Discuss about the Impact of Consumer Buying Behaviour on Organizational Performance.
The recent world has seen some changes in the work place in a rapid manner due to the global economy. It has resulted in the development of the organizations, which are associated with the skills and knowledge of the employees along with their experience in the work place. It is a matter of concern to address the level of production within the organization along with maintaining a better performance in the organization in the dynamic world (Gattorna 2017). The management of the organization needs to pay more attention towards the differences between the individuals so that their needs and behaviours can be understood in a better way. This will allow the companies to manage and understand the complexity of the employees in a better manner. This understanding of the problems by the management will help in developing better styles of learning within the organization so that it can result in meeting the needs and objectives of the individuals (Horner and Swarbrooke 2016).
The management needs to learn about the beliefs and values of the employees so that it can help in motivating the behaviours of the employees, which will lead to better levels of production. Organizational performance can be defined as the system that is present in the society so that it can help in fulfilling the objectives that are required within the organization. It is a dynamic approach that needs to be judged in a proper manner and interpreted as well (Perez, del Mar Garcia de los Salmones and Rodriguez del Bosques 2013).
Auchan retail is a multinational corporation that has its business on an international scale. The company has its headquarters in Croix that is located in France. The company is one of the most popular distribution group in the world with an employee strength of more than 330,000. The company was started by Gerard Mulliez who had opened the first store in Roubaix in the district of Hauts-Champs (Tingchi Liu et al. 2013). The company has become an international brand and its chain is spread in countries like India, Hungary, Romania, Russia, China and other places. The company presently has more than 600 hypermarkets and 2800 supermarkets spread all over the world. The tagline of the company is ‘La Vie, La Vraie’, which means ‘Life, the real one.’ This tagline was changed in 2007 to ‘La vie Auchan, elle change la vie’, which means ‘Auchan’s lifestyle changes life (itself).’
The company opened its store in China in the Shanghai province in the year 1999 after which the company continued to increase its store to 114 within the country. The customers are allowed to purchase the grocery items through the online portals so that the goods can be delivered to their houses.
The major problems are the issues that are related to employees such as the issues with the supervisors and the traumas that they face on a personal level due to the structure of the company. The management team that is present in the organizations may lack expertize in communicating with the employees in a proper manner. The other issues such as problems in working in the team are also present, as they have to work together so that the goals and objectives of the company can be achieved in a better manner (Ramsay, Wagner and Kelly 2013). The breakdown in the network of communication between the team members can lead to confusion between the team members, which may affect the personal goals of the employees as well. The issues within the team and employees may spread at a quicker manner within the organization, which may lead to the fall in the level of production. This may affect the corporate culture within the organization in a negative manner and the performance of the organization may decrease to a great extent (Sahney, Ghosh and Srivastava 2013).
The company in the recent times need to increase its performance in the market so that it can help in influencing the behaviour of the customers towards the products that are being delivered by them. This will provide an opportunity to the company to increase its level of sales, which will create an impact on the level of profits of the company in a direct manner. The primary problem of the company is that the sale of the products are going down due to the management of the employees in an inefficient manner. These problems have to be addressed in a proper manner by the company so that it can help in influencing the consumer behaviour within the local market (Solomon et al. 2014).
The company needs to address the issues that are related to the employees in a better manner so that it can help in increasing the level of production and the level of efficiency among the employees can increase to a great extent. The upper management that is present within the organization needs to take care of these problems in a proper manner by communicating with the employees in a proper way and understand the problems that they are facing within the organization. The teams that are present in the organization needs to be managed in a proper manner by taking in to consideration that the network of communication within them is maintained in a proper manner. The leaders who have been assigned in the team needs to gather feedback from the members on a constant manner so that they can understand the problems that are present within them. This will help the company in mitigating those and help in efficiently managing the teams. The main cause of the problem needs to be checked so that correct actions can be taken, which will help in avoiding the breakdowns within the team members.
The company needs to follow steps that will result in solving the problems that they are facing within the organization. The managers firstly, need to solve the issues on a current basis so that it can prevent the interpersonal conflicts within the organization. Secondly, the root cause of the problems need to be analysed, which will help in mitigating the issues at a later stage.
The research will be based on the following aims and objectives:
The research will be based on the following questions:
The research will be based on the following hypothesis
H0– There is no relationship between consumer buying behaviour and organizational performance
H1– There is a relationship between consumer buying behaviour and organizational performance
The process of research has been divided in to five chapters so that it can be studied in a proper manner. The first chapter consist of the introduction where the researcher has highlighted the problem and the significance of the research that is being conducted so that the process can be done in a proper manner. The second chapter consists of the secondary sources that are published in previous researches. This allowed the researcher in understanding the variables in a proper manner. The third chapter consists of the research methodology here the researcher has identified the different tools that are present in the process of the research and has provided justification for it as well. The fourth chapter consists of the results and findings that has been conducted in a qualitative and quantitative manner. The fifth chapter consists of the conclusion and the recommendation where the objectives of the research has been linked with the literature review and the data analysis. It also provides recommendation to Auchan so that it can increase its organizational performance in the market.
Consumer buying behaviour can be defined as the selection of the products and the services that they would like to purchase for their consumption, which will help in satisfying their wants. The behaviour of the consumers regarding buying the goods or the services depends on various factors and characteristics that help in influencing them towards the goods. The consumers analyse the products in the initial phase so that they can collect the necessary information that will help them in going for the particular products or services. The goods with the maximum utility will allow the consumers in choosing those products so that they can derive the maximum level of satisfaction for it (Lawan and Zanna 2013).
