purchases the products on an impulse (Durmaz 2014).
2.2.4: Economic factors
The income of the consumers has an influence on the buying behaviour, as it is based
on the amount that they earn, which can be spent on purchasing certain products and services.
The personal income of the consumers determines the value that they are willing to spend on
the products or the services. The increase in the disposable income of the consumers will
result in an increase in the level of expenditure as well. The income of the consumers allow
them to divide the amount between the shopping of durable and luxurious goods (Hassan
2015).

16DISSERTATION
Another important factor is the income of the family as well, as the aggregate income
of the family needs to be taken in to account while determining the products or the services
that may be purchased by the consumers (Badgaiyan and Verm,a 2014).
These factors have to be kept in mind by the company so that it can help in increasing
the sale of the products within the retail outlets. The products that should be available within
the company needs to cater to all the needs of the customers so that it can help in increasing
the level of satisfaction among the customers. The price of the products needs to be
competitive so that it can help in increasing the attraction of the customers towards the
company.
2.3: Theories of consumer buying behaviour
The theories that are related to consumer buying behaviour helps in establishing a
connection between the stimulus and the responses of the consumers. The theories that will
be discussed are as follows:
2.3.1: Cognitive learning theory
This theory deals with the continuous process of learning that takes place within the
individuals on an everyday basis. It helps the consumers in solving the problems that may
occur suddenly, which needs to be evaluated by collecting the information in a proper manner
so that the decision can be taken in a proper manner (Alooma and Lawan 2013).
2.3.2: Involvement theory
The involvement of the individuals in a particular situation is difficult to measure, as
it depends on the different nature of the persons and the various products that they want to
purchase. The level of commitment of the consumers towards a particular product or service
helps in measuring the level of involvement of the consumers towards the product. The
theory states that the level of involvement is lower when the information regarding a

17DISSERTATION
particular product needs to be searched at a lower level. The time that is taken regarding the
decisive factors help in assessing the involvement of the consumers with respect to a
particular product or service (Foxall 2014).
2.3.3: Social judgment theory
This theory is based on processing the information by the individuals so that the level
of involvement can be determined in a better manner. It also allows the individuals in solving
the issues in a better manner. The theory states that the individuals that are highly involved
within the issue generate a strong opinion with respect to the issue and is willing to look for
any alternative opinions (Malik et al. 2013).
2.4: Concept of organizational performance
Organizational performance can be defined as determining the properties and
dimensions that are present within the organization. It helps in assessing the goals and
objectives of the organization based on the performance of the organization in the market,
which helps in increasing their share in the market and better financial position as well. The
financial performance of the organization can be understood by the return that the company
gets through its assets and investment on the products and the services (Choudhary, Akhtar
and Zaheer 2013). The performance of the company in the market is the ability of the
company to distribute the products in a cost effective manner so that it can help in increasing
the rate of return among the suppliers as well. The value of the shareholders also help in
determining the performance of the organization, as it helps in calculating number of shares
that are taken up by the customers of the company. These factors allow the company in
meeting the goals and objectives of the company so that the organizational performance can
be measured (Borman and Motowidlo 2014).

18DISSERTATION
Auchan needs to improve its performance so that it can help in increasing its shares in
the market that will result in increasing the attraction of the company amongst the customers.
This will also result in increasing the level of profit for the company and goals and objectives
of the organization can be met in a better manner (Noruzy et al. 2013).
2.5: Factors affecting organizational performance
The major factor that affects the organizational performance is the nature of
leadership that is followed within the organization. The styles of leadership that is followed
within the organization will help in determining whether the goals and objectives of the
organization can be achieved or not. The leaders of the organization needs to take up the
responsibility to communicate with the employees in a better manner so that it can help in
working in an effective manner within the organization (Park and Shaw 2013). This will
allow the company to operate in a better manner so that the level of profit can be increased
within the organizations. It will also help the management to be committed towards the duties
and responsibilities that has been assigned to them so that the company can work in an
efficient manner. The culture that exists within the organizations is influenced through the
leaders, as it is their values and beliefs based on which the work progresses within the
organization (Shaw, Park and Kim 2013). It also allows the organization in building up a
powerful relationship and address the changes that are taking place in the outside world so
that the company can meet with the expectation that are required within the market (Chen et
al. 2014).
The external factor that affects organizational performance is the labour unions that
are present within the organization. These unions can affect the performance of the
organization in a negative or in a positive manner (Dobre 2013). The positive side of the
unions are that it helps in ensuring that the employees are working in a proper manner
without creating any chaos within the organization so that it can result in the smooth

19DISSERTATION
functioning of the company. Another factor is that the policies and procedures that are laid
down by the government that affects the performance within the organizations. The rate of
taxes that are levied on the companies affect their performances in the market to a great
extent (Wu, Straub and Liang 2015).
One of the major reasons for Auchan is that they lack the leadership quality that is
affecting the performance of the company. The leaders are not being able to motivate the
employees in a proper manner, which has resulted in the lack of organizational performance.
The motivation that needs to be provided to the employees through proper training and
rewards system are lacking within the organization, which has resulted in the loss of
production within the organization.
2.6: Relationship between consumer behaviour and organizational performance
The behaviour of the consumers help the organizations in marketing the products in a
better manner so that the company can increase its attractiveness in the market. It will help
the consumers to be informed regarding the attributes that are present within the products or
the services (Birasnav 2014).
The behaviour of the consumers also results in developing the products in a better
manner. The feedbacks that are given by the customers to the companies help in developing
the products in a better way. It also allows the companies in innovating the products on a
constant manner. The organizations will also be able to identify the needs that are present
within the market so that those products can be manufactured in a better manner (Carter and
Greer 2013).
The service that is provided to the consumers by the organizations affect their buying
behaviour as well, as it allows the companies in having repeated customers within their
customer portfolio. The companies will develop a better understanding of the services that are

20DISSERTATION
demanded by the consumers so that it can be developed, which will in turn affect the buying
behaviour of the consumers in a positive manner (Awadh and Ahyalha 2013).
The organizations also need to collect the data that are related to the buying behaviour
of the consumers. The sales that are made by the company will help in analysing the
information that are present within the organizations so that the services can be developed as
well. The organizations need to conduct surveys so that it can help in gathering proper data of
the consumers that will drive them in developing the product in a better manner (Felicio,
Goncalves and da Conceicao Goncalves 2013).
Auchan does not provide a feedback process to the customers, which will help them
in developing the products or the services in a better manner. It would help the company in
gaining valuable insights from the customers so that their demands and preferences can be
met in a proper manner.
2.7: Impact of consumer behaviour on organizational performance
The behaviour of the consumers will help in creating an impact on the performance of
the organization by allowing them to predict the sales of the company. The company can
forecast their sales within the market where they are operating in a better manner for a
specific period of time so that it can help in increasing the level of sales in the market (Tsseng
and Lee 2014).
The surveys that will be conducted by the organizations will result in gaining the
ideas from the employees based on which the products can be developed. It will allow the
company to understand the problems that are present in the product so that it can be rectified
in a proper manner. The recognition of the brand from the company will increase in the
market as well (Hamann et al. 2013).

