Evaluating the Impact of Brand Image on Customer Attraction at Tesco

This study presents an in-depth analysis of consumer preferences and behaviors at Tesco, particularly concerning mobile phone purchases. The research highlights the importance of mobile technology trends such as RAM, fingerprint sensors, wireless charging, and artificial intelligence features. It assesses customer satisfaction levels with Tesco's products and services and explores how brand image influences customer attraction. Furthermore, the study evaluates the role of mobile applications in enhancing shopping experiences and discusses the necessity for improvements in these apps to boost customer engagement. Additionally, it examines the effectiveness of retail promotions in increasing shopping preferences among consumers. The findings suggest that advancing application development activities and focusing on strategic promotional efforts can significantly enhance the overall shopping experience at Tesco.

RESEARCH PROJECT
(PART 2)

Table of Contents
PART 2............................................................................................................................................1
Executive summary................................................................................................................1
Introduction ...........................................................................................................................1
Methodology ..........................................................................................................................1
Results and findings...............................................................................................................2
Discussion.............................................................................................................................11
Conclusion............................................................................................................................15
Recommendations................................................................................................................15
REFERENCES..............................................................................................................................16
APPENDIX....................................................................................................................................17

PART 2
Executive summary
In order to focus on the present report cover research on consumer analysis. With the help
of mobile applications, key aspect of business operations continuously develop in diverse
manner. Furthermore, meeting with objectives take procurement from viable utilisation and
encounter shopping in unexpected way. Moderating role of consumer technology assists to create
differential effects of facilitating conditions and social influences.
Introduction
In respect to deal in competitive market, there are diverse activities has been promoted
that assists to attain overall growth and profitability as well. With the help of digital technology,
every enterprise gain more benefits (Heflin, Shewmaker and Nguyen, 2017). As results, it is
important to implement portable innovations with wireless technology so that mobile
applications will be expanded to attain more effective work performances.
Methodology
In respect to collect data, following methodology has been adopted:
 Research philosophy: In order to select research philosophy, the researcher has made
use of both positivism and interpretivism as it enables to carry out the research by
covering the aim and objectives.
 Research design: There are different types of research design such as descriptive,
exploratory, experimental, etc. From these all, researcher select descriptive research
design that assists to find useful results and gain in-depth information (Žikić, 2016).
 Research approach: There are two kinds of approaches exist that used by researcher
such as inductive and deductive. Among these two approaches the researcher has made
use of inductive approach as it enables to present the information from specific to general
aspect.
 Research type: Among these two, the research will make use of qualitative method as it
enables to focus of theories, models, etc. to develop in depth understanding of the
research topic.
 Data collection method: The researcher will make use of both primary and secondary
research. Primary with the help of questionnaire and secondary will be gathered by
1

making use of books, journals, online sources, etc. (Marczyk, DeMatteo and Festinger,
2017).
 Sampling technique: In respect to take sampling technique, simple random sapling has
been used by researcher.
 Data analysis: In order to make gathered information analysis, use of qualitative method
will be done. More specifically, use of thematic analysis is done as it enables to present
the information in the form or tables, graphs, charts, etc.
 Ethical consideration: In order to accomplish desired results, ethical consideration
implemented to attain more growth and results (Skalkidou, Kullinger and Kesmodel,
2018). Tesco need to maintain security and driving on examination to attain overall
growth.
Results and findings
Theme 1 Customer prefer monthly shopping
What is your shopping preference? Respondents
Weekly 5
Monthly 70
Fortnight basis 20
Yearly basis 5
2
5
70
205
Weekly
Monthly
Fortnight basis
Yearly basis

Theme 2 Mainly customer prefer shopping from retailer
Which area do you prefer for shopping? Respondents
Retailer shop 75
Online 10
Supermarket 10
Any other 5
Theme 3 Customers prefer brand image of Tesco
Why do you prefer Tesco? Respondents
It's pricing 5
Its advertising 5
Its brand image 80
Its customer attraction 10
3
75
10
10
5
Retailer shop
Online
Supermarket
Any other

Theme 4 Challenges are related with shopping experience and mobile phone
Do you think that challenges are related
with online shopping of mobile phone?
Respondents
Yes 85
No 10
Cannot say 5
4
55
80
10
It's pricing
Its advertising
Its brand image
Its customer attraction
85
10
5
Yes
No
Cannot say

Theme 5 Research is main key drive regarding customer shopping
Which is main element of key drive
regarding consumer shopping?
Respondents
Research 65
Recommendations 20
Return 10
Any other 5
Theme 6 RAM, Fingerprint sensors, wireless charging and Artificial intelligence all trends
are required in order to purchase mobile phone
In Tesco, which trend do you prefer to
purchase mobile phone?
Respondents
5
Research
Recommendations
Return
Any other
0 10 20 30 40 50 60 70
65
20
10
5
Respondents

RAM 5
Fingerprint sensors 5
Wireless charging 5
Artificial intelligence 5
All the above 80
Theme 7 Customers are strongly satisfied with products and services of Tesco
How are you satisfied with products and
services of Tesco?
Respondents
Strongly satisfied 78
Satisfied 5
Neutral 7
Dissatisfied 5
Strongly dissatisfied 5
6
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied
0 10 20 30 40 50 60 70 80
78
5
7
5
5
Respondents

Theme 8 Latest trends are required to purchase mobile applications
Do you think that latest trends required in
mobile application?
Respondents
Yes 90
No 10
Cannot say 0
7
78
5
7
5
5
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied

Theme 9 Tesco need to develop new features to increase customer shopping preference
How to increase customer shopping
preferences in Tesco?
Respondents
Provide discount 6
Implement more advertising 6
Develop new features 88
8
90
10
Yes
No
Cannot say
6
6
88
Provide discount
Implement more
advertising
Develop new features

Theme 10 Advance application development activities needed to make better shopping
experience
Advance application development activities
required to increase better shopping
experience?
Respondents
Yes 75
No 20
Cannot say 5
Theme 11 Improvements in Tesco required for develop shopping experience
Any improvements required in mobile
application of Tesco to increase shopping
experience of customers?
Respondents
9
75
20
5
Yes
No
Cannot say