Consumer Behavior and CSR Influence

This assignment examines the relationship between corporate social responsibility (CSR) and consumer behavior. It delves into how ethical considerations influence purchase decisions, analyzing various factors like brand reputation, product sustainability, and social impact. Students are tasked with researching relevant literature, case studies, and current trends to understand the complexities of this dynamic relationship.

RESEARCH
PROJECT

Table of Contents
TITLE..............................................................................................................................................1
TASK 1 ...........................................................................................................................................1
1.1 Research project outline specification .................................................................................1
1.2 Factors that contributes to the selection of research project ................................................3
1.3 Literature Review .................................................................................................................3
1.4 Research Methodology .........................................................................................................5
1.5 Time line for research activities ...........................................................................................6
REFERENCES ...............................................................................................................................8

TITLE
To analyse the importance of corporate social responsibilities within an organisation and
its influence on choice and preference of customers. A Case study on Tesco Plc.
TASK 1
1.1 Research project outline specification
This section of research has involved various components in which some are evaluated as
below:
Over View of the Research
In the modern era the basic purpose of each business organisation is to attaining high
growth and profitability at market place through gaining attention of large number of customers
towards their firm and offered products and services (Andrew Caulfield, 2013). The choice and
preferences of customers are rapidly changed due to change arises in market price and trend.
Corporate social responsibility is a vast concept which plays significant role in attracting
customers and buyers towards the firm or its innovative and high quality goods and services.
Tesco Plc is the world's largest British multinational company who deals in variety of goods and
services at world wide. The major focused area of firm is to sustaining large number of
customers with their organisation as to attaining long term benefits from them. Customers are the
most essential element for firm as each business organisations are work for satisfying the needs
and wants of customers at market place.
Back Ground of the Research
Corporate Social Responsibilities plays an effective role in attracting customers towards
firm of its products and services. In this modern scenario each small as well as large business
concern on focused on implementing various activities of corporate social responsibilities at
work place because these are more appropriate in developing organisational performance and
productivity at market place. Tesco Plc is the most popular British Multinational general and
grocery merchandise retail company and the headquarter of company is in Welwyn Garden city,
Hertfordshire, England and United Kingdom. Company operates its business operations all over
the world and implement various activities related with CSR as to attracting more and more
customers towards their firm (Goworek, 2011). These activities has a huge influence on
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customers decision making as the companies who deals in CSR are concern on providing high
quality products and services in reasonable prices.
Research Aim
This consist as a predetermined statement on which the whole research activities are
based. The whole activities of research are depend on the aim as it helps in rendering an effective
way to carry out the research and its activities in well planned and systematic manner (Gupta and
Sethi, 2016). The major aim of this particular research is to analyse the importance of corporate
social responsibilities within an organisation and its influence on choice and preference of
customers. A Case study on Tesco Plc.
Research Objectives
This is also considered as an essential part of research project as it is interlinked with
research aim and prepared to analysing the elements that are involved in the aim of the research.
Some essential objectives are evaluated as below:
 To identify the importance of Corporate Social Responsibilities within Tesco Plc.
 To ascertain the ways by which choice and preference of customers are influenced at
market place.
 To evaluate various activities of Corporate social responsibilities that are adopted by
Tesco Plc. To determine the effectiveness of Corporate Social responsibilities and its impact on
decision making of customers in regards of organisational products and services.
Research Question
This section of research is based on research objectives as these are helps in conducting
the part of literature review in effective manner (Karim, Suh, Carter and Zhang, 2015). Some
effective research questions are described as below:
 What are the importance of Corporate Social Responsibilities within Tesco Plc?
 What are the ways by them the choices and preference of customers are influenced at
market place?
 What are the essential activities of Corporate social responsibilities that are adopted by
Tesco Plc?
 How to determine the effectiveness of Corporate Social responsibilities and its impact on
decision making of customers in regards of organisational products and services?
