Analyzing the Use of Web for Marketing in Tesco

This literature review chapter identifies the independent and the dependent variables that lay the foundation for the overall dissertation. The researcher analyzes the use of the web for marketing in modern day by considering the changing needs and demands of the target market and the fiercely competitive market. The use of web has several benefits for the business organization as well as the customers.

GREENWICH SCHOOL OF MANAGEMENT
(GSM)
STUDENT NAME: DANIEL A O AYODELE
STUDENT ID NUMBER: 36016
MODULE CODE:
SUBMISSION DATE:
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Running head: DISSERTATION

Acknowledgement
Thank you to all of those who have helped listened and encouraged me throughout this study. I
am indebted to my lecturer ……………………. whose guidance, advice and patience have been
immeasurable. My sincere thanks to all members of the Greenwich School of Management
(GSM). both staff and students, whose continuous support have made this thesis possible.
I would like to thank all of the participants in the study: students, teachers and Local Education
Authorities including Student Finance England, for the time and help given throughout. Without
their participation, this research would not have been possible. In this context, I am also thankful
to them, those whose research work helped me to execute this paper well.
Finally, I thank my family, without whom this thesis would not have been started or completed!
Your encouragement and support have never faltered; thank you.
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Abstract
Marketing is the strategy undertaken by the business organizations to communicate their product
and services to the target customers. It can be said that better marketing results in better customer
attraction and business expansion. However, considering the present market condition and fierce
competition, the business organizations have adopted web for marketing their products. This is
because the majorities of the customers in today’s world is web friendly and have access to the
web. Thus, reaching out to the customers around the globe is easier through the web compared to
the difficult marketing which incurred a huge cost.
The researcher also identifies the factors affecting both the variables and analyses them critically
in order to determine the effectiveness of the identified factors. The study also includes relevant
theories and models that support the concepts of both the variables. In this chapter, the researcher
analyzes the use of the web for marketing in modern day by considering the changing needs and
demands of the target market and the fiercely competitive market. The researcher has used
positivism philosophy, deductive approach, descriptive research design and survey research
strategy. The researcher has selected 100 customers of Tesco by random probability sampling
technique and analyzed the primary data collected by quantitative data analysis technique by
using SPSS, a statistical tool.
It was found that the use of web for marketing is impeccable for the business organizations.
Marketing is one of the most important business strategies that is undertaken by the business
organizations in order to communicate with the target customers. This is because appropriate
marketing provides an opportunity for the business organizations to share the properties and
description of the products with the target customers directly. As a result, the customers are able
to relate with the products and determine the suitability of the product in accordance with their
needs and demands. The business market has seen changes over the years that have led to fierce
and highly competitive market. Thus, the business organizations have used web for marketing
their products and service in order to hold better grip of the market. The use of web has several
benefits for the business organization as well as the customers.
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Table of Contents
Chapter 1: Introduction....................................................................................................................8
1.0 Overview...........................................................................................................................8
1.1 Problem statement.................................................................................................................8
1.2 Research aim..........................................................................................................................9
1.3 Research objectives...............................................................................................................9
1.4 Research questions.................................................................................................................9
1.5 Research hypothesis...............................................................................................................9
1.6 Research rationale..................................................................................................................9
1.7 Structure of the research........................................................................................................9
1.8 Summary..............................................................................................................................10
Chapter 2: Literature review..........................................................................................................11
2.0 Overview..............................................................................................................................11
2.1 Conceptual framework.........................................................................................................11
2.2 Use of web for marketing....................................................................................................11
2.3 Factors affecting web marketing.........................................................................................12
2.3.1 Target market................................................................................................................12
2.3.2 Technology...................................................................................................................12
2.3.3 Budget...........................................................................................................................12
2.3.4 Talent............................................................................................................................13
2.4 Impact of the web on marketing..........................................................................................13
2.5 Challenges in using web for marketing...............................................................................13
2.6 Concept of marketing..........................................................................................................14
2.7 Factors affecting marketing.................................................................................................14
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2.8 Theory of marketing............................................................................................................15
2.8.1 7 P’s of marketing.........................................................................................................15
2.8.2 Segmentation, targeting and positioning theory...........................................................16
2.9 Model of marketing.............................................................................................................17
2.9.1 AIDA model of marketing............................................................................................17
2.10 Difference between traditional and web marketing...........................................................18
2.11 Summary............................................................................................................................18
Chapter 3: Research methodology.................................................................................................19
3.0 Introduction..........................................................................................................................19
3.1 Research outline...................................................................................................................19
3.2 Research philosophy............................................................................................................19
3.2.1 Rationalizing the election of positivism philosophy....................................................19
3.3 Research approach...............................................................................................................19
3.3.1 Rationalizing the election of deductive approach.........................................................19
3.4 Research design...................................................................................................................19
3.4.1 Rationalizing the election of descriptive design...........................................................19
3.5 Research strategy.................................................................................................................20
3.5.1 Rationalizing the election of survey strategy................................................................20
3.6 Sampling technique and sampling size................................................................................20
3.6.1 Rationalizing the election of random probability sampling technique.........................20
3.7 Data collection technique....................................................................................................20
3.7.1 Rationalizing the election of primary data collection technique..................................20
3.8 Data analysis technique.......................................................................................................20
3.8.1 Rationalizing the election of quantitative analysis technique.......................................20
3.9 Ethical considerations..........................................................................................................20
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3.10 Accessibility issues............................................................................................................21
3. 11 Summary...........................................................................................................................21
Chapter 4: Data Analysis...............................................................................................................22
4.0 Overview..............................................................................................................................22