21DISSERTATION
The performance of the organization will greatly increase if they research the market
through the internet, which will result in monitoring the consumers through their behaviour
on the web. It will help the companies in understanding the optimal places and the conditions
of the market so that the product can be sold properly. The use of internet will be a cost-
effective technique for the companies, as it will result in understanding the potential target
markets and the demands of the consumers as well (Parveen, Jaafar and Ainin 2015).
The impact of the consumer behaviour will result in promoting social responsibility
among the companies. These initiatives will result in increasing the attention of the company
towards the consumers so that the products can be sold in a better way in the market
(Sabharwal 2014). Conducting social awareness programs by the companies will attract large
number of customers towards the company so that the sales can be increased. The interaction
with the customers by the companies will also increase in the market that will allow in
providing recognition for the brands in the market (Verrier et al. 2014).
Auchan is not being able to analyse the performances that will result increasing the
recognition of the brand in the market. It needs to conduct the surveys in a proper manner so
that the products can be sold and the profit levels of the company can increase in a better
manner.
2.8: Summary
The researches that were conducted by the previous authors has shown that the
various factors that affect the buying behaviour of the consumers. These factors have been
analysed so that it can help in conducting the study in an efficient manner. The performance
of the organization depends on internal and external factors such as the leadership style that is
being followed within the company along with the policies and procedures that are present
where the company is carrying out its operations.

22DISSERTATION

23DISSERTATION
Chapter 3: Research Methodology
3.1: Introduction
The main purpose of this chapter is to allow the researcher in using all the tools that
are present for the research to be conducted in a proper manner. The researcher has used the
positivism philosophy, deductive approach, mixed type of research design and the
explanatory type of research so that the research can be conducted in a proper manner. The
use of secondary data has also been done by the researcher so that it can help in collected the
relevant information that are present for the topic of the research (Mackey and Gass 2015).
3.2: Research Onion
(S
ource: Taylor, Bogdan and DeVault 2015)
3.3: Research philosophy
The researcher has been able to gather the relevant data and evaluate it as well so that
the data can be authentic and can be related with respect to the topic of the research. The

24DISSERTATION
philosophies in research are of different types such as interpretivism, positivism and realism.
The interpretivism philosophy allows the researcher in using the available information, which
are constructed in a social manner (Glesne 2015). The philosophy that is positivism in nature
allows the researcher in gathering the data that is factual based and can be related to the topic
of the research in a proper manner. The philosophy that is realism in nature is a combination
of the above philosophies that is it gives the data that are relevant to the topic of the research
process and are constructed in a social manner as well (Brinkmann 2014).
3.3.1: Justification
This process of research has been based on the positivism philosophy, which has
allowed the researcher in gathering the information that are relevant to the topic that has been
taken up for the research. The data that has been collected by the researcher has also
influenced the quality of the research result so that it can affect the research on an overall
manner.
3.4: Research approach
This will allow the researcher in gaining knowledge regarding the topic of the
research in a better manner. The approach is selected by the researcher based on the topic that
is being researched up on. There are basically two types of research approaches such as the
inductive and the deductive approach (Flick 2015). The approach that is deductive in nature
allows the researcher in studying the process of the research with the models and the theories
that are already established by other scholars and are relevant to the variables used in the
research. The inductive approach on the other hand allows the researcher in using the models
and the theories that are formed newly so that it can help the research to be conducted in a
proper manner (Silverman 2016).

25DISSERTATION
3.4.1: Justification
This particular process of the research has been done using the approach that is
deductive in nature. This has been chosen by the researcher due to the fact that it will help in
reduction of the time and will help the research to be conducted under the limited budget that
is available to the researcher.
3.5: Research design
The research design allows the researcher in taking up the design that will help in
completing the process of research in a proper manner. There are usually three types of
design available to the researcher such as the primary design, secondary design and the mixed
method design (Vaioleti 2016). The primary design allows the researcher in conducting the
research by studying the surveys, interviews and focus groups. The design that is secondary
in nature is conducted with the help of secondary sources such as journal articles, magazines,
newspapers and other authentic articles. The mixed design is the mixture of the primary and
the secondary type of design (Smith 2015).
3.5.1: Justification
This research has been conducted by using the mixed method, as the researcher has
used the secondary sources of literature to conduct the literature review in a better manner
where as the primary data has been collected by conducting a survey so that it can be
analysed and definite conclusion can be reached regarding the topic that has been taken up
for the research.
3.6: Research type
The process of research us conducted in a better manner when the topic is understood
in a better manner by the researcher. There are basically there types of research that can be
taken up by the researcher such as the explanatory, exploratory and the descriptive. The

26DISSERTATION
exploratory type of the research allows the researcher in evaluating the research background
in an efficient manner so that the research process can be conducted properly (Panneerselvam
2014). The explanatory type of the research helps the researcher in establishing a relativity
between the variables that has been taken up in the process of the research. The type that is
known as descriptive allows the researcher in providing an explanation for the top[ic that
has been taken up for the process of the research so that the articles that has been collected
are relevant to the topic of the study (Gast and Ledford 2014).
3.6.1: Justification
This particular process of the research has been based on explanatory type, as it will
allow the researcher to analyse the variables that are present in the process of the research in
a better manner. It has also allowed the researcher in gathering proper ideas so that the
objectives and the questions of the research can be framed properly.
3.7: Sampling
The research has been conducted based on the responses that has been collected from
55 customers of Auchan Retail Company that is located in France. The researcher has taken
up the random sampling method so that the respondents have an equal opportunity of
participating in the process of the survey. The responses have been gathered from different
geographical areas so that the research can be conducted in a better manner (Neuman and
Robson 2014). Apart from that, the consumer head of Auchan had also been interviewed so
that it can help in producing better facts regarding the performance of the organization in
influencing the buying behaviour of the consumers.
3.8: Data collection techniques
This is one of the primary part of the research that has to be undertaken by the
researcher. This particular process of the research has been conducted by taking in to