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1.2 Factors that contributes to the selection of research project
Significance of the Research
The research into consideration is based on the importance of CSR activities and its
impact on decision making of customers. As a large business enterprises Tesco Plc deals in
variety of goods and services which are helps in fulfilling the basic desires of buyers at market
place (Mishra and Mishra, 2011). In the modern market competition is so high and organisations
are concern on implementing various CSR activities at work place as to gaining attention of
customers towards their organisation. The major reason of conducting this research is to
enhancing the skills and knowledge of learner in regard of CSR activities and its implementation
within organisation. This provides a significant direction to learner for enhancing their skills and
apply them in their future task and duty.
Rational of the study
The major reason for conducting the research is to provide a significant knowledge about
the implementation of CSR activities within firm or its influence on choice and preference of
customers. Various sources, tools and techniques are applied as to gaining a clear knowledge
about the chosen research topic. Due to high competition available at market place organisations
are widely focused on implementing various CSR activities at work place as to increasing the
sales and revenue which may leads the firm towards attaining high profitability at market area.
1.3 Literature Review
Importance of corporate social responsibility within Tesco plc.
According to (Amanda Harris, 2018), states that corporate social responsibility is one of
the important factor and it does help in establishing the firms picture. CSR is “ Continuously
business is making a contribution in development of economy and thus it also help in improving
quality standard of life of company's human resource and their families as well. Corporate social
responsibility is that which is having a essence and although Tesco always look ahead and after
the profits as well and moreover centring on business and how they can help the large
community with their efforts. Hence, it was found by researcher that company's image is based
on the perception of customer for firms CSR scenario. As, it can relate to organisation as how
they are supporting the community in proper way. Generally there are few CSR accumulation
which is followed by company and some of those as (ethical labour practises and environment).
Therefore, across the CSR Tesco also can invest in their own reputation which bring a positive
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image of company in market. As investing in business give fewer result and such as (Better
performance, good stock price and increase in employee talent, increase in recommendation.)
Ways which influence customer and choice and preferences.
According to (Larry Alton, 2016), when it comes to purchase a product in market there
are various thing which affect the customer preferences. To understand such in right contrast it is
required to divide situation in two criteria as product and non-product factors. Product factors are
those which is immensely directed toward the product itself (White, 2013). As at the time of
purchasing when a people find similar product into a single shelf then they will choose one
which is of better quality is known as product factor. Non-product factor are those which is not
directly accompanying product itself and such situation also influences the customer decision in
buying as well and consumer will buy product which is available at less price in comparison to
other. There are few things which consider non-product factor and those are as (Brand name,
placement of product, packaging, pricing and reputation). Moreover these thing are there which
affect the perception of customer and if Tesco wants to bring a big picture into look then they
have to go for both the image as product and non-product factors as well. Although the product
quality and the seller reputation does also matters and this has to be taken into consideration as
well.
Various activities of corporate social responsibility adopted by Tesco Plc.
According to EchoVME, 2016, states that, various activities are there which is being
opted by Tesco and such thing is helping in bringing a positive image of firm in eyes of
customer. The activities opted by company are as (child labour, women empowerment, poverty
and using environmental friendly things which does not harm such) these things are there which
is taken care by firm in right prospect and thus it is somewhere helping Tesco in increase in
selling scenario of product. Mainly organisation is focusing on child labour and environmental
friendly factors as such thing allow not to harm environment in any how manner, entity is such
which provide their product to the poor people on less prices from its actual amount. Although,
corporate social responsibility is such which is taking initiatives in taking many more
responsibility for the things which is having affect on environmental and the social well being as
well. Corporate social responsibility is such where the different business is working ethically and
it also include and somewhere also contribute in the development of economy and thus it is also
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increasing the quality of workforce and for their families as well and community too as large
society.
Effectiveness of corporate social responsibility and its impact on customer decision making.
According to (J.J. Rivera) states that, corporate social responsibility is such which is also
having a impact on the customer decision making to buy their product or not. Furthermore,
Tesco is performing various activities in better manner and this is being bringing a perfect image
of firm and transforming large people and customer to use their services for once and converting
them to buy their product as well. Even though firm is performing various corporate social
responsibility and somewhere with such thing entity also investing in their own products and
services as well so that it can be available for customer accordant to their needs and wants.
Million of people is getting affected with CSR working and this is also affecting their decision
regarding to product and services. Therefore, Tesco is also helping in improving the economic
condition of country which is transforming the different minds of people towards the
organisation and even though with such activities company is able to attain their goal and
objective (Willis, K., and et. al., 2011).