4.1 Summary..............................................................................................................................43
Chapter 5: Conclusion and recommendations...............................................................................44
5.0 Conclusion...........................................................................................................................44
5.1 Linking with objectives...................................................................................................44
5.2 Recommendations................................................................................................................45
5.3 Future scope of the study.....................................................................................................46
References......................................................................................................................................47
Appendix 1.....................................................................................................................................50
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List of Figures
Figure 1: Conceptual framework...................................................................................................10
Figure 2: 7 P’s of Marketing..........................................................................................................15
Figure 3: Segmentation, Targeting and Positioning (STP)............................................................16
Figure 4: AIDA model of marketing.............................................................................................17
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Chapter 1: Introduction
1.0 Overview
Marketing is the key strategy that determines the success of the business organizations. As
commented by Chaffey and Smith (2013), marketing is the strategy undertaken by the business
organizations to communicate their product and services to the target customers. It can be said
that better marketing results in better customer attraction and business expansion. However,
considering the present market condition and fierce competition, the business organizations have
adopted web for marketing their products. This is because the majorities of the customers in
today’s world is web friendly and have access to the web. Thus, reaching out to the customers
around the globe is easier through the web than was difficult and incurred a huge cost in
traditional marketing (Royle and Laing 2014).
Keeping in mind the impeccable influence of web in terms of marketing, the business
organizations have to use it effectively and appropriately. This is because the use of the web for
marketing provides an opportunity for the business organizations to expand business and
customers. Along with business and customer base expansion, the use of the web for marketing
provides and allows the business organizations to save cost. This is because several marketing
strategies in the web are virtually free (Stone and Woodcock 2014).
Tesco is a British multinational general merchandise and grocery company. Tesco has its
headquarter in Welwyn Garden City, England, United Kingdom. After considering the profits
generated by the company, Tesco is considered as the third largest retailer in the grocery
industry. Tesco has retail outlets in 12 countries in overall Asia and Europe. Recently, an issue
has been identified in Tesco in terms of using web for marketing. Considering the intense
competition in the grocery market, inappropriate use of the web for marketing is hampering the
company in terms of business. Thus, the research is conducted in order to analyze critically the
use of the web for marketing for Tesco (Tesco.com 2018).
1.1 Problem statement
The issue in terms of using web for marketing has been identified in Tesco. This is
hampering the business of Tesco. The rise in the number of groceries retails have increased over
the years thereby, making the market highly competitive. The tough competition of Tesco in the
business sector includes Lidl, ALDI, Morrison’s, Sainsbury’s and ASDA (Stephen 2016). Thus,
it has become difficult for Tesco to attract customers by using the traditional method of
marketing only. As Tesco is unable to use web for marketing, it is threatening their survival in
the competitive market. Tesco is unable to communicate the new products or services they have
to offer to the customers around the globe effectively. As a result, the sales of Tesco are
decreasing, as they are unable to communicate with the target customers effectively and develop
interest and desire within the customers. In addition to, this is also hampering the existing image
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of Tesco in the business sector as the company is failing to identify the needs and demands of the
customers and fulfill them on time (Levy and Gvili 2015).
1.2 Research aim
The aim of the research is to analyze critically the use of the web for marketing in Tesco.
1.3 Research objectives
The research objectives are:
 To examine the concept of the web for marketing
 To identify the factors affecting web for marketing purposes in Tesco
 To analyze critically the use of the web for marketing purposes in Tesco
 To provide suitable recommendations for using web for marketing in Tesco
1.4 Research questions
The research questions are:
 How do managers interpret the use of the web for marketing?
 What are the factors that affect web for marketing purposes in Tesco?
 What is the impact of the web for marketing purposes in Tesco?
 What are the suitable recommendations for improving the use of the web for marketing
purposes in Tesco?
1.5 Research hypothesis
The research will be based on the following hypothesis:
H0: Web does not have any impact on marketing in Tesco
H1: Web has an impact on marketing in Tesco
1.6 Research rationale
Analyzing the use of the web for marketing for Tesco is important, as this provides an
opportunity to identify the potential reasons for the failure of the company in terms of
communicating with its target customers. This research is significant, as this will allow the
researcher to analyze critically the impact of the web for marketing thereby, understanding and
mitigating the gap (Charlesworth 2018). As a result, Tesco will be able to use web for marketing
their products and services appropriately. The use of the web for Tesco will ensure that the
company is communicating with the customers directly thereby, fulfilling their needs and
demands.
1.7 Structure of the research
The entire structure of the dissertation is divided into five chapters. The five chapters are
an introduction, literature review, research methodology, data analysis, conclusion and
recommendation. The first chapter lays the foundation of the entire dissertation by providing an
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overview of the background of the research and the selected organization. Based on the
overview, the researcher develops the aim of the research along with the research objectives that
lead to the formulation of research hypothesis that needs to prove. The literature review chapter
follows the introductory chapter in which the researcher identifies the independent and the
dependent variables and outlines their concepts along with discussing and analyzing critically the
factors that have the most impact on the variables. This chapter also refers to theories and models
for developing a deeper understanding. Research methodology is the third chapter in which the
researcher discusses the different methodological tools along with justifying the selection of
particular method used for this research. The fourth chapter analyzes the collected data by using
appropriate data analysis techniques. In the last chapter, the researcher concludes by discussing
the identified gap in respect to the selected organization along with providing suitable
recommendations for mitigating the gap.
1.8 Summary
Thus, in this chapter, it can be summarized that the use of the web for marketing is a
recent marketing strategy undertaken by the business organization. This is due to the impeccable
advantages of the use of web compared to traditional way of marketing the products. The use of
the web for marketing has increased over the years due to the increased competition in the
market thereby, threatening the survival of the business organizations. Tesco, third largest
grocery retailer in the world has encountered issues in using web for marketing that is hampering
their business. Thus, the research is conducted to identify the gap and provide suitable
recommendations for mitigating the gap for Tesco.
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Use of Web
Target market
Technology
Budget
Talent
Marketing
Chapter 2: Literature review
2.0 Overview
In this literature review chapter, the researcher identifies the independent and the
dependent variables that lay the foundation for the overall dissertation. In addition to, the
researcher also identifies the factors affecting both the variables and analyses them critically in
order to determine the effectiveness of the identified factors. The chapters also include relevant
theories and models that support the concepts of both the variables. In this chapter, the researcher
analyzes the use of the web for marketing in modern day by considering the changing needs and
demands of the target market and the fiercely competitive market.
2.1 Conceptual framework
Figure 1: Conceptual framework
(Source: Created by Author)
2.2 Use of web for marketing
According to the present needs and demands of the customers and the target market, it
can be said that the use of the web has an impeccable impact on marketing. As commented by
Yang, Pan and Song (2014), the opportunity to shop according to convenience is one of the
major reasons that business organizations aim towards using web for marketing. In this global
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market, sustaining the fierce and competitive market is extremely difficult. Thus, the use of web
provides an opportunity for business organizations to reach out to customers around the globe by
the use of the web. Business organizations are able to communicate their products to the
customers around the globe by using the web. However, as argued by Jarvinen and Karjaluoto
(2015), the business organizations have low cost operations while using the web for marketing.
This is because the business organizations do not have to hire employees, rent places and print
the advertisements for marketing the products. The majority of today's population in the world is
web friendly and using the web on a regular basis. Thus, communicating the product by using
web saves cost for business organizations that can be used the web wisely for different
operations within the organization.
