An analysis into the impact of marketing communication activities by TESCO on the behavior of its loyal consumers who are students in UK
Working title:
An analysis into the impact of marketing communication activities by TESCO on the behavior of its loyal consumers who are students in UK
Research question and aim:
The main question of the research is to find out how TESCO’s customer loyalty programs drive customer satisfaction, create value and differ from other competitors’ marketing activities. The other aims of this paper are to identify the influence of CRM on the university student buying behavior in Tesco in UK and measure the effectiveness of marketing programs such as Tesco club cards and e-retailing. Such marketing strategies are designed to gain more customers (Humby and Hunt, 2003). However, Tesco’s marketing activities such as club card, online buying, and sponsorship marketing are not completely stable strategies because customers might prefer paying less for products to earning any points. Therefore, this paper evaluates whether the marketing programs are effective or not and to investigate a study and analysis of the methodologies. The consumer buying process and the factors influencing the consumer are studied.
Background:
One of the fastest growing markets is that supermarkets have taken the retail industry by storm. This working title is very interesting as marketing strategies are used vastly today in order to attract the consumers from the competitors. The retailers come up with new marketing strategies to gain the tangible and intangible benefits (Humby and Hunt, 2003). Tesco is one of the most successful retail companies in UK and the world. It is a multinational company which has operations in 14 countries (Tesco PLC, 2013). Tesco won by earning the new customers and maintaining old customers with its new innovative ideas and services for a long time. Customer royalty occurs when the customer becomes a brand or product conscious and return to it every time, even there are other choices available in the market (Humby and Hunt, 2003). It is the repurchase activity that a
An analysis into the impact of marketing communication activities by TESCO on the behavior of its loyal consumers who are students in UK
Research question and aim:
The main question of the research is to find out how TESCO’s customer loyalty programs drive customer satisfaction, create value and differ from other competitors’ marketing activities. The other aims of this paper are to identify the influence of CRM on the university student buying behavior in Tesco in UK and measure the effectiveness of marketing programs such as Tesco club cards and e-retailing. Such marketing strategies are designed to gain more customers (Humby and Hunt, 2003). However, Tesco’s marketing activities such as club card, online buying, and sponsorship marketing are not completely stable strategies because customers might prefer paying less for products to earning any points. Therefore, this paper evaluates whether the marketing programs are effective or not and to investigate a study and analysis of the methodologies. The consumer buying process and the factors influencing the consumer are studied.
Background:
One of the fastest growing markets is that supermarkets have taken the retail industry by storm. This working title is very interesting as marketing strategies are used vastly today in order to attract the consumers from the competitors. The retailers come up with new marketing strategies to gain the tangible and intangible benefits (Humby and Hunt, 2003). Tesco is one of the most successful retail companies in UK and the world. It is a multinational company which has operations in 14 countries (Tesco PLC, 2013). Tesco won by earning the new customers and maintaining old customers with its new innovative ideas and services for a long time. Customer royalty occurs when the customer becomes a brand or product conscious and return to it every time, even there are other choices available in the market (Humby and Hunt, 2003). It is the repurchase activity that a
References: Humby, C. and Hunt, T. (2003) Scoring Points: How Tesco is Winning Customer Loyalty. Great Britain and the United States: Kogan Page Limited Hair Jr., J., Celsi, W., Money, A., Samouel, P., and Page, M. (eds) (2011) Essentials of Business Research Methods. 2nd ed. The United States of America: M.E. Sharpe, Inc. Matveev, A. (2002) The advantages of employing quantitative and qualitative methods in intercultural research: Practical implications from the study of the perceptions of intercultural communication competence by American and Russia managers. Theory of communication and applied communication (1): 165-181. Strauss, A., & Corbin, J. (1990). Basics of qualitative research: Grounded theory procedures and techniques. Newbury Park, CA: Sage Publications, Inc. Tesco PLC. (2013) Tesco UK market overview, http://www.tescoplc.com/index.asp?pageid=280, accessed on 1 December.