Impact of Corporate Social Responsibility (CSR)
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Added on 2021-02-20
Impact of Corporate Social Responsibility (CSR)
Added on 2021-02-20
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DISSERTATION
Abstract This research focuses on influence of corporate social responsibility on consumerbehaviour. In this, the main purpose of report is to analysis the actual impact of CSR oncustomers behaviour towards the company. For better understanding, research includes variouschapters which help in undertaking whole research in systematic manner. Along with this,various research methods are also used by researcher to carried out the investigator with the aimof generating relevant data and information. Along with this, researcher also use data analysis toevaluate all the collected data and information towards the research topic in order to draw a validconclusion. At last, some recommendation is also mentioned that help in developing furtherimprovement within the research activities. This will directly contribute in attaining positive andreliable outcomes at the end of the investigation.
Table of ContentsAbstract ...........................................................................................................................................2CHAPTER 1: INTRODUCTION....................................................................................................1CHAPTER 2: LITERATURE REVIEW.........................................................................................4CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10CHAPTER 4: DATA ANALYSIS................................................................................................13CHAPTER 5: DISCUSSION.........................................................................................................29CHAPTER 6: REFECTION AND ALTERNATIVE METHODPLOGY....................................31CHAPTER 7: CONCLUSION AND RECOMMENDATION ....................................................32REFERENCES..............................................................................................................................34.......................................................................................................................................................37
Title: “The influence of corporate social responsibility on consumer behaviour a case studyof Sainsbury’s Ilford.”CHAPTER 1: INTRODUCTIONThis section play a crucial role in undertaking research as it provide path to researcher forperforming its activities in effective manner. Mainly, it includes overview of research, itsbackground, rationale, research aims, objectives and many more. All these are may aid in settingthe overview of whole research activities. This will contribute in developing an effective study. Overview of the researchIn today's competitive era, every business organisation wants to established their positiveimage and also develop their activities at market. In this regards, the primary intention ofcompanies its making profits by providing products and services. Each and every type ofcompany focus on developing their image by implementing their activities and facilities. This isthe reason that organisation work for attaining significant competitive edge at market place. Inthis regards, CSR (Corporate Social Responsibility) is refers to management concept by whichfirm integrate social and environmental concern with the aim of contributing to societal goals(Bigné and et. al., 2012). Mainly, it cover various aspects such as social impact, ethics,sustainability and many more. All these are crucial for every company to implement within theirbusiness activities so that positive and famous image can be developed at competitive market. Inthis regards, CSR also support business organisation to improve their performance by capturingcustomers attentions over the institution and its services. In environment of business, CSR is akey social responsibilities that help in developing organizational operations and its function bycreating better relation with society and consumers as well. Apart from this, it assist in explodingworker loyalty by providing them good job. By this they make create better engagement withcustomers by influencing them company offerings. Current research is supported on Sainsbury’sIlford, is a famous chain of supermarket in the UK. The principal focus of this company is tocapture competitive advantage by offering their quality products and services to its potentialcustomers and also influencing their behaviour also. This is the reason that current research iscarried out as it help in understanding the impact of CSR on customers behaviour. By thiscompany can easily gather relevant information about the topic and also improve theirperformance as well. Background of the research1
In business organization, it is very important that they perform CSR activities to improveperformance along with society welfare as well. For this, they take more social responsibilities toenhance consumer awareness, development of society and many more (Lee And et. al., 2012).By this, firm can represent their good corporate image in the nation wherein they operate theiractivities. Along with this, company is also responsible for performing their operation in ethicalway. This is beneficial for not only customers but also effective for customers and employeesalso. Now a day's, Corporate Social Responsibility is crucial practice for organisation to maketheir brand image more popular and competitive. By implementing this type of practicescompany can develop their overall productiveness at global level and also influence customers toconsume its products and services. It help in attaining competitive success at market. In thisregards, Sainsbury’s Ilford is one of the famous supermarket chain that run their business in UKfor accomplishing higher success at global market. Mainly, it was founded in 1896 by JohnJames Sainsbury. Company has approx 189600 employees who put their efforts for attaininggrowth and sustainability. As firm also implement CSR activities within their operation that canbe beneficial for company to developing their value chain that help them in resolving issuesrelated to the society and at the same time also generate profits. This is the reason that CSRdirectly influence the consumers behaviour that impact on their decision making while buyingcompany products and services. Thus, it is crucial for business organisation to implement CSRactivities for developing and creating famous brand image so that customers get attract overthere. Rational of the researchThe primary intention of undertaking this investigation to analyse the actual concept ofCSR and its influence on customers behaviour. It is broad field of study that assist researcher inenhancing their skills and knowledge about how CSR activities help company in processingaffirmative representation at market place. In context of administration, researcher explore theirskills and knowledge in people who are show their interest in that kind of area. By using thisresearch, investigator take right and valid determination at the end of investigation that help indevising examination more successful (Chernev and Blair, 2015). Mainly, it also provide in-depth analysis about CSR and its influence on customers behaviour. This will help in invitingmore and more customers towards the company offerings to raise its gainfulness level.Furthermore, research undertake this researcher for their self interest in which they explore their2
