Analyzing Brand Image Impact on Customer Perception: Tesco PLC

This research project investigates the impact of brand image on customer perception, focusing on Tesco PLC. The study begins with an introduction, outlining the research aim, objectives, and key concepts such as brand image and customer behavior. A comprehensive literature review explores the significance of brand image, customer choices, and the factors influencing consumer perception. The methodology section details the research approach, design, data collection methods (including primary data through surveys), and ethical considerations. The data analysis examines the influence of brand image on customer decisions and preferences. The project concludes with recommendations for enhancing brand image and creating positive customer perceptions, supported by references to relevant academic sources. The research employs a qualitative approach, using thematic analysis to interpret the data collected from a sample of Tesco customers. The project aims to provide insights into how Tesco can leverage its brand image to gain a competitive advantage and cater to customer needs effectively.

RESEARCH PROJECT

Table of Contents
Chapter 1 INTRODUCTION...........................................................................................................1
TITLE ....................................................................................................................................1
Keywords................................................................................................................................1
Project description..................................................................................................................1
Researcher aim ......................................................................................................................2
Research objectives................................................................................................................2
Factors that contribute to the process of research project selection.......................................2
LITERATURE REVIEW ......................................................................................................2
RESEARCH METHODOLOGY...........................................................................................4
Action plan.............................................................................................................................5
Chapter 2: LITERATURE REVIEW...............................................................................................6
Meaning of brand image and its significance in the corporation...........................................6
Explore the meaning of customer behaviour and their choices..............................................7
Different factors that have great influence on the customer perception and choices.............8
Different strategies by which organisation can enhance their brand and create positive
perception in the mind of target market.................................................................................9
Chapter 3: Methodology................................................................................................................10
Methodology, Methods and Techniques .............................................................................10
3.2 Sampling.........................................................................................................................11
3.3 Data collection (Description of how data would be collected)......................................12
3.4 Ethical considerations ....................................................................................................12
Chapter 4 Data Collection and Analysis........................................................................................13
Introduction..........................................................................................................................13
Data Analysis and Interpretations........................................................................................14
CONCLUSION AND RECOMMENDATION.............................................................................19
Recommendation..................................................................................................................19
REFERENCES..............................................................................................................................20

Chapter 1 INTRODUCTION
TITLE
“To analyse the impact of brand image on customer perception: A case study of Tesco PLC”
Keywords
 Brand image
 consumer behaviour
 Customer perception
 Techniques for improving brand image
 Research methodology
 Investigation
Project description
This is the ear of competition, where large number of competitors in the market which are
producing same products and services. As well as it is very typical for the venture to have
competitive advantage, this can be gained with the help of core competencies, whether it is in
marketing, production, quality, services, location of the venture etc. customer choice plays very
important role for the organisation in order to gain competitive advantage so that they can grow
and gain success. Other than that customer needs and wants also plays very significant role in
order to make the customer decision and perception influence in the favour of organisation. If the
venture is able to cater the needs and wants of the customers, then only they can gain success and
growth in the market. Consumer behaviour is the study by which organisation identify the needs
and wants of the customers (Barhorst and Wilson, 2017).
Other than that it is the study of individual, group and firm. It can be said that consumer
behaviour is very much flexible, consumer will be attracted by those products and services which
they find more services and features with affordable prices. These all factors together make
brand image. It is the way by which organisation creates their good image in the minds of
customers with the help of different competitive factors in order to attract them and retain them
in the future. Brand image plays very significant role in the customer perception. As customers
or target market are the important assets for the organisation in order to create profitability and
growth in the market. Thus, it can be said that it is very important for the venture to cater the

needs and wants of the customers so that they can create good image in the mind of target market
and create positive perception for the company's product and services (Mete and Davies, 2017).
Researcher aim
“To analyse the impact of brand image on customer perception: A case study of Tesco PLC”
Research objectives
 To understand the concept of brand image and its importance for the venture
 To explore the meaning of customer behaviour and their choices
 To analyse the different factors that have great influence on the customer perception and
choices
 To find the different strategies by which organisation can enhance their brand and create
positive perception in the mind of target market
Factors that contribute to the process of research project selection
There are several factors that have affect the researcher to conduct the study on the topic
impact of brand image on customer perception. The key factors are as follows:
 Detail information about the topic: Researcher have proper knowledge about the
subject that how can brand image impact over the perception of the customers. Scholar
has significant information about the customer perception which he or she wants to apply
in the research so that he or she can solve the problem of different organisation related to
the brand image.
 What to conduct more detail study about the topic: As the researcher have relevant
information about the subject or problem, he or she wants to collect more data about the
perception of consumer towards the brand image. So that researcher can helps the
organisation to achieve brand image with the help of customer perception.
LITERATURE REVIEW
Concept of brand image and its importance for the venture
According to the view Barhorst and Wilson, (2017) In the today ear brand image is
directly linked with the customer needs and wants. If the venture is able to cater the needs and
wants of the customers then that will have positive brand image and if not then customers will

