The Influence of Corporate Social Responsibility on Consumer Behavior

This dissertation investigates the influence of Corporate Social Responsibility (CSR) on consumer behavior, focusing on a case study of Sainsbury's Ilford. The research examines the impact of CSR activities on consumer decision-making processes, exploring the relationship between CSR initiatives and customer choices. The study includes an introduction outlining the research background, aims, and objectives, followed by a literature review that provides a comprehensive overview of CSR and consumer behavior concepts. The methodology chapter details the research methods employed, including data collection and analysis techniques. The data analysis section presents the findings, followed by a discussion chapter that interprets the results. The dissertation also includes reflections, alternative methodologies, and a conclusion with recommendations for future research. The research aims to understand how CSR affects consumer behavior in the UK market, considering social factors and challenges faced by organizations in implementing CSR strategies. The study also examines the implications of CSR on consumer loyalty and brand image, providing insights for businesses seeking to enhance their CSR practices and improve their market performance.

DISSERTATION

Abstract
This research focuses on influence of corporate social responsibility on consumer
behaviour. In this, the main purpose of report is to analysis the actual impact of CSR on
customers behaviour towards the company. For better understanding, research includes various
chapters 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 aim
of generating relevant data and information. Along with this, researcher also use data analysis to
evaluate all the collected data and information towards the research topic in order to draw a valid
conclusion. At last, some recommendation is also mentioned that help in developing further
improvement within the research activities. This will directly contribute in attaining positive and
reliable outcomes at the end of the investigation.

Table of Contents
Abstract ...........................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................1
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
CHAPTER 4: DATA ANALYSIS................................................................................................13
CHAPTER 5: DISCUSSION.........................................................................................................29
CHAPTER 6: REFECTION AND ALTERNATIVE METHODPLOGY....................................31
CHAPTER 7: CONCLUSION AND RECOMMENDATION ....................................................32
REFERENCES..............................................................................................................................34
.......................................................................................................................................................37

Title: “The influence of corporate social responsibility on consumer behaviour a case study
of Sainsbury’s Ilford.”
CHAPTER 1: INTRODUCTION
This section play a crucial role in undertaking research as it provide path to researcher for
performing its activities in effective manner. Mainly, it includes overview of research, its
background, rationale, research aims, objectives and many more. All these are may aid in setting
the overview of whole research activities. This will contribute in developing an effective study.
Overview of the research
In today's competitive era, every business organisation wants to established their positive
image and also develop their activities at market. In this regards, the primary intention of
companies its making profits by providing products and services. Each and every type of
company focus on developing their image by implementing their activities and facilities. This is
the reason that organisation work for attaining significant competitive edge at market place. In
this regards, CSR (Corporate Social Responsibility) is refers to management concept by which
firm 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 their
business activities so that positive and famous image can be developed at competitive market. In
this regards, CSR also support business organisation to improve their performance by capturing
customers attentions over the institution and its services. In environment of business, CSR is a
key social responsibilities that help in developing organizational operations and its function by
creating better relation with society and consumers as well. Apart from this, it assist in exploding
worker loyalty by providing them good job. By this they make create better engagement with
customers by influencing them company offerings. Current research is supported on Sainsbury’s
Ilford, is a famous chain of supermarket in the UK. The principal focus of this company is to
capture competitive advantage by offering their quality products and services to its potential
customers and also influencing their behaviour also. This is the reason that current research is
carried out as it help in understanding the impact of CSR on customers behaviour. By this
company can easily gather relevant information about the topic and also improve their
performance as well.