views and ideas towards the research topic that is helpful in their professional accomplishment.By this, investigator attain personal and professional growth. This directly impart in improvingthe possibility of accomplishing positive and reliable outcomes that develop a successfulresearch project. Research AimThis section show a crucial function in identifying the issues in which research isundertaken. In this, investigator is responsible for explaining clear and concise statement so thatresearcher can execute whole research activities in effective way (He and Lai, 2014). Throughthis, researcher may develop a positive and reliable conclusion within the study. In this regards,the main aim of this study is:“To investigate to what extent corporate social responsibility (CSR) of organisationsinfluence consumers behaviour”. A case study on Sainsbury’s Ilford. Research objectivesIt is also an important phase of investigation that give clear path to researcher to attemptthe study in organized manner. The primary focus of this section is to give small statement thatconsist various variables to determine the objectives. On the basis of these statement,investigator gather authentic information to resolve the research issues and provide favourableoutcomes. As there are different objectives in which whole research is undertaken:To understand the concept of CSR and consumer behaviour in the context of the UK. To determine organisations' challenges in CSR.To analyse social factors that influences consumer behaviour.To determine the impact of CSR on Consumer behaviour. Research questionsThis section is supported on research objectives in which help investigator in undertakingthe literature review which consider views of various authors about research aims and objectives.This section provide in-depth analysis that support in drawing a valid decision research. All thekey questions can be understood by following points:How the concept of CSR work in the context of Sainsbury's Ilford business?What are the social influencing consumer behaviour factors for Sainsbury’s Ilford?What are the influences of Sainsbury’s Ilford CSR on the local community socialwelfare?3
How the strategies applied in CSR ensures consumers behaviour in Sainsbury’s Ilford?CHAPTER 2: LITERATURE REVIEWIt is consider as a key section of whole research as it give in-depth data about the chosenresearch topic. It is type of secondary method that includes articles, books, journals, newspaperand many more sources to collect applicable information. Furthermore, it also help in developingtheoretical framework that support investigator in accomplishing positive results in research andat the same time also may support in developing theoretical frameworks by which investigatortake right and valid decision (Pérez and Rodriguez del Bosque, 2015). One of the primary aim ofundertaking this topic is to measure the actual facts towards the selected topic and research area.It help in improving the chances of attaining positive and reliable results in organized manner. Italso assist in improving researcher skills and knowledge regarding the research area and topic. The concept of CSR and consumer behaviour in the context of the UKAccording to James, (2019), CSR is consider as a business model that help organizationto be socially accountable with stakeholder and the public as well. Mainly, it is broad conceptthat help business in building stronger bond or relation among employees and company as well.It also enhance employee morale through which they connect with their customers and improveits performance. Apart from this, it is also consider as a management concept in which companyis connected with social issues and also work for society welfare along with its profitability. ByCSR implementation, organization easily manage their business activities to develop positiveinfluences on society and customers as well. It contribute in heighten ethical performance oforganization at market place and also attain sustainability for longer period of time. In additionof this, involvement in corporate engagement with society is also important for company toinfluence society in positive. If company follow all the CSR activities than they easilyestablished their image and also attain success at global market. Now a day's, corporate socialresponsibility provide various advantages to the company that work for development of societyand at the same time also help customers while taking decision regarding purchasing. When CSRis strategically implement as an appropriate strategy in company than it directly contribute ingenerating positive social impact that improving performance of company at market place.Furthermore, it is also related to the efforts that made by a company for improving societywelfare and also assist towards the sustainable development. In this, business also focus onattaining social, environment and economic benefits for their stakeholder such as investors,4
customers, employees and many more people who are connected with the company and itsactivities as well. Apart from this, one of the main purpose of CSR is to encourage businessorganization to run their operations in ethical manner. It also work for enhancing positive impacton society that provide sustainable growth to the company at market place.As per the view point of Smith, (2014), customers behaviour is considered as aprocedures or study of an individual, organization which is related with the influence of goods.Mainly, it is refers to the action that takes by customers towards the company and its services. Inaddition of this, it also give information that how a customers make decision towards thepurchasing, selection and use of disposal to satisfy their needs and wants. In a businessorganisation, consumer behaviour is important to effectively understand how consumer decideon a product. It also help in identify the gap between customers or marketer. With the help ofthis, company easily present their services in-front of customers to maximize impact on them. Ithelp in increasing the performance level of business organization and at the same time alsoestablished its competitive edge at global market. In addition of this, consumer behaviour is alsorefers to the observation aspect in which company study about the customers taste and behaviourwithin the market to buy something. In business organisation, customers are the major asset forcompany to developing their growth level. This is the reason that firm focus on satisfyingcustomers needs by providing them better services as per their needs and wants. It is possiblewhen firm analyse their taste and preferences towards the serving. This will directly contribute indeveloping higher growth of company at market place and at the same time also support them inmaking strong customers base. By this, company can improve their performance level and alsocapture larger market share from its rivals at competitive market place. Apart from this,consumer behaviour can be evaluated as that kind of behaviour that buyer show when theyacquire, use and assessing the particular item or service that fulfil their needs and wants in mosteffective manner. It is also a process that includes various activities such as perception ofproducts, buy, use physical object through which consumers fulfil their requirements.Furthermore, both CSR and consumer behaviour are interrelated with each others. Thismain reason behind this is that when company implement CSR activities within their functionsthan it directly impact on customers taste and buying behaviour as well. Now a day's,competition in market is so high so that companies focus on effectively implementing the CSRactivities that help them in grabbing customers attention towards towards the specific products5
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