Research Report: Corporate Social Responsibility and Consumer Choices

This research report delves into the impact of Corporate Social Responsibility (CSR) on consumer behavior, focusing on Tesco as a case study. The report begins by outlining the research questions, which explore the values and importance of CSR, consumer preferences, and the effectiveness of CSR activities. The methodology section details the research design, including the use of a descriptive research design and an interpretivism research philosophy. Data sampling involved random sampling of 30 respondents, with data collected through questionnaires. The report then presents and analyzes the questionnaire results, revealing consumer awareness of CSR, the perceived importance of CSR activities, and the influence of CSR on buying behavior. The findings indicate that a majority of consumers are aware of CSR and believe it is important for businesses. Furthermore, the report discusses ethical considerations, limitations, and provides recommendations based on the research findings, ultimately concluding that CSR activities significantly impact consumer choices and loyalty.

Research Part-2

Table of Contents
TASK 2............................................................................................................................................1
2.1 Matching resources efficiently to research questions...........................................................1
2.2 Undertaking proposed research investigation.......................................................................1
2.3 Recording and collating relevant data...................................................................................1
TASK 3............................................................................................................................................3
3.1 Use of appropriate research evaluation techniques...............................................................3
Research Design.....................................................................................................................3
Research philosophy...............................................................................................................3
Data Sampling........................................................................................................................3
Data collection method...........................................................................................................4
Ethical Consideration.............................................................................................................4
Limitation...............................................................................................................................5
3.2 Interpret and analysis of the the results.................................................................................5
3.3 Recommendation and justification of the research area considered...................................13
Conclusion.................................................................................................................................13
Recommendation.......................................................................................................................14
TASK 4..........................................................................................................................................15
4.1 Presenting outcomes through an appropriate media...........................................................15
REFERENCES..............................................................................................................................16

