Critical Analysis of Marketing Communication on Customer Behavior

This dissertation proposal presents a literature review focusing on the critical analysis of marketing communication tools and their impact on the behavior of loyal customers, specifically referencing Tesco plc. The review explores the concept and significance of marketing communication tools, including advertising, social media, and personal selling, and their role in informing, persuading, and reminding consumers. It examines the impact of these tools on customer behavior and loyalty, highlighting how companies can build relationships and enhance market share. Furthermore, the review provides recommendations on improving marketing communication strategies, emphasizing the importance of digital marketing, customer feedback, and building strong customer relationships to enhance satisfaction and retention. The analysis draws upon various academic sources, including books and journals, to support its findings and recommendations.

DISSERTATION PROPOSAL
(Literature Review)
“Critically analysis of marketing communication tools and it
impacts on behaviour of its loyal customer base”

TABLE OF CONTENTS
LITERATURE REVIEW................................................................................................................1
Concept and significance of marketing communication tools....................................................1
Impact of marketing communication tools upon the behavior of loyal customer base of Tesco
plc................................................................................................................................................2
Recommendations upon how improving marketing communication can help in customer
behaviour and loyalty..................................................................................................................3
REFERENCES................................................................................................................................5

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LITERATURE REVIEW
Concept and significance of marketing communication tools
Marketing communication can be stated as the means through which organisation can
directly or indirectly inform, persuade and remind consumers regarding the products or services
sold by firms. As per the view of Jeanpert and et.al (2016), it involves different personal and
non-personal communication channel that can be used for marketing communication. This is a
strategy can be used as a coordinated promotional messages that is delivered through one or
more channels such as print, television, radio and direct mail etc. All these channels helps in
communicating with consumers and thus; provide them detailed knowledge and information
regarding the product or service (Jeanpert and et.al., 2016). Hence, it results into increase sales
and profitability aspects of firm in market. However, Lacey (2015) argued that it is significant
for business to identify different ways through which they can directly or indirectly reach to
ultimate consumers. Advertising upon social media and personal selling is considered as one of
the best ways through which company can promote its product to consumers and also inform
them about various promotional offers introduced in relation to enhance sales and profitability of
company. Personal communication between two or more people in regards to deliver message
can enhance the market share of firm (Lacey, 2015).
Asiah Omar and et.al., (2013) evaluated that business may develop effective products but
in order to promote the same in market, it requires effective marketing team which helps in
branding the goods so that consumers can be attracted towards firm. Marketing communication
is a crucial concept that helps in adopting innovative strategies to attract customers and enhance
sales. Adopting effective marketing communication tools helps in creating a strategic vision
which helps in constantly looking for new ways of growing the company's revenues (Asiah
Omar and et.al., 2013). Strategic vision assists in developing new opportunities and creating
strategies for the company to take advantage of them. However, Oliver (2014) argued that
company is required to build effective marketing tactics so that they can create brand awareness
among potential consumers and thus; promote goods to achieve desired targets. Advertising and
promotion strategies assist in formulating and reaching potential consumers in order to offer
quality products as compared to competitors so that competitive edge can be attained (Oliver,
2014). Thus, in order to become successful it is essential for firm to create brand awareness in
market and thus; provide wide variety of goods and services so that large market share can be

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attained. Company uses communication strategies in order to build competitive edge over rivals
and thus; enhance sales and profitability.
Impact of marketing communication tools upon the behaviour of loyal customer base of Tesco
plc
According to the opinion of Meyer-Waarden, Benavent and Castéran (2013), in order to
attain high growth within business, it is essential for marketing team of firm to adopt effective
marketing communication tools such as advertising, print, television, social media etc. in order to
pay huge attention upon increasing loyal customer base. With the help of such communication
tools, company can develop integrated relationship with consumers and thus offer them attractive
schemes and discounts so that clients can be satisfied. Marketers are now-a-days adopting
effective communication tools in order to make regular contacts and build customer relationships
(Meyer-Waarden, Benavent and Castéran, 2013). With the help of technology; innovation,
communication channel etc. assists in interacting with their clients in order to attain satisfaction.
Web and email are the best digital communication tools which assist in facilitating an ongoing
relationship between company and customers and thus help them to retain for long term within
firm. However, Rapp and et.al., (2013) stated that promotion of products upon social media is
also one of the best ways through which consumer attention can be gained and thus; it helps in
enhancing the market share of firm. Moreover, marketing communication tool help in
influencing the behaviour of loyal consumer base and providing them high quality goods or
services so that sales and profitability of firm can be enhanced (Rapp and et.al., 2013).
Furthermore, through adopting effective marketing communication technique it helps
company to offer customers addition information regarding brand and thus; enhance loyal
customer base. However, with such techniques, company stays in regular touch with their
potential customers and inform them time to time regarding goods launching and improve
customer relationship as per Christopher, Payne and Ballantyne (2013). Apart from this,
organisation focuses on building effective customer relationship and thus develops positive
attitude among them to sustain within firm for long term.
Peck and et.al., (2013) examines that marketing team undertakes effective marketing
communication tools such as social media marketing which is the best way through which
information regarding product innovation can be delivered directly to loyal consumers. Here,
developing interaction with consumers helps firm to gain desired information regarding their

