Customer Behaviour's Impact on Marketing Activities: Research Project

This research project investigates the impact of customer behaviour on marketing activities, focusing on Tesco as a case study. The methodology includes an interpretivism research philosophy, an inductive research approach, and an exploratory research design. Data collection involved both primary and secondary sources, with a questionnaire used for primary data and books, journals, and internet articles for secondary data. A random sampling method was applied, involving 5 marketing managers from Tesco. The data analysis utilized thematic analysis. The results section presents findings on employee working length, consumer satisfaction, the impact of marketing on revenues, factors influencing consumer behaviour, and the reasons customers might choose competitors like Sainsbury's or Asda. The report concludes with a discussion, recommendations, and references.

RESEARCH PROJECT
(Part 2)

Contents
METHODOLOGY..........................................................................................................................1
RESULTS........................................................................................................................................3
DISCUSSION................................................................................................................................14
CONCLUSION..............................................................................................................................16
RECOMMENDATIONS...............................................................................................................16
REFERENCES..............................................................................................................................18
Appendix........................................................................................................................................19

METHODOLOGY
Introduction
Research methodology is the systematic procedure of carrying out the investigation.
There are various methods and tools that are used by researcher in order to conduct the research
in effective manner (Taylor, Bogdan and DeVault, 2015). All these techniques assist the scholar
in addressing research problems and finding accurate results. Selection of research methods are
being done on the bases of r type of research.
Research philosophy
Research philosophy is the process or the way through which researcher gather data,
analysis it and finds results. There are majorly three types of philosophies: positivism,
interpretivism, realism (Mackey and Gass, 2015). All these methods are different from each
others. Positivism is the method that is generally applies in quantitative type of projects. Scholar
conducts the investigation from objective view point. In this technique researcher do not involve
human participants. Individual observe the facts and find answers on the bases of this
observation. Interpretivism is another type of tool that focus on conducting the study from
subjective view point. This beliefs that involvement of human participants help the researcher in
finding in-depth detail about the topic (Lewis, 2015). Realism is another type of philosophy that
is highly related with scientific enquiries. In the present research on impact of customer's
behavioural on marketing activities of the organisation scholar has applied interpretivism
philosophy. This is most suitable method that has supported the researcher in finding in-depth
detail about consumer behaviour and marketing activities. This tool has helped the scholar in
developing relationship between both these variables and its impact on business unit.
Research approach
Research approach is another method that is used during investigation. Inductive and
deductive are two main types of approaches. Inductive research approach carry out the research
in qualitative manner. Individual uses theories and models in order to develop understanding
about the topic (Ledford and Gast, 2018). It focuses on theories and test these models in order to
generate new theory y. This supports in addressing research questions from qualitative process.
On other hand deductive is another type of approach that is used in qualitative type of research
project. In this method, scholar formulates hypotheses on the bases of research questions. Then
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researcher tests these hypotheses. If null hypotheses proves that means one variable impact on
another. On the bases of results of hypotheses conclusion are drawn by scholar. In the present
study on impact of customer's behavioural on marketing activities of the organisation researcher
has taken support of inductive research approach (Panneerselvam, 2014). Use of theories has
helped in understanding concept of consumer behaviour and its impact on marketing strategies of
the business unit.
Research design
It is the outline or the blueprint of entire study. There are various kinds of designs such as
descriptive, exploratory, experimental etc. All these designs have their own characteristics and
are used in different research projects (Khan, 2014). In the present study on impact of
customer's behavioural on marketing activities of the organisation scholar has applied
exploratory research design. This is used when scholar has to find out new way or have to
conduct investigation on new subject area. This helps in explanatory ideas so that understanding
about the topic can be developed. This is suitable method for the current project that has helped
scholar in addressing research problems in accurate manner.
Data Collection
It is most important method or tool in the researches. It is responsibility of researcher that
to take support of accurate data that can answer research questions and can develop
understanding of the researcher effectively (Ross, Rogers and Duff, 2016). There are two main
types of method of data collection: Primary and secondary. Primary data collection is the method
that helps in finding real facts about the situation and gathering fresh information. On other hand
secondary data collection sources are such details that have already been used in the earlier
studies. Both these tools are helpful in developing understanding of researcher so that desired
results can be generated. In the present study scholar has applied both these sources. In the
primary data collection researcher has used questionnaire technique. This is most commonly
method that is used to gather first hand information about the topic (You and et.al., 2015). On
other hand secondary data collection sources are another type of techniques in which scholar has
taken support of books, journals, internet articles that have been prepared on the same topic
impact of customer's behavioural on marketing activities of the organisation. Both these sources
have supported the researcher in gathering in-depth detail and addressing research problems.
Sampling
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Sampling is the process of selecting right number of sample from population. There are
various types of sampling methods such as random, Quota, stratified etc. All these have their
own importance and applied in different situations. In the present study on impact of customer's
behavioural on marketing activities of the organisation scholar has used random sampling
method. This is simple and effective sampling technique that assists in involving human
participants randomly. All these involved persons have knowledge about the current situation of
the firm and they can answer research questions easily (Taylor, Bogdan and DeVault, 2015). It is
very important that scholar involve right number of participants in the study. For the current
research, investigator has involved 5 marketing managers of Tesco as sample in the study. They
are able to give answers on impact of consumer behaviour on marketing activities of Tesco.
Data Analysis
After collecting the data researcher has to analysis all these information and have to find
out results. In quantitative researches' investigator uses SPSS and other mathematical
calculations in order to find out the results. But as present study is qualitative in nature thus,
thematic analysis tool has been applied by the scholar. This has supported the scholar in
presenting the data through graphs and charts (Mackey and Gass, 2015). In this method
individual has prepared themes and have presented data on the bases of these themes. This has
supported in generating accurate results and understanding the situation well.
Ethical consideration
This is most important part of research projects. It is responsibility of scholar that to
follow each ethical aspect carefully. Individual has not forced any participant to be part of the
research. Scholar has sent them consent form (Lewis, 2015). People have read this form and
signed on this. They have not been forced to give answers of any question. They have given
rights to say no to answer any questions. Scholar has not copied any material. Researcher has
read previous articles and have translated it into own words.
RESULTS
Theme 1: Working length of employees in Tesco
Less than one year 1
Between one to two year 3
More than three years 1
3

