Customer Buying Behavior Report

This report investigates factors influencing customer buying behavior towards healthy and fresh grams and groundnuts. It employs a mixed-methods approach, using both qualitative (interviews with suppliers and the store owner, thematic analysis) and quantitative (questionnaires, SPSS analysis – frequency and cross-tabulation tests) methods. The research explores themes such as consumer preference for baked vs. unbaked products, the influence of trends, competitor analysis for product portfolio expansion, the importance of freshness and traditional ingredients, the growing popularity of savory snacks, and the impact of packaging and branding. The quantitative analysis reveals that quality, freshness, and nutrition significantly influence buying decisions, while convenience and health considerations also play a role. The report concludes by highlighting the importance of considering these factors for effective marketing and sales strategies.

FACTORS THAT INFLUENCE THE
CUSTOMER’S BUYING BEHAVIOR TOWARDS
HEALTHY AND FRESH GRAMS AND
GROUNDNUTS

TABLE OF CONTENTS
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................2
3.0 Introduction......................................................................................................................2
3.1 Research philosophy.........................................................................................................2
3.2 Research approach............................................................................................................2
3.3 Research strategy..............................................................................................................3
3.4 Research purpose..............................................................................................................3
3.5 Data collection..................................................................................................................4
3.6 Sample and sampling method...........................................................................................4
3.7 Data analysis.....................................................................................................................5
3.8 Ethical considerations.......................................................................................................5
CHAPTER 4: DATA ANALYSIS AND DISCUSSION................................................................6
4.0 Introduction......................................................................................................................6
4.1 Thematic analysis for suppliers........................................................................................6
4.2 Thematic analysis for the owner.....................................................................................10
4.3 Quantitative analysis for the bulk buying customers.....................................................13
4.3.1 Frequency test..............................................................................................................13
4.3.2 Cross tabulation test....................................................................................................18
REFERENCES..............................................................................................................................22

ILLUSTRATION INDEX
Illustration 1: Theme 4...................................................................................................................10
Illustration 2: Theme 5...................................................................................................................11
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CHAPTER 3: RESEARCH METHODOLOGY
3.0 Introduction
Research methodology (RM) consists of number of tools and techniques which plays a
crucial role in attaining the goals and objectives of enterprise (Meaning of RM, 2015). Thus, the
given section of dissertation has significant importance. It is due to the fact that with the help of
this part only, appropriate conclusion with regard to the selected topic under study can be drawn.
This part of dissertation will give explanation regarding different methods which will be used for
the purpose to accomplish the aim and objectives of the present study which is on analyzing the
factors which influence the consumer buying behavior towards healthy and fresh grams and
groundnuts.
3.1 Research philosophy
Research philosophy is the process of developing knowledge about the specific
phenomenon which is associated with the aim and objectives of the selected topic under study.
Thus, it can be said that the given section has its importance as it enables the scholar to improve
their understanding regarding the objectives of present study. The philosophy is of two types
such as interpretivism and positivism (Bryman, 2012). In interpretivism philosophy, researcher
interprets all the elements of study without formulating the hypothesis. However, positivism
philosophy is the type of philosophy which possesses series of steps. Here, at first, researcher
formulates the hypothesis on the basis of selected topic under study. On doing this, scholar will
make the selection of suitable technique with an aim to test the framed hypothesis.
For the present study, interpretivism philosophy has been used. This is because; there is
no hypothesis that is framed in the given study. By using the given method, the objective of
study can also be met.
3.2 Research approach
Research approach showcases the way to conduct the study on selected topic. Deductive
and inductive are being regarded as two basic types of research approaches (Meaning of research
approach, 2015). In deductive approach, scholar at first formulates the hypothesis and with an
aim to perform the same, it takes help from existing theory. On doing all these work, at last,
scholar formulates the strategy with respect to perform the research.
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However, in inductive research approach, researcher will not take assistance from
previous theories. Thus, here on the basis of observation, new theory will be formulated by the
scholar. For the present study which is on analyzing the factor which influence the customer
buying behavior towards healthy and fresh grams and groundnuts food of Usapkar’s store,
inductive approach has been used (Denzin and Lincoln, 2011). This is because; new theory with
regard to the present study is framed by observing the sample of study.