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needs and preferences and thus; provide them particular products or services so that sales targets
can be attained. Additionally, digital channels also contain opportunities in regard to promote the
tools and form effective communication among consumers in order to deliver information about
products or services and thus develop loyal customer base in market (Peck and et.al., 2013).
Hence, such marketing communication tools helps in influencing the behaviour of loyal
customers and retain them for long term within firm.
Recommendations upon how improving marketing communication can help in customer
behaviour and loyalty
As per the view of Hwang and Kandampully (2015), it can be assessed that in order to
attain success, business provides effective products or services to customers to enhance customer
loyalty within firm. In the current era of globalisation, it is essential for firm to improve effective
marketing communication tools such as digital marketing and advertising the products or
services upon social media channels that helps in improving customer behaviour towards firm
and enhance their satisfaction to attain desired goals (Hwang and Kandampully, 2015).
Furthermore, it is also essential for business to gain customer loyalty which assists in targeting
the products to potential consumers who are satisfied with the product quality and thus attain
desired goals. In regard to improve customer retention, it is essential for business to improve
effective marketing strategies so that sales and profitability of firm can be enhanced up to a great
extent. However, Paquette (2013) argued that it is significant for business to review their client’s
opinion from time to time so that they can improve the products or services and thus retain loyal
clients for long term (Paquette, 2013).
Furthermore, company is also required to improve marketing communication strategies
and thus assists in gaining customer behaviour and loyalty to influence them towards
organisational success. Also, it is essential for firm to involve customers within business
decisions and thus assists them to satisfy their needs. As Jeanpert and et.al., (2016) stated that by
implementing effective marketing communication strategy such as social media channel, firm
can attract loyal consumers and thus; improve market share of firm. It is significant for firm to
improve its marketing communication with the help of satisfying the needs and wants of
consumers and thus providing them required goods and services so that target market can be
attracted (Jeanpert and et.al., 2016). However, Lacey (2015) argued that it is essential for
enterprise to use different communication channel such as e-mail, mobile messaging etc. in order

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to manage relationship with consumers and provide them useful information so that they can
improve their knowledge and thus enhance sales and profitability. Hence, it can be evaluated that
improving marketing communication channel assists in influencing individual's behaviour
through providing them required goods or services and sustain them for longer time period
within firm (Lacey, 2015).

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REFERENCES
Books and Journals
Asiah Omar, N. and et.al., 2013. Investigating the structural relationship between loyalty
programme service quality, satisfaction and loyalty for retail loyalty programmes:
evidence from Malaysia. Measuring Business Excellence. 17(1). pp.33-50.
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Taylor & Francis.
Hwang, J. and Kandampully, J., 2015. Embracing CSR in pro-social relationship marketing
program: understanding driving forces of positive consumer responses. Journal of
Services Marketing. 29(5). pp.344-353.
Jeanpert, S. and et.al., 2016. Successful multi-channel strategy: mixing marketing and logistical
issues. Journal of Business Strategy. 37(2). pp.12-19.
Lacey, R., 2015. 5. Relationship marketing tools: understanding the value of loyalty
programs. Handbook on Research in Relationship Marketing. pp.104.
Meyer-Waarden, L., Benavent, C. and Castéran, H., 2013. The effects of purchase orientations
on perceived loyalty programmes' benefits and loyalty. International Journal of Retail &
Distribution Management. 41(3). pp.201-225.
Oliver, R. L., 2014. Satisfaction: A behavioral perspective on the consumer. Routledge.
Peck, H. and et.al., 2013. Relationship marketing. Taylor & Francis.
Rapp, A. and et.al., 2013. Understanding social media effects across seller, retailer, and
consumer interactions. Journal of the Academy of Marketing Science. 41(5). pp.547-566.
Online
Paquette, H., 2013. Social Media as a Marketing Tool: A Literature Review. [PDF]. Available
through: <http://digitalcommons.uri.edu/cgi/viewcontent.cgi?
article=1001&context=tmd_major_papers>. [Accessed on 1st June, 2016].