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
8
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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more and more customers towards its operations and services as well. It also may reduce the
negative impact environment, social and economic factors. For this, company also take initiate
that help them in grabbing customers attentions and also support firm in attaining sustainable
growth at market place for longer period of time.
Corporate social responsibilities play a crucial role in providing right direction to
business in which they easily attain sustainable growth at global market for longer period of
time. Today's time, every business organization focus on societal welfare and interest for their
better development. As it also influence customers behaviour, as they buy products for fulfilling
their needs and wants in respect of attain some profits. In this regards, CSR is crucial for
improving the services and at the same time also may reduce the production cost of the company.
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CHAPTER 3: RESEARCH METHODOLOGY
This chapter of research is reasoned as an essential section which help in explore the
whole work in organized manner. It is a procedure in which researcher effectively execute its
activities in right direction. By this, researcher take effectual and authenticate judgement within
the investigation. For attaining the same, investigator is responsible for selecting right and
suitable methods to gather relent data and information. It support in improving the efficiency
level of the whole sturdy (González-Rodríguez, Díaz-Fernández and Simonetti, 2015). In this
context, various methods and techniques are there that help investigator to attempt the enquiry in
effective and systematic manner. By this, research maker can minimize the possibility of arsing
issues and obstacles in research activities and make it more successful. For better understanding,
there are some appropriate methods and techniques used by investigator to evaluate in-depth
study that assist in improving the chances of drawing a valid and reliable conclusion.
Types of investigation: It is effective aspect that assist in undertaking research activities
in systematic way. Under this, researcher is accountable for gathering valid information by
selecting suitable and appropriate method. As it provide key direction in which investigator may
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Illustration 2: Research Onion

easily take right decision to attain affirmative results. Mainly, this type of investigation is
classified on two methods such as qualitative and quantitative research method (Tingchi Liu, and
et. al., 2014). In this, qualitative research is an appropriate method which is based on scientific
observation in which researcher gather non-numeric data that help in analysing the actual
concept of characteristic of symbols and description of particular project and area as well.
Whereas, quantitative research method is related to the data which is gather in numerical aspects.
By this research collect authenticate data about research topic. In present research, qualitative
investigation will be applied by researcher as it is an effective method to execute the research
activities in proper manner. It also assist in giving proper direction to investigator at the time of
implementing study. With the use of this, it is also based on qualitative facts that put positive
impact on attaining favourable outcomes.
Research philosophy: Under this section of research methodology is also more suitable
as it provide detailed information through which investigator easily understand the nature of
research and its information as well (Farooq and et. al., 2014). It is classified on the basis of two
philosophies such as interpretivism and positivism research philosophy. Both are significant in
performing the study in more effective manner so positive results can be easily attained.
Interpretivism philosophy is help investigator in analysing human interest and on the other side,
positivism is related to the facts that evaluated through observation. This type of information is
trust worthy and realistic as well. In context of this research, interpretivism research philosophy
has been applied by investigator to analysis qualitative research which provide in-depth
evaluation and also aid in taking right appropriate decision at the end of the researcher.
Research approach: This segment is also important as it relate to systematic plan and
that help investigator to accumulate data in most suitable way so that authenticate decision can
be undertaken within the research. This section is based on two research approach such as
inductive and deductive. These approaches are essential for investigator to collect relevant data
towards the specified topic and area. Inductive research approach is starts with the observations
that is accompanying with the investigation procedure and activities. It help in providing
authentic analysis that help in making whole study more successful. On the other side, deductive
research approach includes beginning with the hypothesis to develop a new theory to collect as
well as analyse the test of theory for drawing valid conclusion. For undertaking this research,
investigator will apply inductive research approach as it is reliable for research and also provide
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detailed analysis by developing theory and hypothesis as well (Park, Lee and Kim, 2014). This
will contribute in reach positive outcomes at the end of the investigation.
Research design: It is refers to the framework of different technique and methods that
used by investigator for attaining reliable results in systematic manner. Along with this,
researcher also combine various components of study that provide logical information about
selected research topic and area as well. It also define how to carry out the research by using
specified methodology (Gatti, Caruana and Snehota, 2012). This includes three components such
as descriptive, exploratory and experimental research design. In this, descriptive is a scientific
method which includes observing or describing individual behaviour within influencing of
manipulating variables. Exploratory research design is consider as a study that undertake for
determining the problem. It also help in determining appropriate research design to gather valid
information towards the research topic and area. Whereas, experimental research design is
manipulating as well as controlling one or more variables that assist in evaluating the effects in
the dependent variables. This type of method also provide cause-effect relationship within the
activities and group as well. In current research activities, instigator will use descriptive research
design by which researcher undertake in-depth analysis towards the research activities and also
contribute in developing positive and reliable results within the investigation.
Data collection: It is a procedure of collecting or measuring information that is related
with targeted variables in an effective or organized manner. With the use of this, researcher is
enable to get appropriate answers and at the same time also evaluate authenticate outcomes
(Alhouti, Johnson and Holloway, 2016). One of the main aim of data collection is to gather
quality evidence that assist in examine collected data through which positive and reliable
outcomes can be easily evaluated. In this, two type of methods of collecting data and information
such as primary and secondary sources. In this regards, primary method is refers to those data
that gather for the first time and never used before. It collected from various sources like
questionnaire, interview, survey, observation and many more. All these are beneficial for
collecting relevant data that support in taking right and valid decision at the end of the research
(Inoue and Kent, 2014). secondary method is related to the in-depth analysis and also provide
theoretical framework through which research maker may increase the chances of attaining
positive and reliable outcomes and also make whole research work successful and authenticate as
well. For collecting information there are various sources such as books, journals, research
13

