CONSUMER BUYING BEHAVIOR

Consumer Buying Behavior - A case of Tesco

Abstract

In this paper the researcher has conducted a research on Consumer Buying Behavior in which Tesco is considered as the centre of the research. The core aim of the research is to get the idea that what are the key factors which are playing role as influencing agents at the time of making purchases for the consumers. In the research the researcher has conducted a survey and also two interviews were conducting during the course of the research work. After going through the research it can be concluded that at Tesco the consumer buying behavior is highly affected by the cost effective strategies which are implemented throughout the operations.

Abstracti

Introduction1

Background1

Aim and Objectives of the Research2

Research Questions3

Hypothesis3

Literature review3

Research Methodology5

Quantitative Approach Vs Qualitative Approach5

Research Method6

Data Sources6

Data Collection Methods7

Population/Sampling:7

Limitation of the Research work7

Analysis and Results8

Interview 110

Interview 211

Time Plan and Resources Required11

Ethical Considerations of the research12

Conclusion13

Recommendation13

References14

Appendix 115

Questionnaire15

Appendix 217

Interview Questions17

Consumer Buying Behavior - A case of Tesco

Introduction

In this starting part of the research, researcher is going to give an overview of research topic through explaining the background of the research. Then the researcher will be telling the aims and objectives which are set for the research work. This will lead the researcher towards designing appropriate research question and research hypothesis for the research being conducted.

Background

The consumer behavior is basically a study regarding how the consumers actually tend towards buying, when they go for buying and why they do buying. Consumer behavior can be categorized as a subcategory of marketing. This basically blends various elements from the sociology, psychology, anthropology, economics and also socio psychology. This also makes attempts on order to understanding the decision-making process of buyers. It also studies the individual consumer's characteristics like their demographics and many other behavioral variables. This is for understanding the needs of the people (Kotler, 2008, p. 173).

Kotler, (2008) further stated that consumer behavior is also a tool which assess the influence made by the group like families, friends, reference groups, and also the society on the whole for instance at the time when consumers purchase any particular product they are also going for a family decision, their comfort, level of satisfaction, price levels and also the quality (p. 174).

It is seen that there are numerous inquiries regarding the way in which the consumers purchase some brand and also make their final decision for buying any product. At the same time the frameworks which are already existent are really helpful for making an understanding the multinational nature all of these brands actually have (Keller, 2003, p. 595).

Whenever any individual make a decision regarding whether or not to purchase any particular product or offered service, there is always a potential that the decision is going to contribute to some sustainable pattern of consumption (Moisander, 2007, p. 404). This is the reason that the researcher has felt this particular area is worth considering for the research being conducted. This will be done by making use primary data which is going to be ...