According to Xiang et al. (2015), the use of the web for marketing provides an
opportunity for the business organizations to apply demographic marketing. The business
organizations are able to design and develop the marketing strategies and features by considering
the features of the place and the needs of the population. This is because it might vary from place
to place. For instance, the web marketing for KFC in India differs that of the UK. Thus, the
research is conducted in order to analyze the inappropriate use of the web for marketing. This
research identifies inappropriate use of web for Tesco in marketing thereby, threatening their
survival in the market.
2.3 Factors affecting web marketing
The different factors affecting web marketing includes target market, technology, budget
and talent.
2.3.1 Target market
One of the most important factors that affect web for marketing is deciding the target
market. As commented by Dahnil et al. (2014), not all the customers have access to the web or is
comfortable in using the web. As a result, it is important for the business organizations to decide
the target market in such a way that the customers have access to the web and is friendly in using
the web. However, on the contrary, target market is not the only factor that affects marketing.
2.3.2 Technology
On the other hand, it is important for the business organizations to determine the
effectiveness of technology within the target market. This is because the use of the web is highly
determined by the technological advancements. Thus, selecting the target market that has a
higher understanding of technology highly impacts web for marketing (Sila 2013).
2.3.3 Budget
Marketing strategy is highly influenced by the budget of the business organizations. Thus, the
business organizations need to have an adequate budget or financial resources in order to make
the marketing through web attracting and appealing. As there is no personal communication, it is
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important for the business organizations to make an impactful first impression by using the web
effectively (Isabelle 2013).
2.3.4 Talent
Employees are the backbone of every business organization whose dedication and talent
are used for attracting the target customers. In order to use web for marketing, it is important for
the business organizations to have a resourceful and talented workforce that understands the pros
and cons of using the web for marketing thereby, making it successful (Sabate et al. 2014).
2.4 Impact of the web on marketing
The use of the web has affected marketing in a drastic manner. As commented by Eid and
El-Gohary (2013), the use of web 2.0 for marketing has provided an opportunity for the business
organizations to use software tools like Eloqua and Marketo. As a result, the business
organizations are able to measure the behavior of the audience and nurture them accordingly.
However, the use of web 1.0 only emphasized on banner ads, email and direct marketing
campaigns. Nevertheless, web 1.0 lacked the quality of tracking the behavior of the audiences.
The use of web 2.0 provides an opportunity for the business organizations to emphasize on social
websites such as LinkedIn, Twitter and Facebook. As a result, tracking the consumer behavior by
using web 2.0 allows getting a highlight of the behavior of the consumers and design marketing
strategies accordingly. According to Erragcha and Romdhane (2014), the use of web allows the
business organizations to ensure open conversation rather than closed messaging. As a result,
both the customers and the business organizations are able to know each other’s viewpoint and
perspectives, develop and design the marketing plan including getting feedbacks. The use of web
provides an opportunity for the business organizations to measure the engagement of the
customers rather than just clicking the option on the websites. Thus, the business organizations
can consider the viewpoints of the customers and include them in their marketing strategy. Thus,
the ineffective use of the web for marketing is analyzed in this research.
2.5 Challenges in using web for marketing
With the potential benefits there come some challenges of using web for marketing. As
commented by Dooley, Jones and Iverson (2014), building a quality website is essential for the
business organizations. This is because the customers prefer to use and navigate websites that are
easy to understand and less time consuming. It is the responsibility of the business organizations
to provide the required information with respect to marketing to the customers without any
hassle. Thus, having a user-friendly website is sometimes challenging for the business
organization. However, as argued by Mata and Quesada (2014), generating new leads by using
web for marketing is also challenging for the business organizations. This is because
communication with the customers repeatedly is necessary for the business organization while
designing and developing tkhe marketing strategy. An additional challenge is encountered while
converting the leads into sales. This is because changing the leads to sales requires immense
credibility, respect and trust. Thus, keeping the trust and respect of the customers intact while
marketing is essential is challenging in web marketing. The majority of the population use social
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media extensively. Thus, increasing the presence on the web by social media expansion is also
challenging for the business organizations. In addition, defining the target market is also
challenging for the business organizations, as it is difficult to estimate what population is
comfortable and friendly to use the web (Leeflang et al. 2014).
2.6 Concept of marketing
Marketing is a widely accepted concept that provides an opportunity for the business
organizations to evaluate the needs of the target market and develop strategies to fulfill them. As
commented by Armstrong et al. (2015), marketing is defined as the set of activities and processes
that business organizations adopt for creating, communicating, delivering and exchanging
offerings that are valuable to the customers. As a result, the business organizations are able to
create interest among the target market regarding the products or services they are offering. The
business organizations use marketing to build strong relationship with the customers so that they
can retain them in the future. The use of appropriate and attractive marketing strategy also allows
the business organizations to create values for the target customers as well as for themselves.
However, as argued by De Mooij (2013), the concept of marketing highlights the strategy
generated by the business organizations that underlies sales techniques, business development
and communication.
In order to sustain in this highly competitive market, it is important for the business
organizations to market their products and services appropriately. This provides an opportunity
for the business organizations to attract the customers by communicating the product or service
accurately to the target customers. As mentioned by Chaffey and Ellis-Chadwick (2016), the
business organizations need to identify the needs, wants and demands of the target customers in
order to develop the marketing strategies so that it can attract the customers successfully. Failure
in the market, the products or services imposes loss for the company that is encountered in this
research for Tesco.
2.7 Factors affecting marketing
Both controllable factors and uncontrollable factors affect marketing. The marketing mix
is called the controllable factors whereas the environmental factors are called the uncontrollable
factors that affect marketing. As commented by Finch et al. (2013), the marketing mix is
considered as the controllable factor as the business organizations develop the marketing mix
and have control over it. However, as argued by Raza and Hanif (2013), the sudden market
fluctuation affects the marketing mix that is difficult to control to a certain extent.
The constantly changing behavior of the customers affects marketing largely. As
commented by Zhang and Kim (2013), the business organizations need to design new marketing
plan each time they are launching a new product and service. As the product launched by the
business organization is according to the present need of the customers, the marketing plan also
needs to be designed again. However, as argued by Kumar and Ghodeswar (2015), it is advisable
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to redesign the marketing plan or strategy, as same marketing strategy might fail to attract the
customers in spite of having new products.
On the other hand, the increased market competition is also one of the major factors that
affect the marketing. As mentioned by Chavan and Ahmad (2013), with increased competition,
the business organizations have to incorporate creative and innovative ideas while developing the
marketing plan in order to stand out from the competitors and attract them successfully.
2.8 Theory of marketing
2.8.1 7 P’s of marketing
The 7 P’s of marketing is one the tools that are used by the business organizations for
designing the marketing plan. As commented by Khan (2014), the 7 P’s of marketing mix
includes product, price, place, promotion, people, process and physical evidence. Each of the
components of the marketing mix is important, as this provides an opportunity for the business
organizations to define each of the factors precisely.
Product: The business organizations provide a detailed description of the product or service they
are launching for the target customer so that they are aware of the properties and description of
the product accurately. The business organizations have to provide authentic information in this
section.
Place: This mentions the place or the platform the business organization is willing to use for
launching the product.
Price: Based on the target market, the business organization devises the pricing strategy in order
to maximize sales.
Promotion: The business organization decides unique and innovative marketing strategies for
communicating the product to the target customers.
People: The nature, behavior and attitude of the employees that will be communicating with the
customers are defined in this section.
Process: The company decides the process in terms of customer focus, a business led and IT-
support.
Physical evidence: This determines the shopping experience, product packaging and customer
service experience.
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Figure 2: 7 P’s of Marketing
(Source: Mohammad 2015)
2.8.2 Segmentation, targeting and positioning theory
Segmentation, targeting and positioning (STP) is a broad framework that simplifies and
summarizes the overall marketing functions. As commented by Pyo (2015), STP plays a crucial