The consumer behaviour allows the individuals in understanding and predicting the motives of the purchases so that it can result in maintaining their frequency regarding the purchase of the particular products or the services. It works on the principle of purchasing the product from the market by judging the level of satisfaction that the individual would achieve from the product. The knowledge and the level of skills that are present among the consumers are directly associated with their behaviour of purchasing the products. It helps the consumers in understanding the degree of satisfaction that they would achieve when they purchase the product from the market so at a particular price (Brosekhan, Velayutham and Phil 2013).
The company can only be able to increase its levels of profit by attracting the positive consumers, as they will be attracted towards the products and the services that are being provided by the company.
These factors can be determined with the help of motivation and perception that the consumers have regarding a particular product. Motivation is the urge of the consumers that helps them in taking a decision regarding purchasing of a particular product or service so that it can help in satisfying their wants (Pappas 2016). The motivational factor is generally oriented towards the behaviour that helps the consumers in achieving its goals. It is the major force that allows the consumers in satisfying their personal needs. Motivation is an internal factor within the consumers, which influences in purchasing the products or the services. The need of purchasing the product is derived through the level of intensity so that it motivates the individual in acting towards fulfilling the need (Dzisah and Octoo 2013).
Perception can be basically categorized on the five senses that are present within the human beings. These senses allow the individuals in getting the information at a proper manner so that it can allow them in purchasing the products that will result in satisfying their needs and wants. The brain of the individual provides all the information that are required so that the product can be purchased in a better manner and helps in filling up the gaps that are present within the wants of the individuals (Sharma 2014).
The behavioural patterns of the individual are influenced to a great extent in the society where they are residing. Families, status of the individuals in the society and the reference groups influences the buying behaviour of the consumers to a great extent. The families of the individuals affect the decisions of the individuals regarding purchasing the products (Malik et al. 2013). The influence of the family is with respect to the characteristics, personality and attitudes of the individuals, as they are born within the family and the purchase that are done are based on the necessity of the families (Rani 2014).
The reference groups are those with which the individuals share a set of norms. These groups influence the individuals in buying a particular set of products or services so that it can help in meeting their demands and level of satisfaction as well. It also influences the attitudes and the behaviour of the individuals in a direct or indirect manner (Foxall 2014).
The roles and the status of the individuals within the society also affect their decisions reading the products or the services that they want from the market. The individuals belonging to the higher class of people within the society will purchase the products that are of higher value so that it can help them in maintaining their standards within the place. This results in increasing the snob appeal among the individuals, which helps them in communicating in a better manner their standards within the society (Rani 2014).
The behaviour of the individuals are affected on a larger scale due to the particular set of values, traditions and beliefs that helps them to have a particular set of culture. The behavioural patterns within the individuals are due to the socialization that the individuals have within their family members as well as within the society. The religious and the nationality groups to which the individuals belong allow them to be influenced in such a manner that result in purchasing a particular set of products and services. The influence of the culture affects the decision-making capacity of the individuals to a great extent. The marketers who are appointed by the companies needs to analyse the cultural forces, which will help in formulating the strategies that are related to marketing in a proper manner (Shekhar and Raveendran 2013).
The society in which the individuals belong also affects their behaviour regarding purchasing of a product or service. It cannot be identified through a single factor and has to be measured through other factors such as the occupation, income, educational background and the life styles of the individuals. There are primarily types of classes within the society that is upper, middle and lower classes. The consumers who belong to the upper class wants to maintain status in the society, which can be possible by purchasing the goods that are costlier in nature. The middle class people in the society collect the information regarding the products that they want to buy so that they can be satisfied with the amount they spend. The lower class people on the other hand purchases the products on an impulse (Durmaz 2014).
The income of the consumers has an influence on the buying behaviour, as it is based on the amount that they earn, which can be spent on purchasing certain products and services. The personal income of the consumers determines the value that they are willing to spend on the products or the services. The increase in the disposable income of the consumers will result in an increase in the level of expenditure as well. The income of the consumers allow them to divide the amount between the shopping of durable and luxurious goods (Hassan 2015).
Another important factor is the income of the family as well, as the aggregate income of the family needs to be taken in to account while determining the products or the services that may be purchased by the consumers (Badgaiyan and Verm,a 2014).
These factors have to be kept in mind by the company so that it can help in increasing the sale of the products within the retail outlets. The products that should be available within the company needs to cater to all the needs of the customers so that it can help in increasing the level of satisfaction among the customers. The price of the products needs to be competitive so that it can help in increasing the attraction of the customers towards the company.
The theories that are related to consumer buying behaviour helps in establishing a connection between the stimulus and the responses of the consumers. The theories that will be discussed are as follows:
This theory deals with the continuous process of learning that takes place within the individuals on an everyday basis. It helps the consumers in solving the problems that may occur suddenly, which needs to be evaluated by collecting the information in a proper manner so that the decision can be taken in a proper manner (Alooma and Lawan 2013).
The involvement of the individuals in a particular situation is difficult to measure, as it depends on the different nature of the persons and the various products that they want to purchase. The level of commitment of the consumers towards a particular product or service helps in measuring the level of involvement of the consumers towards the product. The theory states that the level of involvement is lower when the information regarding a particular product needs to be searched at a lower level. The time that is taken regarding the decisive factors help in assessing the involvement of the consumers with respect to a particular product or service (Foxall 2014).
