Factors Influencing Customers’ Buying Behavior of Retail Products

Preparing for Research
Consultancy

Contents
INTRODUCTION...........................................................................................................................................3
Section 1......................................................................................................................................................3
Project Scope...........................................................................................................................................3
Title of the Proposed Dissertation...........................................................................................................4
Background of the research.....................................................................................................................4
Research Question...................................................................................................................................4
Research Aim and Objectives..................................................................................................................4
Research Justification..............................................................................................................................4
Section 2......................................................................................................................................................5
Different factors the influence customers’ buying behavior of retail products.......................................5
Importance of analyzing the buying behavior of the consumers.............................................................6
Different strategies that Tesco can implement in order to attract more customers...............................7
Section 3......................................................................................................................................................8
Section 4....................................................................................................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Consumer behavior can be defined as the actions as well as the decision processes of
people who purchase goods and services for their personal consumption. In other words,
consumer behavior refers to the study of customers and their behavior while deciding on
buying a product (Bennett and et.al., 2020). There can be various factors that can influence the
customers’ buying behavior of retail products. It is important for organizations to take into
account these factors so that effective strategies can be developed and informed decisions are
taken by the managers. Organization chosen for this report is Tesco, which is a leading retailer
of groceries as well as general merchandise. The company offers a wide range of products to
the customers. The respective research report is divided into different sections that describe
the project scope, research aim, questions as well as an initial literature review. The results and
findings of the research proposal will be helpful for readers along with the management of
Tesco to develop effective strategies as well as develop a better understanding of the buying
behavior of consumers.
Section 1
Project Scope
The part of a project that involves determining and documenting the goals of the
project, project deliverables, tasks, deadlines as well as costs is referred to as project scope. In
context to this research proposal, the project scope is to enhance the existing understanding
about the different factors influencing the buying behavior of the consumers in the retail
sector. The primary goal of this project is to identify the factors as well as their influence on the
buying behavior of the consumers (Durai and Saravanan, 2020). This will help them in
developing effective strategies as well as make informed decisions so that the company is able
to attract a greater number of customers and hence, there is an increase in the overall sales.
The researcher has an experience of working in the retail sector and hence, it can be said that
the results of this research will add to the existing knowledge of the readers as well as the
management of the respective company, i.e., Tesco.

Title of the Proposed Dissertation
“Exploring the factors influencing customers’ buying behavior of retail products.”
Background of the research
It is important for the management of any organization to analyze the buying behavior
of the customers and identify the factors that motivate them to make a purchase. This is
because when buying a product, customers take into account various factors such as price,
packaging, quality etc. This report will assist the readers as well as the management of Tesco in
developing an understanding about the various factors that should be taken into account to
influence the purchase decision made by the customers (Farah and Ramadan, 2020). Although
there are many researches that have been conducted on this topic, but this research proposal
will assist in improving the existing literature about the same.
Research Question
“What are the different factors influencing customers’ buying behavior of retail products?”
Research Aim and Objectives
Aim
“To explore the different factors influencing customers’ buying behavior of retail products. A
case study on Tesco.”
Objectives
 To explore the different factors the influence customers’ buying behavior of retail products.
 To analyze the importance of analyzing the buying behavior of the consumers.
 To evaluate the different strategies that Tesco can implement in order to attract more
customers.
Research Justification
It can be said that this management research is worth undertaking because it will help
the managers of Tesco to gain useful insights and an understanding about the different factors
that can influence the buying behavior of the consumers within the retail sector (HR and Aithal,
2020). This is also because the retail sector is one of the largest industries across the world with