Globalization's impact on consumer behavior in the UK bakery industry

This dissertation explores the impact of globalization on consumer behavior within the UK bakery industry, using Greggs as a case study. It begins by defining globalization and consumer behavior in the UK bakery context, highlighting how globalization fosters innovation through shared baking techniqu...Read More

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Specialist Project
Dissertation
(The impact of globalization on consumer behavior in
the UK bakery industry)

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Table of Contents
 INTRODUCTION
 LITERATURE REVIEW
 RESEARCH METHODOLOGY
 POTENTIAL OUTCOMES
 CONCEPTUAL MAP
 GANTT CHART
 RISK REGISTER
 REFERENCES

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Introduction
 Overview of the Chapter: The rise of globalization has affected the
corporate world both negatively and positively.
 The baking industry of United Kingdom has changed its practices because
of changing environment caused by Globalization.
 Background of the Study: In the following research project selected
organization is Gregg which is a bakery chain of UK.
 The company was founded on 1939 by John Gregg as well as its
headquarters is located in Newcastle upon Tyne.
 Globalization has affected the environment of business sectors in United
Kingdom including the bakery industry.
 Globalization has resulted in free trade and exchange of information across
UK and the world.

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Introduction
 Rationale of the Research: The reason
behind for the selection of research topic
of impact of globalization on the
consumer behavior within the UK
bakery industry is to help companies to
change behavior of their potential
customers for their offerings (Raman and
Aashish, 2021).
 Globalization increases the variety of
product and service in the market for the
customers due to which demand of
domestic companies are also get
affected.

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Introduction
 Significance of the research: This research
project is important for the companies to
operate their business effectively in rapidly
increasing globalization.
 It will also help them to change the behavior
of customer at global level for the purchase of
their product and service (Bourn, 2018).
Research Aim
 To analyze the impact of
globalization on consumer behavior in context
of UK bakery industry. “A study on Gregg”.

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Introduction
Research objectives
 To understand the concept of globalization and consumer behavior in context of the
UK bakery industry.
 To identify the impact of globalization on consumer behavior of Gregg's.
 To examine the challenges faced by Gregg's while change the consumer behavior at
global level.
Research Questions
 What is the concept of globalization and consumer behavior in context of UK bakery
industry?
 What is the impact of globalization on consumer behavior of Greggs?
 What are the challenges faced by Greggs while change the consumer behavior at
global level?

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Literature Review
 The concept of globalization and consumer
behavior in the context of UK bakery
 According to the view of Singh
(2021), in context of the UK bakery sector
globalization has supported improvement in
innovation as information regarding new
techniques of baking (Britain's Greggs becomes
latest food business hit by supply chain crisis,
2021).
 In addition to this new baking technologies a new
recopies combing different baking cuisines can
also be easily shared with the help of
globalization.

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Literature Review
 Impact of globalization on consumer behavior of Greggs
 In the opinion of Barrie (2021), in case of the UK based
bakery chain, Greggs has aimed to open 150 branches per year to exploit
internationalization opportunities (Greggs vows to open 150 new stores
per year as bakery eyes international expansion, 2021).
 Globalization has supported international expansion of the company
leading to better profitability.
 Greggs has achieved success in various international markets such as
Belgium and Republic of Ireland because of the free trade supported by
Globalization.
 In addition to this the company also had to adopt its offering according
to the different consumer demands and taste in different international
markets.

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Literature review
Challenges faced by Greggs while change the consumer behavior at
global level.
 As per the view of (), currently the company is facing the challenge
of supply chain shortages.
 The company is facing temporary interruptions in supply of some
ingredients which has affected daily operations across all stores.
 The reason behind such interruption is shortage of truck drivers
rendering transportation facility for delivering local and
internationally sourced ingredients.
 This challenge can be attributed to globalization because
globalization has increased dependence on global supply chain.
 This means that interruption in global supply chain affects basic
operations.

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Research Methodology
 Research philosophy: The rationale behind
selection of positivism as the research
philosophy for this investigation is that it
supports quantitative measurement of data.
 Research Choice: This research utilizes
quantitative research choice with the
justification that the usage of quantitative
research choice supports objectivity because
it relies on concrete numbers and fewer
variables.
 In this way the usage of quantitative research
will support attainment of a reliable
conclusion.

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Research Methodology
 Research Strategy: The research strategy selected for this
investigation is Survey questionnaire.
 The reason for selecting survey questionnaire as the research
strategy is that it is an inexpensive method when compared
to other research strategy options and also provides
information quickly so that the research can be completed.
 Research Instrument: The research instrument selected for
this investigation is questionnaire.
 The justification for selecting questionnaire as the research
instrument for this investigation is that it is an economical
way of collecting data and provides wider coverage for
extracting first hand data for completing the research.

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Research Methodology
 Data collection: The data collection in this
investigation includes collecting primary data with the
help of survey questionnaire and conducting survey on
consumers.
 The rationale behind collecting primary data through
survey is that it will provide updated information on the
research topic so that the investigation can be made
more relevant.
 The number of consumers who will be surveyed for
this investigation equal to 30.
 The respondents will be surveyed by emailing
questionnaire and collecting data back from them
through e-mail.

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Research Methodology
 Data Analysis: Frequency data analysis is the selected data analysis
method for this investigation.
 The justification behind selection of frequency data analysis is that that
helps in presenting raw data in a manner which can be easily understood
and organized.
 Sampling: Probabilistic sampling method is the selector sampling
method for this investigation because it supports random sampling and
helps ensure that researcher bias does not affect the sampling process is
there anything in higher level of accuracy when conducting the research.
 SAMPLE SIZE: 30

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Research Methodology
 Ethical Consideration: The primary ethical
consideration in case of this investigation is
anonymity and confidentiality of respondent data.
 Research ethics principles are followed in this
investigation to ensure that this ethical
consideration is accounted for and the
investigation is completed in an ethical manner.
 The research ethics principles which are followed
in this research are respect for persons,
beneficence, non-maleficence, consent, conflict of
interest, data protection, integrity, anonymity and
confidentiality.

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Potential Outcome
 It has been analyzed that the globalization
increase the varieties of products and services
in the market that change the behavior of
customers.
 The potential outcome from this research is
highlighting the changes in baking industry
practices because of globalization both
positive and negative.
 In addition to this identification of barriers
created by globalization for Greggs and the
UK baking industry can also be identified
through the outcome of this investigation

z Conceptual Map

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Gantt Chart

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Risk Register
Number Risk Mitigation
1 Cost By using questionnaire cost risk is mitigate in the
research.
2 Time By using Gantt chart, researcher mitigate the time risk
in better manner.
3 Resources By collecting data from secondary sources, the
researcher effectively mitigate the resources risk for
the risk.
4 Safety By maintaining the privacy of the respondents in
collecting the data helps in mitigating safety risk in
the following risk.

z References
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mixed methods. Sage publications.

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References
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 Pisani, E. and Micheletti, S., 2020. Social capital and rural development research in Chile. A qualitative review and quantitative
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References
 Online
 Britain's Greggs becomes latest food business hit by supply chain crisis, 2021. [Online] Available through https
://www.reuters.com/business/retail-consumer/britains-greggs-becomes-latest-food-business-hit-by-supply-chain-crisis-2021-08-25/
 Greggs vows to open 150 new stores per year as bakery eyes international expansion, 2021. [Online] Available through <
https://inews.co.uk/inews-lifestyle/food-and-drink/greggs-vows-to-open-150-new-stores-per-year-as-bakery-eyes-international-
expansion-1237485 >