Consumer Buying Behaviour in Food Products

This literature review examines consumer buying behaviour and satisfaction towards food products in Sydney, focusing on situational, personal, psychological, and societal factors that influence purchasing decisions. It highlights the importance of understanding these factors for businesses to enhance customer satisfaction and loyalty.

Running Head: Consumer Buying Behaviour & Satisfaction towards food products.
Business Research Method
Full literature review.
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Consumer Buying Behaviour & Satisfaction towards food products.
Table of Contents
1. Introduction.....................................................................................2
2. Factors affecting consumer buying behaviours and satisfaction
level towards food products in Sydney.................................................2
2.1 Literature Review........................................................................2
2.1.1 Situational Factor...................................................................3
2.1.2 Personal Factor.......................................................................5
2.1.3 Psychological factors.............................................................6
2.1.4 Societal factor.........................................................................8
3. Conclusion......................................................................................8
4. References.......................................................................................8
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Consumer Buying Behaviour & Satisfaction towards food products.
1. Introduction
The literature review includes the detailed study and answers to the relevant research
questions. The entire literature argues upon the consumer behaviour and satisfaction
regarding the fast food product in Sydney. It has covered almost all the aspects that influence
the buying behaviour and thereby the satisfaction level. The multiple factors whose impact is
there on decisions are situational, personal, psychological and societal factors.
The satisfaction could be acquired by receiving the after sale services and undertaking
all these factors through understanding every aspect of study by implementing the required
changes. The learning could be thereafter utilised in expanding the business and widens up
the scope for students as well as the business owners in Sydney.
2. Factors affecting consumer buying behaviours and
satisfaction level towards food products in Sydney.
2.1 Literature Review
According to Kotler, consumer buying behaviour is the mash up of multiple attributes. It
depends upon what are the thoughts juggling in the head of the consumer while making
purchases, what the ideas are rolling up and down in the consumer’s mind, what are the
sources from where adequate purchases could be made and how will these products and
services be disposed of after usage. There is numerous variable connected with buying the
product or availing the services.
According to Beard (2014), consumer satisfaction is the feeling beneath the consumer that
cannot be measured in terms of units. Consumer satisfaction is the person’s own feeling of
happiness, completeness and pleasure this is derived when the things or service received is
more than what is expected. When the things go above the expected limit of the consumer the
satisfaction rises (Beard, 2014). There is a simple equation of consumer satisfaction which is
given by the great author:
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Consumer Satisfaction = Customer’s perception of received service- Customer expectation of
particular service.

Consumer Buying Behaviour & Satisfaction towards food products.
As per Dudovskiy (2015), consumer buying behaviour is based on the purchasing power of
the customer. It depends upon their budget to purchase the things or consume the services.
Along with that, the usage is also the important factor, i.e. how much long lasting the product
is, whether it is perishable or imperishable. Consumer buying behaviour is influenced by the
choice as well; this is another attribute that plays the role while making purchases
(Dudovskiy, 2015). If two friends went on shopping there are two situations that arise, first is
that both like the same product and the other is one like the product thoroughly and other do
not like. These are known as various choices and mindset of the consumer. Every person is
distinct in themselves and one might like Domino’s whereas other like Pizza hut and here
arrive the bifurcation and competition. It is the consumers who create the competition in the
market. Because of their demand, the fluctuations are occurring in the markets and rapid
changes are taking place in relevance to dynamic fashion, changing trends, diverging tastes
and need of newness. Beard. R. (2013) has stated that, since the consumer is far more aware
and consists of knowledge and skills they scrutinize the product and service deeply. They
check the authenticity of the product given or services rendered and compare it with the
standards created by them only. Whether the expectations are touched or it stayed below or
might go beyond. The cycle does not stop here after sale services are also demanded by the
consumers and these are the major and minor factor which mixes together to attain the
consumer satisfaction.
There are various factors that influence the buying behaviour of the consumer. Some of the
factors are: situational, personal, psychological and societal (Principles of marketing, n.d.).
These aspects are broadly developed and discussed in detail as follows:
2.1.1 Situational Factor
According to Tanner & Raymond (2017), whenever the consumer decides to shop
they prefer the shop which is nearby and contains the required stuff which needed. For
establishing the organisation, shop, retail store or departmental store all require a suitable
location which is near to manufacturing unit and warehouse and is in the reach of the
consumers. After selecting the location mapping and designing of the building also matters a
lot. There is a prime need to have an adequate infrastructure and layout of the organisations
so that the owner, employees and customers all get their level of satisfaction. Satisfaction also
varies from person to person. The owner is satisfied on growing and gaining the business,
employees are satisfied as they are getting a reward for their services and additional benefits
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Consumer Buying Behaviour & Satisfaction towards food products.
