Consumer Buying Behavior and Marketing: A Sainsbury's Case Study

This report investigates the impact of marketing on consumer buying behavior, using Sainsbury's as a case study. It begins with an introduction to marketing's role in influencing consumer decisions and outlines the research objectives, which include identifying key marketing factors affecting consumer behavior, determining the link between marketing activities and buying behavior, and recommending effective marketing strategies. The literature review explores cultural, social, and economic factors, as well as the influence of renowned personalities and consumer character on buying decisions. The research methodology includes an inductive approach with exploratory research design, data collection through primary and secondary sources, and a probabilistic sampling technique using questionnaires. Data analysis employs qualitative techniques to interpret the findings. The report presents data analysis findings, including customer familiarity with Sainsbury's products, frequency of purchases, factors influencing buying decisions, and the effectiveness of different marketing techniques. The results highlight the importance of internet marketing and social media in shaping consumer preferences. Finally, the report offers recommendations for Sainsbury's to enhance its marketing strategies and improve consumer engagement.

Research Project

Table of Contents
1.1 Background.......................................................................................................................3
Background.............................................................................................................................3
1.2 Factors that contribute to the process of research project. ..............................................4
1.3 Literature review..............................................................................................................4
1.4 Research Methodology ....................................................................................................6
1.5 Suitable plan.....................................................................................................................7
Task 2...............................................................................................................................................8
2.1 Match resources efficiently..............................................................................................8
2.2 Method used to address research problem........................................................................9
2.3 ..........................................................................................................................................9
2.3 Record and collect relevant data.....................................................................................10
Task 3.............................................................................................................................................12
3.1 Techniques of research ..................................................................................................12
3.2 Interpret and analysis the result......................................................................................17
3.3 Recommendation............................................................................................................18
References......................................................................................................................................20

Task 1
1.1 Background
Topic: The impact of marketing on buying behaviour of consumers – a case study of Sainsbury.
Background
Marketing play important role in relation to create awareness and for increasing sale of
product and services. There are different method of marketing which Sainsbury can used to
promote and increase sell of its product and services. Further it is necessary for organization to
understand how consumer will respond by seeing advertisement of product and services. There
are various marketing technique which company can used for so that it can easily identify buying
behaviour of consumer. The present study is conducted on Sainsbury which is retail organization
in UK. The sale of company is stable, now company is focusing on different marketing
techniques so that it can easily enhance the sale.
Aim : To identify the impact of marketing on buying behaviour of consumers – a case study of
Sainsbury
Objectives:
 To identify different factors of marketing that influences the buying behaviour of
customer
 To determine the link between buying behaviour of consumers and marketing activities
of UK based retail organizations.
 To recommend some effective strategies of marketing that positively influences the
buying behaviour of customer
Research question
 What are the factors of marketing that influences the buying behaviour of customer?
 Explain the link between buying behaviour of consumers and marketing activities of
Sainsbury?

1.2 Factors that contribute to the process of research project.
In present research project topic which is selected is suitable for increasing sale and
overall profit of organization. At every level organization want success and for this it need to
identify the buying behaviour so that sale can be enhance and company can earn profit.
However, marketing is very important term so that company can grab the attention of customer
and increase sale. Buying behaviour is the sum of total of consumer attitudes, intention,
preference and decision regarding the consumer behaviour at marketplace at a time of purchasing
product ans services. In the present study the way through which consumer make decision of
buying product is analysed. Along with this it can be stated that if consumer unable not aware of
product and services then it prefer to buy that particular company product. There are various
internet marketing tool that Sainsburys can used which impact the buying behaviour of
consumer.
1.3 Literature review
Theme 1: Factors of marketing that influences the buying behaviour of customer
According to the view of Hong and Cho (2011) the marketing strategies of organisations no
longer takes the behaviour of consumers for granted. Realisation of significance of the consumer
behaviour has increased as it determines the decision making of consumer to buy a product or
not. There are various factors of marketing that influences the behaviour of consumers. Some of
these are -
 Cultural Factors- Culture means the attitude and belief of consumers. This factor has a lot
of influence on buying behaviour of consumers. Culture of an individual is influenced by
family members like father, mother, brother, sister and other members. The teachings of
family members may have positive or negative impact towards something. Other people
such as friends, groups, colleagues influences the individuals decision of buying the
product. Economic movement like secure job, regular income etc also tend to affect the
choice.
 Social Status- Social status of people also have a major impact on the buying decision of
the consumer. Whether the individual or his father is a doctor, teacher, labour, office
workers etc. The status depending upon the age affects the buying habits of people. This
decide whether you want to buy normal products, branded products or cheap products as
the lifestyle of people will be according to their status and so will be their purchase.

