Research on Factors Influencing Customer Buying Behavior at Tesco

This report explores the factors influencing customer buying behavior of retail products, focusing on Tesco as a case study. It identifies psychological, personal, social, economic, and cultural factors that affect consumer decisions. The report highlights the importance of analyzing consumer behavior for marketers to understand customer expectations and preferences. It further evaluates strategies Tesco can implement to attract more customers, including online presence, social media engagement, customer retention, and effective advertising. The research aims to provide insights for Tesco's management to develop effective strategies and gain a competitive advantage in the retail market. This document is available on Desklib, where students can find a wide array of study tools and solved assignments.

Preparing for Research
Consultancy

Contents
INTRODUCTION...........................................................................................................................................3
Section 1......................................................................................................................................................3
Project Scope...........................................................................................................................................3
Title of the Proposed Dissertation...........................................................................................................4
Background of the research.....................................................................................................................4
Research Question...................................................................................................................................4
Research Aim and Objectives..................................................................................................................4
Research Justification..............................................................................................................................4
Section 2......................................................................................................................................................5
Different factors the influence customers’ buying behavior of retail products.......................................5
Importance of analyzing the buying behavior of the consumers.............................................................6
Different strategies that Tesco can implement in order to attract more customers...............................7
Section 3......................................................................................................................................................8
Section 4....................................................................................................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

INTRODUCTION
Consumer behavior can be defined as the actions as well as the decision processes of
people who purchase goods and services for their personal consumption. In other words,
consumer behavior refers to the study of customers and their behavior while deciding on
buying a product (Bennett and et.al., 2020). There can be various factors that can influence the
customers’ buying behavior of retail products. It is important for organizations to take into
account these factors so that effective strategies can be developed and informed decisions are
taken by the managers. Organization chosen for this report is Tesco, which is a leading retailer
of groceries as well as general merchandise. The company offers a wide range of products to
the customers. The respective research report is divided into different sections that describe
the project scope, research aim, questions as well as an initial literature review. The results and
findings of the research proposal will be helpful for readers along with the management of
Tesco to develop effective strategies as well as develop a better understanding of the buying
behavior of consumers.
Section 1
Project Scope
The part of a project that involves determining and documenting the goals of the
project, project deliverables, tasks, deadlines as well as costs is referred to as project scope. In
context to this research proposal, the project scope is to enhance the existing understanding
about the different factors influencing the buying behavior of the consumers in the retail
sector. The primary goal of this project is to identify the factors as well as their influence on the
buying behavior of the consumers (Durai and Saravanan, 2020). This will help them in
developing effective strategies as well as make informed decisions so that the company is able
to attract a greater number of customers and hence, there is an increase in the overall sales.
The researcher has an experience of working in the retail sector and hence, it can be said that
the results of this research will add to the existing knowledge of the readers as well as the
management of the respective company, i.e., Tesco.

Title of the Proposed Dissertation
“Exploring the factors influencing customers’ buying behavior of retail products.”
Background of the research
It is important for the management of any organization to analyze the buying behavior
of the customers and identify the factors that motivate them to make a purchase. This is
because when buying a product, customers take into account various factors such as price,
packaging, quality etc. This report will assist the readers as well as the management of Tesco in
developing an understanding about the various factors that should be taken into account to
influence the purchase decision made by the customers (Farah and Ramadan, 2020). Although
there are many researches that have been conducted on this topic, but this research proposal
will assist in improving the existing literature about the same.
Research Question
“What are the different factors influencing customers’ buying behavior of retail products?”
Research Aim and Objectives
Aim
“To explore the different factors influencing customers’ buying behavior of retail products. A
case study on Tesco.”
Objectives
 To explore the different factors the influence customers’ buying behavior of retail products.
 To analyze the importance of analyzing the buying behavior of the consumers.
 To evaluate the different strategies that Tesco can implement in order to attract more
customers.
Research Justification
It can be said that this management research is worth undertaking because it will help
the managers of Tesco to gain useful insights and an understanding about the different factors
that can influence the buying behavior of the consumers within the retail sector (HR and Aithal,
2020). This is also because the retail sector is one of the largest industries across the world with