role in getting the customers right, as the broad framework aligns the products with the right
target customers. Segmentation provides an opportunity for the business organizations to identify
the market that needs to be segmented in order to develop the profile of the customers. Targeting
is the method by which the business organizations select the most attractive target from the
segmented stage. This is because targeting the most attractive segment is highly profitable for the
business. Positioning is the finale or the last stage that allows the company to access its own
competitive advantage thereby, positioning them in the mind of the customers (Yabs 2014). As
the business organizations are able to segment, target and position appropriately, they are able to
communicate with the customers more efficiently thereby, ensuring sales maximization. In the
case of using web for marketing, STP is also necessary, as segmenting, the incorrect customer
hampers marketing by the web.
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Figure 3: Segmentation, Targeting and Positioning (STP)
(Source: Weinstein 2014)
2.9 Model of marketing
2.9.1 AIDA model of marketing
AIDA model is one of most significant marketing tool that the business organizations use
in order to attract the customers. The full form of AIDA signifies awareness, interest, desire and
action with respect to the customers. As commented by Rawal (2013), the initial stage awareness
signifies making the target customer aware of the product or service that the company is aiming
to launch in the market. Making the customers aware of the product that fulfils their needs and
demands leads the next step of the model, that is, interest. As the customers see that the product
or service launched by the business organization fulfills their needs and expectations, it tends to
build and generate interest within the target customers. The desire stage provides an opportunity
for the business organization to highlight how the products or services launched by the company
is going to solve the problem of the customers so that they have a valid reason of purchasing the
product. The last stage highlights the action that needs to be undertaken by the business
organization, as they have created the desire in the customers successfully (Hassan, Nadzim and
Shiratuddin 2015).
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Figure 4: AIDA model of marketing
(Source: Charlesworth 2018)
2.10 Difference between traditional and web marketing
The business organizations have adopted web for marketing over traditional marketing
due to various advantages that web has to offer. As commented by Tiago and Verissimo (2014),
the cost is one of the major factors that has influenced the adoption of the web for marketing
over traditional marketing. Traditional marketing required papers, billboards, television radio
and more that incurred huge costs. In the case of the web, numerous online marketing strategies
are virtually free thereby, saving the cost for the company. As mentioned by Kacen, Hess and
Chiang (2013), traditional marketing had limited coverage as the business organization was
unable to go out of a specific location due to certain barriers. In the case of using web for
marketing, the business has unlimited coverage in terms of location and area, that is, the business
organization is able to reach out to global customers without being physically present.
2.11 Summary
In this chapter, it can be concluded that marketing is crucial for the business
organizations, as this is the most effective way of communicating with the target market. it can
be said that the increased competitors have led to fierce competition for the business
organizations. Keeping in mind the intense market, the business organizations have opted the use
of the web for marketing the products or services. The use of the web for marketing provides
several benefits for the business organizations with less effort. However, failure to use web for
marketing appropriately hampers the productivity and sales for the company. In this research,
failure to use web for marketing by Tesco is the main gap that has been identified and the
research is aimed to discuss it further.
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Chapter 3: Research methodology
3.0 Introduction
In this chapter, the researcher sheds light on the different types of tools of methodology
that are used for analyzing the data of the research. Out of the different methods that are present,
the research selects the particular tools based on their suitability with the research topic. In
addition to, the researcher also justifies the selection along with research ethics and limitations.
3.1 Research outline
In the case of this research, the research has used positivism philosophy, deductive
approach, descriptive research design and survey research strategy. The researcher has selected
100 customers of Tesco by random probability sampling technique and analyzed the primary
data collected by quantitative data analysis technique by using SPSS, a statistical tool.
3.2 Research philosophy
Interpretivism, positivism and pragmatism are the three prominently used research
methodologies used for carrying out a research successfully (Neuman 2013).
3.2.1 Rationalizing the election of positivism philosophy
In this case, the researcher has elected positivism philosophy because this allowed the
researcher to analyze the impact of web on marketing for Tesco. As a result, the researcher is
able to ensure data accuracy and validity in terms of the use of web for marketing.
3.3 Research approach
Inductive and deductive approaches are the most frequently used in research (Taylor,
Bogdan and DeVault 2015).
3.3.1 Rationalizing the election of deductive approach
The use deductive approach is justified as this allowed the researcher to refer to already
existing literatures and concepts in terms of web and marketing thereby, providing a deeper
understanding about both the variables. As a result, the researcher has been able to analyze the
impact of web on marketing for Tesco by referring to the pieces of literatures.
3.4 Research design
Explanatory, descriptive and exploratory are the mostly used research designs for
conducting research work (Mackey and Gass 2015).
3.4.1 Rationalizing the election of descriptive design
Descriptive design has been used for this research. The use of descriptive allowed the
researchers to find issues in terms of using web for marketing for Tesco and explaining the
factors that affects the use of web for marketing thereby, proving the formulated hypothesis.
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3.5 Research strategy
Action research, case study, interview and survey are the widely used research strategies
for conducting the research (Lewis 2015).
3.5.1 Rationalizing the election of survey strategy
Survey is the selected research strategy for this research. The use of survey is appropriate
because this allowed the researcher to collect data from a wide population of Tesco customers
and select randomly from it. Additionally, survey allowed the researcher to gather data that are
recent thereby, analyzing the impact of using web for marketing.
3.6 Sampling technique and sampling size
Random probability and non-probability sampling technique are most preferred while
conducting research (Silverman 2016).
3.6.1 Rationalizing the election of random probability sampling technique
Random probability sampling technique has been used, as this allowed the researcher to
consider the UK customers of Tesco and select 100 customers out of them. The use of this
sampling technique allowed equal chances for all the customers of Tesco to be a part of the
survey.
3.7 Data collection technique
Primary and secondary data collection techniques are used mostly (Flick 2015).
3.7.1 Rationalizing the election of primary data collection technique
Primary data collection technique has been used, as this allowed the researcher to collect
updated data from the customers. The companies have recently favored the use of web for better
business expansion and customer attraction. Thus, primary data collection technique allowed the
researcher to consider the recent perspectives of the customers of Tesco in terms of the use of
web for marketing.
3.8 Data analysis technique
Qualitative and quantitative are widely used data analysis techniques (Panneerselvam
2014).
3.8.1 Rationalizing the election of quantitative analysis technique
The researcher has used quantitative data analysis technique. As a result, the researcher
has been able to consider the number of customers of Tesco on the use of web for marketing.
The quantitative data analysis was expressed by SPSS.
3.9 Ethical considerations
Abiding by the ethics is important for conducting and completing the research
successfully. One of the most important research ethics is data confidentiality. It is the core
responsibility of the researcher to ensure data confidentiality along with keeping the identity of
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the participants confidential. Disclosing of data without the consent of the participants is against
the research ethics (Ritchie et al. 2013). In addition, forceful participation of the respondents by
the researcher is strictly prohibited. Thus, signing the consent form by the respondents is one of
the effective techniques of ensuring participation of the respondents willingly. Moreover, the
researcher needs to avoid data manipulation and using the data for commercial purposes.
3.10 Accessibility issues
While gathering data, the researcher encountered some issues that had an impact on the
quality of the work. This work cannot be used as secondary resources for future researches in the
future, as it is focused on a particular factor of marketing in the UK. Additionally, the use of
close-ended questions restricted the respondents to share their viewpoints and perspectives
openly as they had to answer from the options provided to them.
3. 11 Summary
Thus, in this chapter, it can be summarized that the researcher has rationalized the
selection of the particular research methodologies thereby, gathering required data and analyzing
the use of web for marketing of Tesco.
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Chapter 4: Data Analysis
4.0 Overview
In this chapter, the researcher analyses the primary data collected by surveying 100
customers of Tesco by using qualitative data analysis using SPSS tool.
What is your gender specification?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 43 43.0 43.0 43.0
Female 57 57.0 57.0 100.0
Total 100 100.0 100.0
Does your demographics affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 47 47.0 47.0 47.0
No 41 41.0 41.0 88.0
Maybe 12 12.0 12.0 100.0
Total 100 100.0 100.0
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Page 22 of 51

