Understanding Customer Buying Behavior

An analysis of customer responses reveals that 52% prefer to purchase processed products within a week, believing they can be consumed for a longer period. Cross tabulation testing also suggests a relationship between frequency of buying and health considerations, with 14 respondents stating they buy bakery products after a week due to health concerns.

FACTORS THAT INFLUENCE THE
CUSTOMER’S BUYING BEHAVIOR TOWARDS
HEALTHY AND FRESH GRAMS AND
GROUNDNUTS

TABLE OF CONTENTS
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................2
3.0 Introduction......................................................................................................................2
3.1 Research philosophy.........................................................................................................2
3.2 Research approach............................................................................................................2
3.3 Research strategy..............................................................................................................3
3.4 Research purpose..............................................................................................................3
3.5 Data collection..................................................................................................................4
3.6 Sample and sampling method...........................................................................................4
3.7 Data analysis.....................................................................................................................5
3.8 Ethical considerations.......................................................................................................5
CHAPTER 4: DATA ANALYSIS AND DISCUSSION................................................................6
4.0 Introduction......................................................................................................................6
4.1 Thematic analysis for suppliers........................................................................................6
4.2 Thematic analysis for the owner.....................................................................................10
4.3 Quantitative analysis for the bulk buying customers.....................................................13
4.3.1 Frequency test..............................................................................................................13
4.3.2 Cross tabulation test....................................................................................................18
REFERENCES..............................................................................................................................22

ILLUSTRATION INDEX
Illustration 1: Theme 4...................................................................................................................10
Illustration 2: Theme 5...................................................................................................................11
1

CHAPTER 3: RESEARCH METHODOLOGY
3.0 Introduction
Research methodology (RM) consists of number of tools and techniques which plays a
crucial role in attaining the goals and objectives of enterprise (Meaning of RM, 2015). Thus, the
given section of dissertation has significant importance. It is due to the fact that with the help of
this part only, appropriate conclusion with regard to the selected topic under study can be drawn.
This part of dissertation will give explanation regarding different methods which will be used for
the purpose to accomplish the aim and objectives of the present study which is on analyzing the
factors which influence the consumer buying behavior towards healthy and fresh grams and
groundnuts.
3.1 Research philosophy
Research philosophy is the process of developing knowledge about the specific
phenomenon which is associated with the aim and objectives of the selected topic under study.
Thus, it can be said that the given section has its importance as it enables the scholar to improve
their understanding regarding the objectives of present study. The philosophy is of two types
such as interpretivism and positivism (Bryman, 2012). In interpretivism philosophy, researcher
interprets all the elements of study without formulating the hypothesis. However, positivism
philosophy is the type of philosophy which possesses series of steps. Here, at first, researcher
formulates the hypothesis on the basis of selected topic under study. On doing this, scholar will
make the selection of suitable technique with an aim to test the framed hypothesis.
For the present study, interpretivism philosophy has been used. This is because; there is
no hypothesis that is framed in the given study. By using the given method, the objective of
study can also be met.
3.2 Research approach
Research approach showcases the way to conduct the study on selected topic. Deductive
and inductive are being regarded as two basic types of research approaches (Meaning of research
approach, 2015). In deductive approach, scholar at first formulates the hypothesis and with an
aim to perform the same, it takes help from existing theory. On doing all these work, at last,
scholar formulates the strategy with respect to perform the research.
2

