Analyzing Consumer Behavior Factors and Strategies: An ASDA Report

This report presents a comprehensive analysis of consumer behavior, focusing on factors influencing purchasing decisions, with ASDA as a case study. The introduction establishes the research scope, aims to examine these factors, and outlines objectives and research questions. The literature review explores consumer behavior concepts, different factors affecting it (economic conditions, personal preferences, complex buying behavior), and strategies to adapt to changing consumer behaviors. The research methodology employs the research onion framework, utilizing an interpretivism philosophy, inductive approach, case study strategy, and qualitative research choices. Data collection relies on secondary sources. The expected outcomes include insights into factors influencing consumer behavior and strategies for adapting to changing trends, while acknowledging potential limitations related to resources and time. The conclusion emphasizes the importance of understanding consumer behavior for enhancing sales and highlights the use of secondary sources and a qualitative research approach. The report also includes a detailed reference section with books, journals, and online resources.

Preparation for dissertation

Table of Contents
TITLE: Factors affecting consumer behaviour..............................................................................1
INTRODUCTION...........................................................................................................................1
Scope of Research..................................................................................................................1
Research Aim.........................................................................................................................1
Research Objectives...............................................................................................................1
Research Questions................................................................................................................1
CONTEXT AND RATIONAL GAPS IN THE LITERATURE.....................................................3
Consumer behaviour...............................................................................................................3
Different factors mainly affecting the consumer behaviour...................................................3
Various strategies to keep pace with changing buying behaviours of consumers.................4
RSEARCH METHODOLOGY.......................................................................................................5
OUTCOMES AND LIMITATION.................................................................................................5
Expected results......................................................................................................................5
Possible limitations.................................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

TITLE: Factors affecting consumer behaviour.
INTRODUCTION
The consumer behaviour refers to study of how the consumers, company and groups choose,
purchase, use and also dispose the services in order to fulfil wants and requirements. This is
related to actions of customers at marketplace and underlying motives for actions. Study
regarding the consumer behaviour mainly investigated the qualities of a person for an instance
personality lifestyle, demographics and also behavioural variables in order to understand the
consumption and wants of people (do Paco, Shiel and Alves, 2019). ASDA is British
supermarket retailer that headquarter is in the Leeds, England. The focus of this company is to
provide the high quality of products and services to customers to satisfy their needs and demands
effectively. ASDA company works on examining the consumer behaviour to enhance the
business sales and performance.
Scope of Research
The present investigation is related to examining the different factors which impact on
consumer behaviour. The scope of this research is wider as it provides the understanding
regarding the consumer behaviour within an organisation. There will be understanding enhanced
regarding the factors which mainly impact on the consumer satisfaction and enhance the sales of
company (East and et. al., 2016).
Research Aim
The aim of this research is “To examine the different factors affecting on consumer
behaviour.’ A study on ASDA.
Research Objectives
 To understand the concept of consumer behaviour.
 To determine the various factors affecting on consumer behaviour.
 To identify the different strategies to keep pace with changing buying behaviours of
consumers.
Research Questions
 What is consumer behaviour?
 What are the different factors mainly affecting the consumer behaviour?

 What are various strategies to keep pace with changing buying behaviours of consumers?

CONTEXT AND RATIONAL GAPS IN THE LITERATURE
The literature review is main part of the research as its main focus is on attaining the set
objectives by using secondary sources. The secondary sources consist such as books, articles,
internet sources, journals and others. Literature review helps in providing the detailed and in-
depth information regarding the particular area. It also analyses the viewpoints of the authors
regarding the factors affecting the consumer behaviour (Funk and et. al., 2016).
Consumer behaviour
On the basis of Sonoma Valley Sun (2020) Consumer behaviour is mainly used as adjunct
and as basic to developing the marketing strategies. Holistic view includes the consumer
behaviour to pure rather than applied social science. It mainly implies that the behaviour of
consumers consists legitimate focus on the research without necessary being applied to the
marketing. The consumer behaviour plays an essential role in the marketing management. This
gives the information to marketer according to which the marketer can be design the marketing
mix related strategies and also changes in future on the basis of situation. For marketer, this is
necessary to know to how the customers will be reacting to the marketing programme to serve
them in an effective manner. The benefit of consumer behaviour is to develop effective
marketing strategy. The consumer behaviour assists the business to understand about the
consumer value. Business can craft messaging on the basis of significance to subset of market
which they are mainly getting. Benefit of consumer behaviour is that this gives the firms with
proper insight into what consumers think. Under this, redefining strategy can assist to develop
the products as well as campaigns that mainly directly appeal to target market, mitigating risk for
business while make improvement about business success (Horner and Swarbrooke, 2016).
Different factors mainly affecting the consumer behaviour
According to opinion of VALENTIN RADU (2020), Understanding how the customers
decide on product they can be fill in gap at marketplace and determine goods which are required.
Studying the consumer behaviour assists the marketers decide about present products in such a
manner that generated the more impact on consumers. There are different factors given below
which impact the consumer behaviour:
Economic conditions- For the expensive goods mainly the economic situation plays
necessary role. Positive economic environment is related to make the customers confident as