27DISSERTATION
consideration the primary and the secondary sources of data (Matthews and Ross 2014). The
primary data has helped the researcher in conducting the study in a quantitative manner by
taking in to account the responses of the customers (Tarone, Gass and Cohen 2013). The
secondary data has helped the researcher in conducting the literature review in a proper
manner so that the existing literature can be used to gather relevant information regarding the
topic that has been taken up for the study (Bauer 2014).
3.9: Data analysis
The research has been conducted by considering the analytical tools that are present
within the researcher so that the analysis ban be done in an easy manner (Lushey and Munro
2015). The researcher has taken the help of the MS-Excel so that it can represent the charts
and the frequencies in a proper manner regarding the responses that has been collected by the
researcher. The graphs that has been done using the tool has helped the researcher in
graphically presenting the data that has been collected with the help of bar charts (Tuohy et
al. 2013).
3.10: Ethical considerations
The researcher needs to follow some rules and regulations so that the process of the
research can be conducted in a proper manner. The researcher did not use his force to change
the opinion of the respondents who has taken part in the process of the survey. This has
helped the resulted in not influencing the responses that has been collected from the
respondents (Reynolds et al. 2014). The researcher will not publish the data that has been
collected form the respondents, which can be used for some commercial purposes. The data
will be stored safely by the researcher so that after the process of research can be completed
the information can be destroyed. The responses were collected through the consent of the
customers, as the researcher did not influence the opinion (Choy 2014).

28DISSERTATION
3.11: Summary
The research method that will be taken up by the researcher will allow the process of
the research to be conducted in a proper manner. The use of the right methodological tools by
the researcher has allowed the research to be conducted in a proper manner. The technique of
collecting the data in a proper manner has allowed the researcher in collecting the relevant
information so that it can help the research to be undertaken in an effective way. The survey
that was conducted by the researcher for the consumers was done based on the ethical
guidelines so that the researcher does not violate the Data Privacy of the consumers. This has
resulted in conducting the research in an effective manner.

29DISSERTATION
Chapter 4: Analysis and Findings
Independent variables
Demographic factors
Female Male
0
5
10
15
20
25
30
35
40
45
39
16
Gender
18-22 years 23-26 years 27-31 years 32 years and
above
0
5
10
15
20
25
8
20 19
8
Age

30DISSERTATION
£18,000-
£22,000 £23,000-
£25,000 £26,000-
£30,000 £31,000 and
above
0
2
4
6
8
10
12
14
16
18
20
13
16
18
8
Income
The above data highlights that 39 percent of the respondents are female who are
belonging to the age group of 23-26 years and having a monthly income of £26,000-£30,000.
Therefore it can be interpreted that the study is focussed mainly on the female customers who
are within the age of 23-26 years and have a monthly income of £26,000-£30,000. The
researcher has restricted the study mainly on the female customers, as taking both the genders
would have created a complex study that would have hampered the in-depth analysis for the
research. Hence to conduct the analysis in an in-depth manner, the researcher has taken the
point of view of the female customers mainly.

31DISSERTATION
Psychological Factors
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
12
13
5
10
15
Motivation
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
14
13
4
12 12
Perception
Out of the various factors that affects the psychology of the consumers, the female
customers of Auchan considers motivation and perception has an impact on their buying
behaviour thereby affecting the performance of the organization. With respect to motivation,
it can be seen that there is no impact on the buying behaviour of the customers. This is due to
the fact that the level of motivation that the customer have in purchasing the product does not
affect the performance of the organization. The customers have no impact on the
organizational performance, as they are not interacting with the organizations when they are

32DISSERTATION
in need of the particular products. The level of motivation that they have to purchase the
product are met by the retailers that are present in the market, as they help in satisfying the
need of the customers.
Motivation allows the customers to strive towards purchasing the product from the
market where the company is carrying out its operations. It can be seen that the performance
of the organization depends mainly on the internal and the external factors that will have an
impact on the level of production that is being carried out within the organization. The
consumers will be motivated in satisfying their wants and demands so that it can lead to an
increase in their level of satisfaction. It will allow the consumers in achieving its goals and
objectives after they have purchased the product from the market. It helps the consumers in
increasing its level of intensity so that they can satisfy their wants by purchasing the goods
and services that are being produced by the organization.
On the other hand it can be seen that the customers have agreed to the fact that
perception regarding certain products and services allows in influencing their purchasing
behaviour. This is due to the fact that most of the customers can put their perception through
the process of feedback forward to the organization so that the products can be developed in
that manner. This will result in satisfying the needs and preferences of the customers in a
proper way. Therefore it can be stated that most of the customers are of the view that their
perception needs to be taken in to consideration by the organization so that it can result in
increasing their performance in the market. This would also result in increasing the level of
profit for the organization as well.
The research has been conducted by taking in to consideration the views of the female
customers who have agreed that perception influences their buying behaviour to a great
extent. This is due to the fact that the sense of purchasing the product so that it can satisfy

33DISSERTATION
their wants and demands needs to be understood in a proper manner. The manufacturing of
the product is perceived by the brain, which allows them to understand that the product will
help on satisfying their needs and demands when it is purchased. These perceptions regarding
a particular product needs to be understood by the organization so that it can develop the
products in a better manner that will allow them to increase their performance within the
work place.
Social Factors
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
14
13
7 7
14
Family members
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
13
10
6
12
14
Status and Reference Groups

34DISSERTATION
The female customers who have been taken in to consideration by the researcher have
stated that they agree as well as disagree with the fact that the family members play an
important role in the buying behaviour of the consumers that helps in creating an impact on
the organizational performance. It can be stated that some of the family members influence
the behaviour of the consumers regarding the products or the services that needs to be
purchased from the market so that it can result in increasing the level of performance of the
particular companies. The family members also influence the performance of the
organization, as they may be regular towards the products that are being bought by them for a
long period of time. This results in increasing the organizational performance as well.
Some family members of the female customers influence their decision in purchasing
the particular product of a company where as it can be seen that some of the families do not
have any influence according to the survey that was done. The influence that is done by the
family members is with respect to the attitudes, personality and the characteristics that is
present among the individuals particularly the female customers in this case. The necessity
of the family members have to be understood in a proper manner so that it can result in
increasing the buying behaviour of the customers towards the particular products or services
provided by the organization.
On the contrary, it can be seen that the status and the reference groups of the female
customers does not create an impact on the performance of the organization, as the status of
the reference groups of the female customers do not share a set of norms. Most of the
consumers purchase the products according to their needs so that they can attain the level of
satisfaction. The female customers who are belonging to the higher section of the society will
not be influenced by the reference groups, as they would purchase the luxury items more than
the necessary items. This will not create any impact on the performance of the organization.

