Customer Satisfaction and Marketing Intelligence Report for Tesco

This report delves into the marketing intelligence of Tesco, a supermarket facing challenges in a competitive market. It begins by evaluating various techniques for assessing customer responses, including customer service questionnaires and interviews, highlighting their advantages and disadvantages. The report then presents a customer satisfaction research study conducted for Tesco, detailing the methodology, data collection from 50 customers, and key findings across several themes. These themes cover aspects like store visits, billing, service quality, pricing, staff support, after-sales services, product variety, and the impact of the internet on consumer choices. The report concludes with recommendations for Tesco, emphasizing the importance of employee training to enhance customer satisfaction. This analysis provides valuable insights into Tesco's marketing strategies and customer perceptions.

Marketing Intelligence

TABLE OF CONTENTS
Introduction .....................................................................................................................................3
TASK 4............................................................................................................................................3
4.1 Evaluating techniques for assessing customer response .......................................................3
4.2 Conducting customer satisfaction research for Tesco...........................................................5
4.3 Evaluating the success of completed customer satisfaction survey.......................................9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
Journals and books.....................................................................................................................11
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INTRODUCTION
Marketing is the imperative aspect for growth and development of corporation. This
aspect facilitates determine long run growth of corporation with increased rate of return. It
enables corporation to attract number f buyers and create competitive edge in the marketplace.
Present report is based on case scenario where supermarket is facing issues related recession,
intense competition and other related factors. In this regard techniques of consumer responses
have been used. Also survey con customer satisfaction has been done to assess the consumer
responses on services provided by Tesco.
TASK 4
4.1 Evaluating techniques for assessing customer response
There are several techniques used in assessing customer response towards the products
and services provided by corporation. Here, Tesco uses two techniques for getting information
related to customer responses. These are explained as follows-
Customer service questionnaire
It is the most effective method to assess the expectations of buyers towards particular
product and services. Under this, employees of Tesco can prepare questionnaire and rotate the
same among respondents so as to gather valid information from target buyers. Furthermore, key
questions are prepared by taking into account certain aspect related to product and services. After
that, prepared questionnaire is distributed among respondents in order to assess the responses of
buyers (Aaker, 2011). On the other hand, online customer satisfaction survey can also be
conducted by which corporation can provide services to buyers in accordance with their need. By
using online survey method Tesco can save its cost and approach number of respondents who are
accessing services as well as products of the same company (Reijonen, 2010).
Advantages:
Customer service questionnaire give chance to corporation for bringing modification in
the current work scenario. This is because employees will come to know regarding issues which
are being faced by potential buyers and accordingly try their best to deliver them quality
services. Furthermore, conducting survey with customer leads to set benchmark results. This is
because company will float the same questionnaire among customers on regular basis in order to
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make comparison. This aspect proves to be effective to make changes in the present method of
taking customer responses. Apart from this, survey shows that Tesco care for its customers and
address their issues effectively (Hammond, 2015). Thin turn questionnaire method facilitates
company to create competitive edge by resolving issues of consumers and retaining them for
longer time span. Apart from this, questionnaire method reflect that company make changes
according to customer feedback. Similarly, survey methodology is the imperative aspect to
increase customer base and provide opportunity to Tesco to create distinctive image in the
marketplace. Also, the survey of customer satisfaction aid to bring modification in overall
working of company and enhance profitability of the same in the marketplace (Hatten, 2011).
Disadvantage:
The main issues associated with questionnaire method and online customer satisfaction
survey is time constraint. In current era customers have busy schedule as they already remain
overloaded with their own task. Here, sending too many questionnaire in frequent time may
irritate them. Further, time constraint do not all buyers to pay concentration on such kind of mail
and provide response on right time (Bonoma, 2011). At this juncture, consumers give low rating
to company even it is provide excellent product quality as well as services. Apart from this,
privacy issue is another buyers which create fear among respondents to provide their personal
data. Similarly, presently high tech work makes it possible for every one to access huge
information regarding any body by making use of social media etc. This reduces number of
respondents for Tesco because most of the buyers do not willing to provide their own detail
information. Thus, consumers perceive it time consuming process which affect performance of
corporation to a great extent (Kapur, 2009).
Interview
Customer interview is another effective method by which customers response can be
collected. Under this, structured interview may be organized with buyers where employees or
corporation may interact with consumers. It facilitates to gather detail information related to
suggestions of consumers who are directly or indirectly involved with corporation (Craig and
Campbell, 2012). This in turn company can easily assess the views of buyers and accordingly
changes the internal environment of firm. Apart from this, Tesco prepare list of questions and
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accordingly conduct interview with consumers. In addition to this by making use of interview of
suggestions, Tesco not only introduce new product but also get high sales turnover (Usui, 2008).
Advantages:
The effective method of conducting interview for assessing views of consumers Tesco
can speed up in the flow of production. This is because corporation is not required to face loss by
getting suggestions at very beginning stage (Ferrell, 2012). This aspect contribute towards
improving service quality and meeting demand of consumers in an effectual manner. In addition
to this, suggestions from buyers aid to save additional cost because interview can be conducted
on telephone also. Therefore, by gathering enough information Tesco can effectively cater need
of customers and retain them for longer time span (Masterson and Pickton, 2010).
Disadvantage:
There are several disadvantages of interview method because Tesco will require to devote
extensive time on interview process. Here, it not always feasible to conduct direct interview with
respondents because of time constraint for consumers. Furthermore, interview process may be
biased because of some of employees involved in the process (Hill, 2007). On the other hand,
results derive from interview may be confusing due to different views of different respondents.
Apart from this, selection of inadequate number of respondents is also the critical process for
collecting large meaningful data.
4.2 Conducting customer satisfaction research for Tesco
For conducting research on satisfaction of customers, questionnaire method has been
used. Under this, minimum 15 questions are included by which in-depth information can be
obtained from prospective buyers. The main purpose behind conducting the research is to assess
the level of satisfaction among visitors or customers of Tesco's store. This in turn corporation
will be able to bring positive changes in work environment. It facilitates to carry out business
activities effectively and increase overall flow of production. In addition to this, questionnaire
has been prepared to increase customer base by addressing their issues and need in an effectual
manner (Nordin, 2009). In addition to this, 50 customers are selected to collect the primary data
for organization Tesco.
Themes 1: Visitors frequently go at Tesco's store
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According to collected primary data it has been found that 30% customers visit Tesco's
store weekly. Further, 10% respondents stated that consumer visit the store in accordance with
their requirement. Similarly, 20% participants visit the retail store once in month. In addition to
this, 40% consumers frequently go to Tesco store to purchase products and services.
Theme 2: Billing section of Tesco is appropriate
The above graph is indicating that 80% participants stated that billion section of Tesco is
appropriate where 10% do not have any idea of the same. In addition to this, 10% respondents
said that billing section of Tesco is not appropriate.
Theme 3: Satisfied with service quality offered at Tesco
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30%
40%
20%
10%
Weekly
Frequently
Once in a month
As per need
80%
10%
10%
Yes
No
Can’t say

