Customer Perceptions on Customer Buying Behaviour at Tesco Metro, UK

This report investigates customer perceptions and their impact on buying behavior, specifically within the context of Tesco Metro. It begins with an introduction that defines customer perception and highlights its influence on consumer choices, emphasizing the role of advertising, social media, and personal experiences. The report's aim is to assess how promotional practices affect customer buying behavior at Tesco, with objectives including identifying the influence of promotional practices, illustrating their impact, assessing the interaction between promotions and purchases, evaluating key factors, and devising recommendations for effective strategies. A literature review explores how customer perception influences buying behavior, the effects of promotional practices, and factors that affect customer perception. The methodology section outlines the research approach, which includes quantitative research using a deductive approach and a positivism philosophy. Data collection methods involve both primary and secondary data, utilizing probabilistic sampling, and SPSS software for data analysis. The report also addresses ethical considerations, validity, and reliability. The timescale provides a detailed timeline for the research process, from proposal to submission, including tasks such as literature review, data collection, and analysis. The report concludes with a list of references including books and journals used in the research.

BUSINESS PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Background of the study.........................................................................................................1
RESEARCH AIMS AND OBJECTIVES.......................................................................................1
LITERATURE REVIEW................................................................................................................2
RESEARCH METHODOLOGY.....................................................................................................3
Timescale- .............................................................................................................................4
..........................................................................................................................................................5
REFERENCES................................................................................................................................6

TITLE: CUSTOMER PERCEPTIONS ON CUSTOMER BUYING BEHAVIOUR
@TESCO METRO HARLESDEN
INTRODUCTION
Background of the study
Customer perception defined as marketing concepts that encompasses the impression,
wareness and consiousness about the firm and it offerings. However, the choice and preference of
customer is highly impacted by advertising, company offerings, social media, personal
experience and other channels. It plays vital role to attract new customers and to gain maximum
consumer retention.
The present report is based on business activities of Tesco organisation and it deals in
product and services of grocery etc. Furthermore, report will focus on to outline the aim and
objectives as per the given topic.
RESEARCH AIMS AND OBJECTIVES
Aim:
The aim of report is to assess how customer buying behaviour is impacted by promotional
practices at Teso
Objectives:
 To identify and descrive how promotional [ractices used in UK supermarket influence
customer buying behaviour.
 To illustrate how promotion practices used by Tesco influence customer buying
behaviour.
 To access the interaction between promotional practices and customer purchase.
 To evaluate the dynamics and key factors associated with promotions that most
significantly impact customer purchases at Tesco.
 To devise recommendations for Tesco effective promotional strategies and tactics that
would enhance customer purchasing behaviour.
Rational
The research study is important because it will give the enterprise an insight about
customer perception on consumer behaviour. Thus, key elements of customer perception is
1

quality, price and brand value etc. On the other hand, study will provide academic perspective on
how customer perception impact consumer buying behaviour.
LITERATURE REVIEW
Understanding the impact of customer perception on their buying behaviour
Customer is one of the crucial assets to the any enterprise. It is one of crucial concept that
aids encompasses the customer impression, consciousness and awareness about company
offerings. As per the view of Wang and et.al., (2018) stated the perception of customer can be
affected with advertising, public relations, social media, personal experience and other channels.
There positive perception can lead in enhancing the business and profitability of a company.
Evaluating how promotional practice can influence consumer's buying behaviour
In the views of Mansaray, Lapkoff and Little (2018) it is stated that entity can gain and
lose their customers even without meeting them. It is because of attraction of custoners toward's
company's product. Consumers can be attracted towards the company through its attractive
promotional strategies, launching attractive advertisement on social media, televesion, newspaper
or other source of communication. Typically, it is being true that consumer' behavriour mainly
gets affected by the advertising, social media, public relations or through personal experience.
Thus, it is analysed that effective promotional strategies have ability to changes the perception of
consumer it is regarding the way entity present its position of products or services to customers.
Investigating factors of promotional strategies that influences customer buying perception.
In the views of Abrar and et.al., (2019) main reason because of which consumer's
perception gets changed is regarding the way entity present its products and services. Nowadays,
it is very tough for the companies to get the long term loyalty from consumers because there are
various new marketing and promotional strategies that helps the company in influencing the
consumer's buying behaviour. Various factors such as price of product, packaging, branding, type
of channel adopted by company, etc. A business is needed to develop the most effective strategy
in conteaxt to these factors, as it appropriate use of these factors can turn even negative
perception ofg customers into positive behaviour.
Recommending measures to manage consumer buying behaviour with reference to attractive
promotions
In the views of Kim and Lee (2018) macximum amount of cutomers can be attracted
towards the company' product with the help of developing attractice advertisments. Showing
2