Background of the research
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In business organization, it is very important that they perform CSR activities to improve
performance along with society welfare as well. For this, they take more social responsibilities to
enhance 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 their
activities. Along with this, company is also responsible for performing their operation in ethical
way. This is beneficial for not only customers but also effective for customers and employees
also. Now a day's, Corporate Social Responsibility is crucial practice for organisation to make
their brand image more popular and competitive. By implementing this type of practices
company can develop their overall productiveness at global level and also influence customers to
consume its products and services. It help in attaining competitive success at market. In this
regards, Sainsbury’s Ilford is one of the famous supermarket chain that run their business in UK
for accomplishing higher success at global market. Mainly, it was founded in 1896 by John
James Sainsbury. Company has approx 189600 employees who put their efforts for attaining
growth and sustainability. As firm also implement CSR activities within their operation that can
be beneficial for company to developing their value chain that help them in resolving issues
related to the society and at the same time also generate profits. This is the reason that CSR
directly influence the consumers behaviour that impact on their decision making while buying
company products and services. Thus, it is crucial for business organisation to implement CSR
activities for developing and creating famous brand image so that customers get attract over
there.
Rational of the research
The primary intention of undertaking this investigation to analyse the actual concept of
CSR and its influence on customers behaviour. It is broad field of study that assist researcher in
enhancing their skills and knowledge about how CSR activities help company in processing
affirmative representation at market place. In context of administration, researcher explore their
skills and knowledge in people who are show their interest in that kind of area. By using this
research, investigator take right and valid determination at the end of investigation that help in
devising 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 inviting
more 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 their
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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 improving
the possibility of accomplishing positive and reliable outcomes that develop a successful
research project.
Research Aim
This section show a crucial function in identifying the issues in which research is
undertaken. In this, investigator is responsible for explaining clear and concise statement so that
researcher can execute whole research activities in effective way (He and Lai, 2014). Through
this, 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 organisations
influence consumers behaviour”. A case study on Sainsbury’s Ilford.
Research objectives
It is also an important phase of investigation that give clear path to researcher to attempt
the study in organized manner. The primary focus of this section is to give small statement that
consist various variables to determine the objectives. On the basis of these statement,
investigator gather authentic information to resolve the research issues and provide favourable
outcomes. 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 questions
This section is supported on research objectives in which help investigator in undertaking
the 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 the
key 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 social
welfare?
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 How the strategies applied in CSR ensures consumers behaviour in Sainsbury’s Ilford?
CHAPTER 2: LITERATURE REVIEW
It is consider as a key section of whole research as it give in-depth data about the chosen
research topic. It is type of secondary method that includes articles, books, journals, newspaper
and many more sources to collect applicable information. Furthermore, it also help in developing
theoretical framework that support investigator in accomplishing positive results in research and
at the same time also may support in developing theoretical frameworks by which investigator
take right and valid decision (Pérez and Rodriguez del Bosque, 2015). One of the primary aim of
undertaking 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. It
also 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 UK
According to James, (2019), CSR is consider as a business model that help organization
to be socially accountable with stakeholder and the public as well. Mainly, it is broad concept
that 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 improve
its performance. Apart from this, it is also consider as a management concept in which company
is connected with social issues and also work for society welfare along with its profitability. By
CSR implementation, organization easily manage their business activities to develop positive
influences on society and customers as well. It contribute in heighten ethical performance of
organization at market place and also attain sustainability for longer period of time. In addition
of this, involvement in corporate engagement with society is also important for company to
influence society in positive. If company follow all the CSR activities than they easily
established their image and also attain success at global market. Now a day's, corporate social
responsibility provide various advantages to the company that work for development of society
and at the same time also help customers while taking decision regarding purchasing. When CSR
is strategically implement as an appropriate strategy in company than it directly contribute in
generating 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 society
welfare and also assist towards the sustainable development. In this, business also focus on
attaining social, environment and economic benefits for their stakeholder such as investors,
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customers, employees and many more people who are connected with the company and its
activities as well. Apart from this, one of the main purpose of CSR is to encourage business
organization to run their operations in ethical manner. It also work for enhancing positive impact
on society that provide sustainable growth to the company at market place.