not prefer them to buy products and services in the future. In simple words it can be said that
brand image is the thinking and perception of the consumer for the firm. If the customers like to
buy the products and services in the future then it can be said that venture is having good brand
image in the market place.
In the contradicting view of Mete and Davies, (2017) It can be defined as a unique bundle
of associations within the minds of target customers. Brand image is the beliefs of the customers
towards the product and services of the particular organisation. In simple words it can be said
that brand image is the perception of the customers to buy the products and services in future
Meaning of customer behaviour and their choices
According to the view Meteand Whelan, (2018) It is very important for the venture to
earn large amount of profit and sell their products and services at large amount, this can be
achieved when the venture is able to influence the behaviour of the customers. Customers are the
only person to which the venture sell their products and services and from which they can able to
create large amount of profit. In simple words it can be stated that customers are person who are
willing to purchase the products and services of the customers when they have positive
behaviour towards the venture.
In the contradicting view of Carpentier and Stockman, (2016) there are different types of
customers such as some are variety lovers, some are loyal customers etc. variety lowers are the
customers who do not want the same product features and specification at every buy, rather they
like to prefer new product when so ever they purchase the products. Whereas loyal customers
will never try to switch the organisation, they will purchase the product of same venture at every
buy. Thus, it can be said that there are different in between the perception and choices of various
customers when they are going to take decision regarding the purchase of product and services.
Venture need to identify the choices and perception of the customers in order to make large sales
and create brand image
Different factors that have great influence on the customer perception and choices
According to the view Hemsley-Brown and Wilson, (2016) Customers are the assets or
can be said that they are god for the organisation, venture need to conduct all the activities for
the target market and cater their needs and wants. There are several factors that have great

impact over the customers choices and perception. The biggest factor that have great impact over
the customer preferences are competition. As this is the era of competition, it is very easy for the
customer to switch different organisation if their needs and wants are not catered properly by any
venture. Thus, firm need to find that customers are fully satisfied or not?
In the contradicting view of Nyadzayo and Khajehzadeh, (2016) customers behaviour is
the another factor which have great impact over the perception. There are several factors that are
included in the customer behaviour such as culture, social, personal, psychological etc. The
organisation need to understand the different factors of customer behaviour so that they can
manufacture goods and services according to their needs and wants so that they can create brand
image in the eye of customers.
RESEARCH METHODOLOGY
Research methodology is the strategy by which researcher find the appropriate outcome
of the investigation. Thus, it can be said that it is the important chapter in the research conduct by
the scholar. It plays a very vital role in the research by which appropriate result can obtain. There
are several aspects that are included in the research methodology, that are research approach,
research design, data collection, research philosophies, sampling etc. research strategy is very
important aspect of the research methodology which helps the investigator to collect the
information in proper manner (Meteand Whelan, 2018). There are two types of research strategy,
that are qualitative and quantitative. Selection of research strategy method is totally dependent
upon the objectives of investigation, here objective is to analyse the impact of brand image on
customer perception. Here qualitative research strategy have been selected so that investigator
can able to collect tbe relevant information about the subject.
Research approach is another aspect of research methodology which helps the
investigator to analyse the data about the topic. There are two types of research approach, that
are inductive and deductive. In the present investigation, scholar have key aim is to evaluate the
impact of brand image on the customer choice. Therefore, in order to attain this objective,
scholar has used inductive approach. Research philosophy is one of the major part of the research
methodology which helps the investigator to create the particular value, assumption, beliefs
related to the related topic (Carpentier and Stockman, 2016). There are two types of research
philosophy, that are interpritivism and positivism. When it is being discussed about the

interpretivism philosophy, single information is reflected by the several concepts. In this
investigation, interpretivism have been selected so that collect the relevant outcome of the study.
Research design is also one of the major important aspect of the research methodology,
this helps the scholar to find the appropriate result of the topic. There are two types of research
design, that are descriptive and exploratory. When kit is being discussed about the exploratory
research, new ideas and thoughts are discovered (Hemsley-Brown and Wilson, 2016). On the
other hand descriptive research design explore and explain an individual, group or a situation. In
this research, exploratory have been selected by the scholar. Data collection is the way by which
venture collect the data with the help of primary and secondary data. Primary data is the
information collected with the help of primary sources such as survey, interview etc. secondary
data collection is the way by which data is collected from those sources at which the information
is already being collected. In this research, investigator have selected primary data collection
method. Data analysis is the way by which the data is being evaluated so that proper result have
been obtained. Here research have use thematic analysis. Sampling have been done with the help
of simple random sampling where 10 customers of Tesco have been selected.
Action plan
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16
Formulation of research proposal
Preparing aim and objectives
Writing background research study
Assortment of suitable research
methodologies
Data collection by using primary and
secondary sources