35DISSERTATION
The reference groups of the customers do not influence their buying behaviour, as it
cannot judge the needs and preferences of the individuals. The behaviour and the attitude of
the customers can be influenced in an indirect manner by these groups, which may turn out to
be direct if the customers are eager to purchase the product from a particular organization.
The status of the customers also do not play any role on the organizational performance, as
the buying behaviour of the customers do not influence the organizational performance. The
status of the people are maintained by themselves and it can only influence their buying
behaviour if they are to satisfy certain needs and demands from the market.
Cultural factors
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14 13
12
5
12
13
Religion

36DISSERTATION
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
18
16
11
4
11
13
Educational Background
It can be seen that the female customers have stated that they have agreed as well as
disagreed with the fact that the religious factors affect their behaviour with respect to the
buying of the products so that it can help in increasing the performance of the organization.
The religious factors only allow the consumers to change their purchasing habits when they
are in the middle of any festival, which may last for a few number of days. On an overall
manner, the buying behaviour of the consumers do not create an impact on the performance
of the organization.
Due to the effects of globalization in the modern world, it can be seen that most of the
customers are adopting the western lifestyles, which has nothing to do with the religious
factors. It can be seen that most of the religious factors among the customers are used as a
means to buy new products and services so that it can help them in satisfying their wants and
demands. It can be seen that organizations at these points are increasing their level of
production so that it can meet the needs and demands of the economy and earn a better rate of
return as well.
The female customers were of another view point with respect to the educational
background, as they stated that they have an impact on their behaviour to purchase particular

37DISSERTATION
products from the market. This is due to the fact that the educational background of the
customers will enhance their knowledge and skills regarding the products that will result in
increasing the level of satisfaction among them. They will be more aware of the products that
will help in satisfying their needs and preferences so that they can function in a proper
manner. The customers were of the view that they can provide proper feedback to the
organization based on which the products can be developed in a better manner that will help
in increasing their level of satisfaction in the market. This will also allow the companies in
increasing its performance, as they would develop the products that will increase the sales of
the company.
The educational background of the customers will allow them to enhance the
performance of the organization in a positive manner, as they will be able to communicate
with the organizations. This will allow the company to develop its products and services in an
efficient way so that the needs and demands of the customers can be fulfilled properly. The
two-way process of communication between the consumers and the organization will help in
giving the feedbacks in a proper way so that the organization can move towards excellence.
Economic factors
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
18
16
13
3
9
14
Income of family members

38DISSERTATION
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
18
11
14
4
10
16
Disposable Income
The researcher has found that most of the female customers have agreed to the fact
that the income of the family members affect their buying behaviour, as the consumers are in
a better position to understand the needs and preferences of the family members in a proper
manner. It will allow the consumers to provide valuable feedback to the organization so that
it can result in increasing their level of performance in the market. The main reason behind
this is that the consumers are born in a family and are raised with certain perceptions based
on the income that the family earns. This allows the consumers in meeting their needs and
demands in a better way in accordance to the needs of the family members. The aggregate
income of the family members has to be considered by the consumers so that it can influence
them in their buying behaviour. The increase in the income of the family members will allow
the consumers in investing in the products that are of luxury to them. It will also allow the
organization to increase their loyalty among these consumers, as they would prefer in
purchasing the products and the services from the same organization due to the standards that
are maintained by them.
The disposable income of the consumers also influence their buying behaviour, as it
allows them to purchase the products and the services according to their level of income. It

39DISSERTATION
can be seen that most of the female customers who took part in the survey stated that they
disagree with the fact that the buying behaviour of the consumers has an impact on the
performance of the organization. This is due to the fact most of the organizations target a
certain section of the audience that are living in the society. They will cater to the needs of
the society by fixing the price at a certain range so that it can help in meeting the needs and
preferences of the customers in a better manner. This would result in increasing the level of
profit for the company as well.
The performance of the organization can be enhanced when they take in to account
the feedbacks of the customers so that the products and the services can be made in a proper
manner. It will also allow the organization in setting up the price of the product so that it can
create an impact on the buying behaviour of the consumers. The competitive price of the
product that will be set by the company will allow the consumers in taking up those products
and services. The price factor plays an important role in influencing the buying behaviour of
the consumers, which helps them in being attracted towards the products or the services. The
disposable income of the consumers does not have any impact on the performance of the
organization, as the organization manufactures the products according to the needs and
demands present in the market and it is not based on the individual needs.
Dependent variable
Internal and external factors

40DISSERTATION
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
18 17
10 10
8
10
Leadership
Total
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16 15
12
6
10
12
Union and Trade Policies
The female customers that has been taken in to consideration by the researcher for the
researcher has stated that leadership is one of the qualities that will help the organization to
increase its level of performance. It can be seen that there are various styles of leadership that
can be adopted within the organization, which will result in increasing the productivity level.
The leaders have to engage in proper methods of communication with the employees so that
it can result in increasing the level of production of the firm. This will also allow the
organization to increase its products and services in the market so that the consumers are
attracted towards it. The leaders need to establish certain culture within the work place so that

41DISSERTATION
it can result in a better working environment. This will allow the employees to work in a
coordinated manner within their groups. The leaders also need to take effective decision
within the company so that it can result in manufacturing the products in a proper manner.
The leaders need to research the market in an efficient way so that they can
understand the attractiveness of the product and the services that are being manufactured by
them. It will allow the leaders in understanding the demands that are present among the
customers so that the products can be developed in that manner. This will allow the company
to increase its performance in the market and the products or the services will; be in high
demand in the market.
Another major factor according to the female customers that has an impact on the
performance of the organization is the external factors such as trade policies and the labour
unions. The labour unions can help in increasing the level of productivity within the company
by allowing the employees to work in an efficient manner. The organization needs to
facilitate better facilities of training for the employees so that it can enhance their level of
knowledge and skills in the company and the production level can be increased. The demands
of the unions has to be met in a proper manner so that it can have a positive effect on the
outcome of the organization, which will increase the attraction of the products in the market.
The organization also needs to check the trade policies that are present in the country
so that it can allow them to carry out their operations in a proper manner. This would result in
increasing the activities of the organization in the market as well. The rate of taxes that are
being demanded by the government needs to be understood so that the organization can
function in a smooth manner in the market. This would allow the company to increase its
attractiveness in the market among the customers for the products and the services. The
performance of the company depends greatly on the taxes that are being charged by the