TASK 2
2.1 Matching resources efficiently to research questions
The research questions help in identifying the manner through which purpose of research
could be fulfilled. The questions which are taken into consideration are helpful in conducting a
detailed analysis of the subject matter. The research questions relevant to this undertaken study
are as follows:
 Identify the values and importance of Corporate-social responsibility at Tesco.
 what are the different ways through which preference and choices of consumers could be
influenced?
 Mention variety of CSR activities which are executed by a business.
 Conduct an evaluation of effectiveness of CSR activities and their implication on the
decision making process of consumers.
2.2 Undertaking proposed research investigation
It is totally dependent on the scholar to determine the best method which could be applied
to carry out this investigation. The method should make sure that relevant data is collected which
would further assist in forming conclusion in the right manner. There can be two renowned
approach through which investigation are carried out such as Qualitative and Quantitative. The
Qualitative approaches of investigation focuses on collecting data which focus solely on the
attainment of quality data. The feature which are focused in this measure are opinion, motivation
and thoughts so that answer to the questions are obtained (Du, Bhattacharya and Sen, 2010). The
major sources through which information could be obtained is conducting are interviews, focus
groups and discussions.
Another type of investigation is Quantitative aspects which rely on the numbers and
statistics which has been obtained through investigation. It is comparatively easier approach as
the past data in this type of investigation could be obtained and inculcated in the research report.
The major measures through which quantitative approach is considered are survey, questionnaire
and simulations.
2.3 Recording and collating relevant data
For the purpose of collecting and recording data, Questionnaire is employed so that
various elements of CSR in relation to Tesco could be identified. It is an renowned tool through
which views and opinions of respondents could be identified on the subject of the investigation
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(Lindgreen and Swaen, 2010). The questions which have been formed are systematic and orderly
so that there is more chances of collecting of right set of data. The data which has been collected
through right approach assures that accurate data have been collected. The collection of customer
views and opinion on CSR activities relating to Tesco are stated below:
QUESTIONNAIRE
Q1) Do you know about the term Corporate social responsibility? Frequency
a) Yes 21
b) No 9
Q2) How important is for businesses to carry out CSR activities?
a) Very Important 24
b) Less important 6
Q3) Do CSR activities influences of buying behaviour?
a) Yes 19
b) No 11
Q4) Would you purchase products and services of a company with poor
CSR record?
a) Definitely 8
b) Never 22
Q5) Are you satisfied by the conduct and compliance of Tesco?
a) Yes 23
b) No 7
Q6) Does CSR caters an organisation with the with competitive advantage
among rival organisation?
a) Yes 20
b) No 10
Q7) which of the following CSR activity by the business is most
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appreciated?
a) Environmental Responsibility 15
b) Philanthropic Practices 8
c) Ethical business practices 7
Q8) Do you think sourcing a local products is a right approach towards
sustainability?
a) Yes 25
b) No 5
Q9) Does CSR activities motivate you to stay loyal towards an
organisation?
a) Yes 18
b) No 12
Q10) Recommendation to improve CSR measures by the organisation.
TASK 3
3.1 Use of appropriate research evaluation techniques
Research Design
Before conducting the investigation, it is very important to consider right design so that it
crucial aspects of the study could be identified. The research persuades a scholar to identify set
of methodologies which will be undertaken for the purpose of analysis (Aguinis and Glavas,
2012). The design which has been undertaken defines the type of study. For this particular study,
Descriptive research design is taken into consideration. The various tools which can be
undertaken in this study are case-study, observation and survey which is selected as per the
nature of the subject topic. This research mostly relies upon the description which termed as
primal to a research study. This research design is known to be provoking the 'why' questions
and are being attempted to overcome the same. The use of deductive approaches in this research
are known to check the validity of the data which has been collected for the investigation.
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Research philosophy
Research philosophy focuses on the manner through which information is collected and
analysed. The views of various scholars have been taken into consideration to identify CSR
impacts purchasing process of customers or not. The research philosophies can be categorised on
the grounds of Positivism and interpretivism. Both of these philosophies are sufficient to form
suitable conclusion when undertaking an investigation. The interpretivism approach is
considered which takes into account social construct in society such as language, meaning and
instruments.
Data Sampling
Data Sampling is referred to be a tool which is known to collection and analysis of the
data collected. In this approach a portion which represents the whole population is undertaken so
that statistical reasoning relations to the population could be formed. The reason to undertake
data sampling is that carrying out investigation on the whole population will require more
amount of time and resources (Okpara and Idowu, 2013). The data sampling can be categorised
major on two grounds i.e. Probabilistic and non-probabilistic sampling techniques. The
probabilistic sampling states that every element of the population possess numerous changes of
getting selected in the sample. On the other hand, non-probabilistic sampling states that there are
numerous element who does not possess changes of being selected in the sampling. For this
investigation, random sampling is undertaken as there is no pattern when it comes to selecting a
sample. The purposive sampling assures that samples are selected with a specific aim. The
sample size which is undertaken for this investigation stands at 30 who will questioned about
influence of CSR activities relates to Tesco.
Data collection method
In this research a right combination of primary and secondary sources is undertaken so
that right conclusion can be drawn (Barnea and Rubin, 2010). It is essential to contain past
statistical data which relates to CSR activities which are carried out by organisation. The
secondary sources helped in forming a detailed understanding on the subject matter necessary for
investigation. The primary information have been gathered through forming a questionnaire
consists on important subject relevant to the subject matter so that right conclusion could be
formed.
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Ethical Consideration
There are numerous ethics which are to considered while carrying out a study. This
section of the investigation familiarises a scholar with norms and policies which are to be
considered by him while undertaking this investigation. The ethical norms are helpful in
categorising what is right and wrong relates to this investigation along with determination of
acceptable and unacceptable behaviour by a scholar (Bénabou and Tirole 2010). It is very
important for a scholar to incorporate behaviour of accountability, trust and mutual respect so
that an investigation can be carried out in the right manner. It is essential for a scholar to
maintain privacy and confidentiality of the data which may have been provided by the
respondents. It is very important for the researches to focus on the ethical standards which are
provided by the researchers. There are various set of ethical guidelines relates to the human
rights, conflicts of interest, safety and health standards which are to be followed by a researcher.
Limitation
There are numerous challenges which have been encountered by the researcher with the
aim of investigation of the unit. It is treated normal for a research undertaking to be covered with
a some limitations. Therefore it is essential to focus on the range of shortcomings which are
encountered so that better investigation is to be carried out. There are numerous research
limitations to which a research scholar is exposed to and must make numerous attempt to resolve
the same. The primary limitation to which an scholar is exposed to relates to formulation of aims
and objectives that they are too broad. The another limitation relates of opting a suitable data
collection method. The flaws in data collection approach is to be considered so that right
approach could be undertaken. The size of sample undertaken is too small which further prevents
in forming a right statistical relationship amongst various elements. The primal factor is that lack
of experience and less availability of reliable data while conducting investigation can be
reflected through the quality of dissertation produced (Werther and Chandler, 2010). When
compared to researches which are carried out by experienced scholars this work seems
comparatively ineffective.
3.2 Interpret and analysis of the the results
In this segment of research dissertation, data which has been obtained through
questionnaire will be interpreted and analysed so that positive results could be formed. The
analysis is further supported with graphs and illustration for the purpose of better understanding.
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Theme 1: Familiarity with the concept of Corporate social responsibility
Q1) Do you know about the term Corporate social responsibility? Frequency
a) Yes 27
b) No 3
Interpretation: it can be identified from the above graph that in present environment
more number of people are aware about the practices which relates to corporate social
responsibility. The awareness activities which have been carried out by government and social
enterprise ensured that people in the country possess adequate information relating to the subject.
Out of total 30 respondents it has been interpreted that 27 people were aware about CSR
activities which are undertaken by an organisation whereas 3 respondents were not aware of
existence of such concept in the market.
Theme 2: Importance of CSR activities.
Q2) How important is for businesses to carry out CSR activities? Frequency
a) Very Important 24
b) Less important 6
6
21
9
a) Yes
b) No