However, in inductive research approach, researcher will not take assistance from
previous theories. Thus, here on the basis of observation, new theory will be formulated by the
scholar. For the present study which is on analyzing the factor which influence the customer
buying behavior towards healthy and fresh grams and groundnuts food of Usapkar’s store,
inductive approach has been used (Denzin and Lincoln, 2011). This is because; new theory with
regard to the present study is framed by observing the sample of study.
3.3 Research strategy
It depicts about the way to carry out the research upon assessed research issue of the
study. Thus, it can be stated that research strategy is the blue print of conducting study on
particular topic. This section of dissertation plays a critical role. This is because; it helps the
researcher in defining the manner to conduct the research upon specific topic. As a result of it,
objective has been achieved by the scholar in an effectual way.
In accordance with the given context, there are number of research strategies identified
that researcher can use (Kitchin and Tate, 2013). It consists of case study, survey, experiment
and grounded theory etc. For the given study which is on analyzing the factor which influences
the customer buying behavior towards healthy and fresh grams and groundnuts food of
Usapkar’s store, survey related research strategy has been used. This tactic is used because with
the help of this, views as being given by respective sample of the study can be analyzed in a
detailed way. Furthermore, by using the given method, an effective answer can be given by the
researcher with respect to the framed research questions.
3.4 Research purpose
It gives explanation regarding the motive behind conducting the specific research. In
order to set the direction of study, it is being required by the scholar that it must give proper
definition regarding the motive behind carrying out the particular study. This is because; if it is
not defined then aim and objectives of study cannot be met in an effectual way. The research
purpose is of three types such as descriptive, exploratory and explanatory (O'Leary, 2013).
Here, explanatory research design is used when researcher is more interested in assessing
the cause and effect relationship between variables of the study. However, researcher uses
exploratory research design when its wants to investigate or diagnose all the aspects which are
related with the aim and objectives of given study.
3

But, for the present study, descriptive research design has been used because it provides
opportunity to the researcher with regard to raise their understanding regarding the topic of
present study. As a result of it, an effective conclusion will be drawn by the scholar.
3.5 Data Collection
Data collection is the process of measuring and gathering the assembled information. The
success of any study depends upon the data collection technique only. This is because,
ineffective selection of the same will lead to hamper the objective of study. Thereby, it leads to
hamper the result oh whole study. In this regard, there are two different methods of collecting
data and it consists of primary and secondary research (Farrokhyar and et.al., 2014).
For the present study which is based on the topic of analyzing factor which influences the
customer buying behavior towards healthy and fresh grams and groundnuts food of Usapkar’s
store, both given sources of collecting data have been used.
Here, in order to collect the secondary data of study, approaches such as books, journals
and online articles has been used. With the help of given mean, the opinions of different
researchers can be analyzed.
Besides this, with an aim to conduct the primary study, questionnaire has been framed
which possess both open and close ended type of questions. The combination of such questions
would help in gathering the views and opinions of respective sample of the present study in an
appropriate manner. In addition to this, personal interviews are also organized with an aim to
assemble the data of present research.
3.6 Sample and sampling method
With respect to the research, sample is being considered as the group of people, items or
objects that are taken from the whole population. The selected sample will be considered as
effective if it showcases the characteristics of whole population. Thus, it can be stated that
sample is being considered as the subset of whole population (Sample definition, 2015). For the
present report, sample of 50 customers, 4 suppliers and 1 owner has been selected.
Here, with an aim to collect the given sample, assistance has been taken from the
probabilistic techniques in which random sampling approach is used. It is considered as one of
the most effective approaches for collecting the sample (Kitchin and Tate, 2013). This is
because; it gives each individual in the population an equal chance of being selected as the
sample. Furthermore, in order to assemble the sample on random basis, researcher can use lottery
4

system. With the help of given method, sample of the present study has been selected without
any bias.
3.7 Data analysis
In the given section, the scholar will make use of different types of tools and techniques
for the purpose to analyze the assembled data with regard to the given study. This section has
significant importance in dissertation. This is because, in order to draw an effective conclusion,
scholar will require an appropriate data analysis technique. Thus, the given section helps in
attaining the aim and objectives of the specific study in an effective way.
In the present study, both qualitative and quantitative researcher techniques have been
used. Thus, there are two different methods that have been used with an aim to analyze the data
of both given types. Here, the technique such as thematic analysis has been used for the purpose
to analyze the qualitative data of present study (Lang and et.al., 2013). In the similar way, varied
tests of SPSS approach have been applied in order to analyze the quantitative data of present
study. The tests consist of cross tabulation and frequency tables etc.
3.8 Ethical considerations
It is essential for the researcher that it must follow all ethical rules and regulations while
conducting his study. This is because; lack of consideration of same will lead to affect the results
of present study. In accordance with the given context, number of ethical aspects identified
which have been considered by the scholar of present study. Detailed explanation of the same is
depicted as below: Taking approval from the selected sample: Here, before collecting any kind of
information about company, prior approval has been taken by the researcher from
respective individuals.
 Maintaining the confidentiality of collected data: It is another ethical aspect that
researcher of the given study has followed (Bryman, 2012). In this regard, efforts have
been made by the researcher of given study with regard to maintain the confidentiality of
collected data. In order to perform the sample, data collected from the sample is protected
through keeping password.
5