articles and many more. These are already published in different sources by which researcher
easily gather relevent information about selected research topic and area. In this research,
investigator will use both primary and secondary method as it is most suitable tools for
accumulation of data in suitable manner. This support in attaining reliable outcomes (Janssen and
et. al., 2014). However, primary method help in preparing questionnaire that consist various
questions asked by investigator from different respondents to understand their views and
opinion. Whereas, by using secondary method, researcher undertake literature review which
includes views and pinion of different authors towards the selected topic and area. By this,
researcher easily meet with all the set criteria of research.
Ethical consideration: It is regard as an essential framework that assist investigator in
undertaking whole study in systematic manner. It provide a right path in which research
activities must be formulated. At the time of undertaking research activities, researcher face
various issues that may negatively impact on the research outcomes. Thus, it is crucial for
research maker to analysis the challenges before undertaking investigation to improve the
chances of attaining positive outcomes (Hingley and et. al., 2013). Less time and cost is one of
the major issued faced by investigator while undertaking research. In this context, investigator
need proper time and cost so that they easily perform activities in effective way. As they have to
focus on research objectives and aims to completing the research in organized way. With the
help of this, investigator attain authenticate outcomes at the end of the research.
Sampling method: It is consider as an effective technique that is based on selecting
sample size from the original population with the aim of understanding their views and opinion
about the research topic and area as well. It includes two type of sampling methods such as
probabilistic or non probabilistic technique. In this context, probabilistic sampling methods is
consist simple random sampling technique in which every respondents get equal opportunities to
be selected whereas non-probabilistic sample technique in which sample size selected as per the
convenience of investigator. For undertaking this research, researcher will be adopt random
sampling methods as it help in selecting right sample size from the whole population. By using
this, they select 50 sample size who are manager of the company and also provide valuable
outcomes towards the research activities (Saeidi And et. al., 2015). As they have proper
information about CSR activities and how it influence on consumers behaviour while purchasing
company products and services.
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CHAPTER 4: DATA ANALYSIS
This part of research consist a crucial function in undertaking the inquiry work in
effective way. Mainly, it provide in-depth evaluation of data that provide support to investigator
in drawing a valid judgement within the research. One of the main aim of this section is to meet
research objectives by using appropriate technique of research activities. With the assistance of
this, researcher easily collect relevant information towards the selected topic and area to take
right decision at the end of research. Along with this, thematic analysis will be adopted by the
investigator for analysing collected information (Breitbarth and et. al., 2015). It cover various
themes that support in making whole investigation more authenticate and reliable as well.
Furthermore, it also help in managing the data that is analysed by them to take right decision.
Data analysis section is also provide a way to investigator that may aid in drawing a valid and
appropriate action in future. Basically, it give in-depth analysis or evaluation through which
research maker attain all the set objectives in well organized manner. Current research is based
on CSR activities and its influence of consumer behaviour. In this, primary information is
accumulated through preparation or distribution of questionnaire to selected sample size with the
hope of gathering valid outcomes within the investigation.
Questionnaire
Name:
Age:
Gender:
Contact no.:
Email address:
Q1) Do you have any idea about Corporate Social Responsibility?
a) Yes
b) No
Q2) Do you think that, CSR and consumer behaviour is interrelated with each other?
a) Yes
b) No
Q3) What is the impact of CSR activities on performance of Sainsbury’s Ilford?
a) Positive
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b) Negative
Q4) What are the benefits of Corporate Social Responsibility on Sainsbury’s Ilford?
a) Better brand recognition
b) Increased sales and customers loyalty
c) Better financial performance
Q5) In which manner, CSR influence customers behaviour within the Sainsbury’s Ilford?
a) By increasing awareness
b) By developing brand reputation
c) Building direct relationship with customers
Q6) Which kind of CSR activities implement by Sainsbury’s Ilford to attract customers
towards their offerings?
a) A great place to work
b) Respect for the environment
c) Positive difference to out community
Q7) What are the challenges faced by Sainsbury’s Ilford in Corporate Social
Responsibility?
a) Issue of transparency
b) The shrinking role of government
c) Supplier relations
Q8) How to overcome from the challenges related to Corporate Social Responsibility
within the Sainsbury’s Ilford?
a) Proper training to workers
b) Maintain better relation with suppliers
c) Provide relevant information to stakeholders
Q9) What are the social factors that highly influence customers behaviour towards the
Sainsbury’s Ilford services?
a) Family
b) Reference group
c) Roles and Status
Q10) Do you think that CSR activities provide support to Sainsbury’s Ilford in inviting
customers?
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a) Yes
b) No
Q11) As per your point of view, CSR activities help Sainsbury’s Ilford in attain
sustainabile growth at market place?
a) Yes
b) No
Q12) Recommended the ways by which Sainsbury’s Ilford easily improve their
customers base implementing appropriate CSR activities.
Q1) Do you have any idea about Corporate Social Responsibility? Frequency
a) Yes 30
b) No 20
Q2) Do you think that, CSR and consumer behaviour is interrelated
with each other?
Frequency
a) Yes 40
b) No 10
Q3) What is the impact of CSR activities on performance of
Sainsbury’s Ilford?
Frequency
a) Positive 35
b) Negative 15
Q4) What are the benefits of Corporate Social Responsibility on
Sainsbury’s Ilford?
Frequency
a) Better brand recognition 20
b) Increased sales and customers loyalty 20
c) Better financial performance 10
Q5) In which manner, CSR influence customers behaviour within
the Sainsbury’s Ilford?
Frequency
17

