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

Yes 80
No 10
Cannot say 10
Theme 12 Tesco need to build brand image to take more customer attraction
Which thing need to be improve in Tesco for
more customer attraction?
Respondents
Increase store traffic 5
Improve profitability category 10
Enhance customer loyalty 20
Build brand image 60
Provide relevant information 5
10
Yes
No
Cannot say
0 10 20 30 40 50 60 70 80
80
10
10
Respondents

Theme 13 On retail promotion more focus needed to develop effective results
Does more focus required towards retail
promotion?
Respondents
Yes 80
No 10
Cannot say 10
Discussion
Theme 1 Customer prefer monthly shopping
11
5
10
20
60
5 Increase store traffic
Improve profitability
category
Enhance customer
loyalty
Build brand image
Provide relevant
information
Yes No Cannot say
0
10
20
30
40
50
60
70
80
80
10 10
Respondents

Interpretation: In order to focus on the above graph, it can be stated that there are 70 respondents
exist that said they are shopping from Tesco on monthly basis. Furthermore, there are 5
respondents shopping on weekly basis. Moreover, there are 20 respondents shopping on fortnight
basis and remaining shopping on yearly basis. Therefore, it can be interpreted that shopping
experience create major impact to develop more effective results. On the basis of different
people views, it could be develop to attain profitability outcomes with develop more systematic
work performances. In addition to this, different people's shopping experience assists to measure
effectiveness in the organisation.
Theme 2 Mainly customer prefer shopping from retailer
Interpretation: In respect to consider focus on following graph, it can be stated that there are 75
customers depict that they prefer retailer shop for their shopping. On the basis of retailer
providing, they consider effective results to maintain more growth. Furthermore, there are 10
respondents stated that they prefer online preference for shopping to consider more effective
results in the enterprise. In addition to this, there are 10 respondents prefer buying from
supermarket so that they need to focus on consider more effective growth that help to attain more
desired activities. Remaining 5 customers said that they prefer any other aspect to buy their
products and services.
Theme 3 Customers prefer brand image of Tesco
Interpretation: In respect to focus on the following graph, it can be stated that there are 80
respondents exist that said that brand image of Tesco is more effective consideration that help to
develop more systematic results. In respect to focus on 5 respondents views, it could be said that
pricing is also important aspect which assists to develop more systematic work performances and
customer preferences at workplace. With the help of 10 respondents views, it could be depict that
company generally prefer attraction of customers in the business.
Theme 4 Challenges are related with shopping experience and mobile phone
Interpretation: In the above graph, it can be interpreted that there are 85 respondents stated that
in order to consider online shopping, there are several challenges exist. Therefore, these
challenges reduce effectiveness of the company to purchase products and services. With the help
of views of 10 respondents, it can be stated that there is no challenge occur to consider online
shopping activities. Remaining 5 people said that it cannot be interpreted that there is challenge
12

occur or not. As results, it can be depict that in order to implement online shopping activities,
different challenges occurs within Tesco to develop their effective results.
Theme 5 Research is main key drive regarding customer shopping
Interpretation: In order to focus on the above graph, it can be interpreted that there are 65
candidates said that research is main key drive for consumer shopping. On the basis of research,
customer attraction could be easily develop in Tesco. For business development, it is most
important consideration of key drive. Furthermore, there are 20 respondents said that
recommendations needed as key drive towards consumer shopping. It develops more systematic
results in the business environment and maintain more systematic work performances. On the
basis of 10 respondents views, it can be depict that return on customer shopping experience is
main aspect to attain desired results.
Theme 6 RAM, Fingerprint sensors, wireless charging and Artificial intelligence all trends
are required in order to purchase mobile phone
Interpretation: On the basis of above graph, it can be depict that there are 80 candidates said that
Tesco need to implement trend such as RAM, fingerprint sensors, wireless charging, artificial
intelligence. All these elements consider important role as trend to attain more significant
advantages. With the help of these tools, manager of the chosen business can easily attain more
profits and revenue. Furthermore, there are 5 candidates stated that fingerprint sensor helps to
make more security so that it is important consideration which need to implement in new mobile.
In addition to this, it can be depict that all important trends must be implemented to focus on
effectiveness in business environment.
Theme 7 Customers are strongly satisfied with products and services of Tesco
Interpretation: Above graph, interpreted that there are 78 respondents strongly satisfied with
products and services of Tesco. Therefore, it impacts positive to attain more creative results at
workplace. On the basis of their views, chosen business has positive impact from consideration
of online tools and techniques of promotion. Furthermore, there are 5 respondents satisfied with
products and services of the chosen business so that it is important to maintain more
effectiveness with development of products and services. There are 7 candidates neither satisfied
nor dissatisfied from products and services of the selected business.
Theme 8 Latest trends are required to purchase mobile applications
13