42DISSERTATION
government, as the rate of profits can be maximized by developing new policies within the
organization.
Agree Disagree Neutral Strongly Agree Strongly
Disagree
0
2
4
6
8
10
12
14
16
18 16
13
3
10
13
Impact of consumer buying behavior on
organizational performance
The female customers have responded to the researcher stating that they have agreed
to the fact that the buying behaviour of the consumers are dependent on the performance of
the organization. The organization needs to improve its products and services in the market
by gaining proper feedbacks from the customers so that it can be developed according to their
needs and preferences. The organization needs to have efficient employees within the work
place so that the choices of the customers can be understood in a better manner. This will
allow the leaders of the organization to develop the products in a proper manner. This would
result in the repetition of the customers for the organization, which would increase the loyalty
of the brand in the market place.
The use of surveys by the organization will result in understanding the perception of
the products and services in a better way from the customers so that it can be developed
accordingly. This would allow the company in meeting the needs and preferences of the
customers so that their buying behaviour can be influenced as well. The buying behaviour of
the consumers depend on the process of decision that leads them to purchase the product.

43DISSERTATION
They would first gather necessary information that is available regarding the product so that it
can help them in enhancing their knowledge regarding the attributes that are present within
the product. After this process, the consumers will be searching for alternatives so that it can
be available to them at a cheaper price. The organization need to offer the product at a
competitive price and sufficient information regarding the product needs to be available on
the internet. This would allow the company to increase its attractiveness in the market so that
that the consumers can purchase the product. The organization also needs to raise awareness
in the society so that it can result in increasing the knowledge of the products among the
customers.
4.2: Interview with Auchan Consumer Head
1) Who are your customers?
The consumer head stated that the major customers who come within the organization
are the people who wants to buy the products in bulk at a cheaper price. Most of the
consumers are aware of the products that are being offered by the company and they have a
proper knowledge of the needs the organization can fulfil. The company caters to the
consumers of different cultural backgrounds, which allows them to serve most of the
consumers so that they can fulfil their demands by visiting the store.
2) How do the consumers get the knowledge about the availability of the product?
The company indulges in promotional activities in an extensive manner, which helps
them in advertising the products in an efficient manner. This allows the company in
educating the consumers regarding the products that are available within the company so that
it can cater to the needs of most of them. The company also organizes effective surveys so
that the feedbacks of the consumers can be generated and the product can be developed in a

44DISSERTATION
proper manner as well. The feedback process allows the company in understanding the needs
and the demands of the consumers in a proper manner.
3) What needs of the consumers are satisfied by your company?
The company caters to needs and demands of different consumers according to the
level of income. The consumers can purchase the luxury and the necessary items from the
same store. This allows the consumers in catering to the different needs of the consumers at
the same time. The consumers are aware of the products and the services that are offered by
the company, which enables them to satisfy their demands when the need arises. The
repetition of the consumers is high in the store, which shows that the loyalty of the brand
among the customers is high. This shows that the needs and demands of the consumers are
satisfied in a proper manner by the company.
4) What role does the competitors play in increasing the demand of the store?
The managers stated that competitors like Carrefour, H-E-B, Arden Group and
Wegmans have decreased the prices of the products in the market so that they can influence
the buying behaviour of the consumers. This has affected in a negative manner in the minds
of the consumers, as they have been using the products of the company for a long period of
time. The impact of the company is more on the consumer, which has resulted in influencing
their buying behaviour towards the company with respect to the products and the services that
are offered by the store.
Therefore it can be concluded that the quantitative analysis shows the view point of
the consumers that has been surveyed by the researcher. It has helped the researcher in
understanding the different factors that help in influencing the buying behaviour of the
consumers so that the performance of the organization can be enhanced. The analysis shows
that the most of the female consumers think that the performance of the organization depends

45DISSERTATION
on the buying behaviour of the consumers. The qualitative analysis that has been conducted
by the researcher by conducting interview with the consumer head of Auchan helped in
understanding the view point of the organization that will help in increasing the services
towards the consumers so that it can influence their buying behaviour.

46DISSERTATION
Chapter 5: Conclusion and Recommendation
5.1: Conclusion
This chapter deals with the concluding part, as the researcher has summed up the
entire study in to this last chapter. The research has also linked the objectives in this chapter
with the analysis that has been conducted so that it can help in reaching the conclusion in a
proper manner.
The buying behaviour of the consumers depend on many factors such as the cultural,
social, economic and the psychological factors. The consumers need to be informative
regarding the products and the services that are available in the market so that they can
purchase it. The process of buying depends on the amount of information that they get
regarding the products. This will enhance the process of buying the products and the services
that are being produced by the organizations in the market.
The organizational performance depends on the internal and the external factors
where the internal factors constitutes of the leadership qualities that are present within the
organization. The leaders of the organization help in influencing the process of work that is
being performed in the organization by the employees. This allows the level of production to
enhance within the organization. The external factors depend on the locality where the
company is operating and the behaviour of the employees within the work place. The labour
unions play an important part, as they help in increasing the level of production within the
company. This can be achieved by providing proper training so that it can enhance their skills
and the knowledge.
The gaps that have been identified through the previous researches and the analysis of
the data suggests that the factors of consumer buying behaviour affect the performance of the
organization in a direct manner. These factors need to be taken in to consideration so that it