a) By increasing awareness 30
b) By developing brand reputation 10
c) Building direct relationship with customers 10
Q6) Which kind of CSR activities implement by Sainsbury’s Ilford
to attract customers towards their offerings?
Frequency
a) A great place to work 30
b) Respect for the environment 10
c) Positive difference to out community 10
Q7) What are the challenges faced by Sainsbury’s Ilford in
Corporate Social Responsibility?
Frequency
a) Issue of transparency 15
b) The shrinking role of government 15
c) Supplier relations 20
Q8) How to overcome from the challenges related to Corporate
Social Responsibility within the Sainsbury’s Ilford?
Frequency
a) Proper training to workers 20
b) Maintain better relation with suppliers 20
c) Provide relevant information to stakeholders 10
Q9) What are the social factors that highly influence customers
behaviour towards the Sainsbury’s Ilford services?
Frequency
a) Family 30
b) Reference group 10
c) Roles and Status 10
Q10) Do you think that CSR activities provide support to
Sainsbury’s Ilford in inviting customers?
Frequency
a) Yes 30
18

b) No 20
Q11) As per your point of view, CSR activities help Sainsbury’s
Ilford in attain sustainable growth at market place?
Frequency
a) Yes 40
b) No 10
Theme 1: Idea about Corporate Social Responsibility.
Q1) Do you have any idea about Corporate Social Responsibility? Frequency
a) Yes 30
b) No 20
Interpretation: Corporate social responsibility is refers to the concept in which company have
to includes interest of society and development as well. Along with this, companies are also
integrate with environmental and social concern through which firm easily improve their ethical
performance at market place. Mainly, it is also refers to the business model that assist firm be
19
30
20
a) Yes
b) No