Examination of the collected data
Interpretation of collected
information to generate expected
results
Conclusion and recommendations
Submission of draft report
Modifications as per the feedback
comments
Final Submission
In the research project there are several activities that are taken place, such as preparation
of research proposal, Preparing aim and objectives, Writing background research study, Data
collection by using primary and secondary sources, Assortment of suitable research
methodologies, Examination of the collected data, Interpretation of collected information to
generate expected results, Conclusion and recommendations, Submission of draft report,
Modifications as per the feedback comments, Final Submission etc. Every task need some time
to complete, so that the followed task can be started. Completion of research proposal will take
two weeks. Preparing aim and objectives will take one week to complete. Writing background
research study which includes past information about the subject will take two weeks.
Assortment of suitable research methodologies which consist selection of appropriate research
methodology will also take two weeks. Examination of the collected data which consist of
collected data analysis will be taking two weeks. Submission of draft report, Conclusion and
recommendations and Interpretation of collected information to generate expected results will
take one week respectively. Modifications as per the feedback comments will again take two
weeks so that problems can be solved. Final Submission will take one week.

Chapter 2: LITERATURE REVIEW
Meaning of brand image and its significance in the corporation
According to the view of Suryonaningsih, (2016) brand image is very big concept for the
organisation which consist of several factors such as consumer behaviour, their perception,
decision making, their motivation and desire to buy the products, needs and wants of the
customers, their social and personal factors etc. Organisation can not create their brand image
when they are not able to cater the need and wants of the customers. It is very significant for the
venture to keep their customers as first priority so that they can create brand image in the market
place. In simple words it can be said that brand image is the perception and thinking of the
individual or customers for the organisation. It can be defined as a unique bundle of associations
within the minds of target customers. Brand image communicates emotional value and not just a
mental image. In contradicting view of Jeong and Jang, (2017) brand image is the impression
which is being leaved by the venture on their target market. There are several factors at which
organisation can created that brand image in the market place, that are company product and
services, product quality, prices, distribution, promotion etc. When the venture is going to
manufacture their products and services, they need to find the needs and wants of the customers
so that they can cater the higher level of satisfaction in order to create positive brand.
According to the view of Le Clinche and Desbordes, (2017) Other than that after sales services
and customers comments also plays very significant role in the brand image. There are several
customers which are not satisfied with the products and services of the organisation, so they
leave comments of different digital platforms, venture need to solve their problems so that they
can retain them in the future and create positive brand image. In contradicting view of Iglesias
and Sierra, (2017) In the today's era, young generation are more attracted towards the products
and services which have good brand image and goodwill the organisation. So that they can show
their status in the society. Other than that people think that brand products have been quality
goods and they can be stable for long time. This is the reason, company should maintain their
brand image in the society so that they can sell their products and services.
Explore the meaning of customer behaviour and their choices.
According to the view of Singhal and Jha, (2017) the key aim of the venture is to earn
large amount of profitability, this can be achieved when they are selling high amount of products

and services. This can be achieves when the venture is able to create good image in the mind of
customers and image is created when they are able to cater the needs and wants of the customers.
Ultimately when the company want to earn high profit, they need to identify and evaluate the
behaviour and choices of the customers. It has been identifies that consumer are the ultimate
person of individuals which are able to purchase the products and services of the organisation.
Thus, they need to focus on customers and their desires and choices. In the contradicting view of
Barhorst and Wilson, (2017) Consumer behaviour is a physiological concept which is related to
the feeling, emotion, mentality, thinking of customer. Customers purchasing process is the first
stage which is being included in their behaviour when they are going to buy the product and
services of different organisation. In this process customers find the different alternatives in
order to cater their needs and wants. Those alternatives are then evaluated in proper way so that
they can select the brand which serve the highest level of satisfaction. When the customers is
analysing the alternative, at that time, they consider all the behavioural factors such as their
perception, motivation etc.
According to the view of Mete and Davies, (2017) Customer behaviour is the study of
how people makes decision about to purchase the product and services. There are several factors
that are included in the customer behaviour which have great impact over the marketing mix
decision of the organisation. It can be said that if the venture is able to understand the behaviour
and desires of the customers then this will serve as the opportunity for the venture. Other than
that customer behaviour plays very significant role in retaining the old customers. In the today's
era most of the customers are variety lovers rather than loyal buyers. The like to have different
products at every purchase. Customers do like to prefer new specification and features in the
product when they are going to buy new products. Thus, they are not loyal for the singe
organisation. Venture need to understand this behaviour of their customer so that they can able to
cater their needs accordingly.
Different factors that have great influence on the customer perception and choices.
According to the view of Carpentier and Stockman, (2016) customers perception is the
way of thinking of the customers for the different brand and their products and services. Every
individual have different perception which have been created on the basis of different factors
such as their social life, family background, business environment etc. These all factors have
great impact over the perception and behaviour of the customers and ultimately this will