3.3 Research strategy
It depicts about the way to carry out the research upon assessed research issue of the
study. Thus, it can be stated that research strategy is the blue print of conducting study on
particular topic. This section of dissertation plays a critical role. This is because; it helps the
researcher in defining the manner to conduct the research upon specific topic. As a result of it,
objective has been achieved by the scholar in an effectual way.
In accordance with the given context, there are number of research strategies identified
that researcher can use (Kitchin and Tate, 2013). It consists of case study, survey, experiment
and grounded theory etc. For the given study which is on analyzing the factor which influences
the customer buying behavior towards healthy and fresh grams and groundnuts food of
Usapkar’s store, survey related research strategy has been used. This tactic is used because with
the help of this, views as being given by respective sample of the study can be analyzed in a
detailed way. Furthermore, by using the given method, an effective answer can be given by the
researcher with respect to the framed research questions.
3.4 Research purpose
It gives explanation regarding the motive behind conducting the specific research. In
order to set the direction of study, it is being required by the scholar that it must give proper
definition regarding the motive behind carrying out the particular study. This is because; if it is
not defined then aim and objectives of study cannot be met in an effectual way. The research
purpose is of three types such as descriptive, exploratory and explanatory (O'Leary, 2013).
Here, explanatory research design is used when researcher is more interested in assessing
the cause and effect relationship between variables of the study. However, researcher uses
exploratory research design when its wants to investigate or diagnose all the aspects which are
related with the aim and objectives of given study.
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But, for the present study, descriptive research design has been used because it provides
opportunity to the researcher with regard to raise their understanding regarding the topic of
present study. As a result of it, an effective conclusion will be drawn by the scholar.
3.5 Data Collection
Data collection is the process of measuring and gathering the assembled information. The
success of any study depends upon the data collection technique only. This is because,
ineffective selection of the same will lead to hamper the objective of study. Thereby, it leads to
hamper the result oh whole study. In this regard, there are two different methods of collecting
data and it consists of primary and secondary research (Farrokhyar and et.al., 2014).
For the present study which is based on the topic of analyzing factor which influences the
customer buying behavior towards healthy and fresh grams and groundnuts food of Usapkar’s
store, both given sources of collecting data have been used.
Here, in order to collect the secondary data of study, approaches such as books, journals
and online articles has been used. With the help of given mean, the opinions of different
researchers can be analyzed.
Besides this, with an aim to conduct the primary study, questionnaire has been framed
which possess both open and close ended type of questions. The combination of such questions
would help in gathering the views and opinions of respective sample of the present study in an
appropriate manner. In addition to this, personal interviews are also organized with an aim to
assemble the data of present research.
3.6 Sample and sampling method
With respect to the research, sample is being considered as the group of people, items or
objects that are taken from the whole population. The selected sample will be considered as
effective if it showcases the characteristics of whole population. Thus, it can be stated that
sample is being considered as the subset of whole population (Sample definition, 2015). For the
present report, sample of 50 customers, 4 suppliers and 1 owner has been selected.
Here, with an aim to collect the given sample, assistance has been taken from the
probabilistic techniques in which random sampling approach is used. It is considered as one of
the most effective approaches for collecting the sample (Kitchin and Tate, 2013). This is
because; it gives each individual in the population an equal chance of being selected as the
sample. Furthermore, in order to assemble the sample on random basis, researcher can use lottery
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system. With the help of given method, sample of the present study has been selected without
any bias.
3.7 Data analysis
In the given section, the scholar will make use of different types of tools and techniques
for the purpose to analyze the assembled data with regard to the given study. This section has
significant importance in dissertation. This is because, in order to draw an effective conclusion,
scholar will require an appropriate data analysis technique. Thus, the given section helps in
attaining the aim and objectives of the specific study in an effective way.
In the present study, both qualitative and quantitative researcher techniques have been
used. Thus, there are two different methods that have been used with an aim to analyze the data
of both given types. Here, the technique such as thematic analysis has been used for the purpose
to analyze the qualitative data of present study (Lang and et.al., 2013). In the similar way, varied
tests of SPSS approach have been applied in order to analyze the quantitative data of present
study. The tests consist of cross tabulation and frequency tables etc.