This theory is based on processing the information by the individuals so that the level of involvement can be determined in a better manner. It also allows the individuals in solving the issues in a better manner. The theory states that the individuals that are highly involved within the issue generate a strong opinion with respect to the issue and is willing to look for any alternative opinions (Malik et al. 2013).
Organizational performance can be defined as determining the properties and dimensions that are present within the organization. It helps in assessing the goals and objectives of the organization based on the performance of the organization in the market, which helps in increasing their share in the market and better financial position as well. The financial performance of the organization can be understood by the return that the company gets through its assets and investment on the products and the services (Choudhary, Akhtar and Zaheer 2013). The performance of the company in the market is the ability of the company to distribute the products in a cost effective manner so that it can help in increasing the rate of return among the suppliers as well. The value of the shareholders also help in determining the performance of the organization, as it helps in calculating number of shares that are taken up by the customers of the company. These factors allow the company in meeting the goals and objectives of the company so that the organizational performance can be measured (Borman and Motowidlo 2014).
Auchan needs to improve its performance so that it can help in increasing its shares in the market that will result in increasing the attraction of the company amongst the customers. This will also result in increasing the level of profit for the company and goals and objectives of the organization can be met in a better manner (Noruzy et al. 2013).
The major factor that affects the organizational performance is the nature of leadership that is followed within the organization. The styles of leadership that is followed within the organization will help in determining whether the goals and objectives of the organization can be achieved or not. The leaders of the organization needs to take up the responsibility to communicate with the employees in a better manner so that it can help in working in an effective manner within the organization (Park and Shaw 2013). This will allow the company to operate in a better manner so that the level of profit can be increased within the organizations. It will also help the management to be committed towards the duties and responsibilities that has been assigned to them so that the company can work in an efficient manner. The culture that exists within the organizations is influenced through the leaders, as it is their values and beliefs based on which the work progresses within the organization (Shaw, Park and Kim 2013). It also allows the organization in building up a powerful relationship and address the changes that are taking place in the outside world so that the company can meet with the expectation that are required within the market (Chen et al. 2014).
The external factor that affects organizational performance is the labour unions that are present within the organization. These unions can affect the performance of the organization in a negative or in a positive manner (Dobre 2013). The positive side of the unions are that it helps in ensuring that the employees are working in a proper manner without creating any chaos within the organization so that it can result in the smooth functioning of the company. Another factor is that the policies and procedures that are laid down by the government that affects the performance within the organizations. The rate of taxes that are levied on the companies affect their performances in the market to a great extent (Wu, Straub and Liang 2015).
One of the major reasons for Auchan is that they lack the leadership quality that is affecting the performance of the company. The leaders are not being able to motivate the employees in a proper manner, which has resulted in the lack of organizational performance. The motivation that needs to be provided to the employees through proper training and rewards system are lacking within the organization, which has resulted in the loss of production within the organization.
The behaviour of the consumers help the organizations in marketing the products in a better manner so that the company can increase its attractiveness in the market. It will help the consumers to be informed regarding the attributes that are present within the products or the services (Birasnav 2014).
The behaviour of the consumers also results in developing the products in a better manner. The feedbacks that are given by the customers to the companies help in developing the products in a better way. It also allows the companies in innovating the products on a constant manner. The organizations will also be able to identify the needs that are present within the market so that those products can be manufactured in a better manner (Carter and Greer 2013).
The service that is provided to the consumers by the organizations affect their buying behaviour as well, as it allows the companies in having repeated customers within their customer portfolio. The companies will develop a better understanding of the services that are demanded by the consumers so that it can be developed, which will in turn affect the buying behaviour of the consumers in a positive manner (Awadh and Ahyalha 2013).
The organizations also need to collect the data that are related to the buying behaviour of the consumers. The sales that are made by the company will help in analysing the information that are present within the organizations so that the services can be developed as well. The organizations need to conduct surveys so that it can help in gathering proper data of the consumers that will drive them in developing the product in a better manner (Felicio, Goncalves and da Conceicao Goncalves 2013).
Auchan does not provide a feedback process to the customers, which will help them in developing the products or the services in a better manner. It would help the company in gaining valuable insights from the customers so that their demands and preferences can be met in a proper manner.
The behaviour of the consumers will help in creating an impact on the performance of the organization by allowing them to predict the sales of the company. The company can forecast their sales within the market where they are operating in a better manner for a specific period of time so that it can help in increasing the level of sales in the market (Tsseng and Lee 2014).
The surveys that will be conducted by the organizations will result in gaining the ideas from the employees based on which the products can be developed. It will allow the company to understand the problems that are present in the product so that it can be rectified in a proper manner. The recognition of the brand from the company will increase in the market as well (Hamann et al. 2013).
The performance of the organization will greatly increase if they research the market through the internet, which will result in monitoring the consumers through their behaviour on the web. It will help the companies in understanding the optimal places and the conditions of the market so that the product can be sold properly. The use of internet will be a cost-effective technique for the companies, as it will result in understanding the potential target markets and the demands of the consumers as well (Parveen, Jaafar and Ainin 2015).
The impact of the consumer behaviour will result in promoting social responsibility among the companies. These initiatives will result in increasing the attention of the company towards the consumers so that the products can be sold in a better way in the market (Sabharwal 2014). Conducting social awareness programs by the companies will attract large number of customers towards the company so that the sales can be increased. The interaction with the customers by the companies will also increase in the market that will allow in providing recognition for the brands in the market (Verrier et al. 2014).
