Consumer Behaviour Analysis: Tesco, Social Media, and Marketing Report

This report provides a comprehensive analysis of consumer behavior, specifically within the context of Tesco Plc and its marketing strategies. It begins with an introduction to consumer behavior, defining the interplay between consumers and their reactions to various situations, emphasizing the importance of understanding these patterns for businesses. The report then delves into an analysis of the validity of social media's role in marketing, highlighting its significance in connecting with consumers and building brand awareness, particularly for businesses like Tesco. It examines the importance of understanding consumer attitudes, outlining the Katz Functional Theory of Attitudes, and how it applies to the retail industry. The report also explores the role of social media influencers in enhancing marketing efforts and driving customer engagement. Finally, the report concludes by summarizing the key findings and implications for Tesco's marketing approach, especially concerning the promotion of its new range of organic products. The report emphasizes the importance of adapting to consumer behavior and leveraging social media platforms to effectively reach target audiences and drive sales.

Consumer Behaviour

Table of Contents
INTRODUCTION...........................................................................................................................1
Analysis and Validity of Statement........................................................................................1
Importance of understanding consumer attitudes for marketers............................................3
Importance of Social Media and its influencers.....................................................................5
Range of social media channels for consumer demographics................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Consumer behaviour can be defined as the concept of involvement of two concepts which
is consumer and their behaviour. Consumer is defined as an individual who is considered as end
user for business organisation on the other hand behaviour can be defined as their attitude
towards a particular situation and their pattern of reaction for that situation. So consumer
behaviour can be defined as the pattern in which end user is behaving towards a particular
situation. This is essential for every business sector to acquire inclusive knowledge about all
those aspects which are related to consumer behaviour so as to anticipate in decision making
process. With the help of effective marketing strategy market can be segmented by industries.
This assists in determining target market and their end users which are the industry is aiming to
cater (De Mooij, 2019).
With this reference this report is based on Tesco Plc which the largest retail store in UK,
they are coming in the market with organic food so as to meet healthy habits of their customers.
The report is undertaken so as to understand consumer attitude within retain industry and their
new health related initiative. On the other side report includes various social media channels
which can be used to market the product along with their importance.
Analysis and Validity of Statement
Social media can be defined as the technology which is based on mobile and internet by
which exchange of view and opinions takes place within virtual community and online network.
Social media can be interpreted as an internet based technology which is used by users so as to
transmit information in a rapid manner. The information may be in form of personal details or
image or video. For numbers of reasons people participate in this activities and one of them is to
entertain in leisure activities. Social media is mainly used for the purpose of sending instant
messages.
Social media has emerged for the major purpose of interacting with friends, family,
acquaintances and many more. In current business era social media is used for business and
corporate purpose. With the help of social media business of new era are capitalising their profits
and brand image in the market. Social media is used so as to reach out to maximum people and
establish extensive communication with them (Mandel and et. al.2017).
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Social media is such type of platform which is having power to connect people around
worldwide within split of seconds. Within worldwide periphery its user base is more than 3.81
billion in which people uses social media by personal computer or mobile so as to communicate
and to share their thoughts with may be related to personal experience or business information
(Alalwan and et. al., 2017). Social media is helpful for small as well as giant businesses so as to
enhance technology advanced technology in their venture which enables them to share thoughts
and graphical message by using internet with a view to get business growth.
This is an indispensible tool for business organisation as with the help of this they
enhance their customer base which helps them to drive their sales revenue in considerable
manner. Communications tools are established by businesses so as to stimulate information
about their product or business features, their USP, product distinctiveness which are offered by
them within marketplace. So it can be said that social media acts as advertisement and
promotional tool for businesses which is having capacity to communicate crucial information to
billions of people within fraction of time. By the help of social media tool companies are able to
get high customer engagement in their business and for their product around worldwide.
Business organisations are able to captivate customer by using robust and effectual content that
can persuade individuals to use company’s offerings so that people get convinced to consume
their offerings which are given by some business organisation.
By social media usage of e-commerce has drastically overstated, which helps the
businesses to earn more profits and sales. Social media is used by large business organisation so
as to distribute sales vouchers and coupon to their target and loyal customer on timely and
exclusive manner. With the help of loyalty programs which are associated with social media
initiation of healthy customer relations takes place.
As it is clear from report of small business that 77.6% business are using social media in
their business which helps them to promote their business and offerings. Whereas 41% of small
business uses this platform in order to boost their sales in an effective manner. Further 54% of
overall business uses social media so as to spread awareness about their product offering at
global level (Sajid, 2016).
Tesco is also using social media in order to promote their new range of organic products.