well as willing to be indulge in buy irrespective of financial and personal liabilities. The
consumers mainly make the decisions in long period of time for the expensive purchase and at
the similar time, it impacts through personal factors.
Personal preferences- The consumer behaviour can have affected through the personal
factors such as values, dislikes, morals and likes. Advertisement can help at end of day the
choice of customers is impacted through preferences (Hoyer and et. al., 2020).
Complex buying behaviour- This kind of the behaviour is mainly encountered when the
customers are purchasing expensive product. They are more include in buy process as well as
research the customer before committing to make investment.
Various strategies to keep pace with changing buying behaviours of consumers
According to viewpoint of RICHARDSON (2013), Needs and demands are changing in
the regular interval of time or within short time period. there are different strategies given below
to pace with the purchasing behaviour of customers:
Determine the customer expectations- The interview consumers and also understand
from perspective what are expecting and driving this. It will assist to educate as well as prepare
sales reps to be adapt and also address changing behaviour between consumers. Develop the
ongoing dialogue to keep finger on pulse of consumers and demands (Indahingwati and et. al.,
2019).
Examine the metrics and processes- It is necessary to determine which metric changes
and process are required for monitor and respondent to the changes effectively in the purchasing
behaviour. If firm is using similar processes as they are doing is effective and also engage the
consumers in proper manner.

RSEARCH METHODOLOGY
In performing the research methodology, there has been the research onion used. The
research onion was developed through Saunders et. al., 2007. Different layers included in the
research onion mention below:
Research philosophy- In conducting the present investigation, there will be interpretivism
research philosophy used. The main reason to use this research philosophy is that it is based on
the qualitative research method and provides the detailed understanding regarding specific
subject area (Ismagilova and et. al., 2020).
Research Approach- Inductive research approach will be used in doing the research. This
approach will be used because it moves from the specific experiences to general propositions set
regarding expectations. They generally move from particular to general.
Research Strategy- This layer of research onion provide the way to collection of
information. There will be case study strategy used as this is empirical in- depth research
regarding the particular subject area. Other than this, qualitative case study is the research
methodology that assists in exploration of phenomenon with specific context by different data
sources (Javornik, 2016).
Research Choices- There will be qualitative research choice used as this mainly consists
gathering as well as examining the non- numerical data in order to understand the experiences
and concepts. This can mainly use to collect the in- depth insight into issue or generate the new
ideas for an investigation.
Data collection method- It is related to determining the methods for collection of authentic
and reliable information. In this research, secondary data collection method will be used. The
benefit of this method is that it consists using the existing data and information related to
particular subject area. Existing data is collated and also summarised to enhance effectiveness of
an investigation (Nguyen, de Leeu and Dullaert, 2018).

OUTCOMES AND LIMITATION
Expected results
The present investigation examines the different factors related to the consumer behaviour at
marketplace. Through conducting this investigation, there has been examined the strategies
which keep pace with the changing purchasing behaviour of consumers. This research helps in
reduce the literature gap because it also provided the benefits which company get from
improving the consumer behaviour (Reisch and Zhao, 2017).
Possible limitations
In conducting the present investigation, there are some limitations arise related to access to
the required resources and also time management. Time is also the main issue as researcher have
the less time to perform all the activities involves in study. Along with this, there is less
availability of the required resources for an instance technological resources, manpower and the
financial resources (Schütte and Ciarlante, 2016).
CONCLUSION
It has been concluded from above mention report that determining the consumer behaviour
is beneficial for the company to providing them the benefits about enhance sales. There have
been secondary sources used for doing literature review in detailed manner. This present research
is based on the qualitative research approach as it provides the data and information in detailed
manner. For collection of information, there has been secondary sources used by consisting the
case study as the research strategy. Expected outcomes and the possible limitations are also
discussed in the present investigation.

REFERENCES
Books & Journals
do Paco, A., Shiel, C. and Alves, H., 2019. A new model for testing green consumer
behaviour. Journal of cleaner production, 207, pp.998-1006.
East, R. and et. al., 2016. Consumer behaviour: Applications in marketing. Sage.
Funk, D. and et. al., 2016. Sport consumer behaviour: Marketing strategies. Routledge.
Horner, S. and Swarbrooke, J., 2016. Consumer behaviour in tourism. Routledge.
Hoyer, W. D. and et. al., 2020. Consumer behaviour. Cengage AU.
Indahingwati, A. and et. al., 2019. How Digital Technology Driven Millennial Consumer
Behaviour in Indonesia. The Journal of Distribution Science. 17(8). pp.25-34.
Ismagilova, E. and et. al., 2020. The effect of characteristics of source credibility on consumer
behaviour: A meta-analysis. Journal of Retailing and Consumer Services, 53.
Javornik, A., 2016. Augmented reality: Research agenda for studying the impact of its media
characteristics on consumer behaviour. Journal of Retailing and Consumer Services. 30.
pp.252-261.
Nguyen, D. H., de Leeuw, S. and Dullaert, W. E., 2018. Consumer behaviour and order
fulfilment in online retailing: a systematic review. International Journal of Management
Reviews. 20(2). pp.255-276.
Reisch, L. A. and Zhao, M., 2017. Behavioural economics, consumer behaviour and consumer
policy: state of the art. Behavioural Public Policy. 1(2). pp.190-206.
Schütte, H. and Ciarlante, D., 2016. Consumer behaviour in Asia. Springer.
Sethna, Z. and Blythe, J., 2016. Consumer behaviour. Sage.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Online
Radu, V., 2020. Consumer behavior in marketing – patterns, types, segmentation. [Online].
Available through: < https://www.omniconvert.com/blog/consumer-behavior-in-
marketing-patterns-types-segmentation.html>.
Sun, S.V., 2020. The benefits of understanding consumer behaviour. [Online]. Available
through: < https://sonomasun.com/2020/04/05/the-benefits-of-understanding-consumer-
behavior/>.

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