The above frequency table shows the relationship between the genders of the respondents
of their effect on the decision while using the online portals. It can be seen that most of the
female customers have stated it helps them in making the decision in an easy manner while using
the online portals.
What is your gender specification? * Does your demographics affect your decision of using web? Cross
tabulation
Count
Does your demographics affect your decision of using
web?
Total
Yes No Maybe
What is your gender
specification?
Male 25 17 1 43
Female 22 24 11 57
Total 47 41 12 100
Chi-Square Tests
Value Df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.915a 2 .019
Likelihood Ratio 9.178 2 .010
Page 23 of 51

Linear-by-Linear Association 6.921 1 .009
N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count
is 5.16.
The Chi Square test of Pearson is used to find out the statistical relationship between the
dependent and the independent variables. The result of the above test has come to be .019
whereas the minimum value that was expected from the test had to be 5.16. This shows that there
is no statistical association between the gender of the customers and the decisions that they take
in using the online services for purchasing products.
What is your gender specification?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Male 43 43.0 43.0 43.0
Female 57 57.0 57.0 100.0
Total 100 100.0 100.0
Does your psychographics affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 47 47.0 47.0 47.0
No 38 38.0 38.0 85.0
Maybe 15 15.0 15.0 100.0
Total 100 100.0 100.0
Page 24 of 51