CHAPTER 4: DATA ANALYSIS AND DISCUSSION
4.0 Introduction
Data analysis is the process of analyzing collected data of the present study. In addition to
this, it can also be said that data analysis is the process of systematically applying the logical
and statistical technique with an aim to evaluate the collected information. This section of
dissertation provides detailed description regarding the methods that are used with an aim to
analyze the assembled data.
This section helps in attaining the aim and objectives of study. Furthermore, it is with the
help of given section only, conclusion of the present study can be drawn. Here, in order to
analyze the views and opinions of supplier and owner, the technique such as thematic analysis
has been used. In thematic analysis, graphs and charts are prepared with an aim to showcase the
responses as being given by the respective sample of present research. In addition to this,
different tests of SPSS have been applied with an aim to analyze the quantitative aspect of given
study.
4.1 Thematic analysis for suppliers
An interview has been conducted with the suppliers of Usapkar’s store. The questions
framed for conducting interview possess combination of both open and close ended type of
questions. It is depicted as below:
Theme 1: Baked products are doing well in the market as compared to unbaked items.
While conducting interview with the supplier of Usapkar’s store, at that time, it has been
identified that majority of suppliers had given positive response to the asked question that
whether baked products are doing well in market as compared to the unbaked items. The supplier
has given such response because it has identified that customers will prefer to purchase the baked
products because of their convenience factor. In accordance with the given context, it has been
identified that buyers believe that baked products are easy to eat as they are already baked. In
addition to this, these types of products can be taken by the buyers from one place to another
without any kind of complications. It is due to the presence of given aspect only; the demand of
baked products is rising in the Indian market as compared to the unbaked items.
Besides this, on the basis of analysis, it has also been identified that some customers of
cited store demand more for unbaked items. This is because, supplier of cited firm has assessed
6

that the customer who demands for the given type of product and believes that unbaked items are
more hygienic than the baked one. This is because; the unbaked items need to be baked by the
customer only who has purchased the respective product. Thus, while baking the item, they
ensure to fulfill all hygienic measures. However, the customer who has purchased the baked item
cannot get ensured that it is being produced by following all the hygiene related perspectives.
But, still many of Usapkar’s suppliers supply baked items to the store than the unbaked one.
Findings: It has been identified from the given theme that buyers demand more baked
items than the unbaked one.
Theme 2: Supplier consider the specific trends which affect the behavior of urban customers.
In the given question, researcher is more interested in terms of gaining information
regarding different types of trends which lead to affect the behavior of urban customers. In
accordance with the given context, majority of suppliers had given positive response to the asked
questions which means that they are considered as the importance of getting information about
the trends prevailing within country. This is because the reason, they believe that by getting
given type of information, a decision regarding the type of product which needs to be supplied
by them to its respective customers can be taken. Thus, through this way supplier ences the
satisfaction level of its client. As result of it client get influenced with regard to use the services
of firm on constant basis in an effective way.
In addition to this, it is by complying with the given type of activity only, effective
products and services will be delivered by the supplier to their respective clients. Thus, they get
benefit in the form of increased profits and sales. On asking the given question, all customers
have given the positive response. This is because, they believe that it is very necessary for them
that they must consider the trends which are prevailing in the specific market. However, if not
considered by them at that time it will become difficult for the supplier with regard to mark an
effective presence in market which is highly competitive in nature.
Findings: It has been found that it is being required by the supplier that it must assemble
the entire information regarding the current food related trends that are prevailing within country
in an effective manner.
Theme 3: The product portfolio can be expanded through gathering the information about
competitors.
7

