Consumer Behaviour and Insight: A Comprehensive Analysis of Tesco's Customer Journey

Assesment draft
Consumer Behaviour and Insight

Introduction
Due to the high rate of competition it becomes hard to retain the new as well as the old
customers and their loyalty. The main purpose of the module is to highlight the actions of the
markets with compromising the profit that will turn into the long term customer’s loyalty and
provide long term benefit. The report focuses on understanding the concept of consumer
behaviours and its insights which is important for the businesses.

Overview of Tesco Company
Tesco is the leading grocery company and having the general merchandise retailer that is having
it’s headquarter in United Kingdom. It is listed in top three retailer company that provide variety
of products and services. It is listed in second largest company that is measured by profit. It
deliver its product and services almost in 14 countries that includes Europe, north America,
Malaysia, Thailand, republic of Ireland and Asia and becomes the grocery market leader in UK
in which it share almost 30% of share. Originally it is having specialised in drinks and food that
is having diversified in Pet insurance, dental, healthcare, CDs, renting and retailing DVDs,
internet services, music downloads and software and so on.

P1 Explain and analyse the stages of the consumer decision-making journey for a given
product/service.
Customers obtain maximum number of information regarding to the particular products and
services from experienced users needs to making buying decisions on the basis of own
preferences and choices. Due to social factors of references groups, leader’s opinion and
customers surrounding is having direct impact on buying behaviour. However, customers have to
buy mechanically as per the strong perception of products. The self concept factors and
personality factors provide direction to organization to inspect consumer buying behaviour.
Tesco Company is the leading retailer company in all over the world that provide various
product and service s but having specialization in foods and drinks. The company analyse the
market and mapping the path of journey of consumers to understand the behaviour of consumers
and develop effective strategies to accomplish its vision and motto.
(Aitchison, 2018)