Page 25 of 51

The above frequency table shows the relationship between the gender of the customers
and the psychographic effect that they have when they take the decision on purchasing the
products from the online portals. It can be seen that most of the female customers have stated
that the psychographic factors help them in using the online portals to purchase the products of
the company.
What is your gender specification? * Does your psychographics affect your decision of using web? Cross
tabulation
Count
Does your psychographics affect your decision of using
web?
Total
Yes No Maybe
What is your gender
specification?
Male 25 16 2 43
Female 22 22 13 57
Total 47 38 15 100
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.390a 2 .025
Likelihood Ratio 8.191 2 .017
Linear-by-Linear Association 6.663 1 .010
Page 26 of 51

N of Valid Cases 100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count
is 6.45.
The result of the above test has come to be .025 whereas the minimum value that has
been expected from the test is 6.45. This shows that there is no statistical association between the
dependent and the independent variable. Therefore, it can be stated that both the genders that are
male and the females prefer the psychographic factors that help them in purchasing the products
from the online portals.
Which age group do you belong to?
Frequency Percent Valid Percent Cumulative
Percent
Valid
18-22 years 27 27.0 27.0 27.0
23-26 years 47 47.0 47.0 74.0
27-31 years 20 20.0 20.0 94.0
32 years and above 6 6.0 6.0 100.0
Total 100 100.0 100.0
Does your financial standard affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 64 64.0 64.0 64.0
No 25 25.0 25.0 89.0
Maybe 11 11.0 11.0 100.0
Total 100 100.0 100.0
Page 27 of 51

Page 28 of 51

The above frequency table shows the relationship between the age of the customers and
their insights regarding whether the financial standards affect them in making the decision
regarding purchasing the products from the online portals of the company. It can be seen that
most of the customers who are between the age of 23-26 years have agreed to the fact that
financial standards affect their decisions in purchasing the products from the online portals of the
company.
Which age group do you belong to? * Does your financial standard affect your decision of using web? Cross tabulation
Count
Does your financial standard affect your decision of using
web?
Total
Yes No Maybe
Which age group do you belong
to?
18-22 years 21 4 2 27
23-26 years 29 14 4 47
27-31 years 10 6 4 20
32 years and above 4 1 1 6
Total 64 25 11 100
Page 29 of 51

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 5.606a 6 .469
Likelihood Ratio 5.534 6 .477
Linear-by-Linear Association 2.778 1 .096
N of Valid Cases 100
a. 5 cells (41.7%) have expected count less than 5. The minimum expected
count is .66.
The result of the above test has come to be .469 whereas the minimum value that was
expected from the test has to be .66. This shows that there is no statistical association between
the dependent and the independent variables. Therefore, it can be stated that customers of all age
groups are of the view that financial standards affect the decision that they take regarding
purchasing the products through the online portals.
Which age group do you belong to?
Frequency Percent Valid Percent Cumulative
Percent
Valid
18-22 years 27 27.0 27.0 27.0
23-26 years 47 47.0 47.0 74.0
27-31 years 20 20.0 20.0 94.0
32 years and above 6 6.0 6.0 100.0
Total 100 100.0 100.0
Does user-friendly website of the company affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 67 67.0 67.0 67.0
No 21 21.0 21.0 88.0
Maybe 12 12.0 12.0 100.0
Total 100 100.0 100.0
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Page 31 of 51

The above frequency table shows the relationship between the age of the customers and
their responses regarding whether the websites that are user-friendly affect their decision-making
ability while purchasing the products. It can be seen that most of the customers who are between
the ages of 23-26 years have agreed to the fact that the user-friendly websites influence them in
making the decisions in a better manner.
Which age group do you belong to? * Does user-friendly website of the company affect your decision of using web? Cross
tabulation
Count
Does user-friendly website of the company affect your
decision of using web?
Total
Yes No Maybe
Which age group do you belong
to?
18-22 years 22 2 3 27
23-26 years 29 14 4 47
27-31 years 12 4 4 20
32 years and above 4 1 1 6
Total 67 21 12 100
Page 32 of 51