Auchan is not being able to analyse the performances that will result increasing the recognition of the brand in the market. It needs to conduct the surveys in a proper manner so that the products can be sold and the profit levels of the company can increase in a better manner.
The researches that were conducted by the previous authors has shown that the various factors that affect the buying behaviour of the consumers. These factors have been analysed so that it can help in conducting the study in an efficient manner. The performance of the organization depends on internal and external factors such as the leadership style that is being followed within the company along with the policies and procedures that are present where the company is carrying out its operations.
The main purpose of this chapter is to allow the researcher in using all the tools that are present for the research to be conducted in a proper manner. The researcher has used the positivism philosophy, deductive approach, mixed type of research design and the explanatory type of research so that the research can be conducted in a proper manner. The use of secondary data has also been done by the researcher so that it can help in collected the relevant information that are present for the topic of the research (Mackey and Gass 2015).
The researcher has been able to gather the relevant data and evaluate it as well so that the data can be authentic and can be related with respect to the topic of the research. The philosophies in research are of different types such as interpretivism, positivism and realism. The interpretivism philosophy allows the researcher in using the available information, which are constructed in a social manner (Glesne 2015). The philosophy that is positivism in nature allows the researcher in gathering the data that is factual based and can be related to the topic of the research in a proper manner. The philosophy that is realism in nature is a combination of the above philosophies that is it gives the data that are relevant to the topic of the research process and are constructed in a social manner as well (Brinkmann 2014).
This process of research has been based on the positivism philosophy, which has allowed the researcher in gathering the information that are relevant to the topic that has been taken up for the research. The data that has been collected by the researcher has also influenced the quality of the research result so that it can affect the research on an overall manner.
This will allow the researcher in gaining knowledge regarding the topic of the research in a better manner. The approach is selected by the researcher based on the topic that is being researched up on. There are basically two types of research approaches such as the inductive and the deductive approach (Flick 2015). The approach that is deductive in nature allows the researcher in studying the process of the research with the models and the theories that are already established by other scholars and are relevant to the variables used in the research. The inductive approach on the other hand allows the researcher in using the models and the theories that are formed newly so that it can help the research to be conducted in a proper manner (Silverman 2016).
This particular process of the research has been done using the approach that is deductive in nature. This has been chosen by the researcher due to the fact that it will help in reduction of the time and will help the research to be conducted under the limited budget that is available to the researcher.
The research design allows the researcher in taking up the design that will help in completing the process of research in a proper manner. There are usually three types of design available to the researcher such as the primary design, secondary design and the mixed method design (Vaioleti 2016). The primary design allows the researcher in conducting the research by studying the surveys, interviews and focus groups. The design that is secondary in nature is conducted with the help of secondary sources such as journal articles, magazines, newspapers and other authentic articles. The mixed design is the mixture of the primary and the secondary type of design (Smith 2015).
This research has been conducted by using the mixed method, as the researcher has used the secondary sources of literature to conduct the literature review in a better manner where as the primary data has been collected by conducting a survey so that it can be analysed and definite conclusion can be reached regarding the topic that has been taken up for the research.
The process of research us conducted in a better manner when the topic is understood in a better manner by the researcher. There are basically there types of research that can be taken up by the researcher such as the explanatory, exploratory and the descriptive. The exploratory type of the research allows the researcher in evaluating the research background in an efficient manner so that the research process can be conducted properly (Panneerselvam 2014). The explanatory type of the research helps the researcher in establishing a relativity between the variables that has been taken up in the process of the research. The type that is known as descriptive allows the researcher in providing an explanation for the top[ic that has been taken up for the process of the research so that the articles that has been collected are relevant to the topic of the study (Gast and Ledford 2014).
This particular process of the research has been based on explanatory type, as it will allow the researcher to analyse the variables that are present in the process of the research in a better manner. It has also allowed the researcher in gathering proper ideas so that the objectives and the questions of the research can be framed properly.
The research has been conducted based on the responses that has been collected from 55 customers of Auchan Retail Company that is located in France. The researcher has taken up the random sampling method so that the respondents have an equal opportunity of participating in the process of the survey. The responses have been gathered from different geographical areas so that the research can be conducted in a better manner (Neuman and Robson 2014). Apart from that, the consumer head of Auchan had also been interviewed so that it can help in producing better facts regarding the performance of the organization in influencing the buying behaviour of the consumers.
This is one of the primary part of the research that has to be undertaken by the researcher. This particular process of the research has been conducted by taking in to consideration the primary and the secondary sources of data (Matthews and Ross 2014). The primary data has helped the researcher in conducting the study in a quantitative manner by taking in to account the responses of the customers (Tarone, Gass and Cohen 2013). The secondary data has helped the researcher in conducting the literature review in a proper manner so that the existing literature can be used to gather relevant information regarding the topic that has been taken up for the study (Bauer 2014).
The research has been conducted by considering the analytical tools that are present within the researcher so that the analysis ban be done in an easy manner (Lushey and Munro 2015). The researcher has taken the help of the MS-Excel so that it can represent the charts and the frequencies in a proper manner regarding the responses that has been collected by the researcher. The graphs that has been done using the tool has helped the researcher in graphically presenting the data that has been collected with the help of bar charts (Tuohy et al. 2013).