various qualities and usage of product can lead in enhancing attraction of customers. Further,
advertising the product with the help of trstful and ideal celebrity can also result in gaining the
attraction of customers. Moreover, an organisation can set the lowest price of product at starting
stage of promotion as to capture a large market as a promotional strategy. On the other hand,
existing products can be promoted through innovating them and luaching them with more
attractive features.
RESEARCH METHODOLOGY
The process of collecting information and data for the purpose of developing effective
research study is considered as research methodology (Research methodology, 2019). There are
two types of RM which includes qualitative and quantitative method.
Research type:
Generally, there are two types of research which include qualitative and quantitative.
Quantitative describes results which is based on systematic investigation of data's through
mathematical technique. Thus, researcher will use quantitative research type in this report.
Research approach:
It is a type of plan and procedure which is consisted of steps which has broad assumptions
where detailed method of data collection, analysis and interpretation is been used. There are
generally three methods and researcher in this proposal will conduct deductive research
approach.
Research philosophy:
It is the belief of a way in which data must be gather for conducting research study.
Generally there are four types of research philosophy and scholar will use positivisms approach
to conduct the efficient study (Research Philosophy, 2019).
Data collection:
It is a systematic approach for gathering and measuring information from various type of
sources. There are generally two types of data collection which include primary and secondary.
Thus, researcher will use both types in this research report.
Sampling:
It is a process used for statistical analysis in order to determine number of observation
which has been taken out from populations. Thus, in this report researcher will use probabilistic
sampling method.
3

Data analysis:
This is the process for evaluating data with the use of logical reasoning to examine each
information through data provided. Thus, in this project researcher will use SPSS software for
analysis.
Ethical consideration:
In this report data which has been collected with all the norms and proper care will be
taken while collecting and measuring research methods. Proper dignity has been maintained
while conducting this research study.
Validity and reliability:
Methods which have been adopted in this report will all evaluated by own research and
no contain is been copied from another research report. Thus, this report reflect proper reliability
and validity.
Timescale-
Task Name Duration Start Finish Predecessors
Research proposal 9 days Tue 1/28/19 Fri 2/8/19
Aims and objectives 8 days Mon 2/11/19 Wed 2/20/19 1
drafting literature review 21 days Thu 2/21/19 Thu 3/21/19 1,2
Research methodologies 35 days Fri 3/22/19 Thu 5/9/19 2,3
Data collection 33 days Fri 5/10/19 Tue 6/25/19 3,4
Data analysis 32 days Wed 6/26/19 Thu 8/8/19 4,5
Data interpretation 16 days Fri 8/9/19 Fri 8/30/19 5,6
Finding and conclusion 23 days Mon 9/2/19 Wed 10/2/19 6,7
Recommendations 23 days Thu 10/3/19 Mon 11/4/19 7,8
Execute the plan 26 days Tue 11/5/19 Tue 12/10/19 8,9
Submission 15 days Wed 12/11/19 Tue 12/31/19 10
4

5

REFERENCES
Book & Journal
Wang, P.P. and Ming, X.G., 2018. Value evaluation method of industrial product-service based
on customer perception. International Journal of Services Operations and Informatics.
9(1). pp.15-39.
Wang, G and et.al., 2018, November. Service Availability Monitoring and Measurement Based
on Customer Perception. In 2018 IEEE 9th International Conference on Software
Engineering and Service Science (ICSESS).
Mansaray, A.K., Lapkoff, M. and Little, A., 2018. CUSTOMER PERCEPTION ON THE
OVERALL QUALITY OF SERVICE DELIVERED A CASE STUDY OF THE
ELECTRICITY COMPANY OF GHANA (ECG). American Journal of Supply Chain
Management, 3(1), pp.16-25.
Abrar, M and et.al., 2019. An empirical investigation of WebSQUAL and Customer Perception:
A study of daraz. pk. Revista Publicando. 5(18). pp.537-550.
Kim, H. and Lee, C., 2018. The Effects of Customer Perception and Participation in Sustainable
Supply Chain Management: A Smartphone Industry Study. Sustainability. 10(7). p.2271.
Online
Research methodology. 2019. [Online]. Available through
<http://www.businessdictionary.com/definition/research-methodology.html>
Research Philosophy. 2019. [Online]. Available through
<https://research-methodology.net/research-philosophy/>
6