1.4 Research Methodology
This considered to be a most effective part of research as it helps in signifies the various
elements that are essential in properly carry out the research activities in systematic direction as
to gaining appropriate result and outcomes (Sigala, 2012). This section has involved various
application that all are effective in providing an effective direction to the researcher for moving
forward towards right manner, in which some are evaluated as below:
Types of investigation
The aim of researcher is to identify the types of research which is used in research
projects. It refers as two major types such as qualitative research and quantitative research
projects. Quantitative research projects are the types of research project which deals quantity of
data that are accumulated by researcher for carry out a particular project in a right direction. It
give numeric values to the research through different source. Whereas the qualitative research
project is based on thesis, hypothesis and descriptive form which are relevant to analyses the
report of the research projects in efficient manner. In this particular research qualitative research
has to be taken into proper action as it gives theoretical description of result and outcome.
Research design
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Research design is the process of collecting and analysing the information of any
research project in effective manner as to resolve the issue and problem. It is the frameworks
which are being created by the researcher to find out the exact solution of research issue. There
are three different types of research design which are used by researcher to solve the problems
of research projects such as exploratory, experimental and descriptive. exploratory research
design is quantitative approach of research which is used to solve the quantitative values of the
research projects. Experimental research design to analyse the different condition of the
experiments (Vidal-León, 2013). Descriptive research design are used for analyses the
observation in detailed .It is preferred by the researcher because it give qualitative result of the
projects which are in form of written description. In this project descriptive design has to be
applied by researcher into proper action.
Data Collection
This is the most important part of research methodology in a research project data has to
be gathered through primary as well as secondary sources. In this research project both the
techniques are applied by research as in this the section of literature review is done through
secondary source and questionnaire are prepared as per the primary source of data collection.
1.5 Time line for research activities
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REFERENCES
Books and journals
Andrew Caulfield, P., 2013. The evolution of strategic corporate social responsibility. EuroMed
Journal of Business. 8(3). pp.220-242.
Goworek, H., 2011. Social and environmental sustainability in the clothing industry: a case study
of a fair trade retailer. Social Responsibility Journal. 7(1). pp.74-86.
Gupta, P. and Sethi, N., 2016. Factors Affecting Customers' Choice of Shopping-A Comparative
Study of Online and Offline Shopping in Odisha, India. Journal of Marketing Vistas.
6(1). p.63.
Karim, K., Suh, S., Carter, C. and Zhang, M., 2015. Corporate social responsibility: Evidence
from the United Kingdom. Journal of International Business Research. 14(1). p.85.
Karim, K., Suh, S., Carter, C. and Zhang, M., 2015. Corporate social responsibility: Evidence
from the United Kingdom. Journal of International Business Research. 14(1). p.85.
Mishra, A. and Mishra, H., 2011. The influence of price discount versus bonus pack on the
preference for virtue and vice foods. Journal of Marketing Research. 48(1). pp.196-206.
Sigala, M., 2012. Social networks and customer involvement in new service development (NSD)
The case of www. mystarbucksidea. Com. International Journal of Contemporary
Hospitality Management. 24(7). pp.966-990.
Vidal-León, C., 2013. Corporate social responsibility, human rights, and the world trade
organization. Journal of International Economic Law. 16(4). pp.893-920.
White, M., 2013. The manipulation of choice: Ethics and libertarian paternalism. Springer.
Willis, K., and et. al., 2011. Renewable energy adoption in an ageing population: heterogeneity
in preferences for micro-generation technology adoption. Energy Policy. 39(10).
pp.6021-6029.
Online
echoVMW, 2016. Best social responsibilities activities. [Online]. Available through:
<http://www.echovme.in/blog/corporate-social-responsibility-activities-top-brands/>.
Harris, A., 2018. Importance of Corporate social responsibilities. [Online]. Available through:
<https://www.kcdpr.com/the-importance-of-corporate-social-responsibility-for-your-
business-image/>.
Alton, L., 2016. Factors that directly influence customers purchase decision. [Online]. Available
through: <https://www.kcdpr.com/the-importance-of-corporate-social-responsibility-
for-your-business-image/>.
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