 Renowned Personalities choices- Choice and perceptions of renowned personalities like
actors, singers, dancers, leaders, role models influences the consumer to buy a product or
not. For instance, somebody's favourite singer is Michel Jackson and he advertises and
uses a brand then his fans will also get influenced and they will like to choose only that
brand.
 Character Of Person- The characters of a person like if he is an introvert or an extrovert
has an impact on the purchase of the product or services. If someone likes to go out and
travel then he will spend more on entertainment and travel and if someone likes to be at
home then he will spend more on indoor entertainment.
 Maslow's Hierarchy Of Needs- Maslow suggests that firstly individual to fulfil basic
needs such as food and shelter, then fulfil the safety needs like job security, regular
income. Third stage is the fulfilment of social needs which includes love, care, belonging
etc. The next stage is to satisfy the need of self esteem like recognition etc. Self
actualisation is the last stage.
Theme 2: Link between buying behaviour of consumers and marketing activities
According to the view of Valette-Florence, Guizani and Merunka (2011) Consumer
behaviour have a great impact on the marketing strategies of the company as they act as a
deciding factor in choosing the type of marketing strategy. Marketing strategies of the
organisations have gone through remarkable and severe changes over last twenty years. Internet,
digitalisation and globalisation has lead to a complete change in the marketing strategies
organisations. Management of customers, resolving their problems, observing customer
behaviour has become a major aspect of marketing strategy of companies. Demand of customers
and their loyalty have changed a lot over the years. Now customers have become more
demanding as they have a wide choice of options due to increased competition in the market.
Hooi Ting Fong Lim and Chuan Ker (2011) explained that it has become very difficult to fulfil
the needs of customers as their needs have become much more complex than before. Strategies
have changed their focus to relationship marketing from transactional marketing also a shift in
focus from seeing consumer as an audience to an asset. Technological developments has also
changed the marketing strategies.
Many of the organisations are now centralising their marketing strategy in winning minds
of the customers. The only way to do so is by first understanding the consumer behaviour and

then making a marketing strategy to accomplish the consumer satisfaction. As per view
of .Nebenzahl and Jaffe (2013) The behaviour of consumer includes the study of groups,
organisations, persons and their way and mind set of selection, usage, security, disposal of goods
and services. It identifies the emotions, priorities, attitude and other such characteristics of
consumers which affects their buying behaviour. Consumer behaviour is affected by many
factors such as psychological factor, personal factor, family factors, cultures, environmental
factors, society factors, situations, trends etc. businesses tries to examine and evaluate the trends
and environment of the consumer and the society so that they are able to sell their products and
services in the most cost-effective way. Companies often try to drag the attention of the
consumers to their products and services by changing the design of the store, playing music in
the store, discounts and prices, advertising, grouping of products, availability of products etc. the
reason behind these is that they have a complete control over these factors. Some leverages are
temporary and short lasting and some are long lasting and permanent. Different factors affects
the behaviour of consumers as based on this consumer makes the decision of purchasing of
product whether to buy it or not.
Darley, Blankson and Luethge (2010) stated that Customer relationship management
popularly known as CRM has emerged out as new marketing tool to influence the changes in
consumer behaviour. They have aided in determining and analysing the behaviour of consumers.
The amount of data gathered by these databases has given a lot of information about behavioural
factors of consumers such as their intention of again buying or not, consumer confinement,
loyalty etc. These also helps in segmentation of market chiefly the behavioural segmentation like
loyalty segments which are used to create highly focused, customised, targeted marketing
strategies.
1.4 Research Methodology
 Research approach: To conduct whole study in appropriate manner research approach is
one of the best method. In a research approach there are two type of approach which are
inductive and deductive both are very effective for researcher (Smith, Devane and Clarke
2011.). In the present study inductive research can be used because it helps identifying
those factor of marketing which influence the buying behaviour. Further by using this
approach Sainsbury can easily came to know the specific and relevant information

 Research design: Research design is also best way through which how company can
enhance the sale can be find outs. There are various type of research design which
support in carrying out whole research in systematic manner (Williams, 2011). Some of
the research design are case study, descriptive and exploratory. In the present report
research, researcher will use exploratory research to carry out whole study in accurate
manner. Through exploratory research Sainsbury can easily identify those factor which
are negatively impacting the buying behaviour.
 Data collection: there are different method through which data is collected in relation to
marketing and consumer buying behaviour. In data collection from the two sources that is
primary and secondary (Walter and Andersen, 2013). In Primary research, researcher can
collect information through, interview, questionnaire etcs. While in secondary research,
data is collected through books, internet and Journals. In the present report data is
collected through both primary and secondary sources for carrying out whole studys. In
primary sources researcher will used questionnaire for collecting information related to
marketing and its impact on buying behaviour of customer.
 Sampling: For collecting a primary information sampling method is used in which
sample and people are selected. There are two type of sampling method that is
probabilistic and non probabilistic (Ellingsen, Størksen and Stephens, 2010). Both
sampling method are very effective but in present study probabilistic technique is used in
which random sampling method is applied. Here, 30 customer randomly of Sainsbury
will be selected.
 Data analysis: In data analysis there are two type of techniques that are qualitative and
quantitative (MacDonald, 2012.). Both techniques are very effective for conducting the
whole research. However in present study qualitative technique will be used for analysing
the data.
1.5 Suitable plan
Activities 1st
Week
2nd
Week
3rd
Week
4th
Week
5th
Week
6th
Week
7th
Week
8th
Week
9th
week
10th
Week

