Analyze The Buying Behavior Of Customers And Their Satisfaction Level Towards Food Product: In The Context Of JBS Australia.
Consumer attitudes with regards to food relied on different attributes. It may affect the buying behavior and satisfaction level of customers. Consumer purchasing decision may lead to acceptance and selection of one product and rejecting others. The formulation of marketing approach requires an understanding of consumer preferences and tastes. There is need of raising funds to influence the consumer buying behavior and their satisfaction level in the food market. It is also stated that several factors could influence the consumer buying behavior and their satisfaction level such as psychological factor, social factor, and culture factor (Armstrong, Kotler, Harker, and Brennan, 2015).
JBS Australia is the leading meat processing corporation in the Australia and division of JBS. It is also biggest animal protein processing corporation in World. It deals in different areas such leather, food, products for pets, collagen, biodiesel, cans and cleaning products (JBS Australia, 2018).
Project objective
The main aim of this research is to analyze the buying behavior of customers and their satisfaction level towards food product: In the context of JBS Australia. Following objectives will be used to complete the main aim of this research:
RO1: To explore the meaning and concept of buying behavior of customers and their satisfaction level
RO2: To evaluate the factors that influence the buying behavior of customers and their satisfaction level towards food product: In the context of JBS Australia
RO3: To recommend the marketing strategy to influence the purchasing behavior of customers and their satisfaction level towards food product: In the context of JBS Australia
Project scope
This research would be beneficial for readers to gain knowledge about the buying behavior of customers and their satisfaction level towards food product. It would be also significant for Food Company to understand the meaning and concept of buying behavior of customers and their satisfaction level. It would be also appropriate for JBS Australia to understand the marketing strategy to influence the purchasing behavior of customers and their satisfaction level towards food product (Oliver, 2014). It would be also significant for the researcher to comprehend the factors that influence the buying behavior of customers and their satisfaction level towards food product.
RO1: To explore the meaning and concept of buying behavior of customers and their satisfaction level
As per the view of Ramesh and Divya (2015), consumer buying behavior is a psychological procedure, which is associated with the emotion of consumer. Under this procedure, the consumers recognize the need for the product and find a medium to complete the needs and make a purchasing decision such as planning whether he should purchase or not purchase a product of JBS Australia. After that, a customer confirms the data and makes a plan and implement to make the purchasing decision.
In support of this, Lee and Yun (2015) stated that consumer behavior is a physiological and human behavior that could least alteration in the marketplace, trends and environment. There are certain theories have been used to assess the buying behavior and satisfaction level named generic theory of buying behavior and Hierarchy of Needs. In this way, the generic theory of buying behavior defines that purchaser recognizes the need to make a purchase the products by market research. For instance, the decision of purchasing the food product relies on the product quality and pricing. The consumer will research the quality food products into the market. As well as, customers will evaluate the benefits, pricing, and features to make a purchasing decision. There is concern regarding how a consumer feels about the products after purchasing it. In this way, if they will be satisfied with the product of JBS Australia then they will be more likely to buy that brand in the upcoming time period.
In contrast to this, Yeo Goh and Rezaei (2017) discussed that Abraham Maslow’s hierarchy of needs theory recognizes that a basic need of employees should be accomplished before they will desire to attain the higher needs. This hierarchy initiates with the physiological needs like food, water, safety needs, social needs, esteem needs and finally self-actualization needs. In this way, JBS Australia can meet the physiological requirement by offering break times for meals and snacks, and sufficient salary for workforces to house and nourish her family. Workforces should offer safe work atmosphere with negligible job hazards and free from coercion from other clients and workforces. It is also evaluated that social requirement could be attained by leading the team atmosphere with support and respect between subordinates. In addition, esteem needs entail the rewards and recognition for good performance. A corporation can meet the self-actualization requirements by giving tasks that challenge workforces and permits them to do creative work.
In the view of Ramanathan Subramanian and Parrott (2017), buying behavior is a methodological strategy where consumer follows the purchasing procedure at the initial level to make a purchasing decision. This is step by step process where common modes of decision making are used to develop the marketing strategies. In this way, the initial step in the consumer purchasing behavior is recognition of needs. In this process, consumers become aware of the emotional and functional needs. Under the marketing strategy, the company should focus on stimulating the need awareness to direct the buyers in their brand’s direction. JBS Australia evaluates the human sensation of hunger and then demonstrating the visual imagery of food offering. It provokes the customers to connect with the desires for food to the JBS Australia experience. As well as, personal selling and direct marketing strategies are effective to get in front of customers and drawing out recognition of need.
