Consumer Buying Behavior for Auchan Retail Company †Free Samples

Question: Discuss about the Analyze The Impact Of Consumer Buying Behavior On Organizational Performance In Context Of Auchan Retail Company, France. Answer: Research background In the current business scenario, companies are more concerned regarding consumer buying behavior. It aids them to yield information regarding how customers think, feel and choose the products and services. Each individual is a consumer and they take a decision on the basis of different factors such as cultural, social, psychological and personal. Consumer behavior is the study of procedure which entails by the company to assess the purchasing and disposing decision of the customers. It is beneficial to generate positive experience among customers and also satisfy them. Retailing is fast and vast growing industry in France. Retailers not only provide economic benefits but also provide the societal advantages (Armstrong, et. al., 2015). It is a key element ofmarketing in which marketers attain the need of potential customers and deliver the added value for them to grow the business. Research objectives To explore the meaning and concept of consumer buying behavior To identify the relationship between consumer buying behavior and organizational performance: in context of Auchan retail company, France To recommend the strategy to influence the consumer buying behavior towards organization: in context of Auchan retail company, France Research question What are the meaning and concept of consumer buying behavior? What is the relationship between consumer buying behavior and organizational performance? What are the strategies to influence the consumer buying behavior towards organization? Hypotheses/Propositions H0: There is no relationship between consumer buying behavior and organizational performance. H1: There is a relationship between consumer buying behavior and organizational performance. Importance of project This project is beneficial for retail companies to understand the impact of consumer buying behavior on their organizational performance. It is also beneficial for readers to understand the relationship between consumer behavior and organizational performance. This project is also effective for both company and readers to understand the strategies to influence the consumer buying behavior towards organizational performance (Oliver, 2014). Literature review Meaning and concept of consumer buying behavior According to Kim and Park (2013), consumer behavior is a mental procedure which is associated with the emotion of the consumers. Under this procedure, the consumer starts to assess the requirement of product and then discover the strategy to solve the requirement. They also take purchasing decision by planning regarding whether they should buy or solve the needs and then they confirm and implement the plan in their purchasing decision. In support to this, De Medeiros et al. (2014) stated that consumer behavior is a mental procedure that can be changed as the alteration in market, trends and environment. There are different factors which affect the consumer buying behavior such as psychological, cultural, social and personal factors. Relationship between consumer buying behavior and organizational performance According to Horner and Swarbrooke (2016), there is a positive relationship between consumer buying behavior and organizational performance. In this way, it is analyzed that company useseffective marketing strategy to influence the customer towards their products as compared to other competitors. It is also effective for a company to make a long-term relationship with customers as they will always choose the companys products and services. In contrast to this, Homburg et al. (2013) evaluated that company conducts research regarding consumer behavior to assess how, when, and where they should sell their services and goods. For instance, if the company knows about people that they will choose the familiar brands then the company should promote their brand through social media pages and commercial advertisement. Along with this, company spends more time for hanging posters and Facebook and Twitter to endorse their product as it is effective to influence the consumer buying behavior. It is effective to improve the organizational performance. In the view of Martins et al. (2014) demonstrated that consumer behavior enables the company to select what products or service should be produce and deliver. After understanding the consumer behavior, an organization can easily consider the needs that have not been considered by the competitors. For example, if a retail company assesses that a large number of customer shop from stores then it can introduce the online channel for them to shop the products and services. Strategies to influence the consumer buying behavior towards organization According to Malik et al. (2014), the company can use a different strategy to influence the buying behavior of consumer towards the organization. In this way, the company can offer the quality product with unique features to the customers as it would be effective to persuade the consumer buying decision towards their products or services. It can also use competitive pricing strategy as compared to its competitors hence it could be effective to influence a large number of the customer towards their products or services. In support