The researcher needs to follow some rules and regulations so that the process of the research can be conducted in a proper manner. The researcher did not use his force to change the opinion of the respondents who has taken part in the process of the survey. This has helped the resulted in not influencing the responses that has been collected from the respondents (Reynolds et al. 2014). The researcher will not publish the data that has been collected form the respondents, which can be used for some commercial purposes. The data will be stored safely by the researcher so that after the process of research can be completed the information can be destroyed. The responses were collected through the consent of the customers, as the researcher did not influence the opinion (Choy 2014).
The research method that will be taken up by the researcher will allow the process of the research to be conducted in a proper manner. The use of the right methodological tools by the researcher has allowed the research to be conducted in a proper manner. The technique of collecting the data in a proper manner has allowed the researcher in collecting the relevant information so that it can help the research to be undertaken in an effective way. The survey that was conducted by the researcher for the consumers was done based on the ethical guidelines so that the researcher does not violate the Data Privacy of the consumers. This has resulted in conducting the research in an effective manner.
The above data highlights that 39 percent of the respondents are female who are belonging to the age group of 23-26 years and having a monthly income of £26,000-£30,000. Therefore it can be interpreted that the study is focussed mainly on the female customers who are within the age of 23-26 years and have a monthly income of £26,000-£30,000. The researcher has restricted the study mainly on the female customers, as taking both the genders would have created a complex study that would have hampered the in-depth analysis for the research. Hence to conduct the analysis in an in-depth manner, the researcher has taken the point of view of the female customers mainly.
Out of the various factors that affects the psychology of the consumers, the female customers of Auchan considers motivation and perception has an impact on their buying behaviour thereby affecting the performance of the organization. With respect to motivation, it can be seen that there is no impact on the buying behaviour of the customers. This is due to the fact that the level of motivation that the customer have in purchasing the product does not affect the performance of the organization. The customers have no impact on the organizational performance, as they are not interacting with the organizations when they are in need of the particular products. The level of motivation that they have to purchase the product are met by the retailers that are present in the market, as they help in satisfying the need of the customers.
Motivation allows the customers to strive towards purchasing the product from the market where the company is carrying out its operations. It can be seen that the performance of the organization depends mainly on the internal and the external factors that will have an impact on the level of production that is being carried out within the organization. The consumers will be motivated in satisfying their wants and demands so that it can lead to an increase in their level of satisfaction. It will allow the consumers in achieving its goals and objectives after they have purchased the product from the market. It helps the consumers in increasing its level of intensity so that they can satisfy their wants by purchasing the goods and services that are being produced by the organization.
On the other hand it can be seen that the customers have agreed to the fact that perception regarding certain products and services allows in influencing their purchasing behaviour. This is due to the fact that most of the customers can put their perception through the process of feedback forward to the organization so that the products can be developed in that manner. This will result in satisfying the needs and preferences of the customers in a proper way. Therefore it can be stated that most of the customers are of the view that their perception needs to be taken in to consideration by the organization so that it can result in increasing their performance in the market. This would also result in increasing the level of profit for the organization as well.
The research has been conducted by taking in to consideration the views of the female customers who have agreed that perception influences their buying behaviour to a great extent. This is due to the fact that the sense of purchasing the product so that it can satisfy their wants and demands needs to be understood in a proper manner. The manufacturing of the product is perceived by the brain, which allows them to understand that the product will help on satisfying their needs and demands when it is purchased. These perceptions regarding a particular product needs to be understood by the organization so that it can develop the products in a better manner that will allow them to increase their performance within the work place.
The female customers who have been taken in to consideration by the researcher have stated that they agree as well as disagree with the fact that the family members play an important role in the buying behaviour of the consumers that helps in creating an impact on the organizational performance. It can be stated that some of the family members influence the behaviour of the consumers regarding the products or the services that needs to be purchased from the market so that it can result in increasing the level of performance of the particular companies. The family members also influence the performance of the organization, as they may be regular towards the products that are being bought by them for a long period of time. This results in increasing the organizational performance as well.
Some family members of the female customers influence their decision in purchasing the particular product of a company where as it can be seen that some of the families do not have any influence according to the survey that was done. The influence that is done by the family members is with respect to the attitudes, personality and the characteristics that is present among the individuals particularly the female customers in this case. The necessity of the family members have to be understood in a proper manner so that it can result in increasing the buying behaviour of the customers towards the particular products or services provided by the organization.
On the contrary, it can be seen that the status and the reference groups of the female customers does not create an impact on the performance of the organization, as the status of the reference groups of the female customers do not share a set of norms. Most of the consumers purchase the products according to their needs so that they can attain the level of satisfaction. The female customers who are belonging to the higher section of the society will not be influenced by the reference groups, as they would purchase the luxury items more than the necessary items. This will not create any impact on the performance of the organization.
The reference groups of the customers do not influence their buying behaviour, as it cannot judge the needs and preferences of the individuals. The behaviour and the attitude of the customers can be influenced in an indirect manner by these groups, which may turn out to be direct if the customers are eager to purchase the product from a particular organization. The status of the customers also do not play any role on the organizational performance, as the buying behaviour of the customers do not influence the organizational performance. The status of the people are maintained by themselves and it can only influence their buying behaviour if they are to satisfy certain needs and demands from the market.
It can be seen that the female customers have stated that they have agreed as well as disagreed with the fact that the religious factors affect their behaviour with respect to the buying of the products so that it can help in increasing the performance of the organization. The religious factors only allow the consumers to change their purchasing habits when they are in the middle of any festival, which may last for a few number of days. On an overall manner, the buying behaviour of the consumers do not create an impact on the performance of the organization.