47DISSERTATION
can result in increasing their attractiveness in the market as well. The factors affecting the
buying behaviour of the consumers has to be studied in a proper manner by the management
of the organization so that it can help in increasing its revenue in the market as well.
5.2: Linking with the objectives
To explore the meaning and concept of consumer buying behaviour
The review of the literature has stated that the buying behaviour of the consumers
depend on many factors such as psychological, social, cultural and the economic factors. The
psychological factors states that the consumers need to have a certain perception about the
product so that it can help in influencing them to buy the product form the market. The
cultural factors that has been identified states that the consumers consider the factor of
religious gathering to a certain extent that influences them in purchasing the products. It can
be seen that most of the consumers are attracted towards the products that are visible in the
market so that it can enable the consumers know regarding the attributes that are present in
the product. The educational background on the other hand has been taken in to consideration
by the customers, as it will help them in understanding the attributes of the products in a
better manner. It will allow the consumers in understanding the feasibility of the products in
meeting their needs and preferences so that it can influence them in buying the product from
the market.
The social factors do not affect the customers with respect to the reference groups, as
it has been identified in the analysis. The reference groups do not influence the buying
behaviour of the consumers, as it may help them in identifying the products that are being
available in the market by the organization. This will help the consumers in changing their
perception regarding the product that they have been using and shift their product to another
brand. The family members can influence the buying behaviour of the consumers, as it helps

48DISSERTATION
in tracing the background to which the customers belong. It will allow the consumers to
understand the needs of the family members so that the purchase can be made accordingly.
The economic factors can be related to the income of the family members, which will help in
influencing the buying pattern of the consumers. The income of the family members needs to
be taken in to consideration by the consumers so that it can help in buying the products and
the services that are available in the market by the organization. On the other hand, the
analysis states that the disposable income of the consumers do not crate any impact on the
buying behaviour of the customers, as the main factor according to the survey is that the
income of the family members create a greater impact that helps the consumers in being
influenced to purchase the products from the organization.
To identify the relationship between consumer buying behaviour and organizational
performance
The review of literature has stated that the organizations need to enhance their
performances so that it can help in influencing the buying behaviour of the consumers. The
organization need to have a better leader so that it can help in communicating with the
employees in a better manner and motivate them as well. The leaders need to take in to
account the feasibility of the product so that it can help in satisfying the needs and
preferences of the consumers. The efficiency of the leaders will help in manufacturing the
products in a better manner so that it can increase its appeal in the consumer market.
The leaders also need to facilitate the changes in the organization so that it can be
positive in nature and can affect the level of production in the company. The efficiency of the
leaders will help in increasing the performance of the product in the market so that it can
reach to a large number of customers. This will help in attracting large number of customers
towards the organization. Proper training and development needs to be provided to the

49DISSERTATION
employees so that it can increase their level of production in the organization. The use of
proper rewards system will enable the employees to be motivated towards the organization so
that it can account in increasing the level of production for the firm. The organization needs
to conduct regular meetings with the employees so that they can understand the needs of the
employees, which will help in increasing the performance of the employees within the
organization.
The buying behaviour of the consumers will be increased by enhancing the
attractiveness of the products in the market. It will allow the consumers to get a better
information regarding the products that are being supplied in the market so that they can
purchase it form the market.
To recommend the strategy to influence the consumer buying behaviour towards
organization
It is important for the organization top increase its recognition in the market so that it
can help the customers in identifying the products and services that are being offered in the
market. The consumers will become aware of the need of the product in accordance with their
emotional or functional behaviour. This will result in increasing the awareness among the
customers towards the direction of the brand by the organization.
It will also allow the customers in increasing their knowledge regarding the product
that is available in the market so that they can be aware of it. It will provide a perfect
platform for the organization in understanding whether their products are being sold in the
market or being rejected. It will also allow the customers in increasing their purchasing
decision regarding the products that are available in the market, as they will be aware of the
products that are being manufactured by the company. It will also result in increasing the
loyalty among the customers towards the brand. The decisions of the consumers will also be

50DISSERTATION
highly influenced, as it will result in increasing their buying pattern towards the products that
are being made by the organization. The more information regarding the product that is
available in the market will allow the customer to gain a better insight regarding the attributes
that are present so that they can purchase the products and increase their level of satisfaction.
5.3: Recommendations
It is important for the organization to increase the recognition of the brand in the
market so that the consumers can be aware of the products that are being offered by the
company. This will result increasing the emotional and the functional needs among the
consumers so that they they are attracted towards the company to purchase the products. The
company needs to increase its visual imagery in the market so that the customers can be
provoked through the views that will allow them to be associated with the products and the
services that are being provided by the company.
The buying behaviour of the consumers depend on the level of information that they
can acquire regarding the products and the services that are present in the market offered by
the company. This is one of the important reason for the company so that it can help in
persuading the consumers in buying the products that they are offering in the market. In a
highly competitive marketing environment, the information regarding the products need to be
presented in a proper manner so that the consumers can increase their knowledge regarding
the products that are being offered by the company. This will also result in improving the
position of the company in the market as well and acquire the target market in a better
manner as well.
The organization also needs to increase the experience of the customers regarding the
purchases that are being done by them. The better experience that is being provided by the
organization will help in increasing their performance in the market as well. The delivery of

51DISSERTATION
the goods within the time limit along with proper warranties issued against the products that
are bought by the consumers will result in increasing the buying behaviour of the consumers
as well. The implementation for the buying process in the consumers need to be done with
the help of advertisements so that it can increase the loyalty of the organization within the
consumers. The efforts of selling taken up by the organization will also result in building up
the loyalty among the consumers so that the the revenue of the organization can be increased
as well.
The organization needs to understand the importance of purchase so that they can
create a better experience among the consumers. The use of strategies that are present in
marketing will allow the company in increasing the attractiveness of the products and the
services in the market so that the loyalty of the consumers can stick towards the organization.
The brands of the company that are being purchased by the consumers will help in increasing
the value proposition of the company among the competitors that are present in the market as
well.
The leaders of the company also need to increase the effectiveness of the company in
the market. This can be done by communicating with the employees and the consumers in a
proper manner that will result in understanding the problems that are present in the market so
that necessary strategies van be undertaken to increase the attractiveness in the market for the
company. The use of autocratic leadership in the organization needs to be prevented, as the
leaders will make the decisions without considering the opinions of the employees. This may
result in decreasing the level of motivation among the employees, which may hamper the
level of production in the market. The organization needs to take up Laissez-faire type of
leadership so that the employees can work in accordance to the goals and objectives present
in the company. The leaders need to take the opinion of the employees so that they can

52DISSERTATION
identify the gaps that are present in the organization. This will allow the company to mitigate
the gaps and increase their performance in the market as well.
5.4: Research Limitations
The research had been conducted under certain limitations. The most important
limitation for the researcher was the lack of time and budget. The time constraint allowed the
researcher in conducting the survey on a small basis, as it was not possible for him to survey
many customers due to the lack of time. Another important factor was budget. The limited
budget that was present with the researcher allowed him to access certain journals and
articles. If the time and budget allotted to the researcher would have been more, the research
process could have been conducted in a more in-depth manner. This would have allowed the
researcher in understanding the impact of the buying behaviour on the consumers with
respect to the performance of the organization.