a large number of organizations as well as businesses operating within the same. Besides this,
the research will also have a positive influence on the existing literature and hence, help the
organizations within the retail sector to develop and implement effective strategies. As a result,
the respective organization, Tesco, will be able to make informed decisions in the future.
Section 2
Different factors the influence customers’ buying behavior of retail products
The buying behavior of the consumers can be affected by various factors such as
psychological factors, personal factors, social factors, economic as well as cultural factors.
Motivation is one of the major psychological factors that can have an influence on the buying
behavior of the consumers. This is because when a person is motivated to buy a product to fulfil
their needs, it is very likely that they will make a purchase. Similarly, the attitude as well as
beliefs of the consumers can make the consumers to behave in a certain way (Major Factors
Influencing Consumer Behavior, 2021). The attitude of the consumers plays a major role
because it defines the brand image of the product or service. Apart from this, various social
factors such as age, family, gender, educational as well as income levels can also influence the
buying behavior of the consumers. A person develops preferences from their childhood by
watching their family members buy products and as a result, continues to buy them even when
they grow up. Also, a person’s buying behavior is also influenced by their role as well as status
in the society.
Similarly, age can also be one of the crucial factors that can influence the buying
behavior of the consumers. For example, people who are of 25 years in age, will have a
different buying pattern from a person who is 50 years of age (Kosiba and et.al., 2020). As
already mentioned, culture can also be one of the factors that can influence the overall
consumers’ buying behavior such as the culture of the place, its subculture, the social class etc.
the various other cultural factors can include basic needs, wants, perceptions, preferences as
well as behaviors. Lastly, there are also some personal factors that are important to be taken
into account so that an organization is able develop effective strategies and reach out to a
greater number of people. For instance, income is one of the factors that influences the buying

behavior of a person. People who have a higher income have a higher purchasing power as
compared to people who have a comparatively less income level. Apart from this, lifestyle also
has an influence in the way a person behaves while making a purchase. Thus, it can be said that
these are some of the factors that can significantly influence the consumers’ buying behavior.
Importance of analyzing the buying behavior of the consumers
Studying or analyzing the buying behavior of the customers is most important for the
marketers of any organization. This is because it helps them in understanding the expectation,
preferences as well as needs of the consumers (Mezger and et.al., 2020). The marketers are
able to understand the factors that motivate as well as make the customers make a buying
decision. In order to satisfy the needs of the consumers in an effective manner, it is important
to first assess the kind of products that are liked by the customers and they prefer buying. As a
result, the company is able to launch or introduce the same in the market. It can be said that
the purchase behavior of the consumers is a much more accurate indicator of the consumer
behavior. As already mentioned, customers’ buying behavior is influenced by many factors. And
by analyzing the same, the marketers of an organization are able to understand what the
consumers think and how they feel about the various alternative products that are available to
them in the market. Marketers should consider studying the consumer buying patterns as well
as the buyer trends. This is further helpful in ensuring that the customers receive the best
products for satisfying their needs.
Not only this, the customers are also able to understand how consumers feel about
certain brands, products as well as services (Ngoc and et.al., 2020). Successful organizations
such Tesco, are able to build the marketing strategies in an effective manner as well as develop
plans that can be implemented in order to achieve the marketing goals in an effective manner.
Therefore, it can be said that consumer behavior plays a significant role in influencing the
overall way in which companies conduct their business activities. Customers are considered to
be one of the most important assets of the company that can influence the overall success of
the company. thus, it is important for any organization to keep the customers informed as well
as have a basic understanding of their preferences as well as the factors that influence their
overall buying behavior. For instance, the marketers of Tesco analyze the market trends as well

as study the purchase pattern of the consumers to develop effective strategies as well as make
informed decisions. the marketers have been able to analyze the likes as well as the dislikes of
the consumers based on their marketing efforts. This has helped the respective company,
Tesco, in identifying the various factors that influence consumer buying behavior as well as
attract a greater number of customers.
Different strategies that Tesco can implement in order to attract more customers
There are various strategies that the respective company, Tesco can implement in order
to attract a greater number of customers (Nguyen-Phuoc and et.al., 2020). Initially, it is very
important for the company to identify its ideal customers who will be interested in buying
products. Analyzing as well as assessing where the customers are based is also an important
consideration that should be taken into account in order to ensure that the products or services
are of value to them. By providing the customers with various offers as well as discounts can
help the company in attracting potential customers as well as serve their needs in an effective
manner. With advancements in technology, the rate of purchases that are made online have
gone up. And hence, it is important for the company to take into account the same and focus
on improving its current website by making it more customer friendly. Also, it should focus on
strengthening its presence across various social media platforms so that it is able to maintain a
high level of engagement among the customers (Ramazanov and et.al., 2021). Although
attracting new customers should be one of the priorities of the company, but it should also
focus on retaining the existing customers. There are various small or complementary businesses
that Tesco can partner up with in order to reach out to as well as attract a greater number of
customers.
Apart from this, the company should also respond to any concerns or queries that are
raised by the customers in order to retain them. Effective advertising as well as promotion
strategies should be adopted by the company to attract a greater number of customers. By
implementing these strategies, the company will be able to attract a greater number of
customers (Suleman and et.al., 2021). As a result, there will be an increase in the overall sales
of the company and it will be able to gain a competitive advantage against the existing players
in the market. Following up with the customers after they’ve made a purchase is another