Due to the effects of globalization in the modern world, it can be seen that most of the customers are adopting the western lifestyles, which has nothing to do with the religious factors. It can be seen that most of the religious factors among the customers are used as a means to buy new products and services so that it can help them in satisfying their wants and demands. It can be seen that organizations at these points are increasing their level of production so that it can meet the needs and demands of the economy and earn a better rate of return as well.
The female customers were of another view point with respect to the educational background, as they stated that they have an impact on their behaviour to purchase particular products from the market. This is due to the fact that the educational background of the customers will enhance their knowledge and skills regarding the products that will result in increasing the level of satisfaction among them. They will be more aware of the products that will help in satisfying their needs and preferences so that they can function in a proper manner. The customers were of the view that they can provide proper feedback to the organization based on which the products can be developed in a better manner that will help in increasing their level of satisfaction in the market. This will also allow the companies in increasing its performance, as they would develop the products that will increase the sales of the company.
The educational background of the customers will allow them to enhance the performance of the organization in a positive manner, as they will be able to communicate with the organizations. This will allow the company to develop its products and services in an efficient way so that the needs and demands of the customers can be fulfilled properly. The two-way process of communication between the consumers and the organization will help in giving the feedbacks in a proper way so that the organization can move towards excellence.
The researcher has found that most of the female customers have agreed to the fact that the income of the family members affect their buying behaviour, as the consumers are in a better position to understand the needs and preferences of the family members in a proper manner. It will allow the consumers to provide valuable feedback to the organization so that it can result in increasing their level of performance in the market. The main reason behind this is that the consumers are born in a family and are raised with certain perceptions based on the income that the family earns. This allows the consumers in meeting their needs and demands in a better way in accordance to the needs of the family members. The aggregate income of the family members has to be considered by the consumers so that it can influence them in their buying behaviour. The increase in the income of the family members will allow the consumers in investing in the products that are of luxury to them. It will also allow the organization to increase their loyalty among these consumers, as they would prefer in purchasing the products and the services from the same organization due to the standards that are maintained by them.
The disposable income of the consumers also influence their buying behaviour, as it allows them to purchase the products and the services according to their level of income. It can be seen that most of the female customers who took part in the survey stated that they disagree with the fact that the buying behaviour of the consumers has an impact on the performance of the organization. This is due to the fact most of the organizations target a certain section of the audience that are living in the society. They will cater to the needs of the society by fixing the price at a certain range so that it can help in meeting the needs and preferences of the customers in a better manner. This would result in increasing the level of profit for the company as well.
The performance of the organization can be enhanced when they take in to account the feedbacks of the customers so that the products and the services can be made in a proper manner. It will also allow the organization in setting up the price of the product so that it can create an impact on the buying behaviour of the consumers. The competitive price of the product that will be set by the company will allow the consumers in taking up those products and services. The price factor plays an important role in influencing the buying behaviour of the consumers, which helps them in being attracted towards the products or the services. The disposable income of the consumers does not have any impact on the performance of the organization, as the organization manufactures the products according to the needs and demands present in the market and it is not based on the individual needs.
Internal and external factors
The female customers that has been taken in to consideration by the researcher for the researcher has stated that leadership is one of the qualities that will help the organization to increase its level of performance. It can be seen that there are various styles of leadership that can be adopted within the organization, which will result in increasing the productivity level. The leaders have to engage in proper methods of communication with the employees so that it can result in increasing the level of production of the firm. This will also allow the organization to increase its products and services in the market so that the consumers are attracted towards it. The leaders need to establish certain culture within the work place so that it can result in a better working environment. This will allow the employees to work in a coordinated manner within their groups. The leaders also need to take effective decision within the company so that it can result in manufacturing the products in a proper manner.
The leaders need to research the market in an efficient way so that they can understand the attractiveness of the product and the services that are being manufactured by them. It will allow the leaders in understanding the demands that are present among the customers so that the products can be developed in that manner. This will allow the company to increase its performance in the market and the products or the services will; be in high demand in the market.
Another major factor according to the female customers that has an impact on the performance of the organization is the external factors such as trade policies and the labour unions. The labour unions can help in increasing the level of productivity within the company by allowing the employees to work in an efficient manner. The organization needs to facilitate better facilities of training for the employees so that it can enhance their level of knowledge and skills in the company and the production level can be increased. The demands of the unions has to be met in a proper manner so that it can have a positive effect on the outcome of the organization, which will increase the attraction of the products in the market.
The organization also needs to check the trade policies that are present in the country so that it can allow them to carry out their operations in a proper manner. This would result in increasing the activities of the organization in the market as well. The rate of taxes that are being demanded by the government needs to be understood so that the organization can function in a smooth manner in the market. This would allow the company to increase its attractiveness in the market among the customers for the products and the services. The performance of the company depends greatly on the taxes that are being charged by the government, as the rate of profits can be maximized by developing new policies within the organization.
The female customers have responded to the researcher stating that they have agreed to the fact that the buying behaviour of the consumers are dependent on the performance of the organization. The organization needs to improve its products and services in the market by gaining proper feedbacks from the customers so that it can be developed according to their needs and preferences. The organization needs to have efficient employees within the work place so that the choices of the customers can be understood in a better manner. This will allow the leaders of the organization to develop the products in a proper manner. This would result in the repetition of the customers for the organization, which would increase the loyalty of the brand in the market place.