3.8 Ethical considerations
It is essential for the researcher that it must follow all ethical rules and regulations while
conducting his study. This is because; lack of consideration of same will lead to affect the results
of present study. In accordance with the given context, number of ethical aspects identified
which have been considered by the scholar of present study. Detailed explanation of the same is
depicted as below: Taking approval from the selected sample: Here, before collecting any kind of
information about company, prior approval has been taken by the researcher from
respective individuals.
 Maintaining the confidentiality of collected data: It is another ethical aspect that
researcher of the given study has followed (Bryman, 2012). In this regard, efforts have
been made by the researcher of given study with regard to maintain the confidentiality of
collected data. In order to perform the sample, data collected from the sample is protected
through keeping password.
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CHAPTER 4: DATA ANALYSIS AND DISCUSSION
4.0 Introduction
Data analysis is the process of analyzing collected data of the present study. In addition to
this, it can also be said that data analysis is the process of systematically applying the logical
and statistical technique with an aim to evaluate the collected information. This section of
dissertation provides detailed description regarding the methods that are used with an aim to
analyze the assembled data.
This section helps in attaining the aim and objectives of study. Furthermore, it is with the
help of given section only, conclusion of the present study can be drawn. Here, in order to
analyze the views and opinions of supplier and owner, the technique such as thematic analysis
has been used. In thematic analysis, graphs and charts are prepared with an aim to showcase the
responses as being given by the respective sample of present research. In addition to this,
different tests of SPSS have been applied with an aim to analyze the quantitative aspect of given
study.
4.1 Thematic analysis for suppliers
An interview has been conducted with the suppliers of Usapkar’s store. The questions
framed for conducting interview possess combination of both open and close ended type of
questions. It is depicted as below:
Theme 1: Baked products are doing well in the market as compared to unbaked items.
While conducting interview with the supplier of Usapkar’s store, at that time, it has been
identified that majority of suppliers had given positive response to the asked question that
whether baked products are doing well in market as compared to the unbaked items. The supplier
has given such response because it has identified that customers will prefer to purchase the baked
products because of their convenience factor. In accordance with the given context, it has been
identified that buyers believe that baked products are easy to eat as they are already baked. In
addition to this, these types of products can be taken by the buyers from one place to another
without any kind of complications. It is due to the presence of given aspect only; the demand of
baked products is rising in the Indian market as compared to the unbaked items.
Besides this, on the basis of analysis, it has also been identified that some customers of
cited store demand more for unbaked items. This is because, supplier of cited firm has assessed
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that the customer who demands for the given type of product and believes that unbaked items are
more hygienic than the baked one. This is because; the unbaked items need to be baked by the
customer only who has purchased the respective product. Thus, while baking the item, they
ensure to fulfill all hygienic measures. However, the customer who has purchased the baked item
cannot get ensured that it is being produced by following all the hygiene related perspectives.
But, still many of Usapkar’s suppliers supply baked items to the store than the unbaked one.
Findings: It has been identified from the given theme that buyers demand more baked
items than the unbaked one.
Theme 2: Supplier consider the specific trends which affect the behavior of urban customers.
In the given question, researcher is more interested in terms of gaining information
regarding different types of trends which lead to affect the behavior of urban customers. In
accordance with the given context, majority of suppliers had given positive response to the asked
questions which means that they are considered as the importance of getting information about
the trends prevailing within country. This is because the reason, they believe that by getting
given type of information, a decision regarding the type of product which needs to be supplied
by them to its respective customers can be taken. Thus, through this way supplier ences the
satisfaction level of its client. As result of it client get influenced with regard to use the services
of firm on constant basis in an effective way.
In addition to this, it is by complying with the given type of activity only, effective
products and services will be delivered by the supplier to their respective clients. Thus, they get
benefit in the form of increased profits and sales. On asking the given question, all customers
have given the positive response. This is because, they believe that it is very necessary for them
that they must consider the trends which are prevailing in the specific market. However, if not
considered by them at that time it will become difficult for the supplier with regard to mark an
effective presence in market which is highly competitive in nature.