53DISSERTATION
Reference List
Alooma, A.G. and Lawan, L.A., 2013. Effects of consumer demographic variables on clothes
buying behaviour in Borno State, Nigeria. International Journal of basic and applied
science, 1(4), pp.791-799.
Awadh, A.M. and Alyahya, M.S., 2013. Impact of organizational culture on employee
performance. International Review of Management and Business Research, 2(1), p.168.
Badgaiyan, A.J. and Verma, A., 2014. Intrinsic factors affecting impulsive buying behaviour
—Evidence from India. Journal of Retailing and consumer services, 21(4), pp.537-549.
Bauer, G. R. 2014. Incorporating intersectionality theory into population health research
methodology: challenges and the potential to advance health equity. Social Science and
Medicine, 110, 10-17.
Bauman, S., Cross, D., and Walker, J. L. (Eds.). 2013. Principles of cyberbullying research:
Definitions, measures, and methodology. Routledge.
Birasnav, M., 2014. Knowledge management and organizational performance in the service
industry: The role of transformational leadership beyond the effects of transactional
leadership. Journal of Business Research, 67(8), pp.1622-1629.
Borman, W.C. and Motowidlo, S.J. eds., 2014. Organizational citizenship behavior and
contextual performance: A special issue of human performance. Psychology Press.
Brinkmann, S. 2014. Interview. In Encyclopedia of Critical Psychology (pp. 1008-1010).
Springer New York.
Brosekhan, A.A., Velayutham, C.M. and Phil, M., 2013. Consumer buying behaviour–a
literature review. IOSR Journal of Business and Management, 9, pp.08-16.

54DISSERTATION
Carter, S.M. and Greer, C.R., 2013. Strategic leadership: Values, styles, and organizational
performance. Journal of Leadership and Organizational Studies, 20(4), pp.375-393.
Chen, Y., Wang, Y., Nevo, S., Jin, J., Wang, L. and Chow, W.S., 2014. IT capability and
organizational performance: the roles of business process agility and environmental
factors. European Journal of Information Systems, 23(3), pp.326-342.
Choudhary, A.I., Akhtar, S.A. and Zaheer, A., 2013. Impact of transformational and servant
leadership on organizational performance: A comparative analysis. Journal of Business
Ethics, 116(2), pp.433-440.
Choy, L. T. 2014. The strengths and weaknesses of research methodology: Comparison and
complimentary between qualitative and quantitative approaches. IOSR Journal of Humanities
and Social Science, 19(4), 99-104.
Colwell, S.R. and Joshi, A.W., 2013. Corporate ecological responsiveness: Antecedent
effects of institutional pressure and top management commitment and their impact on
organizational performance. Business Strategy and the Environment, 22(2), pp.73-91.
Dobre, O.I., 2013. Employee motivation and organizational performance. Tabel of Contents.
Dumay, J., and Cai, L. 2015. Using content analysis as a research methodology for
investigating intellectual capital disclosure: a critique. Journal of Intellectual Capital, 16(1),
121-155.
Durmaz, A.P.D.Y., 2014. The Influence of cultural factors on consumer buying behaviour
and an application in Turkey. Global Journal of Management And Business Research.
Dzisah, M.W.E. and Ocloo, C.E., 2013. Celebrity endorsement and consumer buying
behaviour; enhancing the promotion fun ction of marketing in the central business area of

55DISSERTATION
accra, the capital city of ghana. In 4th Annual International Business Conference (pp. 254-
272).
Felício, J.A., Gonçalves, H.M. and da Conceição Gonçalves, V., 2013. Social value and
organizational performance in non-profit social organizations: Social entrepreneurship,
leadership, and socioeconomic context effects. Journal of Business Research, 66(10),
pp.2139-2146.
Flick, U. 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Foxall, G., 2014. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide.
Routledge.
Gast, D. L., and Ledford, J. R. (Eds.). 2014. Single case research methodology: Applications
in special education and behavioral sciences. Routledge.
Gattorna, J., 2017. Introduction. In Strategic supply chain alignment (pp. 15-21). Routledge.
Glesne, C. 2015. Becoming qualitative researchers: An introduction. Pearson.
Gomez-Mejia, L.R., Berrone, P. and Franco-Santos, M., 2014. Compensation and
organizational performance: Theory, research, and practice. Routledge.
Hamann, P.M., Schiemann, F., Bellora, L. and Guenther, T.W., 2013. Exploring the
dimensions of organizational performance: A construct validity study. Organizational
Research Methods, 16(1), pp.67-87.
Hassan, A., 2015. Effects of TV Advertisement on Consumer Buying Behaviour: A
Comparative Study of Rural-Urban and Male-Female Consumers. International Journal of
Innovation and Applied Studies, 11(3), p.608.

56DISSERTATION
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Kunze, F., Boehm, S. and Bruch, H., 2013. Organizational performance consequences of age
diversity: Inspecting the role of diversity‐friendly HR policies and top managers’ negative
age stereotypes. Journal of Management Studies, 50(3), pp.413-442.
Lawan, L.A. and Zanna, R., 2013. Evaluation of socio-cultural factors influencing consumer
buying behaviour of clothes in Borno State, Nigeria. Int. J. Basic Appl. Sci, 1(3), pp.519-529.
Lushey, C. J., and Munro, E. R. 2015. Participatory peer research methodology: An effective
method for obtaining young people’s perspectives on transitions from care to
adulthood?. Qualitative Social Work, 14(4), 522-537.
Mackey, A., and Gass, S. M. 2015. Second language research: Methodology and design.
Routledge.
Malik, M.E., Ghafoor, M.M., Iqbal, H.K., Ali, Q., Hunbal, H., Noman, M. and Ahmad, B.,
2013. Impact of brand image and advertisement on consumer buying behavior. World
Applied Sciences Journal, 23(1), pp.117-122.
Matthews, B., and Ross, L. 2014. Research methods. Pearson Higher Ed.
Neuman, W. L., and Robson, K. 2014. Basics of social research. Pearson Canada.
Noruzy, A., Dalfard, V.M., Azhdari, B., Nazari-Shirkouhi, S. and Rezazadeh, A., 2013.
Relations between transformational leadership, organizational learning, knowledge
management, organizational innovation, and organizational performance: an empirical
investigation of manufacturing firms. The International Journal of Advanced Manufacturing
Technology, 64(5-8), pp.1073-1085.
Panneerselvam, R. 2014. Research methodology. PHI Learning Pvt. Ltd..