There are different views and opinions that are being confronted by the suppliers of
Usapkar’s store when the given question is being asked to them. In accordance with the given
context, some of the suppliers had given response that taking the feedback from customers is
regarded as one of the most effective ways of expanding and optimizing the product portfolio.
This is because, they believe that by complying with the given type of activity, information
relating to the tastes and preferences of respective buyers will be gained. Thus, on the basis of
given information, varied types of changes can be performed by the firm in their product
portfolio.
However, some suppliers have replied that taking the information about competitors is
another most effective way to expand the product portfolio of firm. Through this way, suppliers
can maintain their competitive position in the market. In addition to this, by getting the
information about the competitors, decision regarding the area where firm can expand their
product can also be taken by the respective supplier. For example, if supplier has identified that
its competitor is selling huge variety of healthy and hygienic food then in the given
circumstances supplier can also adopt the given tactic. Thus, on adopting the same it can perform
necessary improvement in its sales and profits in an effective way.
Findings: It has been found from the given theme that through information related to the
tastes and preferences of respective buyers and by taking data about the product supplied by the
supplier, competitors are being regarded as two most effective ways for expanding and
optimizing the product portfolio of company.
Theme 4: Indian consumers give preference to the freshness related factor while purchasing
the food products.
Responses Respondent Percentage
Freshness of products 2 50.00%
Traditional spices and
ingredients
1 25.00%
Customer support services 1 25.00%
From the given theme, it has been identified that 50% of the suppliers had given positive
response with regard to the asked question that while purchasing the product, Indian buyers give
8

first preference to the freshness related factor. This is because; they believe that by consuming
the fresh product, significant health benefits can be gained by the respective customer. In
addition to this, some suppliers had said that while purchasing the product, Indian buyer give
priority to the traditional spices and ingredients related factor. The given thing had been
personally experienced by the supplier and it is the reason for which they are giving positive
response to the asked question. Here, they have said that they possess huge team of such client
which majorly demands for such product which has traditional spices and ingredients. However,
some suppliers had said that while purchasing the product, Indian buyers always search for
different types of supporting services that are being associated with the purchased product.
Theme 5: Habit of consuming savoury snacks is increasing significantly among people.
Responses Respondent Percentage
Strongly agree 3 75.00%
Agree 0 0.00%
Neither agree nor disagree 0 0.00%
Disagree 1 25.00%
Strongly disagree 0 0.00%
9
Freshness of products
Traditional spices and ingredients
Customer support services
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 1: Theme 4

From the given theme, it had been identified that 75% of firm's suppliers had said that
habit of consuming savoury snacks is increasing significantly among people. This is because, the
given type of food possess such type of snacks which do not require much time for preparation.
Furthermore, this food can also be taken by the buyers from one place to another. It is due to the
presence of given aspect only; savoury food is gaining popularity among Indian customers.
However, some suppliers were completely denied with the statement which depicts that they are
not satisfied with the given statement. This is because, they believe that it is not the savory
product which is gaining popularity in the respective market.
4.2 Thematic analysis for the owner
Here, interview has been taken from the owner of Usapkar’s store. Thus, the views and
opinions being presented by the owner of specific store are depicted as well as analyzed in the
given section.
Theme 1: Consumers are highly attracted and consuming the packaging food products.
On asking the given question, owner had given positive response with regard to the asked
question which means he also believes that consumers are highly attracted and consumed
packaged food. Such type of behavior is carried out by the customers because they believe that
packaged food is more hygienic in nature than the unpacked one. Thus, when given with choices,
customers always prefer to choose the packed product. In addition to this, owner of firm has also
10
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Percentage
Illustration 2: Theme 5

