Theoretical Consumer Perception

THEORETICAL
CONSUMER PERCEPTION

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
CONCLUSION..............................................................................................................................11
RECOMMENDATION.................................................................................................................12
REFERENCES................................................................................................................................1
APPENDIX......................................................................................................................................3

INTRODUCTION
Consumer perception is basically a marketing concept with the help of which business
identifies and understand the consumer perception, awareness and knowledge about the company
and its products. Tesco is one of the leading and third largest retailers company in UK and ninth
largest retailer company in the world. The company offer variety of groceries and food products
to its national as well as international customer in which Organic Food product is one. The
behaviour of the customers towards the Tesco Organic food brand generally remain constant
because of the company’s marketing concepts & strategies. Tesco have their operation in UK as
well as 13 more countries which indicate that they have large number of loyal customers. In
order to understand their preferences and offer products as per their taste and demand, Tesco
company uses various consumer perception and behaviour theory such as Cognitive theory etc.
MAIN BODY
Consumer learn about the brand
Learning theory allow the company to understand about the consumer purchase related
decision making approaches. Consumer is very approachable with the proper products and
services that can meet some kind of specific need and requirements of potential customer in
market. Classical conditioning theory state the fact that consumer bying behaviour is highly
influence with the desire of the consumer (Arafat and et.al., 2020). The expectations of the
customer are highly influence element and channelize the buying behaviour of the target
customer in market. This theory specifies about the fact that procurement decision of the
customer is totally depend upon the need and demand consumer hold. Management of Tesco
Company utilise this theory to understand the buying process customer adopt. Theory theory has
directed the organisation to identify the desire and need of the customer in order to influence the
buying processes customers adopted. The expectations and desire customer hold put a massive
impact over the decision making journey of the target customer in market.
Operating conditioning is another learning theory that utilise by the Tesco Company to
understand about the buying decision making practices followed by the customer in respective
target market. This theory has taught to the management about the behaviour of the customer is
influenced with the reward and what company is offering to its customers (Feng and et.al.,
2019). This theory has made the business understand the fact that what Tesco Company is

offering put a massive impact over the decision making journey followed by the customer in
market. This theory has supported the business to implement various discounts policies and
coupons to attract to the customers towards buying the products offer by the venture.
Cognitive theory is also used by the Tesco company to identify various facts about the
buying decision making processes adopted by the customer in market,. This theory specifies the
fact that buying decision of the customer is totally based on knowledge, understanding and
expectations of the customer about the need and requirement customer hold. The level of
knowledge customer hold also put an impact over the purchase decision customer make in
business. This theory directed to the Tesco company to influence to the knowledge and
understanding of the customer by running an attractive marketing campaign.
Evaluation and Analysis of consumer brand satisfaction and perception
In order to evaluate and analyse the data regarding the satisfaction and perception of
consumer towards Tesco brand, primary data is being collected via mean of survey and
questionnaire. The respondent of survey are random customers with the sample size of 50
customers. The analysis of data collection are as follows:
Q.1. Do you buy organic food items offered by Tesco?
Yes 30
No 20
Total 50
Interpretation: