Evaluating CRM Strategies and Consumer Buying Behavior at Tesco PLC

This report analyzes the impact of Customer Relationship Management (CRM) on consumer buying behavior, focusing on Tesco PLC as a case study. The research employs an inductive approach and interpretivism philosophy with an exploratory research design and qualitative research type. Prim...Read More

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

Theme 1. How frequently you visit to
the outlets of Tesco PLC
Weekly Once in a Month Within 2 Months More than 2 Months
0
5
10
15
20
25
How frequently you visit to the outlets of Tesco PLC
Column B

Theme 2. Tesco PLC CRM process
helps you in acquiring information
regarding products and services
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 5 10 15 20 25 30 35
Tesco PLC CRM process helps you in acquiring information regarding
products and services
Column B

Theme 3. Marketing strategies of Tesco
PLC influences your buying behaviour
60%
10%
20%
10%
Marketing strategies of Tesco PLC influences your buying behaviour
Extremely
Moderately
Low
Not at all

Theme 4. Use of CRM is beneficial to
build relationship with Tesco PLC
70%
10%
10%
10%
Use of CRM is beneficial to build relationship with Tesco PLC
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree

Theme 5. Your perception improved towards
Tesco PLC in recent times because of its CRM
and customer engagement practice.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 5 10 15 20 25 30 35 40 45
Your perception improved towards Tesco PLC in recent times because of its CRM and customer engagement practice.

Recommendation and Conclusion
 As per above study, it can be concluded that CRM of Tesco Plc is effective and it helps in
building better relationship with customers. Primary data evaluation also indicates that
Tesco PLC CRM process helps its customers in acquiring information regarding products
and services. There are number of factors that may affect the customer buying behaviour
so it is significant for management to make sure about goals and objectives. It has been
noticed that CRM allows to gather information about diverse customers that also allows
to understand the needs and wants of customer.
 Moreover, in respect to improve the effectiveness of CRM system the business firm may
focus on number of activities that bring innovation in the services. Along with this,
effective identification of customer needs is also significant because it helps in effective
design of strategies. It also provides support to CRM system development. In order to
have proper understanding about the subject researcher may carry out study on
significance of CRM in organisational success.