socially accountable to its stakeholder, public and itself. By implementing CSR activities
company can put their positive impact on economy, society and environment as well. In this
regards, 30 out of 20 respondents think that CSR is a broad concept that provide a path in which
firm can boost living standard of society by providing theme benefits. It also may contribute in
developing stronger bond among employees and company. On the the side, 20 participants are
not have any idea about the corporate social responsibility and its includes on company and its
image as well.
Theme 2: CSR and consumer behaviour is interrelated with each other.
Q2) Do you think that, CSR and consumer behaviour is interrelated
with each other?
Frequency
a) Yes 40
b) No 10
Interpretation: In a business organization, corporate social responsibility and consumer
behaviour are interrelate with each other because, CSR is all about society welfare by giving
them better services as per their needs. This is reason that customers are higher attracted and
20
40
10
a) Yes
b) No

influenced with company. Mainly, CSR is concerned with how business organisation address
stakeholders needs and at the same time also cover relationship with human rights. As, it not
only influence consumer purchasing decision but also affect in their evaluation towards the
company products and services. Mainly, consumer behaviour includes various aspects like their
loyalty, attitude, evaluation, word of mouth and many more aspects are the crucial that directly
influence their buying process. In this CSR activities of company help them in improving the
same. This will improve the customers base of organisation and at the same time also established
its positive and famous brand image at competitive market place. In this 40 out of 50 participants
think that both CSR and consumer behaviour is relate with each other. This is because if
company implement Corporate social responsibility in which they focus on satisfying customers
needs by providing them quality services as per their requirements. By this consumer are
satisfied with company and its offerings as well. On the other side, 10 people give their views
that, CSR is not relate with each other because the main aim of company is to develop social
welfare not increase their profits. In this firm easily improve their financial performance and
attain competitive advantage form its competitors.
Theme 3: Impact of CSR activities on performance of Sainsbury’s Ilford.
Q3) What is the impact of CSR activities on performance of
Sainsbury’s Ilford?
Frequency
a) Positive 35
b) Negative 15
21

Interpretation: CSR activities play a significant role in business organisation as it is consider as
a practice of integrating social and environment goals within the operational activities with the
aim of developing society welfare. Mainly, it includes control costs, improving brand image,
invite or attract top quality talent and at the same time also facilitate long term financial success.
This is will contribute in improving overall performance of the company by establishing its
competitive brand image at market place as compare to its rivals. It is also related to the strategy
wherein company conduct their business in ethical way by developing society and their living
standard as well. One of the main aim of implementing CSR activities within the operations is to
positively impact in stakeholder and communities. This is the reason that corporate social
responsibility is beneficial for firm to take initiative to improve the well-being of employees so
that they easily execute their activities in effective way. In this regards, 35 out of 50 respondents
think that implementation of CSR activities within the company is effective as it positively
impact on overall performance of organisation by developing its positive brand image at market
place. On the other side, 15 participants give their views that ineffective implementation of CSR
activities may negatively impact on company performance by reducing its financial stability at
market place. Thus, it is important for business organisation to effectively implement the CSR
activities within their operations so that they can easily maintain ethical image.
22
35
15
a) Positive
b) Negative

Theme 4: Benefits of Corporate Social Responsibility on Sainsbury’s Ilford.
Q4) What are the benefits of Corporate Social Responsibility on
Sainsbury’s Ilford?
Frequency
a) Better brand recognition 20
b) Increased sales and customers loyalty 20
c) Better financial performance 10
Interpretation: Now a day's, every business organisation focus on development of society by
providing them quality products and services as per their demand. It also help them in inviting
large number of customers towards its image and offerings as well. This will contribute in
enhancing the chances of attaining competitive advantage from its competitors and at the same
time also increase profitability level as well. As it also provide various benefits to organisation
through which they can established their ethical image in front of society and consumers. In
context of this, 20 out of 50 participants think that better brand recognition is the major benefit of
CSR activities that provide business at market place. It help company in building reputation as a
responsible business in which they focus on providing satisfaction to customers by providing
them quality services as per their requirements. Along with this, 20 people give their views that
23
20
20
10
a) Better brand recognition
b) Increased sales and
customers loyalty
c) Better financial performance

