MS70073E - Consumer Analysis: Tesco Organic Foods & Buying Patterns

This essay provides an analysis of consumer buying patterns, specifically focusing on the impact of Tesco's launch of organic food products on customer decision-making. It explores the influence of cultural and psychological elements on buying behavior, utilizing theories and models such as the sociological model, black box model, role theory, and hedonic consumption. The essay also examines the impact of technology, mobile apps, social media, and the internet on the consumer buying experience, using the Engel-Kollat-Blackwell (EKB) Model to illustrate this influence. Furthermore, it discusses the role of psychological elements like motivation, perception, and attitude, referencing Rokeach values, semiotics, the law of continuity, and psychophysics to explain consumer behavior. The analysis concludes that customer decision-making is a multi-stage process influenced by both cultural and psychological factors, ultimately impacting the achievement of organizational goals.

Analysis of consumer buying patterns
of a product of a company
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7
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INTRODUCTION
Consumer behaviour is study of individuals; group and organisation related to the way
they make purchase of specific products and services in order to satisfied their wants in effective
manner. So, it helps in understanding the manner in which consumer emotional, attitude and
behaviour affects the buying behaviour. With more availability of alternative options, consumers
are changing their decision to select a particular company to have products and services and
satisfied their wants in effective way. Tesco mission is to be the most highly valued business by
customers it serve, services delivered to communities and is committed to shareholders. So
mission is to create value for customers in order to earn their lifetime loyalty. This is essay based
on impact of launch of organic food products by Tesco on customer’s decision making. So it
includes appropriate theory and models to explain culture and psychological elements that
influence buying behaviour. Furthermore, has explained about the impact of technology, mobile,
apps, social media and internet on buying experience of individuals.
MAIN BODY
Culture of individuals determines its experience, belief and value that have been directly
linked with the attitude, social norms, behaviour and emotions of individuals. In another words,
it is group of people that influence the choice of customers such as workgroup, shopping group,
families and friend. Culture have great impact on purchase of individuals that can be understood
through making use of sociological model that states purchase are influence by individuals place
with different societal group. Such as, with increase spread of diseases and covid-19, people of
all culture in United Kingdom wants to have organic, healthier and tasty food products in order
to meet their respective desired (TLAPANA and MDUBA, 2021). Personality, language, dress,
food habits and religion faith are various elements of culture that directly have influence on
decision making of customers. Likewise, people make purchase of clothes as per their culture,
belief and taste so it impact on their decision making.
Furthermore, black box model is also consumer behaviour model that is also known as
stimulus response model that helps in understanding the manner in which customers think
because of internal and external factors. For example: the environment and culture for which
individuals belong, have particular language and interest will have direct impact on decision
making of customers to select a particular organisation in order to meet their wants (Al-Hitmi
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2020). Their pre- existing knowledge, skills and experience motivate to select specific
organisation products and services rather than other to stay happy and satisfied. In addition to
this, role theory or can also be applied to understand the impact of culture element on consumer
decision making such as this theory states that there are set of normative experience in order to
define a particular social structure. These help in explain the set of norms or the manner in
which individual react through performing a particular task as individuals that belong to same
race, religion have similar taste and preference (Koushik, 2021). Such as, many of the children
has watch their parent making purchase of their daily products or grocery from Tesco so they
have believe that it is best place where they can get products as per Enculturation theory. Thus
it contributes them in effectively making purchase of products and services such as organic food
of Tesco to stay healthy and fit. Moreover, Hedonic consumption can be defined as items that
bring emotions, enjoyment and pleasure through having them in possession. For example,
customers are emotionally attached with the products of Tesco brand as they have contributed in
providing them more pleasure and fun.
In recent scenario, Technology, mobile app, social media and internet have positive or
direct impact on consumer decision making as in day to day life they make use of social media
platform to have fun and entertainment. So, these platform has influence their decision making
or to be part of specific organisation. Thereby in order to understand the impact of technology
and social media, Engel-Kollat-Blackwell (EKB) Model is model of consumer behaviour is
used which can be illustrated as follows: Awareness, Information processing, Evaluation,
Purchasing decision and Outcome analysis. Likewise, Tesco has make use of social media
platform, internet and new technology in order to make people aware about the products and
services so that they can take right decision to be part of the organisation (Veeragandham and
et.al., 2020). So individuals that are living in society have view advertisement of new products
launch that is organic food range by Tesco. It has motivated them to check what all offers,
quality and type of food it offer which could be used to satisfied their wants beyond their
expectancy level. Then the consumers of Tesco take steps to analysis or remind their previous
experience related to products and services of company. After gathering of information, it has
find out that company was able to delivered qualitative experience to them which has motivated
them to again make purchase of organic food products to stay satisfied. The third stage of Engel-
Kollat-Blackwell (EKB) Model is evaluation in which they have evaluate the quality, price and
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packaging, brand image of company with its competitors. To take final decision of making
purchase from specific organisation those are operating in retail sector of United Kingdom.