said that because of convenience related factor customer prefers to choose the packed product
rather than unpacked one. Here, buyers believe that the packed product can be taken by them
from one place to another without any kind of difficulty.
Findings: Thus, from the given theme, it has been identified that Indian customers are
more attracted towards the packed food.
Theme 2: Communication level with customers is raised through technological and traditional
measures.
According to the owner, customer communication is a leading factor which helps in
developing the sale of savoury foods. It helps in analyzing the needs and requirements of buyers
and in developing opportunities for the organization for creating new variants for them. The
business thus focuses on creating a strong relationship with the buyers to analyze their needs and
requirements. The owner mentioned various measures of developing effective communication
with the buyers. Traditional measures of involving consumers in communication is found to be
the most effective way for the store as it helps in developing interpersonal relationship.
Moreover, indulging in technological means of communication is yet another measure
that the owner has developed in order to enhance the sales of products of company. Developing
social media page on Facebook has helped the owner in developing effective means of two way
communication for the store. This platform gives effective platform for consumers about queries
and product’s reviews as well. Managing database of consumer’s information and developing
one way communication through emails and SMS helps in creating a wide impact on
organizational growth. Furthermore, the owner has developed the feedback system which has
helped the consumers in providing their feedback about products and services of organization.
Finding: The store uses varied ways of developing communication with consumers by
using technological and traditional measures which has helped the store in enhancing its sales
within market.
Theme 3: Products as well as brand of the store are marketed through social media
marketing.
While asking the given questions, three different types of options are presented by the
researcher in front of owner of Usapkar’s store. It consists of social media marketing, brand
endorsements and advertisements etc. In this context, owner had given response that with an aim
11

to market its product, brand as well as store; it takes help from the modern means of marketing
such as social media. It is used because, with the help of given mean, owner can target its
targeted customers in an effective way. In addition to this, with the help of social media
marketing firm attracts the large number of buyers in an effective way. Thus, through this way
only it can perform necessary improvement in their sales and profits.
Findings: It has been found from the given theme that social media marketing is the most
popular promotional mean for marketing the goods and services of organization.
Theme 4: Blanket family brand name is the best way of branding of the store
In the given theme, researcher is more interested in assessing the type of branding
strategies as being used by the firm. Thus, while asking the given question, owner had relied that
in order to develop the brand of its store; the branding tactic such as blanket family brand name
can be used. Here, firm sales its entire products under its own brand name. The owner considers
it as the best strategy because he believes that the given type of tactic helps in increasing the
recognition of brand. In addition to this, with the help of given tactic, firm can carry out
significant reduction in the cost of preparing advertisement of different products. This is because,
by using the single brand name, organization can attract large number of customers. Thereby, it
can perform necessary improvements in its sales.
Findings: It has been identified that blanket family brand name is the best way for
branding the store. Thus, it has been practices by owner of present firm also.
Theme 5: Shock mount packaging and preservation packaging are the best ways of packaging
products.
According to the owner of cited store, the best ways of packaging the product are vaccum
packaging, shock mount packaging and preservation packaging. However, the selection with
respect to the given type of packaging largely depends upon the product. In addition to this, here
owner has also said that by selecting the given type of packaging they can enhance the
satisfaction level of its buyers which is usually hinders when inconvenience will be caused to
them. Furthermore, the owner of firm has also said that while selecting an effective packaging
for the product they give due consideration to the views and opinions of buyers.
Findings: It has been identified that vaccum packaging, shock mount packaging and
preservation packaging are some ways of packaging the product. These are the best ways as it
12

provide convenience to the buyers. Thus, these means of packaging also helps in raising the
satisfaction level of buyers in an effective way.
4.3 Quantitative analysis for the bulk buying customers
In this part, for the purpose to analyze the view point of buyers different tests of SPSS
has been applied. Here, by taking assistance from the varied tests the views and opinions as
being given by the respective buyers of firm can be analyzed in an effective way.
4.3.1 Frequency test
Do you consider healthy and hygienic products?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 32 64.0 64.0 64.0
No 18 36.0 36.0 100.0
Total 50 100.0 100.0
Interpretation: On applying the frequency tests it has been identified that majority of the
respondents had said that they consider healthy and hygienic product while making purchases.
This indicates that people gives first preference to the hygiene related factor. Thus, their buying
behavior is influenced through the given factor only. In addition to this, the respondents had
given such response because they believe that by consuming healthy and hygienic they can save
themselves from different type of diseases which affect their health when they consume
unhealthy and unhygienic food. However, some customers had denied with the given statement.
This showcases that for them hygiene and healthy related factor in food does not matter much.
Here, for these customers the thing that matter a lot is the price of the product. These customers
always prefer to purchase product at low prices. Thus, in the process of purchasing the low price
product, these buyers ignore the healthy and hygiene related factor in product.
What is your preference for food products?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Packed branded item 21 42.0 42.0 42.0
Packed without brand 15 30.0 30.0 72.0
Unpacked 14 28.0 28.0 100.0
Total 50 100.0 100.0
Interpretation: In the given theme, researcher is more interested in assessing the
preference of buyers with regard to the food which they purchase. In accordance with the given
13