CSR also help in increasing sales and customers loyalty by maintaining their positive brand
image in front of consumers and society as well. On the other side, 10 respondents said that it is
also beneficial for keeping better financial performance of company by reducing waste resources
and cost and at the same time also save time or cost as well.
Theme 5: CSR influence customers behaviour within the Sainsbury’s Ilford.
Q5) In which manner, CSR influence customers behaviour within the
Sainsbury’s Ilford?
Frequency
a) By increasing awareness 30
b) By developing brand reputation 10
c) Building direct relationship with customers 10
Interpretation: CSR also in influence consumer behaviour in various ways and it directly reflect
the performance level of the company. Customers are the important asset for firm to increase its
brand image by establishing competitive edge. If organization effectively implement corporate
social responsibility within their operation then they easily invite more and more costumers
towards its offerings. Along with this, the main aim of CSR activities is to contribute for welfare
of society and also operating their operation's ethically. This will positively impact on
24
30 10
10
a) By increasing awareness
b) By developing brand
reputation
c) Building direct relationship
with customers

community and also supports to public value outcomes. By this company easily established their
competitive and famous brand image at market place. In this context, 30 out of 50 participants
give their views that by includes awareness in market CSR directly influence customers
behaviour and also change the perception towards the company and its services as well. Apart
from this, 10 people give their views that it also develop brand reputation through which
consumer change their opinion and mind set towards the company and its image. It may also
reflect on the behaviour of consumers at the time of making decision of buying something. On
the other hand, 10 respondents give their views that CSR also support in Building direct
relationship with customers through company easily engage with their stakeholder and maintain
positive relation. This will improve the chances of attaining all the set target in systematic
manner.
Theme 6: CSR activities implement by Sainsbury’s Ilford to attract customers towards
their offerings.
Q6) Which kind of CSR activities implement by Sainsbury’s Ilford to
attract customers towards their offerings?
Frequency
a) A great place to work 30
b) Respect for the environment 10
c) Positive difference to out community 10
25

Interpretation: For attaining sustainability in market place, company implement various CSR
activities that help business organisation in inviting large number of consumers towards its
products and services. Thus, it is crucial for company to effectively analysis the actual impact of
implementing corporate social responsibility within their operations activities. it help them in
improving their overall performance and at the same time also support them in capturing
customers attention towards its services. This is the major reason that today's time every business
organisation includes CSR activities within their business to maintain their ethical performance.
In this context, 30 out of 50 people give their views that a great place to work is an effective
activity of CSR that implement by the company. In this firm focus on providing healthy and
ethical working environment to its workers so that they easily perform their job activities in more
efficient manner. Furthermore, 10 participants think that respect for the environment is also
implement by company as a CSR activities in which they focus on protecting environment by
generating resources from nature. Apart from this, 10 respondents give their views that positive
different to out community is an effective activity that implement by company to invite more and
more customers towards its services.
Theme 7: Challenges faced by Sainsbury’s Ilford in Corporate Social Responsibility.
Q7) What are the challenges faced by Sainsbury’s Ilford in
Corporate Social Responsibility?
Frequency
26
30 10
10
a) A great place to work
b) Respect for the environment
c) Positive difference to out
community

a) Issue of transparency 15
b) The shrinking role of government 15
c) Supplier relations 20
Interpretation: By this graph it can be concluded that, when company implement corporate
social responsibility within their business then they face various issues or challenges that
negatively impact on the overall performance of the company. In this regards, 15 out of 50
people think that issue of transparency is the major challenge for organisation to implement the
CSR Activities. Along with this, 15 participants give their views that the shrinking role of
government within the business is a major issue for company. On the other side, rest of 20
respondents think that supplier relations is challenges faced by company at the time of
implementing corporate social responsibility.
Theme 8: Proper training to workers is a way to overcome from the challenges related to
Corporate Social Responsibility within the Sainsbury’s Ilford.
Q8) How to overcome from the challenges related to Corporate Social Frequency
27
15
15
20
a) Issue of transparency
b) The shrinking role of
government
c) Supplier relations

Responsibility within the Sainsbury’s Ilford?
a) Proper training to workers 20
b) Maintain better relation with suppliers 20
c) Provide relevant information to stakeholders 10
Interpretation: There are various ways to overcome from CSR challenges which support them
in improving their productivity and brand image at market place. As per 20 participants, proper
training to workers is one of the effective way or solution to deal with challenges that faced by
company while performing CSR activities. 20 people give their views that maintain better
relationship with suppliers is effective for overcoming from the issues of CSR activities within
28
20
20
10
a) Proper training to workers
b) Maintain better relation with
suppliers
c) Provide relevant information
to stakeholders