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 7.025a 6 .319
Likelihood Ratio 7.444 6 .282
Linear-by-Linear Association 1.724 1 .189
N of Valid Cases 100
a. 6 cells (50.0%) have expected count less than 5. The minimum expected
count is .72.
The result of the above test has come to be 0319 whereas the minimum value that was
expected from the test had to be .72. This shows that there is no statistical association between
the variables, as customers belonging to other age groups are of the view that websites that are
customer-centric allows then to take the decisions in an effective manner.
What is your monthly income?
Frequency Percent Valid Percent Cumulative
Percent
Valid
£18,000-£22,000 44 44.0 44.0 44.0
£23,000-£25,000 36 36.0 36.0 80.0
£26,000-£30,000 12 12.0 12.0 92.0
£31,000 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
Does experienced employees affect your decision of using web for marketing?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 61 61.0 61.0 61.0
No 30 30.0 30.0 91.0
Maybe 9 9.0 9.0 100.0
Total 100 100.0 100.0
Page 33 of 51

Page 34 of 51

The above frequency table shows the relationship between the monthly income of the customers
and the experienced employees that are present in the company, which helps in making the
decisions in an effective manner. It can be seen that most of the customers who have a monthly
income of between £18,000-£22,000 agrees to the fact that experienced employees in the
company allows them to take a better decision regarding purchasing the products from the online
stores.
What is your monthly income? * Does experienced employees affect your decision of using web for marketing? Cross
tabulation
Count
Does experienced employees affect your decision of using
web for marketing?
Total
Yes No Maybe
What is your monthly income?
£18,000-£22,000 37 6 1 44
£23,000-£25,000 19 11 6 36
£26,000-£30,000 3 8 1 12
£31,000 and above 2 5 1 8
Total 61 30 9 100
Page 35 of 51

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 25.298a 6 .000
Likelihood Ratio 25.537 6 .000
Linear-by-Linear Association 15.124 1 .000
N of Valid Cases 100
a. 7 cells (58.3%) have expected count less than 5. The minimum expected
count is .72.
The result of the above test has shown that the value has come to be .000 whereas the
minimum value of the test had to be .72. This shows that there is no statistical association
between the dependent and the independent variables. Therefore, it can be stated that the
customers who belong to the other income groups are also influenced through the experienced
employees who are present in the company so that the products can be availed by them through
websites.
What is your monthly income?
Frequency Percent Valid Percent Cumulative
Percent
Valid
£18,000-£22,000 44 44.0 44.0 44.0
£23,000-£25,000 36 36.0 36.0 80.0
£26,000-£30,000 12 12.0 12.0 92.0
£31,000 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
Does the online price range of the products affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 62 62.0 62.0 62.0
No 30 30.0 30.0 92.0
Maybe 8 8.0 8.0 100.0
Total 100 100.0 100.0
Page 36 of 51

Page 37 of 51

The above frequency table indicates the relationship between the monthly income of the
customers and the range of products that are given by the company in the online websites that
affect their decision-making ability. It can be seen that the customers who have an income of
between £18,000-£22,000 are of the view that the online portal of the company gives many
products, which affects the decision-making process of the customers.
What is your monthly income? * Does the online price range of the products affect your decision of using web? Cross
tabulation
Count
Does the online price range of the products affect your
decision of using web?
Total
Yes No Maybe
What is your monthly income?
£18,000-£22,000 37 6 1 44
£23,000-£25,000 19 13 4 36
£26,000-£30,000 4 7 1 12
£31,000 and above 2 4 2 8
Total 62 30 8 100
Page 38 of 51

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 21.099a 6 .002
Likelihood Ratio 21.341 6 .002
Linear-by-Linear Association 16.836 1 .000
N of Valid Cases 100
a. 7 cells (58.3%) have expected count less than 5. The minimum expected
count is .64.
The result of the above test has come to be .002 whereas the minimum value that was expected
from the test had to be .64. This shows that there is no statistical association between the
monthly income of the customers and the online price ranges that are present in the products.
Therefore, it can be stated that customers with different income levels can buy the products of
various price ranges through the online portals of the company.
What is your monthly income?
Frequency Percent Valid Percent Cumulative
Percent
Valid
£18,000-£22,000 44 44.0 44.0 44.0
£23,000-£25,000 36 36.0 36.0 80.0
£26,000-£30,000 12 12.0 12.0 92.0
£31,000 and above 8 8.0 8.0 100.0
Total 100 100.0 100.0
Does your financial standard affect your decision of using web?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Yes 64 64.0 64.0 64.0
No 25 25.0 25.0 89.0
Maybe 11 11.0 11.0 100.0
Total 100 100.0 100.0
Page 39 of 51

Page 40 of 51

The above frequency table shows the relationship between the monthly income of the
customers and their financial standards that affect their decision in purchasing the products
through online portal. It can be seen that most of the customers who have an income of between
£18,000-£22,000 have agreed to the fact that the financial standards affect their decision when
buying the products online.
What is your monthly income? * Does your financial standard affect your decision of using web? Cross tabulation
Count
Does your financial standard affect your decision of using
web?
Total
Yes No Maybe
What is your monthly income?
£18,000-£22,000 37 7 0 44
£23,000-£25,000 19 11 6 36
£26,000-£30,000 4 6 2 12
£31,000 and above 4 1 3 8
Total 64 25 11 100
Page 41 of 51

Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 22.239a 6 .001
Likelihood Ratio 24.709 6 .000
Linear-by-Linear Association 14.851 1 .000
N of Valid Cases 100
a. 6 cells (50.0%) have expected count less than 5. The minimum expected
count is .88.
The result of the above test has come to be .001 whereas the minimum value of the test
had to be .88. This shows that there is no statistical association between the variables. Therefore,
it can be stated that the customers who belong to different income groups also feel that the
financial standards will affect the decisions in purchasing the products through the online portal
of the company.
4.1 Summary
Thus, in this chapter, it can be summarized that the use of web in marketing is significant
and the customers of Tesco has suggested that the company needs to use the web more
effectively for marketing.
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Chapter 5: Conclusion and recommendations
5.0 Conclusion
In this research, it can be concluded that the use of web for marketing is impeccable for
the business organizations. Marketing is one of the most important business strategies that is
undertaken by the business organizations in order to communicate with the target customers.
This is because appropriate marketing provides an opportunity for the business organizations to
share the properties and description of the products with the target customers directly. As a
result, the customers are able to relate with the products and determine the suitability of the
product in accordance with their needs and demands. The business market has seen changes over
the years that have led to fierce and highly competitive market. Thus, the business organizations
have used web for marketing their products and services in order to hold better grip of the
market. The use of web has several benefits for the business organization as well as the
customers.
The main issue identified for Tesco was inappropriate use of web for marketing. As a
result, the marketing of products by the company is compromised. The majority of the
population has wide access to web and is connected to the world news through web. The
customers of Tesco have complained that they are not receiving adequate information about the
latest products and services of Tesco. In addition, the customers of Tesco have also complained
that they are not receiving updates and information about the latest products and services by the
company regularly. This is because Tesco has been failing in using web for marketing their
products and services.
Thus, it can be said, the appropriate use of web for marketing helped Tesco in marketing
the products more effectively. This is because Tesco is able to reach out to customers regardless
of time and place and communicate the launch of products and services along with the properties
and description effectively thereby, improving the sales.
5.1 Linking with objectives
Objective 1: To understand the concept of the web for marketing
The literature review highlights the concept of web for marketing. The information
gathered in the section 2.2 highlights that considering the fierce and competitive market, the use
of web provides an opportunity for the business organizations to communicate with the
customers more effectively. The business organizations are also able to reach out to the
customers regardless of the place and time thereby, improving the sales of the company. From
the literature review and the data analysis, it can be said that the use of web is important for
marketing for Tesco in order to communicate with the customers effectively and expand its
business.
Page 43 of 51

Objective 2: To identify the factors affecting web for marketing purposes in Tesco
The literature review highlights the factors that affects web for marketing. The
information gathered in the section 2.3 sheds light on the different factors that affect the use of
web for marketing. This is because not all customers are comfortable and friendly in using web
in their daily life. In addition, various other factors facilitate the use of web for marketing. It is
important for the business organization to identify the factors effectively and implement them
accordingly. The data analysis also highlights different factors that affect web for marketing for
Tesco.
Objective 3: To analyze critically the use of the web for marketing purposes in Tesco
The literature review section 2.4 highlights the impact of web on marketing for business
organizations. The business market has changed drastically over the years and have seen
differences in marketing strategies. The use of web has increased benefit for the business
organizations while marketing the products, as the business organizations are able to
communicate with the customers effectively. As the customers are satisfied with the updates they
receive from the company, sales are increased.
Objective 4: To provide suitable recommendations for using web for marketing in Tesco
In literature review section it has been highlighted that unable to use web for marketing
hampers the success of the business organizations. This is because the business organizations are
unable to reach out to the potential customers and remain restricted to the particular place. The
use of web provides an opportunity for the business organizations to reach out to customers both
international and national. As a result, Tesco needs to improve the use of web for marketing their
products and services and reach out to the customers more effectively.
5.2 Recommendations
Based on the issues identified by Tesco while using web for marketing, the suitable
recommendations are:
Having technically skillful employees
The use of web for marketing can be improved if the company has technically qualified
employees. This will provide an opportunity for Tesco to use and incorporate web for marketing
their products effectively. The technically skillful employees will use the benefits of web for
marketing the products for Tesco.
Selecting the target market more effectively
It is recommended for Tesco to select the target market for using web for marketing. This
is because not all the customers are comfortable, friendly and have access to web. As a result,
Page 44 of 51

selecting the wrong target customers will make the use of web for marketing unsuccessful, as
Tesco will not be able to communicate with the customers effectively.
5.3 Future scope of the study
Based on the current study, it can be said that the research emphasizes on the female
customers of Tesco. Thus, the future research can be conducted by considering the male
customers of Tesco of different age group and monthly income. In addition, the researcher has
only selected few factors that affect the use of web for marketing. Thus, other factors can also be
considered that affects the use of web for marketing. In addition, in the future the researcher can
also interview the managers of the company in order to develop a deeper understanding of the
use of web for marketing for the business organizations.
Page 45 of 51

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Appendix 1
Demographic questions
What is your gender specification?
Male
Female
Which age group do you belong to?
18-22 years
23-26 years
27-31 years
32 years and above
What is your monthly income?
£18,000-£22,000
£23,000-£25,000
£26,000-£30,000
£31,000 and above
Page 49 of 51

Independent variable
Objective questions on factors affecting web for marketing
Target market Questions Yes No Maybe
TD Does your demographics affect your decision of
using web
TP Does your psychographics affect your decision
of using web
Technology Questions Yes No Maybe
TBU Does your better understanding of technology
affect your decision of using web
TUF Does user-friendly website of the company
affect your decision of using web
Budget Questions Yes No Maybe
BFS Does your financial standard affect your
decision of using web
BOP Does the online price range of the products
affect your decision of using web
Talent Questions Yes No Maybe
TS Does skilled employees affect your decision of
using web
TE Does experienced employees affect your
decision of using web for marketing
Dependent variable question
Questions Yes No Maybe
Does web has an impact for marketing purposes
Page 50 of 51