to this, Ali and Ahmad (2016) stated that company can use the effective promotional strategies such as sales discount, coupon code, and free sample offers to influence the buying behavior of consumer towards their products and services as compared to other key market players. It can also use different integrated marketing communication tool to influence the consumer buying behavior such as social media, advertisement, direct marketing, e-mail marketing, indirect marketing and messaging. As a result, it would be beneficial to improve the organizational performance. Hollebeek et al. (2014) exhibited that company can conduct the market research to identify the needs, wants and desires of customers and can implement it in their business process. Consequently, it will influence the buying behavior of consumer towards their products and increase the revenue of the company. The company should also use effective consumer protection regulatory policy to protect the consumers as it would be beneficial to influence them towards their products and services. It should also handle the customer grievance services after purchasing the products as it would be beneficial to influence the consumer buying behavior towards the organization. As a result, the company can generate more productivity. Research methodology This is an essential part of research methodology which depicts certain methods like research design, approaches, philosophies, data gathering process and research type. It is appropriate to obtain the data to resolve the research concern. The key intention of this research is to assess the appropriate tool to overcome the impact of consumer buying behavior of Auchan retail company, France in a significant way. In addition to this, the researcher will exercise different journal articles in the research to improve the reliability of gathered facts and figures (Bolton and Mattila, 2015). Along with this, this strategy could be effective to enhance the superiority and reliability of research outcome. Research Onion Framework This framework contains different tactics like research strategies, approaches, methods that would be implemented by a researcher to pool the facts and figures and attain the research objectives. Along with this, the researcher will implement onion framework to generate knowledge regarding techniques and tools of the research. This onion framework is established by Saunder to build exact knowledge with respect to research techniques (Brodie, et. al., 2013). Consequently, it could be beneficial to enhance the consistency of research outcome in an effective manner. This is also beneficial for a researcher as it will aid to assess techniques and tools as well as build depth knowledge about methodology in a systematic manner. Researcher will use the onion framework to conduct this research (Nuttavuthisit and Thgersen, 2017). The researcher will be completed in below manner: Research philosophy Research philosophy is effective to create logical belief regarding pooling, assessing and evaluating the facts and figures in the project. For this research, the researcher will choose the positivism research philosophy due to generating a hypothesis. It would be beneficial to get reliable and valid outcome about research (berseder, et. al., 2014). Research approach The research will also use the deductive approach in this project due to its relevancy with the interpretivism philosophy. This approach is also depending on general perception and belief of people to obtain the information regarding research issue. This approach will select to generate the hypothesis and then accept and reject by using different theories and data analysis (Raheem, et. al., 2014). Research design Mix research design will be used by a researcher with the intention of this research. This is effective for the researcher as it incorporates the features of both qualitative and quantitative research design. In such case, the researcher will implement the qualitative research design to obtain theoretical data about the impact of consumer behavior on organizational performance. Along with this, researcher will use quantitative research design to assess the responses of respondents (Nuttavuthisit and Thgersen, 2017). Research type For this research, the researcher will use explanatory research type because it would be used to assess the cause and effect relationship between consumer behavior and organizational performance. In contrast to this, the researcher will not use the descriptive research because there is no need to describe the research (Brodie, et. al., 2013). As well as, it will also not use the exploratory research due to not new to study. Sampling A researcher will use probability sampling method for this research. Under this, random sampling technique will be used by the researcher in which respondents will select on a random basis. This sampling will be implemented as it facilitates equal opportunities to each response to give their answers. As a result, it would be effective to declines the biases from the project. Along with this, the researcher will select the 55 customers from different geographical areas of France who shop the products through Auchan Retail Company (Bolton and Mattila, 2015). Data collection techniques The researcher will also use both primary and secondary data gathering process as it would allow the researcher to eliminate the research problem