context, it is identified that majority of the respondents had said that they prefer to purchase
packed branded item. This is because, they believe that brand is something in which they can
rely upon within being the fear of getting an ineffective product. In addition to this, these buyers
also believes that by purchasing the branded product an assurance can be made by them the
product which they have purchased is effective. Furthermore, by purchasing branded packed
food they can assure that the product which they had purchased possess both hygienic and
healthy element. However, some buyers prefer to purchase packed food but without any brand
name. This showcase that buyers main preference is packed food.
Which is the major factor that influences your buying behavior within the savoury
market?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Freshness 14 28.0 28.0 28.0
Quality 15 30.0 30.0 58.0
Price 7 14.0 14.0 72.0
Nutrition intake 10 20.0 20.0 92.0
Good customer services 4 8.0 8.0 100.0
Total 50 100.0 100.0
Interpretation: From the above tests it has been analyzed that majority of respondents
had said that while purchasing the product from Savoury market they give first preference to the
quality related factor. This is because, they believe that the high quality product tends to possess
all healthy and nutritious elements. In addition to this, 28% of the customer had said that they get
influenced with the freshness related factor. As the result of it, these buyers always prefer to
purchase such products which are fresh. In addition to this, very less number of buyers have said
that their product purchasing related behavior is influenced through the good customer service
related factor. In this context, these buyers always prefer to purchase products from that specific
organization which provides high quality of after sales services. In addition to this, the buyer
who are more conscious towards their health had given positive response to the nutrition intake
related option. From the above theme, it can be said that freshness, quality and nutrition intake
are being regarded as three major type of factors which leads to influence the behavior of buyers
in an effective manner. Thus, for the firm it is essential that it must consider all these given
factors in an effective way.
14

Does health considerations has significantly influenced your choices of food and drinks?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 33 66.0 66.0 66.0
No 17 34.0 34.0 100.0
Total 50 100.0 100.0
Interpretation: In the given theme, researcher is interested in knowing about the fact that
whether customer choice of purchasing the goods and services of the organization is affected
through buyer's consideration regarding the health or not. In this regard, 66% of the respondents
had given positive response to the asked question which means that the health consideration by
customers significantly influenced their choice to purchase foods and drinks. In accordance with
the given context, it has been analyzed that these buyers always prefer to drink and eat such food
which possess high amount of nutritious element. However, some respondents had denied with
the given statement. This is because, these buyers believe that it not only the health consideration
which influence their choice with regard to eat the particular type of food as well as drink the
specific drink. These buyers had given responses that there are some other factors also which
they consider while making the decision of eating the food. It consists of freshness of product
and price. It is due to the presence of given aspect only the respondents had given their negative
response with regard to the asked question.
Do you influence with the media channels as well as advertisements of the particular
products at the time of purchasing?
Frequency Percent Valid Percent Cumulative Percent
Valid
Yes 31 62.0 62.0 62.0
No 19 38.0 38.0 100.0
Total 50 100.0 100.0
Interpretation: On applying the frequency tests upon the asked question, it had been
analyzed that majority of buyers had given response in the form of 'yes' which indicates that the
advertisement as being framed by the company possess significant impact upon the purchasing
behavior. In this regard, they had said that their decision to purchase the product of specific
company is largely depends upon the advertisement. However, some respondents had denied
with the asked question. This is because, they believe that there is no guarantee about the
information which respective firm provides about its product in the advertisement. Thus, they
will not give preference to the advertisement which is being framed by the company at the time
of purchasing product.
15