This will help them to market their product in between billions of people and to spreads
awareness about the same. With the help of social media customers will be persuaded to buy new
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product range of Tesco. By this customers will be able to get organic product which is good for
their health and environment as well. At last it can be cleared that the given statement is valid
and totally justified in the basis of aforementioned discussion (Husain, Ghufran and Chaubey,
2016).
Importance of understanding consumer attitudes for marketers
Attitude of consumer is the sum of their beliefs, intention of behaviour and their inner
feelings and emotions. When these factors are accumulated then interrelation of all of them can
be emerged in a considerable manner. These factors exhibits influence in such a manner that
consumer starts reacting for company’s offerings.
Consumer behaviour is regarded as first facet which is having capability of acts as hurdle
and benefit for the marketing manager of business. In this regard marketing strategy may have
their limited growth and success within business so when consumer behaviour is ignored it may
hamper decision of consumers regarding product and service. On the other hand a perceptive
marketing manager takes benefits of their own clarity about consumer behaviour so that to render
predictions with relation to consumer’s behavioural pattern. A knowledgeable marketing
manager is having capability to bifurcate attitude, beliefs and consumer behaviour and form a
robust strategy by mixing them all in his decision.
In marketing terminology, consumer attitude is defined as the process of emergence of business
offerings by passing of time. Personal motive gets satisfied with attitude which is having impact
on buying and decision of consumer in simultaneous manner. The major constraint which is
faced by marketing manager is the motive behind attitude of consumer towards their offered
product and services Stephen, 2016) (Rauschnabel, Felix and Hinsch, 2019) .
Attitudes of consumer are results of their personal affirmative and hostile experiences
grown by them within their life. In this context external forces play a significant role that in what
manner a commodity is being perceived by an individual. So it can be said that consumer
behaviour is a learnt disposition for services and product offered by business within marketplace.
In the light of marketing each commodity is scrutinised when attitude of consumer are regarded
as the major filter.
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Katz Functional Theory of Attitudes
This is the theory which inculcates detailed description of practical motive of attitudes of
consumer’s. This theory is having assumption that, majorly four types of functions are there of
attitude where each of the function is providing brief and persistence for perceived attitude of
consumers. The route map of collecting positive modification is to gain high comprehensibility
for consumer attitude. Retail sector is one of the most growing and developing industry which is
having high diversification in their products across the world. So within this industry, attitude of
consumer is required to understand so as to control and perform marketing activities in an
effective way. These are having major aim to enhance relationship with consumers so as to retain
them for longer period. (Vinerean, 2017)
The 4 functions relating to functional theory of Katz are described as under:-
Utilitarian function: This is the most crucial and well known function which is invented
by Katz. This is the function that is dependent on ethical theory of utilitarianism which says that
an individual is required to stick to those decisions which is having something good for
everybody. So attitude of consumer are dependent upon their experience of pleasure or gain that
was experienced by them.
Value-expressive function: When attitude towards a product is perceived by customer
on the basis of their own concepts and centralized value. So the reflection of a commodity over
consumer is the major reason besides usage of function by a person. This means that the function
is performed by consumer when they accept the item with a view that this is having a significant
impact over their social identification.
Ego defensive function: When a consumer is having perception that the usage of this
product or commodity may have impact on their personal image. This type of attitude cannot be
changed by marketing manager as it is very rigid in nature.
Knowledge function: It is a function which continues within individual when they are
cautious about establishment of shaping of their attitude within a business or their offerings. This
is comparatively easier for marketing manager as it is dependent on realistic statistics and can be
completed by effective communication (Vukasovič, 2016).
With the help of getting knowledge and understanding of consumer attitude and their
background reasons now it is easy for marketing manager of the business to take decisions
regarding effective promotional strategies. By gaining comprehensibility of attitude of consumer
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it is easy for the business to plan and monitor their marketing activities so as to have effective
results. It is important for Tesco to get understanding about consumer behaviour so as to
implement effective marketing strategies. This will help them to inflate their profits and market
share in short time.
Importance of Social Media and its influencers
Social media is the most effective tool of business organisation which is available in all
business sectors and gives opportunity to build healthy relationship with customer and other
people. This is helpful for the business as they can communicate their star product and feature to
their customer so as to enhance their sales. In current time all the business entity are using social
media for increasing customer engagement. With this regard businesses are making use of
influencers so as to enhance their content quality which is posted on social media accounts.
Influencers are those individual which are having hug fan following base and trusted by mass
population (Arora and et. al., 2019).
Social media is having various channels such as Facebook, Instagram, Snapchat, LinkedIn
etc. They can help them to get surety of success of their post, tweet and event. Marketing with
the help social media influencers is an effective strategy in current internet era and it is having
chances to face failure are equivalent to nil. This tactic is used by that business who wants to
spread awareness about their product and enhance their sales.
(Source: Influencers help in building Brand Trust, 2019)
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I
llustration 1: Influencers help in building Brand Trust