Purchasing decision, it is stage in which it finally takes decision to be only part of Tesco as it
offer high value and have good brand image in mind and hearts of customers (Utama and et.al.,
2021). The last steps that has been performed or influence the consumer decision making is
outcome i.,e after having the products and services, they evaluate whether they are being offered
as they wish or not. So, it was find out that maximum number of customers have positive
experience while purchasing organic food from Tesco to stay healthy and fit for longer time
frame. Thereby it can be stated that internet have huge impact on decision making of consumers.
In addition to this, it can be analysed that the consumer decision making process is also
influence by psychological element likewise the motivation, perception, learning, attitude and
belief system of individuals. Rokeach values is the theory that could be used to
understand the manner in which psychological element affect people. It has defined two
kind of values, terminal and instrumental, in which terminal is personal and social character i.,e
personal freedom while the instrumental value are moral character that is honesty and
transparency. For example: Most of the customers that are living in UK are aware about the
strong brand image of Tesco that have motivated them to have purchase from it. As company is
famous for offering qualitative products and services at reasonable price so, most of people have
personal preference to be part of the organisation (Brembeck, 2020). At the same time, company
has lay efforts to transparently, honestly providing all information related to introduce of organic
and healthy food products which they can have in their diet to stay healthy and fit for many
years. Semiotics is study of sign process or the impact of particular sign on
individual decision making. Such as the logo and brand image of Tesco products
contribute in communicating customers about its quality of products or value
that company offer to retain maximum number of individuals within the
organisation. Thus, it has helped in maintaining strong brand loyalty of Tesco in
mind and hearts of millions of customers living in external environment. Law of
continuity is also one of the methods that could be understanding the influence
of psychological element on individuals purchase decision making. That is all individuals
residing in UK have faith that Tesco is huge brand with diverse range of qualitative products that
are offered to customers at reasonable prices possible (Juhl, Fenger and Thøgersen, 2017). So,
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till now there is no such experience that have exhibit them to not to make purchase from Tesco
as quality of product are standard or as per their belief which has contributed in increasing sales
of organic food range introduce by firm in recent scenario. Psychophysics is another theory that
helps in understanding that consumer decision making or motivation to purchase product is
influence by external factors such as recent trends, technology and availability of alternative
options or advertisement. Therefore, Tesco has make use of both multiple channel to connect
with customers such as it has use both online and offline method (Iram and Chacharkar, 2017).
Customers by viewing advertisement on bill board, television and social media platform are
motivated to have its products thus it has influence their decision making and helped in growth
and expansion of business in external environment.
CONCLUSION
From the above report it can be concluded that customer decision making is long process
that involves five main stages such as awareness, information gathering, analysis and actual
purchasing and final outcome. At the same time, both culture and psychological element have
direct influence on decision making of customers that contribute in effective achievement of end
goals of organisation in limited time frame and cost.
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REFERENCES
Books and Journals
Al-Hitmi, H. K., 2020. A Transition from Brick-and-Mortar to Online Stores and Its Role in
Shifts in Consumer Buying Patterns. Psychology and Education Journal, 57(6). pp.375-
381.
Brembeck, H., 2020. Elusive consumption. Routledge.
Iram, M. and Chacharkar, D.Y., 2017. Model of impulse buying behavior. BVIMSR’s Journal of
Management Research, 9(1). p.45.
Juhl, H. J., Fenger, M. H. and Thøgersen, J., 2017. Will the consistent organic food consumer
step forward? An empirical analysis. Journal of Consumer Research, 44(3). pp.519-535.
Koushik, M. V., 2021. Impact of Digital Marketing Strategies in Reshaping the Buying
Behavior. PalArch's Journal of Archaeology of Egypt/Egyptology, 18(09). pp.316-326.
TLAPANA, T. and MDUBA, K., 2021. CUSTOMER SERVICE AND ITS IMPACT ON
CONSUMER BUYING PATTERNS. Modern Management Review, 26(2). pp.67-78.
Utama, A .G .S and et.al., 2021. Influences of Advertisement on Buying
Behaviour. International Journal of Accounting & Finance in Asia Pasific
(IJAFAP), 4(3). pp.17-30.
Veeragandham, M and et.al., 2020. Consumer Buying Behaviour towards E-Commerce during
COVID-19. International Journal of Research in Engineering, Science and
Management, 3(9). pp.78-82.
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