In favored to this, Organ Koenig-Lewis Palmer and Probert (2015) discussed that once customers recognize the needs, then they build a set of consideration and starts to compare the options on significant criteria. It is a key phase for marketers that want to influence the buyers as they provide an effective solution to deliver the added value towards given need. Marketing plan entails the development of positioning approach. In this way, marketers create distinct image among targeted customers by providing superior benefits to competing alternatives. In the high rivalry markets, effective positioning and development of the brand are vital to affect the customers during the search procedure.
According to Awan Siddiquei and Haider (2015), retention and loyalty of the customer are critical is the marketing strategy for companies as it aids to get long-term success. Further, the strong point of buying experience entails the deliveries, warranties, mechanism and favorable follow through on support guarantees. It is integral of marketing. During the purchasing procedure of implementation phase, customer follows the reinforcement advertising, loyalty initiatives and makes effort on selling efforts. As a result, it aids to build loyalty and gain revenue from the customers.
In contrast to this, Goh and Balaji (2016) evaluated that purchasers enter into the decision from one of four perspectives named brand loyalty, habitual buying, limited problem solving and extended problem-solving. In a competitive environment, marketing strategies deal with extended issues. It indicates that customer vigorously investigates and identifies different factors on option and advantages. Limited problem solving entails the less uncertain buying and everyday products. In this way, a visual message, as well as quick-hitting, is common to make a purchase decision. Moreover, JBS Australia uses loyalty initiatives to keep the association with loyal and core customers. The habitual purchasers buy specific brand regularly without conscious belief. It is required for JBS Australia to identify the brand being purchased and competitors in order to influence customers with the value proposition.
RO2: To evaluate the buying behavior of customers and their satisfaction level towards food product: In the context of JBS Australia
In the view of Kumar Bezawada Rishika Janakiraman and Kannan (2016), there are different factors, which may affect the customer’s purchasing behavior. In this way, culture plays a fundamental role to assess the behavior of the consumer. It is sub-divided into different parts such as social culture, culture, and social class. Culture is very multifaceted opinion of consumer behavior, which entails the behavior of society, roles that society plays, and its tradition, value, and custom. Culture should be examined by JBS Australia to influence the behavior of the consumer.
In contrast to this, Meiseberg and Dant (2015) opined that sub-culture is the set of people who share the same customs, values, and traditions. The company can define them as the country, belief, racial groups and also set of people, who share the same geographic location. It is evaluated that society possesses social class which can affect the consumer buying behavior and satisfaction level of customers. Hence, there is required to understand the social class to target because buying behavior of the social class is quite homogeneous. It is stated that not only income but also other factor defines a social class of a group of customers.
In the view of Wong Wu and Cheng (2015), social factors could be subdivided into different factors such as family, reference group and role and status. Under the social factor, reference group has widely impact on the behavior of consumer but, its impact may vary across brands and products. This group often entails the opinion of leader. The consumer behavior is not only persuaded by their personalities and motivations but also their family members and families, who live with two or more people together either due to marriage or blood relationship.
In contrast to this, Feldmann and Hamm (2015) evaluated that people who belong to distinct companies, family play role, and club or group member and have a position to maintain. These roles and status have maintained by the company to persuade the consumer behavior as they make the decision to spend accordingly. There are certain personal factors, which may impact on the behavior of the consumer. There are subfactors under the personal factor, which influence the purchasing behavior and satisfaction levels of customers like age and life cycle stage, self-concept and personality, occupation, lifestyle and financial or economic situations.
Wee Ariff Zakuan Tajudin Ismail and Ishak (2014) stated that age of customers and his life cycle are two significant sub-factors under the personal factors. With the life cycle and age, the consumer makes purchase options and the intention of purchasing changes is based on the decision of purchasing products change. Thus, this stage does influence the behavior of consumers. Occupation of a consumer has influenced the products and services of consumer purchases. An occupation group has more interest to purchase the different products and services, which is delivered by a company. Furthermore, a company produces separate products for distinct occupational groups.