Interpretation: From the above data it is found that 1 out of 5 answers have relied that they are
working in Tesco since less than one year. On other hand 3 have said that they are in the
organization from one to three year. On other hand 1 out of 5 has replied they are working in the
firm from more than 1 year. From the above detail it can be interpretated that maximum people
are working in Tesco between one to three years. They have good experience in the firm and are
well aware with the working of the company.
Theme 2: consumers are satisfied with the services of the firm
Strongly agree 1
Agree 3
Disagree 1
Strongly Disagree 0
4

Interpretation: It is analysed that 1 out of 5 respondents have viewed that they are strongly
agreed that consumers are satisfied with the services of the Tesco. On other hand 3 out of 5
participants have replied that they are agreed that company is taking care of their needs thus,
they are satisfied with brand. Whereas 1 out of 5 answers has replied that they are disagree. From
the above details it can be interpreted that Tesco is offering amazing services and products to
consumers as per their requirements. It helps the entity in satisfying people and making them
positive towards the brand.
Theme 3: Marketing is helpful in enhancing revenues of business unit.
Yes 4
No 1
5

Interpretation; From the above data it is found that 4 out of 5 respondents have viewed that
marketing is the effective tool that can help in raising profitability of business unit. On other
hand 1 out of 5 answers have said that marketing can not affect revenues of business unit. From
the above data it can be concluded that marketing is the tool through which entity can make
people aware with the products and services of business unit. It assists in changing their
perception and making them positive towards the brand. By this way they frequently buy
products and services of business unit which help organization in raising profitability of the
company.
Them 3: factor influences consumer behaviour the most
Quality of products and services 2
Brand image 0
Pricing 1
Promotional activities 1
6

Interpretation: From the above data it is found that 2 out of 5 answers have replied that quality of
products and services is considered as major factor that can influence mind of them and can
change their behaviour. If people are getting high quality products then they can remain positive
towards the brand. On other hand 1 out of 5 have answered that pricing is the main element that
influences people. If entity is offering products at affordable prices then people will buy its
services frequently and they can become the loyal consumer of entity. Whereas 1 out of 5
respondents have replied that promotional activities of the company is the main element that
influences mind of people to great extent. From the above discussion it can be interpreted that
consumers are the assets of the firm and if entity can provide them high quality products and
services at affordable rates. Then it can support in making people positive towards brand. By this
way they will give positive reviews to other as well and will be loyal towards the brand.
Theme 4: major factor that people are moving towards Sainsbury or Asda competitors of
Tesco
Low price products available 1
Wide range of products availability 1
Strong communication with consumers 3
Others 0
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Interpretation: From the above data it is analysed that 1 out of 5 answerers have replied that
competitors of Tesco are providing low price products to the consumers that is why they are
moving towards them On other hand 3 out of 5 participants have said that competitors are
making strong communication with consumers trough social networking sites. This influences
their mind and they change their decision to buy product from Tesco. Whereas 1 out of 5
answerer has replied that competitor of Tesco are providing wide range of products and services
to the customers that change their mind. From the above discussion it can be interpreted that
strong communication is the main key factor which influence mind of consumers and they move
towards other competitor brand.
Theme 5: marketing activities can influence consumer behaviour
Yes 4
No 1
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Interpretation: When researcher has asked about influence of consumers with marketing
activities then 4 out of 5 participants have replied that yes marketing is the key activity that can
influence consumer behaviour. On other hand 1 out of 5 respondent have replied that no
marketing can not affect consumer behaviour. From the above details it can be interpreted that
marketing change perception of consumers and they think to buy products from the same firm. If
other entities are using effective marketing tactics then people may change their behaviour and
can move towards it.
Theme 6: kind of marketing technique does Tesco applies in workplace
Social media marketing 2
Relationship marketing 1
Promotional campaign 0
Advertisement in newspaper 1
9

Interpretation: From the above data it is found that 2 out of 5 respondents have replied that social
media marketing is the major marketing strategy of Tesco. Cited firm takes support of social
networking sites and communicate message to consumers. This helps in making effective
communication with customers. On other hand 1 out of 5 participants have replied that company
uses relationship marketing. Tesco develops strong relationship with its consumers by offering
them satisfactory goods and services this helps the firm in retaining clients in the organization
for longer duration. Whereas 1 out of 5 respondents have replied that entity uses advertisement
strategy in order to market its products and services. This helps in turning mind of people. From
the above study it can be interpreted that social media sites are used by Tesco as marketing
tactics which helps the firm in retaining potential buyers in the firm for longer duration.
Theme 7: social media marketing is effective for attracting more consumers towards the brand
Strongly agree 2
Agree 3
Disagree 0
Strongly Disagree 0
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