Formation of
the research
proposal
Making the
objectives
and aim
Developing
research
questions
Identifying
and selecting
method of
data
collection
Literature
review
Designing
Research
Methodology
Collecting
primary
data
Data
analysis
Finding of
collected data
Recommenda
tions and
conclusion
Task 2
2.1 Match resources efficiently
In the present report, researcher identified different factor and technique which impact
the buying behaviour of consumer through marketing. There are some method used in this report
for conducting whole research. Further qualitative techniques is used in which theme are made

for analysing the collected data. All the factors which are impacting customer behaviour can be
analysed through questionnaire (Young, Hwang and Oates, 2010). Along with this, there are
different type of question in relation to their buying decision asked for randomly selected
customer of Sainsbury. Primary information is collected through questionnaire. After analysing
data theme and charts are made and on basis of it interpretation done by researcher. In present
study researcher used random sampling method and question distribute to the customer of
Sainsbury.
2.2 Method used to address research problem
Researcher set target so that it can find out way through which it can enlace the sale.
Currently Sainsbury company sale is stable, now it is focusing on enhancing the sale by
identifying the buying behaviour of consumer. For this purpose Sainsbury company collect data
from different sources that are primary and secondary (Darley, Blankson and Luethge, 2010).
Further for deep research research used inductive techniques so that link between marketing and
consumer buying behaviour can be identified. Then table and chart is prepared so that buying
behaviour of consumer can be clearly understand. In random sampling method there is 30
customer are selected randomly for asking question in relation to buying behaviour.
2.3
Name:
Age:
1.) Are your familiar with Sainsbury product and services?
 Yes
 no
2.) How many time you buy product of Sainsbury?
 Once in month
 Twice in month
 More than once a month
3.) What factor impact your buying decisions?
 Price
 Quality of product
 Advertisement and promotion

4.) Which marketing technique grab your attention toward the product of Sainsbury?
 Internet marketing
 traditional marketing
 word of mouth marketing
5.) How will you rate your experiences to a social media marketing of Sainsbury
 Excellent
 very good
 neutral
 poor
6.) Do you agree that effective marketing techniques influence your buying behaviours?
 Yes
 no
7.) Do you think Sinsbury product has good quality?
 Agree
 Strongly agree
 neutral
 Strongly agree
 disagree
8.)Do you suggest Sainsbury company product to your friends and relatives?
 Yes
 No
2.3 Record and collect relevant data
Theme 1: Customer are familiar with product and services of Sainsbury
1.) Are your familiar with Sainsbury product and services?
Frequen
cy
percenta
ge
Yes 24 80
no 6 20

30 100
Theme 2: Respondent buy regularly product of Sainsbury
2.) How many time you buy product of Sainsbury?
Frequen
cy
percenta
ge
Once in month 6 20
Twice in month 8 26
More than once a month 16 53
30 100
Theme 3: Advertisement and Promotion impact the buying decision of customer
3.) What factor impact your buying decisions?
Frequen
cy
percenta
ge
Price 7 23
Quality of product 10 33
Advertisement and promotion 13 43
30 100
Theme 4: Internet marketings grab the attention of customer toward the product of
Sainsbury
4.) Which marketing technique grab your attention toward the product of
Sainsbury?
Frequen
cy
percenta
ge
Internet marketing 15 50
traditional marketing 5 16
word of mouth marketing 10 33
30 100

Theme 5: Customer are highly satisfied with social media marketing Sainsbury
5.) How will you rate your experiences to a social media marketing of
Sainsbury
Frequen
cy
percenta
ge
Excellent 14 46
very good 12 40
neutral 3 10
poor 1 3
30 100
Theme 6: Yes effective marketing techniques influence customer buying behaviours
6.) Do you agree that effective marketing techniques influence your buying
behaviours?
Frequen
cy
percenta
ge
Yes 15 50
no 5 16
30 100
Theme 7: Customer are strongly agree with quality of Sainsbury product and services
7.) Do you think Sainsbury product has good quality?
Frequen
cy
percenta
ge
Strongly agree 10 34
agree 6 20
neutral 2 6
disagree 9 30
Strongly disagree 3 10
30 100
Theme 8: Yes customer suggest Sainsbury company product to their friends and relatives