The recent world is dealing with the issue of goods consumption along with services on a regular basis. People continuously communicate with services along with products being offered by the modern market (Davis et al. 2018). On consumption, the consumers test the products that are offered and then develop an opinion regarding the same based on which consumer satisfaction is focused on. The overall realization of the buying intention is of great assistance offered by the managers. This is for the reason that they support any doubt on consumer behavior that facilitates to reveal the impact of business environment and other external business factors of consumers (Font-i-Furnols and Guerrero 2014).
The objectives set in the research of investigating the buying behavior and satisfaction level of consumers towards food products are explained below:
In order to deal with the factors related with the consumer behavior, the current research has a scope of indicating the purchase intention of consumers and also the pre-purchase or post purchase stages of experience (Oliver 2014). The overall research on analyzing the buying intention and satisfaction level of consumers towards the food products has a scope of explaining the relationship between buying behavior and consumer satisfaction. The research will focus on analyzing the buying behavior of Baskin Robin consumers to offer an option to develop the food product features. Moreover, the paper will also explain the extent to which manipulation of consumer satisfaction can be conducted in the long run. To analyze the consumer buying patterns and satisfaction level in food industry, an ice cream company named Baskin Robins will be selected (Organ et al. 2015). This can facilitate in relating the overall complexities associated with challenges of consumer satisfaction.
Pizam, Shapoval and Ellis (2016) evidenced that there are distinct types of consumer behavior that decides the purchase intention of all its consumers. There is huge and increased purchase along with having the need that the buyers’ needs to perceive all the purchase based factors before buying any product. These researches stated that there are four types of consumer buying patterns that are focused on their involvement stage within purchase procedures. Smith (2015) revealed that consumer buying behavior also focuses on their awareness on different food products brand. The complicated buying patterns of consumers are indicated in a situation of high degree of involvement of consumers in the buying process along with knowledge of important difference in vase of food brands. Taylor, Bogdan and DeVault, (2015) evidenced that the consumer behavior pattern is explained in the purchases of expensive food products by the consumers. For this reason it is vital for the marketers to develop strategies which can support the consumers. This also makes them understand the consumers in order to analyze the significance of product features. This also facilitates in informing the consumers regarding the methods related with one brand different from other brands. Wee et al. (2014) further added that the ice cream brands are a part of low fat or pro biotic ice creams that majorly focuses on health conscious consumers.
Wee et al. (2014) revealed that there are numerous existing theories which explains the reasons behind consumer behavior and considering the same, research on such issue took place through analyzing the consumer behavior and methods in dealing with them. Pizam, Shapoval and Ellis (2016) stated that the traditional approach is focused on consumer behavior that is relied on basic approach along with attaining positive attitude towards food products. These researchers also indicated that from a cognitive angle, data processing is a vital factor in taking purchasing decisions. Taylor, Bogdan and DeVault, (2015) revealed that this theory is also considers consumers as the issue solvers who employs the information gathered from the business surroundings. These researchers focused on the fact that another intention of analyzing consumer behavior towards food produces is to analyze the comprehensive model for consumer decision making. Pizam, Shapoval and Ellis (2016) revealed that the traditional approach on the consumer behavior indicated consumers as a subject of proactively assigning the suitable meaning to the products along with its effect on environment despite just being a passive person. There is also a belief regarding the purchase prices of consumers to be rational as the consumers offer personal touch that offers subjective answers to every type of purchases.
Taylor, Bogdan and DeVault, (2015) evidenced that pre-purchase intention of the consumers focuses on health challenges, suitability as well as brand image. These researchers indicated that there several consumer buying behaviors related with brand image and health challenges related with the food products. Considering these factors the purchase intention of the consumers are influenced based on service, price and environment of the ice cream products. Smith (2015) indicated that the vital aspects that must be considered by Baskin Robins is to realize that it is a premium ice cream maker and the consumers are very price sensitive in the food industry of Australia. Moreover, they are turning out to be highly health conscious and are turning out to be aware of increasing health challenges and overall impacts of in taking high calorie substances. Taylor, Bogdan and DeVault, (2015) stated that considering the satisfaction level and purchase intention of consumers, the products developed by Baskin Robins must be as per preferences of its consumers based on flavors, taste along with organic benefits in the food products. These researchers also indicated that after purchase the overall consumer experience indicates either high satisfaction level or high dissatisfaction. Therefore, in case the consumer satisfaction level is not analyzed in a better manner, managers cannot make better decisions on improving the product features as per consumer needs.
Primary Question
The primary research question that is to be answered after attainment of this research is:
Secondary Questions
The secondary research questions those are to be answered through completion of this research are explained below:
Qualitative data collection will be employed in investigating the consumer buying intention and satisfaction level of consumers towards food products. Explanatory qualitative research design will be used as it is helpful in analyzing the related reasons, opinions and motivations in providing proper insight on the issues related with ice-cream product offerings by Baskin Robins. Qualitative data collection will be centered on gathering suitable research data by means of focus groups, surveys and observations (Hoek, Lawrence and Friel 2017).
For ensuring that the secondary data that will be gathered by means of using qualitative research approach can be tested for analyzing its validity and reliability. It will be made sure that the data relevant to the research will be gathered from websites those are regularly updated. Moreover, it will made sure that the peer reviewed journals will be used in gathering data on consumer references within the Australian ice cream industry (Kumar et al. 2016).
Simple random sampling technique will be employed in this research for the reason that it is highly suitable in gathering suitable respondents for the research. In addition, it also offers equal chance to the respondents to get selected in the process of survey. Sample size of 61 consumers of the Baskin Robins ice cream company is selected from Australia for the reason that most authentic responses regarding their buying behavior and purchase intention towards its ice creams can be gathered (Ledford and Gast 2018).
