Loading

An Analysis of the impact of Brand Image in influencing Customer Preference in the retail industry: a Case Study of Tesco, PLC

Harvard, 12000 Words

Abstract

 

The researcher intended to analyse the development of Tesco’s customer preference based business operation with the aid of branding practice to increase business performance. The researcher uses positivism research philosophy, deductive research approach, exploratory research purpose, mixed-research strategy by applying case study and survey research strategy. The researcher chooses samples for primary data collection procedure by convenient sampling procedure that helps to choose 66 Tesco customers from millions of Tesco customers and used same technique for selecting the marketing managers of Tesco to collect interview data. The finding represents Tesco brand name and symbol for maintaining strong customer appeal that has total 89 percent positive response. The brand awareness view of Tesco supports to maintain customer preference that indicates to influence customers purchasing intention and has total 93 percent positive response. Customer preference view of Tesco supports to maintain customer loyalty program that provides effective benefits to customers and has total 83 percent positive response. The reward practices are attracting customers to respond towards reward based marketing campaign of Tesco to purchase retail products that has 95 percent positive response. Tesco needs to improve leverage brand value to gain business success and to adopt this process with customer preference to increase brand image of organisation more in future.

 

 

 

 

 

 

 

 

Table of Contents

 

Acknowledgement

Declaration

Abstract

Chapter – 1: Introduction

1.1        Background of the Study

1.2        Rationale of the Study

1.2.1         The Research Issue

1.2.2         Reasons for becoming the Research Issue

1.2.3         Reasons for becoming an Issue now

1.2.4         The Research shed light on Beneficiary Issues

1.3        Research Aim and Objectives

1.4        Research Questions

1.5        Structure of the Study

1.6        Conclusion

Chapter – 2: Literature Review

2.1        Introduction

2.2        Brand

2.3        Brand Image

2.3.1         Brand Awareness

2.3.2         Brand Identity

2.3.3         Brand Recognition

2.4        Customer Preference

2.4.1         High Customer Service

2.4.2         Rewards

2.4.3         Discount Offers

2.5        Attractive Marketing Campaign

2.6        Conceptual Framework

Figure 2.1: Conceptual Framework

2.7        Conclusion

Chapter – 3: Research Methodology

3.1        Introduction

3.2        Research Philosophy

3.2.1         Justification of Research Philosophy

3.3        Research Approach

3.3.1         Justification of Research Approach

3.4        Research Purpose

3.4.1         Justification of Research Purpose

3.5        Research Method

3.5.1         Justification of Research Method

3.6        Research Strategy

3.6.1         Justification of Research Strategy

3.7        Data Collection Technique

3.7.1         Primary Data Collection

3.7.1.1      Justification of Primary Data Collection

3.7.2         Secondary Data Collection

3.7.2.1      Justification of Secondary Data Collection

3.8        Sampling Technique

3.8.1         Justification of Sampling Technique

3.9        Data Analysis

3.9.1         Justification of Data Analysis

3.10      Ethical Consideration

3.10.1       Justification of Ethical Issues

3.11      Limitation of the Study with Methodology

3.12      Conclusion

Chapter – 4: Findings and Analysis

4.1        Introduction

4.2        Findings of Questionnaire Survey

Table 4.1: Age of Respondents

Figure 4.1: Age of Respondents

4.2.1         Brand Image of Tesco

Table 4.2: Tesco brand name and symbol have strong customer appeal

Figure 4.2: Tesco brand name and symbol have strong customer appeal

Table 4.3: Brand image have to ensure by employees fruitful customer services

Figure 4.3: Brand image have to ensure by employees fruitful customer services

Table 4.4: The delivery of business promises are supporting to maintain successful brand image of Tesco

Figure 4.4: The delivery of business promises are supporting to maintain successful brand image of Tesco

Table 4.5: Brand awareness of Tesco maintains customer preference

Figure 4.5: Brand awareness of Tesco maintains customer preference

Table 4.6: Brand awareness ensures brand trust to maintain effective relation with customers

Figure 4.6: Brand awareness ensures brand trust to maintain effective relation with customers

Table 4.7: Brand identity helps to interact with customers by attractive marketing feature that increase sales performance of Tesco

Figure 4.7: Brand identity helps to interact with customers by attractive marketing feature that increase sales performance of Tesco

Table 4.8: Brand recognition has attractive marketing features those are increasing product value into customers mind

Figure 4.8: Brand recognition has attractive marketing features those are increasing product value into customers mind

4.2.2         Customer Preference

Table 4.9: Customer preference supports to maintain customer loyalty program

Figure 4.9: Customer preference supports to maintain customer loyalty program

Table 4.10: Customers are gaining cost advantage from Tesco

Figure 4.10: Customers are gaining cost advantage from Tesco

Table 4.11: Tesco is maintaining customers expected demand of service to influence customers’ preference

Figure 4.11: Tesco is maintaining customers expected demand of service to influence customers’ preference

Table 4.12: High customer service is improving the customers’ motivation and preference to purchase products from Tesco

Figure 4.12: High customer service is improving the customers’ motivation and preference to purchase products from Tesco

Table 4.13: Rewards are attracting customers to respond towards rewards based marketing campaign

Figure 4.13: Rewards are attracting customers to respond towards rewards based marketing campaign

Table 4.14: Discount offers are attracting new customers mind to purchase from Tesco

Figure 4.14: Discount offers are attracting new customers mind to purchase from Tesco

4.2.3         Attractive Marketing Campaign

Table 4.15: Attractive marketing campaign explores customers’ preferences

Figure 4.15: Attractive marketing campaign explores customers’ preferences

Table 4.16: Attractive marketing campaign has impact on customers mind to purchase products from Tesco

Figure 4.16: Attractive marketing campaign has impact on customers mind to purchase products from Tesco

4.2.4         Retail Business Success through Customer Preference

Table 4.17: The impact of branding practice on customer preference increase sales performance of Tesco

Figure 4.17: The impact of branding practice on customer preference increase sales performance of Tesco

Table 4.18: Tesco has leverage brand value into the market through customer preference

Figure 4.18: Tesco has leverage brand value into the market through customer preference

Table 4.19: Customer preference on brand increases sales operation of Tesco

Figure 4.19: Customer preference on brand increases sales operation of Tesco

4.2.5         T-test statistics and result of Questionnaire Survey

Table 4.20: Average Response of Conceptual Framework

Table 4.21: T-Test statistics and result of Questionnaire Survey

4.3        Findings of Interview Survey

4.4        Conclusion

Chapter – 5: Conclusion and Recommendation

5.1        Concluding Remark

5.2        Objectives Based Summary of Finding

5.3        Recommendations

5.4        Future Research Scope

References

Appendix A: Questionnaire Survey

The delivery of business promises are supporting to maintain successful brand image of Tesco

Tesco is maintaining customers expected demand of service to influence customers’ preference

High customer service is improving the customers’ motivation and preference to purchase products from Tesco

Rewards are attracting customers to respond towards rewards based marketing campaign

Discount offers are attracting new customers mind to purchase from Tesco

Appendix – B: Qualitative Interview