Interpretation: This graph illustrates that maximum share of respondents believe that
CSR activities stand crucial for an organisation. 24 answers out of 30 said that CSR activities are
very important for an organisation operating in the economy. The respondents have identified to
be an approach which leads to welfare of the community and exclusive approach which leads to
well-being of the socially disadvantaged group. On the other hand, 6 out of 30 respondents have
stated that CSR activities which are being carried out by an organisation does not create any
change in the well-being of the society.
Theme 3: Influence of CSR activities upon buying behaviour of consumers
Q3) Do CSR activities influences of buying behaviour? Frequency
a) Yes 19
b) No 11
7
24
6
a) Very Important
b) Less important

Interpretation: out of all the respondent undertaken, 19 have stated that CSR activities
which have been carried out by an organisation tend to influence on their buying behaviour. Such
welfare activities which has been carried out by organisation tend to assist in the process of
buying and using products and services of an enterprise. There are still 11 people out of 30
respondent who have sated that they are tend to opt for products which are good irrespective of
welfare undertaken by a business.
Theme 4: Purchasing behaviour of consumers towards organisation with poor CSR record.
Q4) Would you purchase products and services of a company with poor
CSR record?
Frequency
a) Definitely 8
b) Never 22
8
19
11
a) Yes
b) No

Interpretation: It has been identified from the above graph that 22 out of 30 respondent
opted will never use a product of an organisation which carries poor CSR record. Whereas 8
respondent have stated that they will still buy products and services of the company which is not
involved in the activities of community welfare. Such people have stated the reason that they are
looking more for what an organisation have to offer rather than looking for their CSR activities.
The quality and value aspects of the products and services are considered rather than evaluating
CSR practices of an organisation.
Theme 5: Satisfaction of consumers related to conduct and compliance of Tesco.
Q5) Are you satisfied by the conduct and compliance of Tesco? Frequency
a) Yes 23
b) No 7
9
8
22
a) Definitely
b) Never
23
7
a) Yes
b) No

Interpretation: it can be identified from the above graph that 23 respondents are satisfied
with the ways this organisation have been carrying out its operations. The value offerings of this
enterprise at competitive prices is well appreciated by the people in the United Kingdom. The
various segments which are covered in this report revolves around adhered to legislation, ehtical
practices and employee retention practices. 7 out of 30 respondents were not happy with the
manner Tesco have been carrying out its operations and tend to prefer products and services of
rival organisation.
Theme 6: Attaining competitive advantage through CSR activities
Q6) Does CSR caters an organisation with the with competitive advantage
among rival organisation?
Frequency
a) Yes 20
b) No 10
Interpretation: Competitive advantage is attained when an organisation possess an
element which cannot be imitated by the rival organisation. There were 20 respondents who felt
that carrying out environment and community welfare practices are an distinct approach through
which an organisation can attain superior position in the market. Whereas some believe that they
are strategic marketing activities which are carried out by an organisation in order to promote
their products and services. The rise in awareness have enforced every organisation to carry out
CSR activities therefore chances of attaining competitive advantage have declined.
Theme 7: The appreciation of the CSR practices related to company
10
20
10
a) Yes
b) No