the company in order to improve their productivity level. 10 people said that providing relevant
information to all the stakeholders is also helpful in attaining positive outcomes by performing
corporate social responsibility.
Theme 9: Social factors that highly influence customers behaviour towards the Sainsbury’s
Ilford services.
Q9) What are the social factors that highly influence customers
behaviour towards the Sainsbury’s Ilford services?
Frequency
a) Family 30
b) Reference group 10
c) Roles and Status 10
Interpretation: Understanding consumer behaviour is essential for firm to keep their image
competitive and positive as well. In this regards, social factors are play a crucial role in
influencing their buying behaviour and may change their decision. As per 30 respondents, family
is the major social factor that directly change customers decision making process towards the
29
30 10
10
a) Family
b) Reference group
c) Roles and Status

company and its offerings as well. 10 participants think that references group is social factor for
influencing customers behaviour. On the other hand, roles and status of individual is also affect
their decision and behaviour towards the firm.
Theme 10: CSR activities provide support to Sainsbury’s Ilford in inviting customers.
Q10) Do you think that CSR activities provide support to Sainsbury’s
Ilford in inviting customers?
Frequency
a) Yes 30
b) No 20
Interpretation: According to above bar chart it can be evaluated that 30 people said that CSR
activities help company in influencing more customers towards the company and its services as
well. As it support them in developing society and its welfare that positively contribute in
improving economic condition. Whereas, 20 people think that are not aware towards the current
theme or statement.
Theme 11: CSR activities help Sainsbury’s Ilford in attain sustainable growth at market
place.
Q11) As per your point of view, CSR activities help Sainsbury’s Frequency
30
30
20
a) Yes
b) No

Ilford in attain sustainable growth at market place?
a) Yes 40
b) No 10
Interpretation: Above graph evaluated that CSR activities are play a important role in attaining
sustainable growth at market and also support them in making brand image more competitive in-
front of consumers and society as well. As per 40 out of 50 participants they are favour with this
theme and rest of 10 people are not much aware about it.
CHAPTER 5: DISCUSSION
The concept of CSR and consumer behaviour in the context of the UK
CSR is a concept wherein organization undertake their operations in ethical manner for
accomplishing success. One of the main aim of implementing CSR is to build strong relation
with their stakeholder. For this, firm focus on providing benefits to public so that they can easily
easily develop the ethical image of organisation in consumers mind. This is the reason that
customers are influenced their activities and also change their behaviour towards the company
and its services. In this regards, firm needs to analysis customers behaviour providing them
31
40
10
a) Yes
b) No

products and services in order to increase their profitability level at market place. Mainly, CSR is
a management concept in which company is directly connect with social issues and also put their
efforts for resolve the same. It may assist them in improving its sustainability within the market
and also enhance profitability because it automatically invite more and more consumers towards
its offerings. If company implement corporate social responsibility then its customers behaviour
it positively affected and rise its brand image as well. In addition of this, behaviour of consumers
are the study to know that how they are react towards the company and its services and at the
same time also evaluate that how they make effective decision.
The organisations' challenges in CSR
In business organisation, CSR is beneficial but on the other hand it also includes some
challenges that directly influence company in antagonistic way. Therefore, it is important for
business to analysis all the issues or challenges faced by them at the time of performing CSR
activities. If they do the same then they improve the chances attaining sustainability at market for
longer period of time. In this regards, there are some challenges of CSR that faced by company
like high cost, benefits sharing, Discloser of information and so on. All these are negatively
contact on performance of organization at competitive market place and also reduce its
productivity as well. For attaining success, it is important for firm to evaluate all these
challenges and its influence on customers behaviour and company image. By this, business
develop their ethical and positive brand image in front of society and and consumers as well. By
managing all the challenges in CSR company easily capture customers attention through which
business can attain higher growth at competitive market place.
The social factors that influences consumer behaviour
Consumer behaviour is one of the important aspect for organisation to enhance their
productivity level. In this, company is responsible for analysing their behaviour and taste at the
time of making buying decision towards its offerings. Mainly, it is consider as a study to
effectively understand how customers react about company products and services. In this
regards, social factor is also consider as an factor that directly influence customers at time of
purchasing products and services in market place. Social factors includes various sub aspects
such as family, Role and status, Reference group and many more. All these are the major factor
that impact on customers buying behaviour within the company.
The impact of CSR on Consumer behaviour
32