Findings: It has been found that it is being required by the supplier that it must assemble
the entire information regarding the current food related trends that are prevailing within country
in an effective manner.
Theme 3: The product portfolio can be expanded through gathering the information about
competitors.
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There are different views and opinions that are being confronted by the suppliers of
Usapkar’s store when the given question is being asked to them. In accordance with the given
context, some of the suppliers had given response that taking the feedback from customers is
regarded as one of the most effective ways of expanding and optimizing the product portfolio.
This is because, they believe that by complying with the given type of activity, information
relating to the tastes and preferences of respective buyers will be gained. Thus, on the basis of
given information, varied types of changes can be performed by the firm in their product
portfolio.
However, some suppliers have replied that taking the information about competitors is
another most effective way to expand the product portfolio of firm. Through this way, suppliers
can maintain their competitive position in the market. In addition to this, by getting the
information about the competitors, decision regarding the area where firm can expand their
product can also be taken by the respective supplier. For example, if supplier has identified that
its competitor is selling huge variety of healthy and hygienic food then in the given
circumstances supplier can also adopt the given tactic. Thus, on adopting the same it can perform
necessary improvement in its sales and profits in an effective way.
Findings: It has been found from the given theme that through information related to the
tastes and preferences of respective buyers and by taking data about the product supplied by the
supplier, competitors are being regarded as two most effective ways for expanding and
optimizing the product portfolio of company.
Theme 4: Indian consumers give preference to the freshness related factor while purchasing
the food products.
Responses Respondent Percentage
Freshness of products 2 50.00%
Traditional spices and
ingredients
1 25.00%
Customer support services 1 25.00%
From the given theme, it has been identified that 50% of the suppliers had given positive
response with regard to the asked question that while purchasing the product, Indian buyers give
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first preference to the freshness related factor. This is because; they believe that by consuming
the fresh product, significant health benefits can be gained by the respective customer. In
addition to this, some suppliers had said that while purchasing the product, Indian buyer give
priority to the traditional spices and ingredients related factor. The given thing had been
personally experienced by the supplier and it is the reason for which they are giving positive
response to the asked question. Here, they have said that they possess huge team of such client
which majorly demands for such product which has traditional spices and ingredients. However,
some suppliers had said that while purchasing the product, Indian buyers always search for
different types of supporting services that are being associated with the purchased product.
Theme 5: Habit of consuming savoury snacks is increasing significantly among people.
Responses Respondent Percentage
Strongly agree 3 75.00%
Agree 0 0.00%
Neither agree nor disagree 0 0.00%
Disagree 1 25.00%
Strongly disagree 0 0.00%
9
Freshness of products
Traditional spices and ingredients
Customer support services
0
0.1
0.2
0.3
0.4
0.5
0.6
Percentage
Illustration 1: Theme 4

From the given theme, it had been identified that 75% of firm's suppliers had said that
habit of consuming savoury snacks is increasing significantly among people. This is because, the
given type of food possess such type of snacks which do not require much time for preparation.
Furthermore, this food can also be taken by the buyers from one place to another. It is due to the
presence of given aspect only; savoury food is gaining popularity among Indian customers.
However, some suppliers were completely denied with the statement which depicts that they are
not satisfied with the given statement. This is because, they believe that it is not the savory
product which is gaining popularity in the respective market.
4.2 Thematic analysis for the owner
Here, interview has been taken from the owner of Usapkar’s store. Thus, the views and
opinions being presented by the owner of specific store are depicted as well as analyzed in the
given section.
Theme 1: Consumers are highly attracted and consuming the packaging food products.
On asking the given question, owner had given positive response with regard to the asked
question which means he also believes that consumers are highly attracted and consumed
packaged food. Such type of behavior is carried out by the customers because they believe that
packaged food is more hygienic in nature than the unpacked one. Thus, when given with choices,
customers always prefer to choose the packed product. In addition to this, owner of firm has also
10
Strongly agree
Agree
Neither agree nor disagree
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
Percentage
Illustration 2: Theme 5