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Customer
Buying Behaviour Towards Store Own Brand Products: A Case Study Of
Tesco
(2016)
This
dissertation aims to address and understand how customers behave when
they are aware of store own brands. What types of customer buying
behaviours are commonly observed in this situation? For this purpose,
three specific questions were made that included What are the factors
affecting consumers’ buying behaviour towards store brands,
particularly offered by Tesco? What kinds of effective strategies
(marketing and distribution) can be adopted by the management of Tesco
and other retailers to sell store brands selling in order to fascinate
buyers? And what is the buying behaviour/attitude of customers towards
purchasing of Tesco own or store Brand and what types of buying
attitudes are used by the people for purchasing process? Using the
quantitative research approach, the data was collected from 50
participants and analysed through SPSS. The results of the study
highlighted that customers' behaviour is changing over time towards
Tesco store brands. These changing customers' behaviours belong to
different types such as dissonance behaviour, complex buying, variety
seeking, and habitual attitude. The results concluded that price,
innovation, quality, brand image, and customers’ age and
gender consideration are the key factors influencing
customers’ buying attitude. The study suggests that
improvement in innovation, high promotion through different mediums,
effective pricing (element of marketing mix approach) and business
extension can be adopted as influential strategy to attract customers
more towards Tesco store brands.
Dissertation
objectives
- To
explore the attitudes (types of behaviours) of buyers towards Tesco
Own/Store Brands and to reveal some important aspects behind buying
trends
- To
find the factors affecting consumer behaviour of people towards store
brands
- To
evaluate the effective strategies (marketing and distribution) that
must be considered or continued by store brands selling retailers like
Tesco in order to fascinate buyers towards store brands
- 13,000
words – 50 pages in length
- Excellent
use of literature
- Excellent analysis
of subject area
- Well
written throughout
- Includes
questionnaire
- Ideal
for marketing students
1 -
Introduction
Background and Rational to the Study
Problem Statement
Research Aim(s) and Objective(s)
Research Question(s)
Main Question
Sub-Question(s)
Potential Contribution of the Study/Significance
2 - Literature
Review
Customers’ Behaviour and Store
Brands’ Buying
Store Brands or Own Brands
Customer Behaviour in the Context of Store Brands
Types of Customer Behaviour and Store Brands
Complex Buying Behaviour
Dissonance-Reducing Buying Behaviour
Habitual buying behaviour
Variety Seeking Behaviour
Factors Affecting Consumer Behaviour
(Positive/Negative Determinants)
Impact of Influencing factors on Store
Brands’ Demands and Businesses
Effective Strategies to Fascinate Customers
towards Buying of Store Brand
3
- Methodology and Design
Research Philosophy
Research Design and Strategy
Research Approach
Data Collection Method
Sample Population
Data Analysis
Ethical Consideration
4 - Case Study
5 - Findings
and Analysis
Participant Details
Descriptive Results
6 - Discussion
Discussion Based on Research Questions
7 - Conclusion
References
Appendix
Questionnaire
1. Select reference number market0138
from the dropdown list
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