Customer Buying Behaviour Towards Store Own Brand Products: A Case Study Of Tesco (2016)

Ref: market0138

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

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