There are some effective ways by which companies may capitalise their profits by
trusting social media influencers. The most common method is product promos, another method
is hash tags which are used by influencer on social media when are posting any post which is
related to the product. Involvement of influencer may help the business in making it viral and
persuade people to buy their product throughout the world. Some companies make social media
influencer as their brand ambassador that helps the company to react out huge customer and
enhance their revenue. Social media is helpful in enhancing brand awareness so as to enhance
customer value and position the product within marketplace (Gulamali and Persson, 2017).
Social media and influence may have an impactful strategy over Tesco when they are
launching their new product range in the market. With the help of both the marketing channels
awareness can be spread in the market which will help the company to enhance their customer
footfall and revenues. When people are convinced about quality of the product and feature of
new product range or organic product then they will start to buy those products and promote their
product by mouth publicity. This will render high opportunity to Tesco in order to position their
business within their new product range.
Range of social media channels for consumer demographics
There are huge types of social media channels which can be used by business entity so as
to promote their product or services in the marketplace. In this context Tesco is having various
market sectors in which they are required to increase their market competition (Parkinson,
Russell-Bennett and Previte, 2018). For this Tesco is keen to use various social media channels
by which they can enhance their market coverage. For the market segmentation Tesco has
selected demographic market segmentation in which market is divided on the basis of
demographic locations, age, gender, income etc. Some of social media channels which are used
by Tesco are elaborated as under:
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Facebook
Facebook is an online platform which is used by people so as to chill and relax with their
friends and spend remarkable time with them. With this context this this social media channel is
related to the segmentation aspect of age. This can be assumed that this platform is used by
people with a very high efficiency throughout the world. Facebook is having approximately 2.5
million users around the world. This media channel is used within local markets so as to have
business development within friends and local known (Shareef and et. al., 2018). Facebook is
helpful in educating new customer about new product so as to drive revenue and to boost their
audience engagement.
Over the course of time, many bottled water companies have leveraged the platform of Facebook
for conducting marketing and generating awareness among people about their offering. Thus, it
can be said that Aqua Containers can capitalise upon Facebook to reach out to customers
belonging to all age groups (Ismail, 2017) . This would aid the firm in communicating the unique
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feature of these organic bottles to people effectively and gaining appreciation from them for
taking initiatives to maintain people’s health.
LinkedIn
This is considered as one of the professional social media platform which is used by
businesses which are entering into a corporate dialogue. This platform is useful so as to share
content with those individual who are likeminded. It is also used to post any job openings and
helps the employees to stay connected. This social media channel is linked with the aspect of
income within demographic segmentation. Majorly this platform is used by people so as to
establish corporate networking. These social networking channels help an individual to make his
career and enhance awareness for product and services for customers (Shareef and et. al., 201 8).
(Source: LinkedIn Usage Statistics, 2019)
Thus, it can be concluded that this social media channel can be used by Tesco so as to
hire skilled employees in their organisation in order to make their new addition a high success.
This will help them to achieve business success and to attain their business goals in considerable
manner. Their new business addition will have need of new employees so by this social media
platform they will be able to achieve specific market edge.
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Il
lustration 1: LinkedIn Usage Statistics

Control of marketing activities
In order to take out accurate marketing result it is required to review and control the
adopted measure. For this Tesco is required to examine their rivalry strategy so as to get to know
about their product effectiveness in the market. This will help them to analysis competitors’
strategy which will help them to frame their own strategy so as to position their product within
marketplace. Further Tesco is required to perform analysis of their existing customer so as to
generate feedback in order to examine need of any modifications and changes. Furthermore
research testing is required to be executed so as to establish effective communication and to
brainstorm customer’s ideas. This will help the company to accumulate those ideas which may
assist them to enhance their future growth. Furthermore cost analysis and budget implementation
so as to inculcate those aspects which are not applied cost. Budget is helpful in in analysing cost
allocation and their expenditure (De Mooij, 2018).
CONCLUSION
From the above discussion it can be concluded that services and products are designed in
such a manner that it may adjust within attitude and their behaviour. Further it has been
examined that determining consumer behaviour is to be analysed by marketing manager so as to
have effective planning within business and to position a product in a considerable manner
within marketplace. Along with this it has been examined that social media is an essential tool
which can be used by business for enhancing awareness about their product or services and
enhancing sales so as to earn high profits. It is concluded that comprehensibility is the aspect
which is important to examine consumer behaviour and to channelize social media tools.
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