An analysis of the importance of an organisation’s pricing strategy in influencing the integrated marketing strategy in the retail sector: A Case Study on Tesco Plc., UK

Harvard, 12000 Words



Today pricing strategy is playing a vital role for building the integrated marketing strategy of a company. Today grocery industry is growing rapidly for an increase in the demand. There has created a huge competition in the market. On the other hand the brand switching because of price is very high in this sector. So, pricing strategy is very necessary for this industry.

This research has collected data from 100 Tesco customers as sample that making a significant outcome on the pricing strategy. This research is adopted appropriate methods to justify the findings accurately according to this research.













Table of Contents

Supervisor’s Declaration

Student’s Declaration


1        Chapter One: Introduction

1.1       Introduction

1.2       Background of the research

1.3       Rationale for study

1.4       Research Aim, objectives, Questions and hypothesis

1.4.1        Research Aim

1.4.2        Research objectives

1.4.3        Research Questions

1.4.4        Research Hypothesis

1.5       Structure of research

1.6       Conclusion

2        Chapter Two: Literature review

2.1       Introduction

2.1.1        The importance of pricing strategy in retail sector

2.1.2        Brand name of TESCO

2.1.3        Brand awareness of TESCO

2.2       Perceived quality

2.3       Integrated marketing strategy

2.4       Purchase intentions

2.5       Integrated marketing strategy

2.6       Value creation

2.7       Consumer purchase decision is influenced by the brand awareness and pricing rather than brand profitability and quality

2.8       Conceptual framework

3        Chapter 3: Research design and Methodology

3.1       Introduction

3.2       Type of investigation

3.3       Research Philosophy

3.3.1        Justification for choosing research philosophy

3.4       Research Approach

3.4.1        Justification for choosing research approach

3.5       Research Design

3.5.1        Justification for choosing research Design

3.6       Research Method

3.6.1        Justification for choosing research Method

3.7       Data collection Process

3.8       Sampling method

3.8.1        Justification for choosing sampling method

3.9       Accessible issues

3.10         Ethical issues

3.11         Data analysis and presentation

3.12         Research limitation

3.13         Conclusion

4        Chapter 4: Data Analysis & Research Findings

4.1       Introduction

4.2       Online Questionnaires:

4.3       Dept. Management Interview

4.4       Key research Findings:

4.5       Consequence from these Findings

4.6       Conclusion

5        Chapter 5: Conclusion & Recommendation

5.1       Conclusion

5.2       Recommendation

5.3       Achieve Research Objectives

5.4       Limitation of the Research

5.5       Further Research Issue

5.6       Ethical issues:

5.7       Personal Development

6        References

7        Appendices A

7.1       Appendix 1: Online Questionnaires:

7.2       Appendix 2: Dept. Management Interview