and actual required data. In such case, secondary data can be collected via second-hand information such as journal article, annual report, online and offline sites, genuine websites, academic publications and government report. On the other hand, primary data will be collected by a researcher from conducting the survey on targeted participants as it will obtain the valid as well as reliable data about the impact of consumer buying behavior on organizational performance (Ali, and Ahmad, 2016). Data analysis For analyzing the data, statistical data analysis method will be used by a researcher to measure the pooled facts and figures and interpret it in a significant way. With the intention of data analysis, the researcher will exercise MS-excel software to exhibit the data via bar diagram, pie charts, and column charts. As a result, it will allow the readers to build all-inclusive knowledge with respect to research issue (Martins, et. al., 2014). Project plan The project plan is essential for the researcher to assess the time period of each activity (Malik, et. al., 2014). A better project takes time to execute the all activities effectively to obtain feasible results. For this project, the researcher will follow the below timeline: Research activities that would be performed/Weeks 1 2 3 4 5 6 7 8 9 Consideration of research issue Gathering reviews from experts Identification of Research Background Assessment of Literature Review Detection of gap in literature review and obtain survey through questionnaire Analysis of information and Writing of report Proof-Reading and Editing Final Submission The above time plan is significant for a researcher to attain the research objective in the predetermined time period. Since, time plan would enable the researcher to build the knowledge regarding research activity completion time. It would be also beneficial for the researcher to do research in given time structure. Bibliography Ali, A., and Ahmad, I. (2016) Environment-friendly products: factors that influence the green purchase intentions of Pakistani consumers,Pakistan Journal of Engineering, Technology and Science,2(1) pp. 1-5. Armstrong, G., Kotler, P., Harker, M., and Brennan, R. (2015)Marketing: an introduction. UK: Pearson Education. Bolton, L. E., and Mattila, A. S. (2015) How does corporate social responsibility affect consumer response to service failure in buyer-seller relationships?,Journal of Retailing,91(1), pp. 140-153. Brodie, R. J., Ilic, A., Juric, B., and Hollebeek, L. (2013) Consumer engagement in a virtual brand community: An exploratory analysis,Journal of Business Research,66(1), pp. 105-114. De Medeiros, J. F., Ribeiro, J. L. D., and Cortimiglia, M. N. (2014) Success factors for environmentally sustainable product innovation: a systematic literature review,Journal of Cleaner Production,65, pp. 76-86. Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014) Consumer brand engagement in social media: Conceptualization, scale development and validation,Journal of interactive marketing,28(2), pp. 149-165. Homburg, C., Stierl, M., and Bornemann, T. (2013) Corporate social responsibility in business-to-business markets: how organizational customers account for supplier corporate social responsibility engagement,Journal of Marketing,77(6), pp. 54-72. Horner, S., and Swarbrooke, J. (2016)Consumer behavior in tourism. UK: Routledge. Kim, S., and Park, H. (2013) Effects of various characteristics of social commerce (s-commerce) on consumers trust and trust performance,International Journal of Information Management,33(2), pp. 318-332. Malik, M. E., Ghafoor, M. M., and Iqbal, H. K. (2014) The impact of advertisement and consumer perception on consumer buying behavior,International Review of Social Sciences and Humanities,6(2), pp. 55-64. Martins, C., Oliveira, T., and Popovi?, A. (2014) Understanding the Internet banking adoption: A unified theory of acceptance and use of technology and perceived risk application,International Journal of Information Management,34(1), pp. 1-13. Nuttavuthisit, K., and Thgersen, J. (2017) The importance of consumer trust for the emergence of a market for green products: The case of organic food,Journal of Business Ethics,140(2), pp. 323-337. berseder, M., Schlegelmilch, B. B., Murphy, P. E., and Gruber, V. (2014) Consumers perceptions of corporate social responsibility: scale development and validation,Journal of Business Ethics,124(1), pp. 101-115. Oliver, R. L. (2014)Satisfaction: A behavioral perspective on the consumer. UK: Routledge. Raheem, A. R., Vishnu, P., and Ahmed, A. M. (2014) Impact of product packaging on consumers buying behavior,European Journal of Scientific Research,122(2), pp. 125-134. Rapp, A., Baker, T. L., Bachrach, D. G., Ogilvie, J., and Beitelspacher, L. S. (2015) Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance,Journal of Retailing,91(2), pp. 358-369. Additional readings Agnihotri, R., Dingus, R., Hu, M. Y., and Krush, M. T. (2016) Social media: Influencing customer satisfaction in B2B sales,Industrial Marketing Management,53, pp. 172-180. Grimmer, M., and Bingham, T. (2013) Company environmental performance and consumer purchase intentions,Journal of Business Research,66(10), pp. 1945-1953. Yoshida, M., James, J. D., and Cronin, J. J. (2013) Sports event innovativeness: Conceptualization, measurement, and its impact on consumer behavior,Sports Management Review,16(1), pp. 68-84.