Impact of Consumer Buying Behaviour on Organizational Performance

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

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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,

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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.

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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.

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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

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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

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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

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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