Impact of CRM on Buying Behaviour

To analyse impact of CRM on Buying Behaviour

Aim and Objectives
Aim
Key motive behind the current study is to analyse the impact of customer relationship management
on the buying behaviour of customer in retail sector. In this respect, Tesco PLC is considered as an
organisation. In order to have effective outcome of the study the objectives also need to be designed
for the study.
Objectives
 To analyse the concept and practice of CRM in retail sector with special reference to Tesco
PLC.
 To identify the driving forces that influences relationship with consumer and helps in gaining
satisfaction.
 To evaluate the relationship between buyer behaviour and customers relationship management.
 To recommend strategies to Tesco PLC for practising CRM in more efficient manner in order
to boost sales.

Research Methodology
Research Approach: Inductive approach.
Research Philosophy: Interpretivisim philosophy
Research Design: Exploratory research design
Research Type: Qualitative research
Data collection: Primary and secondary sources
Sampling: Sample size of the present study is 50 customers of Tesco