Analysis of Consumer Buying Behavior and Satisfaction in Food Industry

This report investigates consumer buying behavior and satisfaction levels towards food products, specifically focusing on the Australian market and the ice cream brand Baskin Robins. The study explores the influence of pre and post-purchase factors on consumer decisions, including purchase intention, brand image, and health consciousness. The research employs both qualitative and quantitative methodologies, including literature reviews, surveys, and questionnaires, to gather data on consumer preferences, buying patterns, and satisfaction levels. The report also addresses research limitations, such as sample size constraints, and provides a detailed time schedule for the research process. The findings aim to offer insights into how consumer behavior is addressed and how factors like purchase acts in the post and pre-purchase stages impact consumer satisfaction, with the ultimate goal of informing marketing strategies and product development for Baskin Robins and the broader food industry. The report includes an introduction, project objectives, scope, literature review, research questions, methodology, limitations, and a conclusion.

Running head: BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
Buying Behavior of Customers and their Satisfaction Level towards Food Products
Name of the University:
Name of the Student:
Authors Note:

1BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
Table of Contents
1. Introduction......................................................................................................................3
2. Project Objectives............................................................................................................3
3. Project Scope...................................................................................................................3
4. Literature Review............................................................................................................4
4.1. Consumer Buying Behavior.....................................................................................4
4.2. Purchase intention and Buying Behavior in Food Industry......................................5
4.3. Pre and Post Purchase Factors..................................................................................5
5. Research Questions/Hypotheses......................................................................................6
5.1. Primary Question......................................................................................................6
5.2. Secondary Questions................................................................................................6
6. Research Design and Methodology600...........................................................................7
6.1. Qualitative Research.................................................................................................7
6.2. Quantitative Research...............................................................................................8
7. Research Limitations.......................................................................................................9
8. Time Schedule...............................................................................................................10
9. Conclusion.....................................................................................................................11
References..........................................................................................................................12
Appendix............................................................................................................................14

2BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION

3BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
1. Introduction
The recent world is dealing with the issue of goods consumption along with services on a
regular basis. People continuously communicate with services along with products being offered
by the modern market (Davis et al. 2018). On consumption, the consumers test the products that
are offered and then develop an opinion regarding the same based on which consumer
satisfaction is focused on. The overall realization of the buying intention is of great assistance
offered by the managers. This is for the reason that they support any doubt on consumer behavior
that facilitates to reveal the impact of business environment and other external business factors of
consumers (Font-i-Furnols and Guerrero 2014).
2. Project Objectives
The objectives set in the research of investigating the buying behavior and satisfaction
level of consumers towards food products are explained below:
 To investigate the buying behavior of consumers in Australia
 To investigate the consumers satisfaction level in Baskin Robins
 To reveal the ways in which consumer behavior is addressed and it is important to
investigate the factors like purchase act in the post and pre purchase stages
3. Project Scope
In order to deal with the factors related with the consumer behavior, the current research
has a scope of indicating the purchase intention of consumers and also the pre-purchase or post
purchase stages of experience (Oliver 2014). The overall research on analyzing the buying
intention and satisfaction level of consumers towards the food products has a scope of explaining

4BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
the relationship between buying behavior and consumer satisfaction. The research will focus on
analyzing the buying behavior of Baskin Robin consumers to offer an option to develop the food
product features. Moreover, the paper will also explain the extent to which manipulation of
consumer satisfaction can be conducted in the long run. To analyze the consumer buying patterns
and satisfaction level in food industry, an ice cream company named Baskin Robins will be
selected (Organ et al. 2015). This can facilitate in relating the overall complexities associated
with challenges of consumer satisfaction.
4. Literature Review
4.1. Consumer Buying Behavior
Pizam, Shapoval and Ellis (2016) evidenced that there are distinct types of consumer
behavior that decides the purchase intention of all its consumers. There is huge and increased
purchase along with having the need that the buyers’ needs to perceive all the purchase based
factors before buying any product. These researches stated that there are four types of consumer
buying patterns that are focused on their involvement stage within purchase procedures. Smith
(2015) revealed that consumer buying behavior also focuses on their awareness on different food
products brand. The complicated buying patterns of consumers are indicated in a situation of
high degree of involvement of consumers in the buying process along with knowledge of
important difference in vase of food brands. Taylor, Bogdan and DeVault, (2015) evidenced that
the consumer behavior pattern is explained in the purchases of expensive food products by the
consumers. For this reason it is vital for the marketers to develop strategies which can support
the consumers. This also makes them understand the consumers in order to analyze the
significance of product features. This also facilitates in informing the consumers regarding the

5BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
methods related with one brand different from other brands. Wee et al. (2014) further added that
the ice cream brands are a part of low fat or pro biotic ice creams that majorly focuses on health
conscious consumers.
4.2. Purchase intention and Buying Behavior in Food Industry
Wee et al. (2014) revealed that there are numerous existing theories which explains the
reasons behind consumer behavior and considering the same, research on such issue took place
through analyzing the consumer behavior and methods in dealing with them. Pizam, Shapoval
and Ellis (2016) stated that the traditional approach is focused on consumer behavior that is
relied on basic approach along with attaining positive attitude towards food products. These
researchers also indicated that from a cognitive angle, data processing is a vital factor in taking
purchasing decisions. Taylor, Bogdan and DeVault, (2015) revealed that this theory is also
considers consumers as the issue solvers who employs the information gathered from the
business surroundings. These researchers focused on the fact that another intention of analyzing
consumer behavior towards food produces is to analyze the comprehensive model for consumer
decision making. Pizam, Shapoval and Ellis (2016) revealed that the traditional approach on the
consumer behavior indicated consumers as a subject of proactively assigning the suitable
meaning to the products along with its effect on environment despite just being a passive person.
There is also a belief regarding the purchase prices of consumers to be rational as the consumers
offer personal touch that offers subjective answers to every type of purchases.
4.3. Pre and Post Purchase Factors
Taylor, Bogdan and DeVault, (2015) evidenced that pre-purchase intention of the
consumers focuses on health challenges, suitability as well as brand image. These researchers
indicated that there several consumer buying behaviors related with brand image and health

6BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
challenges related with the food products. Considering these factors the purchase intention of the
consumers are influenced based on service, price and environment of the ice cream products.
Smith (2015) indicated that the vital aspects that must be considered by Baskin Robins is to
realize that it is a premium ice cream maker and the consumers are very price sensitive in the
food industry of Australia. Moreover, they are turning out to be highly health conscious and are
turning out to be aware of increasing health challenges and overall impacts of in taking high
calorie substances. Taylor, Bogdan and DeVault, (2015) stated that considering the satisfaction
level and purchase intention of consumers, the products developed by Baskin Robins must be as
per preferences of its consumers based on flavors, taste along with organic benefits in the food
products. These researchers also indicated that after purchase the overall consumer experience
indicates either high satisfaction level or high dissatisfaction. Therefore, in case the consumer
satisfaction level is not analyzed in a better manner, managers cannot make better decisions on
improving the product features as per consumer needs.
5. Research Questions/Hypotheses
5.1. Primary Question
The primary research question that is to be answered after attainment of this research is:
 How is the buying behavior and satisfaction level of consumers towards food in Baskin
Robins?
5.2. Secondary Questions
The secondary research questions those are to be answered through completion of this
research are explained below:

7BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
 To investigate the buying behavior of consumers in Australia
 To investigate the consumers satisfaction level in Baskin Robins
 To reveal the ways in which consumer behavior is addressed and it is important to
investigate the factors like purchase act in the post and pre purchase stages
6. Research Design and Methodology600
6.1. Qualitative Research
Qualitative data collection will be employed in investigating the consumer buying
intention and satisfaction level of consumers towards food products. Explanatory qualitative
research design will be used as it is helpful in analyzing the related reasons, opinions and
motivations in providing proper insight on the issues related with ice-cream product offerings by
Baskin Robins. Qualitative data collection will be centered on gathering suitable research data by
means of focus groups, surveys and observations (Hoek, Lawrence and Friel 2017).
For ensuring that the secondary data that will be gathered by means of using qualitative
research approach can be tested for analyzing its validity and reliability. It will be made sure that
the data relevant to the research will be gathered from websites those are regularly updated.
Moreover, it will made sure that the peer reviewed journals will be used in gathering data on
consumer references within the Australian ice cream industry (Kumar et al. 2016).
Simple random sampling technique will be employed in this research for the reason that it
is highly suitable in gathering suitable respondents for the research. In addition, it also offers
equal chance to the respondents to get selected in the process of survey. Sample size of 61
consumers of the Baskin Robins ice cream company is selected from Australia for the reason that

8BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
most authentic responses regarding their buying behavior and purchase intention towards its ice
creams can be gathered (Ledford and Gast 2018).
The research variables those are selected in this research include independent and
dependent variables those are selected in carrying out data analysis. Sales of Baskin Ribbons are
considered as dependent variable. Moreover, purchase intention of consumers and buying
behaviors of consumers are considered as independent variables.
6.2. Quantitative Research
Questionnaire research instrument is selected in analyzing the buying behavior and
purchase intention of consumers in Baskin Robins. This instrument is selected in attaining
authentic and internal organization based data focused on the features included in the ice cream
products of Baskin Robins (Hoek et al. 2017).
Simple random sampling technique will be employed in this research for the reason that it
is highly suitable in gathering suitable respondents for the research. In addition, it also offers
equal chance to the respondents to get selected in the process of survey. Sample size of 61 young
consumers of the Baskin Robins ice cream company is selected from Australia for the reason that
most authentic responses regarding their buying behavior and purchase intention towards its ice
creams can be gathered.
Data that is gathered through the questionnaire survey will be analyzed through
employing effective statistical techniques. MS Excel application will be employed in carrying
out correlation and regression analysis for gathering reliable results regarding buying behavior
and purchase intention of consumers in Baskin Robins (Lee and Yun 2015).

9BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
The questionnaire design will be focused on containing both the close and open ended
questions. Part A of the questionnaire will include questions on the consumers’ demographic
profile. Part B will include questions on the factors that impacts buying behavior of consumers
and the factors those impact purchase intention of consumers in Baskin Robins. Part C of the
questionnaire will encompass questions that will be focused on gathering consumer opinion on
improving the product features of Baskin Robins that can enhance consumer satisfaction level
and buying behavior.
Validity of the gathered data can be ensured through carrying out Pearson correlation
reliability test (Lewis 2015). In addition most realizable statistical tool will be used in gathering
suitable research findings on aspects impacting consumer buying behavior and purchase
intentions. Moreover, reliability of the gathered data will also be ensured through gathering
survey responses from the most suitable research respondents those include young consumer
segment of Baskin Robins.
7. Research Limitations
Despite of having several advantages of carrying out the research there are also certain
limitations to the data collection process techniques. As the researcher has considered employing
secondary data in analyzing the buying behavior of consumers and their satisfaction towards
food products there can be certain limitations in this data collection technique (Han and Hyun
2015). The census data and lack of availability of specific consumer food product consumption
data can affect the reliability of the research findings. Additionally, as the primary data gathered
from the consumers there is another research limitation. Findings from primary data analysis can

10BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
be limited as due to the budget and resource constraints, a small sample size of consumers was
selected.
8. Time Schedule
Task Week
1
Week
2
Week
3
Week
4
Week
5
Week
6
Week
7
Week
8
Week
9
Selection of topic
and search for
justification
Constructing
literature
Selecting
appropriate
methods
Data collection
Data analysis and
representation
Reviewing the
outcomes
Conclusions and
recommendations
Submitting draft
of the project

11BUYING BEHAVIOUR OF CONSUMERS AND THEIR SATISFACTION
Printing and final
submission
9. Conclusion
The paper had an objective of analyzing the buying behavior and purchase intention of
consumers in the food industry considering Baskin Robins Company of Australia. It was
gathered from the paper that there are distinct types of consumer behavior that decides the
purchase intention of all its consumers. There is huge and increased purchase along with having
the need that the buyers’ needs to perceive all the purchase based factors before buying any
product. In addition, explanatory qualitative research design will be used as it is helpful in
analyzing the related reasons, opinions and motivations in providing proper insight on the issues
related with ice-cream product offerings by Baskin Robins.