As per the view point of Smith, (2014), customers behaviour is considered as a
procedures 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. In
addition of this, it also give information that how a customers make decision towards the
purchasing, selection and use of disposal to satisfy their needs and wants. In a business
organisation, consumer behaviour is important to effectively understand how consumer decide
on a product. It also help in identify the gap between customers or marketer. With the help of
this, company easily present their services in-front of customers to maximize impact on them. It
help in increasing the performance level of business organization and at the same time also
established its competitive edge at global market. In addition of this, consumer behaviour is also
refers to the observation aspect in which company study about the customers taste and behaviour
within the market to buy something. In business organisation, customers are the major asset for
company to developing their growth level. This is the reason that firm focus on satisfying
customers needs by providing them better services as per their needs and wants. It is possible
when firm analyse their taste and preferences towards the serving. This will directly contribute in
developing higher growth of company at market place and at the same time also support them in
making strong customers base. By this, company can improve their performance level and also
capture 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 they
acquire, use and assessing the particular item or service that fulfil their needs and wants in most
effective manner. It is also a process that includes various activities such as perception of
products, buy, use physical object through which consumers fulfil their requirements.
Furthermore, both CSR and consumer behaviour are interrelated with each others. This
main reason behind this is that when company implement CSR activities within their functions
than 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 CSR
activities that help them in grabbing customers attention towards towards the specific products
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and services. It may contribute in attaining competitive and famous brand image at global market
place. For attaining the same, company use CSR activities as a strategic tool by which firm grab
customers attention and also cut down the chances of facing any kind of issues while operating
their business activities. This will help in developing positive and competitive performance and
growth level at corporate world.
The organisations' challenges in CSR
According to Hingley and et. al., (2013), CSR is one of the important practice for
business that allow company to enact positive change. Along with this, it also promotes
organisational visions to wide range of stakeholders. By implementing CSR activities, company
behave ethically and also contribute for development of economy by improving quality of
workers within the company and local society at large. It is not only protecting the environment,
taking ecological but also consider the entire execution of company at market place. Along with
this, it also help in running day to day business operations that directly support in enhancing the
growth level of the company at competitive place. Furthermore, beside growing their business, it
is important for company to also share responsible and supportable for society. As it help in
increasing the chances of grabbing customers attention towards the company and its activities as
well. Implementing the CSR is directly contribute in developing the overall growth of business
through which they can easily accomplished their famous and ethical image at wider place. One
of the main aim of CSR is to attaining huge benefits for company, customers and society as well.
On the other side, implementation of CSR activities is also includes challenges which can be
negatively impact on the overall performance of company:
 High cost: It is one of the leading challenge faced by company while performing
corporate social responsibilities within the operational activities. Thus, it is crucial for
business to effectively manage enough fund and financial resources for successfully
implementing the operational activities in organized way. In context of this, enterprise
required high cost when they implement corporate social responsibility as workers also
needs proper training and development activities to perform their job roles within the
company. This will contribute in developing the competitive image and also provide
better benefits to society and customers as well.
 Benefits sharing: This type of challenge is also major as it may negatively influence
entire activities of company and society as well. In this, when company includes CSR
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activities within their business and attain benefits from this then they have to pay certain
benefits for society welfare and development. Sometime, company fail in provide the
same due to less profits and gain. It negatively impact on the firm and its services as well.
Thus, it is important for firm to analysis the possibilities to improve their benefits so that
they can easily develop positive influence on society and company performance as well.
 Discloser of information: Lack of transparency is also consider as one of the important
challenge because company disclose their information to public. For example, company
get 20% profit but actually they have to pay some portion for society development. In this
high transparency within the organisation is not every is beneficial because company also
responsible to work for society development from their actual gains. It negatively impact
on their profitability. Thus, it is crucial for enterprise to keep some important information
confidential from public to maintain their positive performance. Through this, business
organisation easily operate their activities in ethical manner.