CSR consider as a primary activity for company to provide social welfare with the aim of
developing economic condition. This is also beneficial for company to invite more customers
over the products and services offered by the company. Now a day's every company focus on
providing benefits to society ton improve their living standard. This become more beneficial for
company to imp-rove heir profitability level at market place. As, CSR activities also put positive
impact on consumers mind by reducing the negative impact on environment, economic factors
and many more. This will positively impact on profitability and productivity of business.
CHAPTER 6: REFECTION AND ALTERNATIVE METHODPLOGY
Reflection
Present investigation is supported to evaluating the influence of CSR activities of
consumer behaviour. In this, Corporate social responsibilities is important concept for every
business organisation to develop their performance by focusing on society welfare. This is the
reason that it includes wide scope for investigator because it consist different aspects that help
them in addressing the investigation issues in well structured manner. As a investigator, I
experienced various things related towards the research topic that helped me in taking right an
authenticate decision within the study. While undertaking investigation, I developed aims and
objectives that provide right way to execute all the necessary activities of investigation. This will
improve the chances of attaining positive outcomes. I also used primary and secondary sources
to collecting applicable data. By exploitation of primary technique, questionnaire has been
prepared by me in attaining potential results about the specified area. Whereas, secondary
method used to carry out literature review. Apart from this, I also faced some issues and
obstacles related to time and cost while undertaking research activities. This can be negatively
impact on end result of research activities. For managing these issues I used Gantt chart that
support me in managing time carry out the research in effective manner. This research also
support me in improving my skills and knowledge and assist in attaining success in my personal
and professional area by attaining positive and reliable outcomes.
Alternative methodology
In order to gather valid information, investigator adopt primary method of data collection.
This technique is beneficial for investigator because it provide relevant and authenticate
information that support in attaining positive outcomes towards the particular area and topic as
well. By this, investigator prepared a questionnaire to collect huge information in less time of
33

period. As it help in knowing views of selected respondents about the set research aims and
objectives. In this regards, interview is a better option for alternative methodology instead of
questionnaire for gathering data. In this method, researcher easily communicate with interviewer
and asked various question. This will also may aid in assemblage authenticate information
towards the research topic that make whole investigation more successful.
CHAPTER 7: CONCLUSION AND RECOMMENDATION
Conclusion
As per discussed research it can be ended that corporate social responsibility play a
important part in company for developing its ethical performance at market place. When
company implement CSR activities within their operations then they easily invite more and more
consumers towards its services. It can be beneficial in enhancing its profitability level at market
place. By this company can easily provide benefits to their stakeholders and make better relation
with the same. By this company can established competitive advantage form its competitors.
Along with this, CSR activities is also influence consumers behaviour because it is a term that
help society to develop their living standard. This is the reason that consumers are directly
effected through this concept. For this only, company focus on implementing all the CSR
activities within their business and its operation so that they may improve their positive and
ethical brand image in consumers mind. Apart from this, business also faced various issues while
performing CSR activities like Issue of transparency, The shrinking role of government, Supplier
relations and many more. These are negatively contact on performance of business organisation.
For resolving all these issues, company may implement various CSR activities and ways like
proper training to workers, Provide relevant information to stakeholders and so on. With the help
of all these ways, organisation may reduce the negative impact on its activities and also may
assist in developing positive and competitive brand image in market wherein large number of
consumers are directly pull in in-front of its services.
Recommendation
As per discussed research it can be recommended that, CSR is effective concept for every
business organisation as it support them in developing its ethical performance in market place.
By this, more and more consumers are easily attract and influenced the company. In this context,
company needs to analysis all the challenges that faced by them at the time of implementing
CSR activities to develop their positive and ethical image. Along with this, by adopting
34

appropriate ways like creating better relation with stakeholders is also beneficial for organisation
to keep it image more competitive. With the assistance of this, firm may make bear-down
customers base to reach success at industry. Furthermore, it also suggested that by implementing
appropriate activities of CSR like A great place to work for their employees so that understand
the actual contact of corporate social responsibility on consumers behaviour while buying
company products and services. One of the effective way is also suggested that by analysing
customers behaviour purchasing services is also appropriate through which firm may amend the
chances of attaining sustainable growth at competitive market place. Furthermore, company
should increase awareness in society towards the firm and its activities that support them in
developing their interest about its services. It may increase the profitability level of organisation
at global market and also influence to its consumers to buy its offerings. In addition of this, firm
needs to maintain positive relation with their stakeholders in which they provide them all the
necessary information. By this, firm may easily established their positive image and
accomplished their target in stipulate time frame. All these are the effective ways by which
business organisation can attain higher success.
35

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