The use of surveys by the organization will result in understanding the perception of the products and services in a better way from the customers so that it can be developed accordingly. This would allow the company in meeting the needs and preferences of the customers so that their buying behaviour can be influenced as well. The buying behaviour of the consumers depend on the process of decision that leads them to purchase the product. They would first gather necessary information that is available regarding the product so that it can help them in enhancing their knowledge regarding the attributes that are present within the product. After this process, the consumers will be searching for alternatives so that it can be available to them at a cheaper price. The organization need to offer the product at a competitive price and sufficient information regarding the product needs to be available on the internet. This would allow the company to increase its attractiveness in the market so that that the consumers can purchase the product. The organization also needs to raise awareness in the society so that it can result in increasing the knowledge of the products among the customers.
1) Who are your customers?
The consumer head stated that the major customers who come within the organization are the people who wants to buy the products in bulk at a cheaper price. Most of the consumers are aware of the products that are being offered by the company and they have a proper knowledge of the needs the organization can fulfil. The company caters to the consumers of different cultural backgrounds, which allows them to serve most of the consumers so that they can fulfil their demands by visiting the store.
2) How do the consumers get the knowledge about the availability of the product?
The company indulges in promotional activities in an extensive manner, which helps them in advertising the products in an efficient manner. This allows the company in educating the consumers regarding the products that are available within the company so that it can cater to the needs of most of them. The company also organizes effective surveys so that the feedbacks of the consumers can be generated and the product can be developed in a proper manner as well. The feedback process allows the company in understanding the needs and the demands of the consumers in a proper manner.
3) What needs of the consumers are satisfied by your company?
The company caters to needs and demands of different consumers according to the level of income. The consumers can purchase the luxury and the necessary items from the same store. This allows the consumers in catering to the different needs of the consumers at the same time. The consumers are aware of the products and the services that are offered by the company, which enables them to satisfy their demands when the need arises. The repetition of the consumers is high in the store, which shows that the loyalty of the brand among the customers is high. This shows that the needs and demands of the consumers are satisfied in a proper manner by the company.
4) What role does the competitors play in increasing the demand of the store?
The managers stated that competitors like Carrefour, H-E-B, Arden Group and Wegmans have decreased the prices of the products in the market so that they can influence the buying behaviour of the consumers. This has affected in a negative manner in the minds of the consumers, as they have been using the products of the company for a long period of time. The impact of the company is more on the consumer, which has resulted in influencing their buying behaviour towards the company with respect to the products and the services that are offered by the store.
Therefore it can be concluded that the quantitative analysis shows the view point of the consumers that has been surveyed by the researcher. It has helped the researcher in understanding the different factors that help in influencing the buying behaviour of the consumers so that the performance of the organization can be enhanced. The analysis shows that the most of the female consumers think that the performance of the organization depends on the buying behaviour of the consumers. The qualitative analysis that has been conducted by the researcher by conducting interview with the consumer head of Auchan helped in understanding the view point of the organization that will help in increasing the services towards the consumers so that it can influence their buying behaviour.
Conclusion and Recommendation
Conclusion
This chapter deals with the concluding part, as the researcher has summed up the entire study in to this last chapter. The research has also linked the objectives in this chapter with the analysis that has been conducted so that it can help in reaching the conclusion in a proper manner.
The buying behaviour of the consumers depend on many factors such as the cultural, social, economic and the psychological factors. The consumers need to be informative regarding the products and the services that are available in the market so that they can purchase it. The process of buying depends on the amount of information that they get regarding the products. This will enhance the process of buying the products and the services that are being produced by the organizations in the market.
The organizational performance depends on the internal and the external factors where the internal factors constitutes of the leadership qualities that are present within the organization. The leaders of the organization help in influencing the process of work that is being performed in the organization by the employees. This allows the level of production to enhance within the organization. The external factors depend on the locality where the company is operating and the behaviour of the employees within the work place. The labour unions play an important part, as they help in increasing the level of production within the company. This can be achieved by providing proper training so that it can enhance their skills and the knowledge.
The gaps that have been identified through the previous researches and the analysis of the data suggests that the factors of consumer buying behaviour affect the performance of the organization in a direct manner. These factors need to be taken in to consideration so that it can result in increasing their attractiveness in the market as well. The factors affecting the buying behaviour of the consumers has to be studied in a proper manner by the management of the organization so that it can help in increasing its revenue in the market as well.
To explore the meaning and concept of consumer buying behaviour
The review of the literature has stated that the buying behaviour of the consumers depend on many factors such as psychological, social, cultural and the economic factors. The psychological factors states that the consumers need to have a certain perception about the product so that it can help in influencing them to buy the product form the market. The cultural factors that has been identified states that the consumers consider the factor of religious gathering to a certain extent that influences them in purchasing the products. It can be seen that most of the consumers are attracted towards the products that are visible in the market so that it can enable the consumers know regarding the attributes that are present in the product. The educational background on the other hand has been taken in to consideration by the customers, as it will help them in understanding the attributes of the products in a better manner. It will allow the consumers in understanding the feasibility of the products in meeting their needs and preferences so that it can influence them in buying the product from the market.