The research variables those are selected in this research include independent and dependent variables those are selected in carrying out data analysis. Sales of Baskin Ribbons are considered as dependent variable. Moreover, purchase intention of consumers and buying behaviors of consumers are considered as independent variables.
Questionnaire research instrument is selected in analyzing the buying behavior and purchase intention of consumers in Baskin Robins. This instrument is selected in attaining authentic and internal organization based data focused on the features included in the ice cream products of Baskin Robins (Hoek et al. 2017).
Simple random sampling technique will be employed in this research for the reason that it is highly suitable in gathering suitable respondents for the research. In addition, it also offers equal chance to the respondents to get selected in the process of survey. Sample size of 61 young consumers of the Baskin Robins ice cream company is selected from Australia for the reason that most authentic responses regarding their buying behavior and purchase intention towards its ice creams can be gathered.
Data that is gathered through the questionnaire survey will be analyzed through employing effective statistical techniques. MS Excel application will be employed in carrying out correlation and regression analysis for gathering reliable results regarding buying behavior and purchase intention of consumers in Baskin Robins (Lee and Yun 2015).
The questionnaire design will be focused on containing both the close and open ended questions. Part A of the questionnaire will include questions on the consumers’ demographic profile. Part B will include questions on the factors that impacts buying behavior of consumers and the factors those impact purchase intention of consumers in Baskin Robins. Part C of the questionnaire will encompass questions that will be focused on gathering consumer opinion on improving the product features of Baskin Robins that can enhance consumer satisfaction level and buying behavior.
Validity of the gathered data can be ensured through carrying out Pearson correlation reliability test (Lewis 2015). In addition most realizable statistical tool will be used in gathering suitable research findings on aspects impacting consumer buying behavior and purchase intentions. Moreover, reliability of the gathered data will also be ensured through gathering survey responses from the most suitable research respondents those include young consumer segment of Baskin Robins.
Despite of having several advantages of carrying out the research there are also certain limitations to the data collection process techniques. As the researcher has considered employing secondary data in analyzing the buying behavior of consumers and their satisfaction towards food products there can be certain limitations in this data collection technique (Han and Hyun 2015). The census data and lack of availability of specific consumer food product consumption data can affect the reliability of the research findings. Additionally, as the primary data gathered from the consumers there is another research limitation. Findings from primary data analysis can be limited as due to the budget and resource constraints, a small sample size of consumers was selected.
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Selection of topic and search for justification |
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Constructing literature |
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Selecting appropriate methods |
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Data collection |
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Data analysis and representation |
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Reviewing the outcomes |
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Conclusions and recommendations |
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Submitting draft of the project |
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Printing and final submission |
Conclusion
The paper had an objective of analyzing the buying behavior and purchase intention of consumers in the food industry considering Baskin Robins Company of Australia. It was gathered from the paper that there are distinct types of consumer behavior that decides the purchase intention of all its consumers. There is huge and increased purchase along with having the need that the buyers’ needs to perceive all the purchase based factors before buying any product. In addition, explanatory qualitative research design will be used as it is helpful in analyzing the related reasons, opinions and motivations in providing proper insight on the issues related with ice-cream product offerings by Baskin Robins.
References
Davis, B., Lockwood, A., Alcott, P. and Pantelidis, I.S., 2018. Food and beverage management. Routledge.
Flick, U., 2015. Introducing research methodology: A beginner’s guide to doing a research project. Sage.
Font-i-Furnols, M. and Guerrero, L., 2014. Consumer preference, behavior and perception about meat and meat products: An overview. Meat science, 98(3), pp.361-371.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Hoek, A.C., Pearson, D., James, S.W., Lawrence, M.A. and Friel, S., 2017. Shrinking the food-print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally friendly food behaviours. Appetite, 108, pp.117-131.
Hoek, A.C, Lawrence, M.A. and Friel, S., 2017. Shrinking the food-print: A qualitative study into consumer perceptions, experiences and attitudes towards healthy and environmentally friendly food behaviours. Appetite, 108, pp.117-131.
Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R. and Kannan, P.K., 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), pp.7-25.
Ledford, J.R. and Gast, D.L., 2018. Single case research methodology: Applications in special education and behavioral sciences. Routledge.
Lee, H.J. and Yun, Z.S., 2015. Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of their purchase intentions toward organic food. Food quality and preference, 39, pp.259-267.
Lewis, S., 2015. Qualitative inquiry and research design: Choosing among five approaches. Health promotion practice, 16(4), pp.473-475.
Oliver, R.L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Organ, K., Koenig-Lewis, N., Palmer, A. and Probert, J., 2015. Festivals as agents for behaviour change: A study of food festival engagement and subsequent food choices. Tourism Management, 48, pp.84-99.
Pizam, A., Shapoval, V. and Ellis, T., 2016. Customer satisfaction and its measurement in hospitality enterprises: a revisit and update. International Journal of Contemporary Hospitality Management, 28(1), pp.2-35.
Smith, J.A. ed., 2015. Qualitative psychology: A practical guide to research methods. Sage.
Taylor, S.J., Bogdan, R. and DeVault, M., 2015. Introduction to qualitative research methods: A guidebook and resource. John Wiley & Sons.
Wee, C.S., Ariff, M.S.B.M., Zakuan, N., Tajudin, M.N.M., Ismail, K. and Ishak, N., 2014. Consumers perception, purchase intention and actual purchase behavior of organic food products. Review of Integrative Business and Economics Research, 3(2), p.378.
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