Do you agree that little inconvenience could restrict you to go for making the purchase?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Strongly agree 20 40.0 40.0 40.0
Agree 5 10.0 10.0 50.0
Neutral 3 6.0 6.0 56.0
Disagree 17 34.0 34.0 90.0
Strongly disagree 5 10.0 10.0 100.0
Total 50 100.0 100.0
Interpretation: Here, researcher is more interested in knowing about the fact that whether
convenience related factor matters a lot for the customer or not. In accordance with the given
context, on the basis of analysis it has been identified that majority of respondents had said that
little inconvenience restrict them for making the purchase. This is because, these are the buyers
who give much importance to the convenience related factor. Thus, if it will not being get by
them at that time they restrict themselves with respect to purchase the goods and services of the
organization in an effective way. However, 34% of the respondents are totally denied with the
given statement. This is because, these buyers believes that they consider inconvenience related
factor when the need of purchasing the product is not urgent. Thus, in the emergency type of
circumstance they will give much importance to the given factor. In addition to this, there are
some individuals also who had not given any response with regard to the asked question.
What is the frequency of buying the food and food related products? (Bakery)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 7 14.0 14.0 14.0
Within 2 days 3 6.0 6.0 20.0
Buying after a week 21 42.0 42.0 62.0
Buying after 2 weeks 15 30.0 30.0 92.0
Buying in a month 4 8.0 8.0 100.0
Total 50 100.0 100.0
Interpretation: In the given theme, researcher is more interested in improving his/her
knowledge regarding the frequency of buying the different type of products by customers. In this
respect, on conducting the analysis it has been assessed that 42% of the buyers had said that they
prefer to purchase bakery product after a week. This is because, they consider that bakery
products are high in both carbohydrate and fat related element. Thus, they prefer to use it in a
16

very limited period or after a certain time being. In addition to this, some buyers have said that
they prefer to eat bakery product on daily basis. The buyers who had given such response are
generally fond of eating such type of food.
What is the frequency of buying the food and food related products? (Beverages)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 10 20.0 20.0 20.0
Within 2 days 7 14.0 14.0 34.0
Buying after a week 10 20.0 20.0 54.0
Buying after 2 weeks 12 24.0 24.0 78.0
Buying in a month 11 22.0 22.0 100.0
Total 50 100.0 100.0
Interpretation: From the above theme it can be stated that 24% of the respondents had
said that they prefer to drink beverages after a week. This is because, these customers believes
that in terms of health aspect it is not healthy to drink beverages on frequent basis. However,
20% of customers had said that they drink beverages on daily basis. However, they had clearly
specified that on daily basis they always prefer to drink the beverages which are fresh and which
is being made from fruits. In addition to this, 22% of the people had said that they prefer to buy
drink after a month. Overall, it can be stated that frequency of buying beverages varies a lot.
What is the frequency of buying the food and food related products? (Packed product)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 7 14.0 14.0 14.0
Within 2 days 15 30.0 30.0 44.0
Buying after a week 12 24.0 24.0 68.0
Buying after 2 weeks 8 16.0 16.0 84.0
Buying in a month 8 16.0 16.0 100.0
Total 50 100.0 100.0
Interpretation: Here, in the given theme researcher is interested in getting information
that whether consumers purchases the packed product on frequent basis or not. In this respect, it
is identified that 30% of the respondents had said that they purchase the packed product very
frequently such as (Within 2 days). In addition to this, 24% of respondents had said that they
tend to purchase packed product after a week. From the responses of buyers it can be interpreted
17

that buyers purchase packed goods on constant basis. This is because, they believe that packed
foods are not only healthy but they are good in hygiene related aspect.
What is the frequency of buying the food and food related products? (Processed product)
Frequency Percent Valid Percent Cumulative
Percent
Valid
Daily 7 14.0 14.0 14.0
Within a week 26 52.0 52.0 66.0
Buying after a week 5 10.0 10.0 76.0
Buying after 2 weeks 7 14.0 14.0 90.0
Buying in a month 5 10.0 10.0 100.0
Total 50 100.0 100.0
Interpretation: It can be stated from the given theme that 52% of the respondents had
said that they prefer to purchase the processed product within a week of purchasing the same. It
is due to the fact that these buyers believe that processed foods are the type of food which can be
consumed by buyers for the longer period of time.
4.3.2 Cross tabulation test
For the purpose to analyze the response of customers in more descriptive way application
of cross tabulation test is being carried. The interpretation drawn on applying the given tests is
depicted in below:
18