The social factors do not affect the customers with respect to the reference groups, as it has been identified in the analysis. The reference groups do not influence the buying behaviour of the consumers, as it may help them in identifying the products that are being available in the market by the organization. This will help the consumers in changing their perception regarding the product that they have been using and shift their product to another brand. The family members can influence the buying behaviour of the consumers, as it helps in tracing the background to which the customers belong. It will allow the consumers to understand the needs of the family members so that the purchase can be made accordingly. The economic factors can be related to the income of the family members, which will help in influencing the buying pattern of the consumers. The income of the family members needs to be taken in to consideration by the consumers so that it can help in buying the products and the services that are available in the market by the organization. On the other hand, the analysis states that the disposable income of the consumers do not crate any impact on the buying behaviour of the customers, as the main factor according to the survey is that the income of the family members create a greater impact that helps the consumers in being influenced to purchase the products from the organization.
To identify the relationship between consumer buying behaviour and organizational performance
The review of literature has stated that the organizations need to enhance their performances so that it can help in influencing the buying behaviour of the consumers. The organization need to have a better leader so that it can help in communicating with the employees in a better manner and motivate them as well. The leaders need to take in to account the feasibility of the product so that it can help in satisfying the needs and preferences of the consumers. The efficiency of the leaders will help in manufacturing the products in a better manner so that it can increase its appeal in the consumer market.
The leaders also need to facilitate the changes in the organization so that it can be positive in nature and can affect the level of production in the company. The efficiency of the leaders will help in increasing the performance of the product in the market so that it can reach to a large number of customers. This will help in attracting large number of customers towards the organization. Proper training and development needs to be provided to the employees so that it can increase their level of production in the organization. The use of proper rewards system will enable the employees to be motivated towards the organization so that it can account in increasing the level of production for the firm. The organization needs to conduct regular meetings with the employees so that they can understand the needs of the employees, which will help in increasing the performance of the employees within the organization.
The buying behaviour of the consumers will be increased by enhancing the attractiveness of the products in the market. It will allow the consumers to get a better information regarding the products that are being supplied in the market so that they can purchase it form the market.
To recommend the strategy to influence the consumer buying behaviour towards organization
It is important for the organization top increase its recognition in the market so that it can help the customers in identifying the products and services that are being offered in the market. The consumers will become aware of the need of the product in accordance with their emotional or functional behaviour. This will result in increasing the awareness among the customers towards the direction of the brand by the organization.
It will also allow the customers in increasing their knowledge regarding the product that is available in the market so that they can be aware of it. It will provide a perfect platform for the organization in understanding whether their products are being sold in the market or being rejected. It will also allow the customers in increasing their purchasing decision regarding the products that are available in the market, as they will be aware of the products that are being manufactured by the company. It will also result in increasing the loyalty among the customers towards the brand. The decisions of the consumers will also be highly influenced, as it will result in increasing their buying pattern towards the products that are being made by the organization. The more information regarding the product that is available in the market will allow the customer to gain a better insight regarding the attributes that are present so that they can purchase the products and increase their level of satisfaction.
It is important for the organization to increase the recognition of the brand in the market so that the consumers can be aware of the products that are being offered by the company. This will result increasing the emotional and the functional needs among the consumers so that they they are attracted towards the company to purchase the products. The company needs to increase its visual imagery in the market so that the customers can be provoked through the views that will allow them to be associated with the products and the services that are being provided by the company.
The buying behaviour of the consumers depend on the level of information that they can acquire regarding the products and the services that are present in the market offered by the company. This is one of the important reason for the company so that it can help in persuading the consumers in buying the products that they are offering in the market. In a highly competitive marketing environment, the information regarding the products need to be presented in a proper manner so that the consumers can increase their knowledge regarding the products that are being offered by the company. This will also result in improving the position of the company in the market as well and acquire the target market in a better manner as well.
The organization also needs to increase the experience of the customers regarding the purchases that are being done by them. The better experience that is being provided by the organization will help in increasing their performance in the market as well. The delivery of the goods within the time limit along with proper warranties issued against the products that are bought by the consumers will result in increasing the buying behaviour of the consumers as well. The implementation for the buying process in the consumers need to be done with the help of advertisements so that it can increase the loyalty of the organization within the consumers. The efforts of selling taken up by the organization will also result in building up the loyalty among the consumers so that the the revenue of the organization can be increased as well.
The organization needs to understand the importance of purchase so that they can create a better experience among the consumers. The use of strategies that are present in marketing will allow the company in increasing the attractiveness of the products and the services in the market so that the loyalty of the consumers can stick towards the organization. The brands of the company that are being purchased by the consumers will help in increasing the value proposition of the company among the competitors that are present in the market as well.
The leaders of the company also need to increase the effectiveness of the company in the market. This can be done by communicating with the employees and the consumers in a proper manner that will result in understanding the problems that are present in the market so that necessary strategies van be undertaken to increase the attractiveness in the market for the company. The use of autocratic leadership in the organization needs to be prevented, as the leaders will make the decisions without considering the opinions of the employees. This may result in decreasing the level of motivation among the employees, which may hamper the level of production in the market. The organization needs to take up Laissez-faire type of leadership so that the employees can work in accordance to the goals and objectives present in the company. The leaders need to take the opinion of the employees so that they can identify the gaps that are present in the organization. This will allow the company to mitigate the gaps and increase their performance in the market as well.
The research had been conducted under certain limitations. The most important limitation for the researcher was the lack of time and budget. The time constraint allowed the researcher in conducting the survey on a small basis, as it was not possible for him to survey many customers due to the lack of time. Another important factor was budget. The limited budget that was present with the researcher allowed him to access certain journals and articles. If the time and budget allotted to the researcher would have been more, the research process could have been conducted in a more in-depth manner. This would have allowed the researcher in understanding the impact of the buying behaviour on the consumers with respect to the performance of the organization.
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