A consumers buyer behaviour is influenced by four major factors cultural, social, personal, and psychological factors. Although many of these factors cannot be directly controlled by marketers, understanding of their impact is essential as marketing mix strategies can be developed to appeal to the preferences of the target market. Definition of buying behavior: buying behavior is the decision processes and acts of people involved in buying and using products. Are influenced by opinion leaders, person's family, reference groups, social class and culture.

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Things you should do based on the expectations of you from your position within a group. Marketers must understand: that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family can reject/alter/etc family buying decisions are a mixture of family interactions and individual decision making family acts an interpreter of social and cultural values for the individual. Culture and sub culture culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next. Possibly the most challenging concept in the marketing is to deal with understanding the buyer behaviour. Consumer buying behaviour refers to the buying behaviour of the final customers, and households who buy goods and services for personal consumption. It is fascinating but different area to research and this is particularly relevant in the tourism field, where the decision to purchase by a consumer is of emotional significance.

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Consumers vary tremendously in age, income, education level and tastes and they buy an incredible variety of goods and services. During the last 20 years hundreds of hotel companies developed new restaurants and hotels around the globe. In addition hospitality and tourism industry have undergone globalisation which has increased the competitors within the industry. So to attract the customers, the company that really understand how consumers will respond to different product features, price and advertising appeal has a great advantage over its competitors. Consumer behaviour is affected by many uncontrollable factors and their purchases are strongly influenced by cultural, social, personal and psychological factors. These factors cannot be control by marketers but must be taken into account before launching product or advertising the product. Consumer is the king and it is the consumer determines what a business is, therefore a sound marketing programme start with a careful analysis of the habits, attitudes, motives and needs of consumers.

It may happen that after a trip to the market, they might have purchased some items, which are not in the budget, and thus there arises a deviation from the budgeted items and expenditure. All the behaviour of human beings during the purchase may be termed as ldquo buyer behaviour rdquo. The success of a profit making firm is not determined by financial parameters but also by its consumers, which is usually a very strong determinant in an organisation’s search for excellence and survival in this highly competitive retail industry. Therefore, it is primordial that we understand consumers’ buying behaviour and also what operational factors motivate them to buy from one particular retail outlet. This chapter will review the literature about consumer buying behaviour and the operational factors which contribute towards these behaviour. The study of consumer behaviour is important in deciding production policies, price policies and framing the sales promotion in a supermarket. This chapter attempts to concentrate on the past literature concerning consumer buying behaviour, it focuses particularly on the behavioural aspect in supermarkets.

John arndt, 1976 defines consumer behaviour as the mental and physical activities of a person or group of individuals who are concerned with consumption that links to acquisition, usage and in some cases disposition of economic and consumer goods and services both from the private and public sector. Consequently, christopher, 1989 stated that the shopping behaviour of consumers was studied in order to analyse whether or not the store culture, product ranges and strategies of the companies are suitable towards consumer requirements. He believed that consumer buying behaviour cannot be predicted and it is changes continuously.

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Eventually, when trying to understand how a person or group make their decision to spend their resources which is time, money and effort on consumption related items schiffiman and kanuk,1997 , the factors that affect the consumer before the purchase is feedback from other customers, packaging, advertising, product appearance and price peter and olson,2005. The importance of this approach is important for an organization’s success so that they can have an indepth understanding of their consumer buying behaviour solomon et al, 2006. Marketers can measure the physical action or behaviour of consumer and their buying behaviour directly papanastassiu and rouhani, 2006.

This is why many organizations these days are spending quite a lot of their resources to do research on how consumers preview their buying process, that is, how many they, what they buy, when they buy and where they buy kotler, armstrong, 2001. To obtain a well structured result, normally firms observed this behaviour based on their analysis on different assumptions that is, whether customers buying behaviour were studied from different perspectives such as quality of the product and better services or lower price system papanastassiu and rouhani, 2006. Different concepts and researchers have proved that when firms are able to meet all the aspects of its customer market, then this will result into higher profitability chaudhuri, 2006 and also permit them to develop better strategic decisions for consumers asseal, 1998. Probably, the most difficult and challenging concept in marketing has to do with understanding why buyers behave like they do and what are they thinking or what are the methods and reasons are they using to buy a commodity schiffman, 2004. Marketers opt to learn consumer buying behaviour so as to be more effective to reach consumers and increase the probability towards success sargeant and west, 2001. Therefore, it is vital to understand the problems that consumers are going through while they are accounting to do a purchase johan arndt, 1976.

The model identifies the importance of information in the consumer buying behaviour. Figure: attitudes and consumer behaviour andreason, a.r, 1965 therefore, we can see to what extent the analysis of consumer behaviour helps organizations to improve their marketing strategies by apprehending argument like the psychological factors of how an individual feel differentiate between different alternatives or what motivates them to buy a particular item and so on. In accordance with hasemark amp albinson, 2004 customer satisfaction is a general attribute towards a particular product or an emotional acknowledgement to the variation between the customers’ expectations and what they are actually receiving as regards to the fulfillment of a need.

Likewise, kotler, 20 mac innis, 2001 determine customer satisfaction as an individual’s positive sentiment of happiness, delightfulness, excitement or even negative ones like disappointment, frustration and discouragement, in regards with the services and products of the supermarket, in regards to the customer expectations. The definition of the word satisfaction itself means the happiness that a person feels when he or she has accomplished a particular need or desire. Moreover, customer satisfaction might sometimes be a tool in measuring to what extent customers are happy with the services being offered by the supermarket. Satisfied customers are the ones who act as referrals recommend their friends, they are more likely to become loyal and consume more from the supermarket. Ciavolino amp dahlgaard, 2007 define customer satisfaction as the general assessment of the service performance or utilization. In accordance with hoyer amp mac innis, 2001 customer satisfaction might be affiliated with an emotional connection or feelings of acceptance, delightfulness, excitement and relief.

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Additionally, zairi, 20 claims that many researchers have concentrated on the effect of customer satisfaction based on a continuous purchasing pattern, loyalty and retention and they have all found that satisfied customers are the one who share their experiences with at least five to six individuals. Furthermore, this study has been supported by la barbera amp mazarsky, 1983 who also assert that customer satisfaction generates frequent purchasing decisions but at the other end, dissatisfaction is viewed as a very first factor for discontinuity of purchase. Hoyer amp mac innis, 2001 also claim that customer dissatisfaction will opt towards discontinuation of purchase this will not only prevent the customers from buying but also, they act as a negative word of mouth for others. As we can see, various studies have been carried out in this sphere of customer satisfaction. Many definitions have been developed as to what customer satisfaction is all about.