Interpretation: In the above graph, it can be interpreted that there are 90 respondents stated that
latest trends needed in mobile application to focus on create more profitability and systematic
work performances. It is more important to maintain more systematic work performances.
Furthermore, there are 10 candidates stated that no latest trends needed in mobile application to
consider the latest trends. This is because, it reduces men efficiency which create negative
impact on the business.
Theme 9 Tesco need to develop new features to increase customer shopping preference
Interpretation: From above graph, it can be depict that there are 88 respondents stated that
customer shopping preference could be increases through develop new features. This is because,
it is main aspect to focus on maintain more effective results and performances to attract
maximum people in the business. With the help of other 6 respondents views, it can be depict
that provide discount by Tesco on their products and services is important for business
development. Remaining 6 customers said that the chosen business need to focus on their
advertisement which needed to perform effective functions and operations. Therefore, they are
able to deliver more creative work performances.
Theme 10 Advance application development activities needed to make better shopping
experience
Interpretation: On the basis of above graph, it can be stated that there are 75 respondents said that
advance application development activities needed to create more shopping experience at
workplace. On the basis of their views, Tesco will able to deliver more creative advantages at
workplace. Furthermore, there are 20 respondents said that advance application development
activities not required to develop better shopping experience. On the basis of their views, the
selected business need to cope up with new ventures to attain systematic work performance.
Theme 11 Improvements in Tesco required for develop shopping experience
Interpretation: In order to focus on the above graph, it can be stated that there are 80
respondents stated that Tesco required some improvement in their mobile application to increase
more shopping experience. With the help of shopping experience of customers, they are able to
deliver more systematic work performances in the business. On the basis of 10 respondents, it
can be depict that the chosen business has no requirement of any improvement because their
existing strategy is best to maintain more profitability and systematic work performance in
business. Remaining 10 respondents stated that it cannot be depict that it cannot be stated that
14

improvements are needed in chosen business or not to focus on business development. On the
basis of above graph, it has been concluded that improvement must be consider to develop more
effective results in the business.
Theme 12 Tesco need to build brand image to take more customer attraction
Interpretation: Above graph interpreted that there are 60 respondents stated that Tesco
must focus on maintain their brand image because with brand image they are able to concentrate
on customer needs and requirement easily. Furthermore, there are 5 respondents said that
increase store traffic is more important to develop customer base in business. On the basis of this
perspective, manager of the chosen enterprise able to concentrate on customer attraction.
Moreover, there are 10 candidates said that improvement in profitability category increase
positive impact on customer so that it would be beneficial to make systematic work
performances. There are 20 respondents said that increases customer loyalty is also important
perspective on which manager should focus to make their creative work performances.
Theme 13 On retail promotion more focus needed to develop effective results
Interpretation: The above graph shows that there are 80 respondents exist that said Tesco
need to focus on more retail promotional activities. It will help to maintain more creativeness and
business profitability as well. On the basis of 10 respondents it could be depict that chosen
business has no requirement of any promotional activity.
Conclusion
In order to concluded about present report, it can be concluded that maximum
respondents stated that online promotional techniques consider important role to develop
effective results. Furthermore, customer preference for online shopping increasing continuously
so that it would be beneficial to attain overall growth and targets as well (Kim, Wang and
Malthouse, 2015). Apart from this, it can be summarised that Tesco need to improve their
effectiveness with using different tools and techniques. Advance application helps to increase
profits and revenue as well.
Recommendations
In respect to provide recommendations, it can be stated that Tesco should adopt online
selling method through they are able to attract maximum people. Furthermore, they need to
provide training to different staff members so that effectiveness also develop continuously. On
15

the basis of implementation of mobile applications, staff members should deal with different
customers (Beratarrechea, Lee and Rubinstein, 2014).
16

REFERENCES
Books and Journals
Beratarrechea, A., Lee, A.G. and Rubinstein, A., 2014. The impact of mobile health
interventions on chronic disease outcomes in developing countries: a systematic review.
Telemedicine and e-Health. 20(1). pp.75-82.
Heflin, H., Shewmaker, J. and Nguyen, J., 2017. Impact of mobile technology on student
attitudes, engagement, and learning. Computers & Education. 107. pp.91-99.
Kim, S.J., Wang, R.J.H. and Malthouse, E.C., 2015. The effects of adopting and using a brand's
mobile application on customers' subsequent purchase behavior. Journal of Interactive
Marketing. 31. pp.28-41.
Marczyk, G., DeMatteo, D. and Festinger, D., 2017. Essentials of research design and
methodology. John Wiley.
Skalkidou, A., Kullinger, M. and Kesmodel, U.S., 2018. Systematic misclassification of
gestational age by ultrasound biometry: implications for clinical practice and research
methodology in the Nordic countries. Acta obstetricia et gynecologica Scandinavica.
97(4). pp.440-444.
Žikić, B., 2016. Qualitative Field Research in Anthropology: An Overview of Basic Research
Methodology. Issues in Ethnology and Anthropology. 2(2). pp.123-135.
17

APPENDIX
Questionnaire
Name:
Age:
Gender:
1. What is your shopping preference?
 Weekly
 Monthly
 Fortnight basis
 Yearly basis
2. Which area do you prefer for shopping?
 Retailer shop
 Online
 Supermarket
 Any other
3. Why do you prefer Tesco?
 It's pricing
 Its advertising
 Its brand image
 Its customer attraction
4. Do you think that challenges are related with online shopping of mobile phone?
 Yes
 No
 Cannot say
5. Which is main element of key drive regarding consumer shopping?
 Research
 Recommendations
 Return
 Any other
18

6. In Tesco, which trend do you prefer to purchase mobile phone?
 RAM
 Fingerprint sensors
 Wireless charging
 Artificial intelligence
 All the above
7. How are you satisfied with products and services of Tesco?
 Strongly satisfied
 Satisfied
 Neutral
 Dissatisfied
 Strongly dissatisfied
8. Do you think that latest trends required in mobile application?
 Yes
 No
 Cannot say
9. How to increase customer shopping preferences in Tesco?
 Provide discount
 Implement more advertising
 Develop new features
10. Advance application development activities required to increase better shopping
experience?
 Yes
 No
 Cannot say
11. Any improvements required in mobile application of Tesco to increase shopping experience
of customers?
 Yes
 No
 Cannot say
12. Which thing need to be improve in Tesco for more customer attraction?
19