which motivate them and lastly the ultimate consumer gets satisfied with the product
purchased or services enjoyed. Therefore, in context of food and beverage industry of
Australia, these locations are of utmost importance. The restaurants or café should be located
at such place where more crowds of youngsters are there. The highly populated place must be
selected for gaining popularity and easily reachable. Another aspect is the interior of the
restaurant should be neat, the ambience needs to be good and it should smell fresh and not
fishy that could bother the customer. The seating arrangements must be comfortable enough,
service should be quick, and waiting time of consumers could be turned out into fun by
initiating certain games, light mood quiz which involves the people and builds up the bond
with each other as well as with the organisation. It helps in develop connectivity and give the
consumer a remembrance to visit again (Tanner & Raymond, 2017). The deep discussion on
situational factor is as under:
Social Situation: One of the factors that affect the consumer and tends them to make
purchases is social situations. These are the times where emotions get attached to the
consumer. As quoted earlier consumers are unpredictable. It is the human nature that one who
is connected with the consumer in one or the other way from where the customer can find
relativity the priority is given to those organisations. Concerning to the food and beverage
industry in Sydney and understanding it with the example of Starbucks. As per Kell (2017),
in one of the article quoted that, when the financial crisis was going on and cost of products
was getting high to higher and people prefer to cook at home only at that time also Starbucks
managed to maintain its revenue. It is because of the location. They opened the outlet in the
shopping mall where a high rate of footfall is there and while shopping for groceries or any
other product the café grabs the customer attention and drag them towards the store (Kell,
2017).
Time: Time is the crucial element that every person concerns for. The buying
behaviour is affected by the time factor as well. The juice business could flourish at the
morning time as at that point of time consumers want to start the day with the goodness. The
shakes and ice creams are the best sales at the afternoons and evening as that is the time
people want to relax and have something refreshing. Another point that could be taken into
consideration is the budget. As per Timpany (2017), when there is a salary day for the service
person they might spend more on that day rather than ending of the month when most of the
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Consumer Buying Behaviour & Satisfaction towards food products.
people broke. Therefore, the time factor also contributes to the great extent in buying
behaviour of the person (Timpany, 2017).
Mood: Mood is the factor that can enhance or destroy the shopping. Either the
consumer is extremely happy with the buying or they are highly disappointed with the
services they came across. Food is something that is always in the mood and easy to convince
the customer. If the customer is with their special person and ambience of the restaurant is
not appealing it might spoil the mood and customer may leave the place. But if the seating
arrangements and food quality are utmost it might retain the customer and sparks the mood.
As per Furnham (2013), the happy customer is way more beneficial to the business than any
promotional activity. If a customer is tensed and anxiety is embracing them than they may go
for the dark chocolate purchase or have a chocolate shake or chocolate doughnut whereas if
the customer is happy and in the spicy mood they might prefer fast food and tangy things to
enlighten the mood (Furnham, 2013).
2.1.2 Personal Factor
Personal factors involve all those aspects that are related to the consumer’s personality and
lifestyle. These purchases are based on their living standards, the thoughts and perception of
the consumer. It also depends on the gender, age and thousands of personality related
attributes (I research services, 2017).
Personality and self-concept: As studied in Middlebrook (2016) article, earlier every
person has different quality, choices, attitude and so the personality. Each consumer develops
their own concept and perceives them as per their understanding. Psychologists and thinkers
developed multiple traits that are: openness, conscientiousness, extraversion, agreeableness
and neuroticism. Some customers always wanted to try something new i.e. they are open trait
people. Some consumers are conscious in trying new things and the stick to the old ones only,
these are the customers that do not adapt to changes rapidly and wait for others to try first and
note down their reviews (Middlebrook, 2016).
Gender, age and stage of life: The buying behaviour depends on a lot of the age and
gender factor. If the restaurant is the educational hub, then, it is likely to have more of the
young crowd. The business is likely to go in the direction of the most likely population. Their
menu will also follow the trend. Youngsters go for tangy and spicy touch, therefore, the sales
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Consumer Buying Behaviour & Satisfaction towards food products.
of pizza, burger, cheese stuff and Chinese consumption is more in that restaurant. If the café
or food outlet is in the office areas the sophisticated and professional crowd is gathered. The
gender factor also plays a vital role in buying behaviour. The male candidate decides it early
and makes the decision what they actually want whereas women need choices and varieties
be it clothing, accessories or food. Another critical aspect that affects the buying behaviour is
stage of life, the thing purchased in childhood is mostly depends upon the parents’ choice, as
the baby grows and gains senses the choice varies and the individual develops own likes and
dislikes, on attaining the teenage bright colours, new taste, new trend and fashion common
and reaching to the old age the graceful and decent things attract more. Similar is the case
with the food industry, with the changing stage of life, the tastes and preferences of people
vary.
Lifestyle: Lifestyle is the way of living of the person and the choices they made. They
are the standard of living depending upon the income status of the person as well. The
lifestyle depends upon the marital status too. Considering the food and beverage industry in
Sydney, the investigation could be conducted to know the priority of the people, the results
showed that married people want the thing suitable for the couple and it's mostly the one big
order whereas the teenagers and friends who are student they order small things with the list
of their tastes and they are prices conscious as well thus become a bit calculative at that part
(Fleishmanhillard, 2014). Lifestyle focuses on the values, priority and worth of the product
and services. Coming back to the similar example, the students are rough and tough so the
taste matters them the most whereas adults, job-oriented and business person demands for
sophistication, good ambience, silent music and overall the quality of food and its hygiene
level is bothered to them (Laurznatta, 2015).