57DISSERTATION
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Park, T.Y. and Shaw, J.D., 2013. Turnover rates and organizational performance: A meta-
analysis. Journal of applied psychology, 98(2), p.268.
Parveen, F., Jaafar, N.I. and Ainin, S., 2015. Social media usage and organizational
performance: Reflections of Malaysian social media managers. Telematics and
Informatics, 32(1), pp.67-78.
Pérez, A., del Mar García de los Salmones, M. and Rodríguez del Bosque, I., 2013. The
effect of corporate associations on consumer behaviour. European Journal of
Marketing, 47(1/2), pp.218-238.
Ramsay, J., Wagner, B. and Kelly, S., 2013. Purchase offering quality: The effects of buyer
behaviour on organizational supplying behaviour. International Journal of Operations and
Production Management, 33(10), pp.1260-1282.
Rani, P., 2014. Factors influencing consumer behaviour. International journal of current
research and academic review, 2(9), pp.52-61.
Reynolds, D., Creemers, B., Nesselrodt, P. S., Shaffer, E. C., Stringfield, S., and Teddlie, C.
(Eds.). 2014. Advances in school effectiveness research and practice. Elsevier.
Sabharwal, M., 2014. Is diversity management sufficient? Organizational inclusion to further
performance. Public Personnel Management, 43(2), pp.197-217.
Sahney, S., Ghosh, K. and Shrivastava, A., 2013. Conceptualizing consumer “trust” in online
buying behaviour: an empirical inquiry and model development in Indian context. Journal of
Asia Business Studies, 7(3), pp.278-298.

58DISSERTATION
Sharma, M.K., 2014. The impact on consumer buying behaviour: Cognitive
dissonance. Global Journal of Finance and Management, 6(9), pp.833-840.
Shaw, J.D., Park, T.Y. and Kim, E., 2013. A resource‐based perspective on human capital
losses, HRM investments, and organizational performance. Strategic management
journal, 34(5), pp.572-589.
Shekhar, S.K. and Raveendran, P.T., 2013. Role of packaging cues on consumer buying
behaviour. International Journal of Engineering and Management Sciences, 4(1), pp.61-69.
Silverman, D. (Ed.). 2016. Qualitative research. Sage.
Smith, J. A. (Ed.). 2015. Qualitative psychology: A practical guide to research methods.
Sage.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R.,
2014. Consumer behavior: Buying, having, and being (Vol. 10). Pearson.
Tarone, E. E., Gass, S. M., and Cohen, A. D. (Eds.). 2013. Research methodology in second-
language acquisition. Routledge.
Taylor, S. J., Bogdan, R., and DeVault, M. 2015. Introduction to qualitative research
methods: A guidebook and resource. John Wiley and Sons.
Tingchi Liu, M., Brock, J.L., Cheng Shi, G., Chu, R. and Tseng, T.H., 2013. Perceived
benefits, perceived risk, and trust: Influences on consumers' group buying behaviour. Asia
Pacific Journal of Marketing and Logistics, 25(2), pp.225-248.
Tseng, S.M. and Lee, P.S., 2014. The effect of knowledge management capability and
dynamic capability on organizational performance. Journal of Enterprise Information
Management, 27(2), pp.158-179.

59DISSERTATION
Tuohy, D., Cooney, A., Dowling, M., Murphy, K., and Sixsmith, J. 2013. An overview of
interpretive phenomenology as a research methodology. Nurse Researcher, 20(6), 17-20.
Vaioleti, T. M. 2016. Talanoa research methodology: A developing position on Pacific
research. Waikato Journal of Education, 12(1).
Verrier, B., Rose, B., Caillaud, E. and Remita, H., 2014. Combining organizational
performance with sustainable development issues: the Lean and Green project benchmarking
repository. Journal of Cleaner Production, 85, pp.83-93.
Wu, S.P.J., Straub, D.W. and Liang, T.P., 2015. How information technology governance
mechanisms and strategic alignment influence organizational performance: Insights from a
matched survey of business and IT managers. Mis Quarterly, 39(2), pp.497-518.

60DISSERTATION
Appendix
1.1: Survey questions
Demographic questions
What is your gender specification?
Male
Female
Which age group do you belong to?
18-22 years
23-26 years
27-31 years
32 years and above
What is your monthly income?
£18,000-£22,000
£23,000-£25,000
£26,000-£30,000
£31,000 and above

61DISSERTATION
Independent variable
Objective questions on factors of consumer buying behaviour
Psychological
Factors
Questions SA A N D SD
Motivation Does motivation help in influencing the
consumer buying behavior
Perception Does perception of the product influence
the consumer buying behavior
Social
Factors
Questions SA A N D SD
Families Does family members influence
consumer buying behavior
Reference
groups &
Roles and
Status
Does status and reference group allow
the consumers in influencing their
buying behavior
Cultural
Factors
Questions SA A N D SD
Religion Does the religious factors affect the
consumer buying behavior
Educational
Background
Does the level of education allow the
consumers to influence their purchasing

62DISSERTATION
behavior
Economic
Factors
Questions SA A N D SD
Family
income
Does the income of the family members
affect the buying behavior of the
consumers
Disposable
income
Does the income that is present among
the customers affect their buying
behavior
Dependent variable
Objective question for organizational performance
Internal
Factors
Questions SA A N D SD
Leadership Does the leaders of the organization
affect the performance in a positive
manner
External
Factors
Questions SA A N D SD
Unions and
Government
Does the labor unions and the trade
policies affect the performance of the

63DISSERTATION
employees within the organization
Questions SA A N D SD
Consumer
buying
behavior
Does consumer buying behavior affect
the organization with respect to its
performance
1.2: Interview questions- Auchan Consumer Head
1) Who are your customers?
2) How do the consumers get the knowledge about the availability of the product?
3) What needs of the consumers are satisfied by your company?
4) What role does the competitors play in increasing the demand of the store?