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Report on Marketing Essential of Tesco

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Added on  2020-02-03

Report on Marketing Essential of Tesco

   Added on 2020-02-03

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Marketing Intelligence
Report on Marketing Essential of Tesco_1
Table of ContentsINTRODUCTION......................................................................................................................3Task 1.........................................................................................................................................31.1 purchasing decision of buyer............................................................................................31.2 Theory of buyer behaviour in term of individual and market..........................................41.3 Explain factor that affect buyer behaviour.......................................................................51.4 Evaluating the relationship between Brand loyalty, corporate image and repeatpurchasing..............................................................................................................................5Task 2.........................................................................................................................................62.1 Evaluating a different type of marketing research techniques.........................................62.2 Secondary data to achieve marketing research objectives...............................................72.3 Assessing the validity and reliability of project ..............................................................72.4 Marketing research plan...................................................................................................73.1 Market size trends............................................................................................................8(Source: Jaffeux, 2012)..........................................................................................................93.2 Competitor analysis..........................................................................................................93.3 SWOT analysis ..............................................................................................................10TASK 4....................................................................................................................................114.1 Techniques used for assessing customer response.........................................................114.2 Customer satisfaction survey..........................................................................................114.3 Review of survey............................................................................................................12CONCLUSION........................................................................................................................13REFERENCES.........................................................................................................................14.................................................................................................................................................15
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INTRODUCTIONThe marketing essentials present the inbound marketing and various efficientsolutions for sales that can bring an increased productivity in the market. By makingmarketing efforts in a proper manner will help to bring various communities close to thebusiness. The present report is based on the marketing essential which is applied in Tesco.The cited company is one of the biggest retail firm in UK and has achieved various successesin different periods (Jaffeux, 2012). The report has discussed several buyer behaviour andpurchase decision making process that has an effect on market. Besides this, the reportfocuses on various consumer satisfaction survey techniques that are crucial in reviewing themarket and satisfaction for consumers. Moreover, SWOT analysis of said organisation will behelpful in getting knowledge about market trends and activities that are favourable orunfavourable for business.Task 11.1 purchasing decision of buyerAccording to the given scenario, buyer behaviour and decision making process ofTesco company is very important for its success. For this purpose, client want to conduct amarket research for organization. In a research the main stage of the purchase decisionmaking process is discussed below:Need recognition; need is important factor of forces consumer to buy products andservices. Need of customer can be actual or desired which depend on how much product isimportant for the consumer. For instance, the Tesco company is one of the branded whichhave good reputation in the market. Due to this reason whenever, need of individual arisethen firstly it think of Tesco for satisfying it needs. Information Gathering: It is second stage in which consumer collect informationrelated to product which it want to buy (Velema, Vyth and Steenhuis, 2017.). Consumer cancollect information from its friends and family or from website of Tesco. Those companywho advertise its product in attractive manner. Then it can easily catch the attention ofconsumer.Evaluation of alternativeness: In this stage, there are different alternatives available inthe market consumer choose that product which demand in market is high and product whoseadvertisement in market is attractive. At the time of alternative evaluation the Tesco comeson top because of its Unique services.
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Post purchase evolution; It is a stage in which consumer feeling related tosatisfaction and dissatisfaction of product which it purchase from company. In a case ifconsumer is satisfied with product then it will buy again and again. On the other hand if itdissatisfy with product then it will move to other brand product. For example, Tescocompany always focus on satisfying the needs and wants of consumer. So its customer stickto its company product and services.1.2 Theory of buyer behaviour in term of individual and market.There is different theory of buyers behaviour in term of individual and market which are assfollowsIn a physiological theory of consumer behaviour it show that there is some positiveand negative impact on consumer future decision of purchase. There is some changes come intaste and preferences of customer with the changes of time and this all impact the buyingbehaviour of consumer (Haryani, Motwani and Sabharwal, 2015.). Further according to thetheory of stimulus responses market and individual responded on a certain product. Marketersneed to understand the behaviour of consumer so that it can sale product which are liked bythem. There are different characteristics which affects the behaviour of buyer and market thatare cultural factor, social factor etc. Illustration 1: Purchase decision makingprocess(Sources; Decision making process, 2011)
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