2.1.3 Psychological factors
Psychological factors are one of the attributes covered under Maslow’s need hierarchy
which depicts the basic needs such as food, shelter, clothing, health and educational facility.
Therefore, the psychological factors are the needs that the one desires for and get tensed to
acquire the one. According to Olufisayo (2011), as it is the human nature that they never get
satisfied, as the one wish is fulfilled other one pops out. The process of need fulfilment and
satisfaction starts from the level one and the cycle goes on. Thus, in the context of food and
beverage industry in Sydney, the taste of people variates and food industry is something
exactly and entirely connected with taste. Customers have the habit to compare the things
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Consumer Buying Behaviour & Satisfaction towards food products.
from that of competitors and this behaviour led to improvisation and modification in the food
industry. Fusions and experimenting take place and customers are given a sample to know
their reaction and behaviour towards the new thing (Olufisayo, 2011). Other aspects of
psychological factors are:
Motivation: As discussed the Maslow’s need hierarchy and never lasting wish list of
the customers, it is the motivation that urges the need to have something. The initial level is
food, clothing, shelter and other basic needs. When the consumer needs the particular taste
they could come around to get that food and particular taste to gain the satisfaction. As per
D’Souza (2010), in the school and college level the students crave for friends gathering and
demands for package food or cheaper offers that suits their pocket and helps in spending time
with the friends, at that stage of life it is the utmost need and afterwards when social needs
are fulfilled, the person desires for self-esteem. This desire converts into holding the meetings
in the posh banquet and luxurious conference hall followed by hygienic and quality food.
Thus, it is the motivation to move a level up and attain the satisfaction and arousing the other
equivalent need (D’Souza, 2010).
Perception: Mack (2017) stated that perception is the image that a person created in the mind
regarding something. The way of thinking and dealing with the same in one’s own manner is
said to be the perception. Perception gets created when the person hears, smell, tastes, touch
and watches the things. The decision coming out from the combination of the senses is
identification created by the person. Consumers’ behaviour depends on the first sight of the
product (Mack, 2017). In the food and beverage industry, all the senses are given equivalent
importance. Consumer like to have the food that looks good, tastes good at the correct
temperature, the sizzling sound of the food along with the tempting fragrance attracts the
consumer and enhance the urge to choose the particular dish. Customer’s attention can be
drawn by launching the colourful and fascinating advertisement, for instance, the cream art
over the cup of coffee, the flow of melting chocolate from the molten lava cake.
Learning: As per Castelino (2010) in the study, it is the study and knowledge related to the
product and services. When the person is aware of the specifications and significance of the
products they could compare and make a thought process before arousing the desire or go for
the other option if available. Learning not only involve the comparing and studied, it also is
achieved by gaining the experience of using it before and having the lesson related to it. It
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Consumer Buying Behaviour & Satisfaction towards food products.
could also be attained from the experience of others and reviews of the maximum people.
Learning helps in improving the decision of customers and makes them aware of not making
the bad choices again. If the family goes out for having food and they have small kids than
such customers would search for the place where the playhouse or entertainment of kids are
also available (Castelino, 2010). Example, McDonald's offer the children goodies on ordering
the particular package, the customer will likely to choose such offer to get food as well as
making the kids busy and not being fussy (Sankaraan, 2016).
2.1.4 Societal factor
Societal factors are those that influence the decision of the individual. There is a high
impact of societal views on the business and food industry. The cultural factor teaches the
values, beliefs and tradition that the consumers follow and perceive thing keeping in mind
those custom. Example, the Muslim family will prefer the place where halal food is been
served. The social class plays a vital role as well the high-income people prefer luxurious
and classy restaurant whereas the middle-income group would go for the medium café or
basic good quality restaurant (Srivastava, 2012).
3. Conclusion
Hence, consumer buying behaviour in a food product at Sydney is affected by a
variety of factors which are a situational factor that involves the location where the outlet is
situated, more near the outlet the less time it will consume for customers to reach their and
satisfaction could be gained. Another factor affecting the buying behaviour is personal which
influence the decision making accordingly as it prevails in the human from the day they were
born. The food that gives the homely feeling is highly satisfying. Similarly, a psychological
factor too influences the mood, lifestyles and behaviour of consumer and satisfaction vary as
per the standard of living and stage of life where they stand. Lastly, the societal factor affects
the culture and family of the consumer and they behave as per their traditions and taste to get
a distinction on this basis. Therefore care must be taken regarding this factor to understand
the behaviour and satisfy the relevant consumer and increase the consumer loyalty.
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Consumer Buying Behaviour & Satisfaction towards food products.
4. References
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D’ Souza, 2010, Consumer Behaviour, viewed on 24th August 2017,
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Middlebrook. S. B., 2016, Personality and related characteristics that affect
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