In this regards, for running operational activities in ethical and systematic manner,
company is responsible for implementing CSR activities within their operations. By this,
corporation easily fulfil stakeholders needs and also keep them satisfied with its offerings. It also
support them in overcoming from the issues related with implementation of corporate social
responsibilities. This will also beneficial in capturing customers attentions towards the company
and its services. It support in accomplishing higher growth at market.
The social factors that influences consumer behaviour
According to Loureiro and et. al., (2012), behaviour of customers is the primary aspect
for company to make them satisfied by giving them quality services according to requirements.
This is beneficial for company to enhancing their productivity and profitability at market place.
Basically, consumer behaviour is refers to the efforts of study that used to effectively understand
the buying tendencies of customers about the company products. In this social factor also play a
significant role in influencing buying behaviour of buyers. Furthermore, it is also consider as an
appropriate process in which company recognise consumers needs about products and at the
same time also find an effective way by providing them right buying decision. As it includes
various aspects such as proper planing about buying products among alternatives, analysis of
information about products, implement the plane for making a better purchasing decision.
Normally, customers behaviour is directly affect by social factors exist in the society. In this
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regards, society is refers to group of various or different people who have specified needs and
behaviour against the activities and services of company as well. Perception of customers are
change as per market trends and demand. This is the reason that consumers are directly influence
through social factor and also change their behaviour also. It in context, there are different social
factors that directly put their impact on the customers behaviour while purchasing goods and
services:
 Family: It is also a important factor that directly influence the consumers behaviour as
per continuous basis. As it includes all the family members that change customers buying
behaviour towards the company and its services. It also related to the environment where
in individual acquire or develop personality. In this regards, the behaviour of consumer is
based on their parents and another family members as they also change their decision
while buying products. As they also reflect individual beliefs, attitude, personality and
many more. All these are put their impact on consumer behaviour about company and its
services.
 Role and status: This factor is also important in which individual point and their role in
society influence their buying action. For example, a individual hold higher position
within the any organisation than then required products as per their level and status. In
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Illustration 1: social factors that influences consumer behaviour

this, company needs to understand their customers position before endorsement of
products. By this, firm can easily satisfy their needs and requirements that support them
in accomplishing competitive image at market place. As the taste of people is based on
their status and role. If people from high standard and status then they go for expensive
thinks to satisfy their needs.
 Reference Group: This type of factor is refers to the group with which customers willing
to get associated. In this all the members are share their common buying behaviour to
support them in taking right judgement to buy products. In this regards, company needs
to identify the overall role within the reference group that directly affect their behaviour
at the time of purchasing products. it also includes initiator who take initiate for buying
decision, Influencer whose views and opinion influence buying judgement of others,
decision maker who have power to take acquisition decision and buyer who buys the
company products as per their requirements. All these are the major factor of reference
group in which buying behaviour of individual get affected.
Thus, the social factor play a epochal role in evaluating and building individual
behaviour. By this, company also easily understand the same before providing best or quality
services. This will influence overall behaviour of consumers for buying any kind of things.
The impact of CSR on Consumer behaviour
According to Huang And et. al., (2014), CSR refers to a marketing tool that significantly
put their affect on the customers behaviour. Mainly, it is consider as an ethical behaviour of
business organisation towards the society as it related with corporate activities beyond profit
making. It is not only manufacturing the products but also being a good corporate in the terms of
employees and society as well. Now a day's, every business organization has CSR strategy that
help them in meeting customers requirements and society development also. Company provide
their support to society for improving their condition and at the same time also solve their issues
by using appropriate resources. This is the reason that company is not run just for maximizing
the profitability but also put their efforts for providing better satisfaction to society to fulfil their
needs as per their demand. In addition of this, company also responsible for keeping balance
current stakeholder and societal needs that support in developing society. It also refers to the
process that define that how a company connect with values and behaviour of stakeholders.
Basically, corporate social responsibility put positive impact on customers behaviour by inviting
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