Sainsbury is estimated as the second biggest chain of supermarket which is mainly situated in the United Kingdom. This retail organisation supplies has about 16.9% share of the United Kingdom Supermarket sector. This retail organisation was mainly founded in 1869by John James Sainsbury by establishing a shop in the Drury lane, which is a place in London. Sainsbury was noticed to experience benefit for a particular consistency of management that evolved from family ownership and control (Baumeister, et al 2008)


Consumer behavior is the study on the different individuals, study about the groups of people so that their ways of selecting and ways of using the different products they mainly prefer for. Consumer behavior helps in identifying the ideas that helps in satisfying the different needs of the people (Hawkins,  et al 2010).

Psychological and sociological influence on consumer behavior:

As consumer behavior deals with the different buying behavior of the customers there are some psychological factors which influence the consumer behavior. Such psychological factors include:

Perception- this is what an individual think about a particular product or different kind of services according to the variation in perception over the same product. Generally, it is noticed that through selective distortion the customers of Sainsbury do gather information in line of their thoughts and beliefs (Ho et al 2006).

Learning- the marketing managers of Sainsbury has stated that consumer do learn different things from the varied experience they undergo when they prefer any new kind of product or services. Once they are satisfied consumer like to make repeat purchase of the same products again.

Beliefs and attitudes- the beliefs and attitudes of the customers do play a vital role in encouraging the consumers while they buy any kind of products. Also Sainsbury officials have stated that by the opinions of the other consumer bring up changes in their buying styles (Huang et al 2009).

Some sociological factors include:

Family– families play a vital role in encouraging the buying behavior of the members by influencing the personality, characteristics and attitudes also it is encourage the different decision making process that consumers involves in while purchasing the products (Solomon, et al 2009).

Reference groups– this people highly encourage the attitude, belief and behavior of the individuals when they intend to buy any product or make use of service supplied by the company.

The consumer decision making process is noticed to comprise of  steps like:

Problem need and recognition– In this stage the consumers do identify their own problem or the type of product which is needed by them.

Looking for information– the consumer search for more information in the features and quality of the products and accordingly make match between its need.

Look for alternatives– once after gathering more amount of information, the consumer finds that the product is not good then they prefer to search for the same featured other kind of product that would satisfy their requirements (Baumeister, et al 2008).

Pre-purchase- in this process the consumers do develop the tendency to make repeat purchase of the products when once they are satisfied with the quality and service supply

Purchase decision– at times consumer in this stage is noticed to have narrowed down their consideration set by considering the opinions of the other people around. Certain unforeseen circumstance might be considered valuable at this stage.

Post-Purchase behavior- after buying the product, once the product is liked by the consumer they intend to make repeat purchase of the items from the same company.

Different forms of purchases:

In perspective of business to consumers the involvement of the consumers is low when they prefer to buy any kind of product for their own convenience and when they need to buy the product for special reasons their involvement is comparatively higher (Hawkins, et al 2010).  In the business to business context, it is noticed that customer involvement is medium when they have to make certain form of modification for repurchasing of the same products and it becomes higher when the consumer would prefer to buy a new product.


According to Maslow’s hierarchy of needs it is noticed that the consumer decision making process does evolve for several reasons. In the stage of self actualization need it is basically noticed that consumers prefer to buy only such kinds of products which are quite important to them, with consideration of the esteem needs consumer do prefer to buy products which highlights their status of living, often the encouragement for buying this kinds of products are supplied by the peers and family members of the consumers of Sainsbury (Ho et al 2006).  The social needs are some sense of belonging that the consumers develop interest of buying and the safety needs are for the security of the consumers. The psychological needs are the most basic needs required by the people and for buying the basis needs no such influence is being supplied to the consumer.

Impact of attitude on consumer buying decision:

The attitudes of any individuals or consumers are estimated as the beliefs being followed by that particular person and according to a recent data it has been found that the attitudes of the consumers do throw impact on their buying decision. In perspective of the attitudes consumers of Sainsbury is noticed to make decisions whether they would buy the products, would they make repeat purchase of the products depending on the quality and by making repeat purchase of the products would be tend to become loyal consumers of the retail company of Sainsbury (Huang, et al 2009).

The consumer perception could be efficiently measured through the different kinds of market surveys. Attitude of the individuals do throw a valuable impact on the consumer buying decision and when the consumers are dissatisfied the marketing officials of the company should supply alternatives to their customers in order to retain their interest (Baumeister et al 2008).  The purchase decision are often influenced by beliefs and attitudes and the opinions supplied by the reference groups.




Baumeister, R. F., Sparks, E. A., Stillman, T. F., & Vohs, K. D. (2008). Free will in consumer behavior: Self-control, ego depletion, and choice. Journal of Consumer Psychology, 18(1), 4-13.

Hawkins, D. I., Best, R. J., & Coney, K. A. (2010). Consumer behavior. Implications for marketing strategy, 5.

Ho, T. H., Lim, N., & Camerer, C. F. (2006). Modeling the psychology of consumer and firm behavior with behavioral economics. Journal of marketing Research, 43(3), 307-331.

Huang, P., Lurie, N. H., & Mitra, S. (2009). Searching for experience on the web: an empirical examination of consumer behavior for search and experience goods. Journal of marketing, 73(2), 55-69.

Solomon, M. R. (2009). Consumer behavior: In fashion.


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