Case Study: Digital Marketing's Influence on Consumer Behavior @ Tesco

This case study critically analyzes the impact of digital marketing on consumer buying behavior, focusing on Tesco Plc. It assesses the relationship between social media and consumer purchase decisions, identifying the impact of social media on buying decisions within retail businesses and recommending methods to improve customer relationships. The study highlights Facebook, Twitter, and YouTube as key social media platforms used by Tesco to influence consumers. It evaluates social media as a crucial tool for attracting consumers and enhancing sales and profitability. The research also explores the impact of negative consumer remarks on business performance and the role of social media in improving product and service development by gathering customer opinions to drive business changes and enhance customer satisfaction.

4.1
Research Project

Aims and Objectives
Aim- “To critically analyse the impact of digital
marketing upon consumer buying behaviour- a
case study of Tesco Plc.
Objectives-
To assess the relationship between social media
and consumer purchase decision.
To identify the impact of social media that
influences consumers to make buying decision
within retail businesses.
Recommend different methods of improving
customer relationship within business.

Theme 1- Facebook, Twitter and You Tube are considered as the main social
media websites that is being undertaken by Tesco.
Through evaluating this theme it can be stated that there
are different social media websites such as Facebook,
Twitter and YouTube which helps in influencing
consumers towards firm. Hence, it is useful for firm to
undertake effective social media websites so that it can
be implemented within firm to obtain best results.
Majority of the managers opted for adopting Facebook
method that helps in attracting consumers towards firm
so that success can be attained. With the help of such
method it assists business to reach potential clients
effectively.

Theme 2- Social media tool has been adopted by Tesco
that helps in attracting potential consumers towards
firm.
It can be evaluated that social media is considered as the best tool
that helps in influencing consumers towards firm and enhance
the sales and profitability as well. Managers of Tesco evaluates
that undertaking social media for promotion of their products or
services assists in influencing consumers towards firm and thus
improve their sales and profitability in market. Majority of
managers assesses that different social media tools has been
adopted such as Facebook, Twitter and YouTube in regard to
influence customers towards firm and thus enhance the sales and
profitability in market. It can also be examined that consumers
are required to attract towards firm and thus view the offers and
promotions upon social media websites so that consumers can
be attracted towards enterprise. Hence, it impacts upon the
business sales and profitability in market.

Theme 3- Negative remark by consumer influences the
business performance.
Manager of Tesco evaluates that any negative
comment given by consumers influences the
brand image of firm in market. It can be sated
that it is essential for the firm to identify the
perception of consumers regarding the products
as well as business as it ultimately results upon
business performance. Thus, respondents should
be given appropriate time for reviewing the
quality of products in relation to enhance the
business performance.

Theme 4- Social media websites assists in improving the
product or service development process.
It can be evaluated from the manager of Tesco that
social media websites are considered as the way
through which business can improve their
product or service development process so that
success can be attained. In regard to this, using
such websites assists in reviewing the opinions
of customers and thus perform the business
changes within products or services so that
customer satisfaction can be attained.

Thank You