Q7) which of the following CSR activity by the business is most
appreciated?
Frequency
a) Environmental Responsibility 15
b) Philanthropic Practices 8
c) Ethical business practices 7
Interpretation: it can be identified from the above graph that there are numerous aspects
through which CSR practices can be carried out. 15 people out of total respondents that
environmental responsibility practices which have been carried out by the organisation in the
form of energy efficiency or waste minimization approaches have been appreciated by the
audience. The charity and donation practices which were carried out by business as a part of
philanthropic programme stood second with appreciation by 8 respondents. The ethical business
practices which are undertaken by an organisation is the least appreciated. The concept of
11
15
8
7
a) Environmental
Responsibility
b) Philanthropic Practices
c) Ethical business practices

business ethics focuses on the policies and practices which relates to carrying out of operations
in the market to which 7 respondent have shown their appreciation.
Theme 8: The approach of souring local products by this organisation
Q8) Do you think sourcing a local products is a right approach towards
sustainability?
Frequency
a) Yes 25
b) No 5
Interpretation: This organisation have recently started sourcing products which has been
manufactured globally which have brought under scrutiny by the researcher. 25 people out of all
have stated that it is a very good move as it provides the local manufacturer to uplift their living
stature and there is an positive impact on the sector of employment in the country. There were 5
respondents who were focused on attaining better quality products rather than looking at the
background story. There were rumours that product which were sourced locally have emerged to
be of inferior quality than of rival organisation.
Theme 9: Customer loyalty through CSR practices
12
25
5
a) Yes
b) No

Q9) Does CSR activities motivate you to stay loyal towards an
organisation?
Frequency
a) Yes 18
b) No 12
13

Interpretation: It can be interpreted from the above graphical presentation that the
presence of CSR activities assure that customer remain loyal to an organisation. 18 out of total
respondents state that CSR activities enhance their loyalty and they will remain committed to an
organisation. But there were almost equal number of respondents who rejected the statement and
said that value offerings referred to be a top feature which determines customer loyalty. 12
respondents identified that it taken more than CSR activities to remain committed to an
organisation.
3.3 Recommendation and justification of the research area considered
Conclusion
It can be concluded from the above report that undertaking practices of corporate social
responsibility helps in making a favourable image of the organisation and tend to create a
significant impact on the manner decision making process relates to buying of products. It has
been identified that it is one of the contemporary approaches through which a business would be
able to fulfil its objectives relates to profitability and growth. The ever changing demand and
wishes of the people can be successfully countered with the help of undertaking CSR activities
of an organisation. Tesco have been renowned to undertaken practices which tend to improve
relationship of an enterprise with its stakeholders.
14
18
12
a) Yes
b) No

This organisation has formed a cross functional committee which looks after numerous
CSR initiatives of this organisation. The various measures which have been undertaken by this
organisation revolves around supporting local communities through donation of 55 million GBP
and numerous energy conservation projects such as energy, water consumption and recycling of
waste. The importance of CSR activities upon an organisation is determined through forming a
favourable brand image in the mind of the consumers which awards a business with
sustainability. The most important segment which was discussed is manner in which CSR
activities are able to influence purchasing decision of a customer. The efforts of an organisation
are directed in providing customer with value services along with forming of favourable image
which aggregately leads to numerous economic benefits which will be availed by an
organisation. Finally it can be said that CSR activities tend to positively influence customer
decisions and rewards a business with additional sales.
Recommendation
The major recommendation relates to this investigation are stated below.
 Tesco have formed a separate domain to look after CSR activities on the behalf of the
organisation. Instead, this organisation can integrate CSR activities in their business
operations so that it can be carried out more effectively. This recommendation
emphasizes on involving vision of the employees into carrying out practices of an
organisation. The undertaking of survey might be helpful to an organisation.
 This organisation is recommended to play an active role in the matters of the society.
This recommendation requires more than mere charities and donation which are carried
out by an organisation. Tesco should derive their efforts onto addressing major issues
which are pertaining in the environment such as climate change and social injustice. It is
only approach through which a business is able to achieve sustainable development.
 It is essential for an organisation to encourage innovation in the functions and operations.
The employees in this approach can provide with ideas that are able to identify new
approaches through which community and society around could be served.
 The consumers are encouraged to form sustainable purchasing decisions. It is
recommended to them to incorporate practices of sustainability of an organisation in their
purchasing process. The customers can spend a little extra for the products which has
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been availed through ethical practices and encourage such organisation to create a
favourable impact on the community and society.
TASK 4
4.1 Presenting outcomes through an appropriate media
Covered in PPT
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