influence their buying behaviour. It has been analysed that customer's satisfaction is the key
factor of their perception. If the customers have high level of satisfaction then they will have
positive perception towards the organisation. With the help of high level of satisfaction, venture
can able to retain their target market. If the company is not able to cater the needs and wants of
the customers then they will not able to retain them rather customers will definitely switch to
other organisation. Thus, it can be said that competition is the other factor which have great
influence over the perception of people. In the contradicting view of Hemsley-Brown and
Wilson, (2016) customer behaviour is another factor which have created great impact over the
perception of target market. There are several factors that are included in the customer's
behaviour. The factors are culture, social, personal, psychological etc. venture should understand
the different components of the customer's behaviour so that they can cater their needs and wants
accordingly. When it comes to the culture factor of customers, it is being classified under their
value, beliefs, motivation, perception, preferences etc. motivation is the key factor which helps
the individual to put the efforts in order to satisfy their desires. Motivation only comes from the
needs and wants of the customers. It has been said in the Maslow's need hierarchy theory that
customers have defined their need in different levels as one is satisfied, individual motivates to
fulfil the higher level of need. The level start from the basic need and ends to the self-
actualisation needs.
According to the view of Nyadzayo and Khajehzadeh, (2016) personal factor is another
major factors which have impacted over the customer behaviour. In the personal factor, it
includes age, life cycle, occupation, life style, financial and economic situation, personality, self
concept etc. Customer age, education, occupation and life are the most common factors which
have impacted over the venture decision. Other than that physiological factor which consists
learning, experience, attitude, beliefs etc. have great impact over the decision making of
purchase or product and services. With that social factors such as reference group, family, role
and status etc. influences when the customers is evaluating the different alternative in order to
make purchase decision.
Different strategies by which organisation can enhance their brand and create positive perception
in the mind of target market.
According the view of Suryonaningsih, (2016) public relation is one of the effective
strategy through which brand image can improve. It is the way by which organisation make

strategic communication with their stakeholder so that they can create proper relationship with
them and their stakeholders. If the venture is able to create and main good image in the eye of
public which consists of customer, employees, investor, suppliers etc. then they can able to
create public relationship. If the company want to create good image or brand image in the eye of
customers then they need to build good relationship with their stakeholder such as suppliers,
customers, government etc. Relationship can be maintained when the venture is able to fulfil the
interest of every stakeholders. It is the responsibility of the venture is to cater the needs and
wants of the customers so that they can able to maintain effective relationship with the public.
In the contradicting view of Jeong and Jang, (2017) social media is the another factor that
have created the positive brand image and positive perception in the mind of the customers. In
the current time, digital marketing is the tool at which customers have more trust. This is because
when the organisation upload their products on social media platforms, mots of the customers
comments on that product that what they fell about it and what is their level of satisfaction. If the
venture is able to cater the needs and wants of the customers and solve their problems, customers
will post positive comments on their web-page and social media platforms. These activities can
create positive image of the brand and customers will perceive that organisation serve quality
products and services.
Chapter 3: Methodology
Methodology, Methods and Techniques
Methodology is the important element that assists to make creative results in the business
environment. In this aspect, different tools and techniques are using for conducting the research
program. With this aspect, effective tools has been carried that assists to meet with outcomes in
systematic manner. In the research methodology, there are several tools has been determines that
assists to meet with targets in systematic manner (Hemsley-Brown and Wilson, 2016). With the
help of different research approaches, results will be accomplish in the business. For the business
unit, following are certain elements implemented in the business:
Research philosophy: Research philosophy is the important tool that assists to make
effective functions and operations at workplace. It is very crucial aspect that make focus on the
subjective part that also helps to involve several theories and models for the report. These
element assists to interpret data with the help of interpretivism and positivism. In this aspect,