strategy to show that the company is there to help them in the future. Thus, it can be said that
these are some of the strategies that can be adopted by Tesco in order to gain access to a
greater number of customers and also, gain their loyalty.
Section 3
Research methodology can be defined as the different set procedures or methods which
are used to recognize and select along analyzing of the information related to the research
topic. It basically helps the reader to study the validity and reliability of the information
provided in the brief along with the relevant and justified data. It is a conceptual structure in
order to conduct the coherent and logical investigation of the topic which is based on the views
and beliefs along with the values which usually directs and guides the researchers that how
they can collect and present the information in the research report (Snyder, 2019). The
following are the different aspects of research methodology used in the current study.
Methodological Paradigms
Methodological paradigms can be defined as one of the component of the research
methodology which helps the researchers to know about the type of research they must
conduct as per the needs and requirements of the research topic and how it can be
accomplished in a systematic manner by following an appropriate procedure for conducting the
research. It basically focuses on the goals and objectives of the research so that it can be
achieved in an effective and efficient manner with the help of accurate data and information
used in the research. It is responsible to support the researcher by letting them know about
various techniques available for the research and what can be the best for the particular
research so that the entire investigation can go with the corrective actions.
Research Design
Research design can be defined as an another component of the research methodology
which describes the entire strategy used by the researcher in order to conduct the research.
This ensures that the design used in the research must meet the solutions of the research
problem in a more logical and systematic manner. In context of the current research work,

descriptive research design is used to conduct the research, this has helped in collecting the
data in an in depth manner while using the questionnaire as a data collection method.
Questions are all based on the research topic and considered the descriptive research design
for better approach in the current research methodology (Kumar, 2018).
Data Collection
Data collection can be defined as also one of the component of the research
methodology which describes the several types of methods and techniques for collecting the
data or information in order to conduct the research which better reliability and relevancy.
Data collection methods includes the surveys and questionnaires along with the books and
journals which is followed by the interviews and observations and also the focus groups. In
context of current research work, questionnaire and interviews were a part of data collection
methods in order to gain the authentic and valid data from an individuals in order to analyze
the opinion and to avoid any negative outcomes for the same.
Research Population and Sampling
Research population and sampling can be defined as also an another component of
research methodology which describes the population which the researcher has chosen to
conduct the study and analyze the pre determined observation from such populations in the
form of sampling. There are basically two types of it that is probabilistic and non-probabilistic
methods. In context of current research work, probabilistic sampling is used as its supports the
investigator to collect the data in an effective manner from the large number responses and
also helps in the accurate outcomes if the study (Dźwigoł and Dźwigoł-Barosz, 2018).
Research methods with rationale
Research methods with rationale can be defined as one of the component of the
research methodology which describes the scope of using the research methods in the current
study. Research methods used are the descriptive study along with the questionnaire and
interview data collection methods by using the probabilistic method of sampling. The
combination all such methods has helped the researcher in accomplishing the research in a

more effective and accurate manner so that the responses collected can be examined and
determined in an appropriate manner for better results and positive outcomes in a current
research work.
Data Analysis
Data analysis can be defined as an another component of the research methodology
which describes the examination of data which is collected for the research work on the related
topic of current investigation. It is important to analyze the data so that the effective results can
be drawn out along with the accurate outcomes of the information gathered for the research.
In context of current research work, data is being analysed in such a manner so that it depicts
the authenticity of using the data in the research report. Examination of data is essential for the
purpose of presenting the evidences of the data collected along with the corrective actions
(Nayak and Singh, 2021).
Validity and Reliability
Validity and reliability can be defined as also one of the component of research
methodology which describes that the information collected in order to conduct the research
must be valid and reliable to use in the research work so that the reader can easily figure out
the assumptions and the content which is right for the investigation purposes. First class type of
research is used in the form of validity and reliability in context of the current research work.
This is because the investigation is done on a basic term but in a descriptive manner and that is
why this approach is used.
Section 4
Gantt Chart

Resource and Risk Management
Resource and risk management can be defined as the formalism interdependent
method for distinguishing and rationalizing the hazards and evaluating the final results along
with the invoking of the routine risks. A multipurpose resource risk is the danger that might go
wrong to carry through an intent because of a deficiency of resources (Mohajan, 2018). Such
resources contain financing and time along with the occupational group people and many other
as per the needs and requirements of the resources required for the current research work
which is followed by the risk and mitigating factors as well.
CONCLUSION
From the above report, it can be concluded that there can be different factors that can
influence the buying behavior of the consumers. It is important to take into account the same
so as to develop effective strategies as well as make informed decisions. these factors can
include cultural factors, personal factors social as well as economic factors. Consumer buying
behavior keeps changing because of different factors and hence, it should be taken into account
so that the organization is able to attract a greater number of customers and hence, there is an
increase in the overall sales. Therefore, it can be said that organizations and businesses should
adopt different measures so as to understand the consumer buying behavior properly.