In favored to this, Hasanov and Khalid (2015) evaluated that everything could be sold and bought with the support of money. When the economic circumstances of a consumer are not good or constant, then it would influence their purchasing behavior. Further, if the consumer and economy of a country is bearing loss then it will definitely influence the consumer spending or purchasing decision. Along with this, people are originated from different subculture, occupation, and culture. Furthermore, social class has a different style of living as lifestyle can confirm the opinion, interest, and practices of people. Distinct lifestyle could also influence the consumer purchasing behavior. Each person is distinct and has different personalities as their personalities and physiology could impact on their buying decision. However, purchase of products and services could differ from individual to individual.
As per the view of Namin (2017), motivation is set off the internal desires and requirements of customers. It could be defined as the needs and goals of customers. Motivation directs and leads the customers towards their specific goals. These needs could be associated with security needs, psychological needs, esteem needs, social needs and self-actualization needs. In addition, perception is defined as observing circumstances of the globe and then making a decision accordingly. Each person looks at the world and the circumstances distinctly. The decision competencies and capabilities of each person are distinct and hence they seem towards world distinctly. It separated the decision taking competencies of a person from others.
In contrast to this, Pansari and Kumar (2017) stated that learning is the investigation of products and services before customers make a judgment regarding product buying. In the current scenario, learning and self-education could be improved through online and in-group. Experience is also taking a lesson from the previous experience of product and services. Both learning and experience play a fundamental role to persuade the behavior of consumers and their satisfaction level.
In support of this, Larivière Keiningham Aksoy Yalçin Morgeson and Mithas (2016) described that attitude is favorable and unfavorable emotional condition of customers. It is the inclination of reaction to specific act and behavior of customers. The belief of an individual shows their faith towards products as a company should focus on specification of the product. Thus, it is stated that beliefs and attitudes are significant and needs to consider for influencing the behavior of the consumer and their satisfaction level.
RO3: To recommend the strategy to influence the purchasing behavior of customers and their satisfaction level towards food product: In the context of JBS Australia
According to Rashid Rani Yusuf and Shaari (2015), standard strategies should be implemented by an organization to influence the purchasing behavior of customers and their satisfaction level towards the product. There are certain marketing strategies, which never go out of style. For instance, convincing consumers that happy with the food product of JBS Australia could be effective to gain revenue. Another standard marketing strategy could be using celebrities and beautiful people to promote the food product as it would be beneficial to influence the buying behavior and satisfaction level of customers. However, if the company will use the conventional marketing strategies then it would unable to provide convenience and added value to customers. Thus, a significant method for JBS Australia to influence the target audience is to cater their message as per the interest and needs of customers.
In contrast to this, Chen and Lee (2015) evaluated that online marketing is a new discipline that is used to attract the consumers towards their products and services. The giant web of interconnections makes easy to transmit the message promptly and in the broader area. The capabilities to target the particular demographic facilitate JBS Australia to make influential advertising campaigns regarding food products in narrow demographic areas. A cost-effective and simple strategy for developing the brand identity is to create an account on social networking sites. It also facilitates the potential and existing consumers for communicating with the company and facilitates a way to make marketing efforts like announcing rebates, sales, and company changes.
In the view of Larivière Keiningham Aksoy Yalçin Morgeson and Mithas (2016), customer service is an effective strategy to influence the customer purchasing behavior and their satisfaction level. In this way, the company should identify the behavior of customers with regards to selling the products. It should also understand the ways to deliver the goods and services to customers in an effective and efficient manner as it would be beneficial to gain the chance of increasing the repeat customer. For instance, if JBS Australia knows that customers tend to come towards their food product because they want to get a healthy food without waiting for a long time. Hence, it should provide training to their staff to deliver the products and services as soon as possible.
In opposed to this, Pansari and Kumar (2017) evaluated that customers want to understand that their purchasing decision should not going to harm them. For example, there are large numbers of food shoppers who prefer the organic food, which is not been exposed to toxins and does not contain the genetically modified ingredients. Hence, JBS Australia should offer the organic foods to customers in order to influence them and their satisfaction level. There are small numbers of shoppers, who are willing to pay the considerably high amount for organic foods.
Conclusion
From the above interpretation, it could be concluded that consumer buying is psychological process, which is linked with emotion of consumer. It can be evaluated that there are some theories, which has been used to analyze the consumer purchasing behavior and their satisfaction level such as Hierarchy of Needs and generic theory of buying behavior. It could be summarized that there are certain factors, which may have impact on the purchasing decision of customers and their satisfaction level such as culture, social factors, economic and psychological factor. It can be also concluded that JBS Australia can use different strategy to influence the purchasing behavior of customers and their satisfaction level towards food product such as standard strategies, online marketing, customer service and safety.
References
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