According to the collection of primary data it has been found that 32% customers are
highly satisfied with service quality whereas 40% participants are also satisfied. On the other
hand, 10% respondents neither satisfied nor dissatisfied with service quality offered at Tesco.
Furthermore, 10% respondents are dissatisfied with service quality where remaining 8% are
highly dissatisfied.
Theme 4: Reasonable pricing is the main reason behind purchasing products from stores of
Tesco
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32%
40%
10%
10%
8%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

The collection of primary data reveals that 40% respondents stated that reasonable
pricing is the main reason behind purchasing products and services of Tesco. Further, 30%
participants stated that brand image whereas 30%prefer products of Tesco due to convenience.
Theme 5: Agree that staff workers of Tesco provide full support to its consumers
According to collected primary data it has been found that 30% respondents strongly
agree and 50% agree that staff workers of Tesco provide full support to its consumers. Further,
10% participants neither agree nor disagree with support from staff workers. Furthermore,
remaining participants do not agree that staff members of Tesco provide them support.
Theme 6: Agree that Tesco provides appropriate after sales services
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Due to convenience
Brand Name
Reasonable pricing
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4 0.45
30%
30%
40%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
0
0.1
0.2
0.3
0.4
0.5
0.6
30%
50%
10%
4% 6%

The collected primary data reveals that 40% respondents strongly agree with after sales
services provided by Tesco. Similarly, 30% participants also agree with the same but 10%
respondents do not have any idea for the same. Apart from this, 10% customers disagree that
after sale services of Tesco are not appropriate.
Theme 7: Visitors feel satisfied after visiting Tesco's stores
The collected primary data reveals that 40% respondents are highly satisfied where 50%
are also satisfied. It shows that company provide good environment to consumers and meet their
expectations in right manner. Furthermore, 4% respondents are dissatisfied and remaining 2%
are highly dissatisfied after visiting stores of Tesco.
Theme 8: Tesco offering better products and services in compare to other retailers
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40%
30%
10%
10%
10%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
40%
50%
4%
4%
2%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied

The collected primary data depicts that 70% respondents stated that Tesco offer better
products and services in comparison to other retailers. On the other hand, 20% participants do
not agree that Tesco provide comparatively better products and services. In addition to this
remaining, 10% respondents did not say anything. However, it depicts that majority of
respondents are happy with quality of products and services offered by Tesco.
Theme 9:Consumer perceive retail stores of Tesco more popular
The collected primary data reveals that 40% respondents are extremely positive towards
retail store of Tesco due to popularity. Similarly, 30% respondents are also positive towards the
same. It depicts that Tesco has good brand reputation which in turn customers can be increased.
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70%
20%
10%
Yes
No
Can’t Say
40%
30%
10%
10%
10%
Extremely positive
Positive
Less positive
Negative
Extremely negative

Theme 10: Internet is the effective source to influence buyers to buy from retail store of
Tesco
As per the collection of primary data, it has been found that 10% respondents get
information for products and services of Tesco through newspaper. Furthermore, 60% buyers get
information from internet. It shows that majority of respondents are attracting towards Tesco
because of detail information provided over internet.
Theme 11: Agree with additional service facilities provided at Tesco
The collected primary data reveals that 60% respondents strongly agree with additional
service facilities provided by Tesco. Similarly, 16% participants agree with the same whereas
4% customers neither agree nor disagree. In addition to this, 20% customers do not agree with
additional of Tesco.
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Newspaper Friends Internet Television All of the above
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
10% 10%
60%
10% 10%
60% 16%
4%
10%
10%
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Theme 12: Consumers are highly satisfied with variety of products provided at Tesco
According to the collected primary data, it has been found that 70% respondents are
highly satisfied with variety of products provided by Tesco. Furthermore, 22% respondents are
also satisfied as they get all products they desire for. In addition to this, 6% participants are not
satisfied with additional services.
Theme 13: Better customer service is the main factor behind selecting products and
services of Tesco in comparison to other stores
According to the collected primary data, it can be said that 40% customers refer Tesco in
comparison to others just because of better customer service quality. However, remaining
consumers consider Tesco effective because of after sale service, wide range of products and
more special offers. It depicts that retail store is performing good at marketplace.
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40%
20%
20%
20%
Better customer service
After sale services
Wide range of products
More special offer
70%
22%
2%4%2%
Highly satisfied
Satisfied
Neutral
Dissatisfied
Highly dissatisfied