Cross tab
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Do you consider healthy and
hygienic products? * Which is the
major factor that influences your
buying behavior within the savoury
market?
50 100.0% 0 0.0% 50 100.0%
Do you consider healthy and hygienic products? * Which is the major factor that influences your buying behavior within the
savoury market? Cross tabulation
Count
Which is the major factor that influences your buying behavior within the savoury
market?
Total
Freshness Quality Price Nutrition
intake
Good customer
services
Do you consider healthy
and hygienic products?
Yes 9 9 6 5 3 32
No 5 6 1 5 1 18
Total 14 15 7 10 4 50
Interpretation: The test such as cross tabulation was applied between two variable which is of healthy and hygienic product
along with the factor which tends to influence the behavior of buyers. By applying the given test an effective relationship can be
identified between two different types of factors. In this context, it has been identified that 9 respondents had said yes that freshness is
19

the major factor which influence their buying behavior. Thus, when making the purchases these buyers always prefers to choose
product of that specific organization whose good possess all freshness related element. In addition to this, 9 respondents had said that
their buying behavior is influenced through the quality related factor. For these buyers quality of product matters a lot than the
freshness. However, 1 respondents had denied with the statement that their buying behavior is impacted because of price related
factor. This is because, these buyers believe that the thing that matter a lot is the quality of product. These buyers also had the mindset
that high quality product cannot be purchased at the low prices.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Do health considerations has
significantly influenced your choices
of food and drinks? * What is the
frequency of buying the food and
food related products? (Bakery)
50 100.0% 0 0.0% 50 100.0%
Do health considerations has significantly influenced your choices of food and drinks? * What is the frequency of buying the food and
food related products? (Bakery) Crosstabulation
Count
What is the frequency of buying the food and food related products? (Bakery) Total
20

Daily Within 2 days Buying after a
week
Buying after 2
weeks
Buying in a
month
Do health considerations has
significantly influenced your
choices of food and drinks?
Yes 5 2 14 8 4 33
No 2 1 7 7 0 17
Total 7 3 21 15 4 50
Interpretation: In the above theme, a relationship had been established between frequency of buying food and health
consideration related factor. In accordance with the given context, on applying test it has been identified hat 14 respondents had said
that they purchase bakery product after a week. These customers believe that in terms of health aspect it is not beneficial for the
individual with regard to eat or consume the given type of product on daily basis. In addition to this, 5 respondents had said that they
consume bakery product on daily basis. The buyers who had given such response are generally fond of eating such type of food. It is
due to the presence of given aspect only, these customers are giving positive response with regard to the asked question in an effective
manner. Overall, it can be said that the buyer do consider the health related product when purchasing the different type of products.
21

REFERENCES
Bryman, A., 2012. Social research methods. Oxford university press.Stanley, L., 2013. Feminist
praxis (RLE feminist theory): Research, theory and epistemology in feminist sociology.
Routledge.
Denzin, N. K. and Lincoln, Y. S., 2011. The SAGE handbook of qualitative research. Sage.
Farrokhyar, F. and et.al., 2014. Impact of the surgical research methodology program on surgical
residents’ research profiles. Journal of surgical education. 71(4). pp. 513-520.
Kitchin, R. and Tate, N., 2013. Conducting research in human geography: theory, methodology
and practice. Routledge.
Kitchin, R. and Tate, N., 2013. Conducting research in human geography: theory, methodology
and practice. Routledge.
Lang, T. and et.al., 2013. A research methodology study to map the process of initiating and
operating a randomised controlled trial of podoconiosis treatment in Northern Ethiopia.
Trials. 14(1). pp. 1-1.
Meaning of research approach. 2015. [Online]. Available through: <http://research-
methodology.net/research-methodology/research-approach/>. [Accessed on 18th
November 2015].
Meaning of RM. 2015. [Online]. Available through:
<http://www.howtodo.dissertationhelpservice.com/what-is-research-methodology-and-
its-importance/>. [Accessed on 18th November 2015].
22