Consumers' Perception of Tesco, Sainsbury's, and Mark & Spencers
Royal holloway university of london (ma marketing) | The Consumers’ Perception of Tesco, Sainsbury’s and M&S Brand Image to Explore Marketing Strategies | | | Candidate Number: 1304246;1303209;1307666;1304762;1303944;1308328 | 2012/12/3 |
Abstract
As supermarkets’ multidimensional operations go deep into human beings’ daily livings, the report is going to observe the difference and similarity tactics of supermarkets, and how the images in six different attributes of supermarkets affect buying activities of customers. Under quantitative method and questionnaire research, consumers’ satisfactions of target markets in this essay, Tesco, Sainsbury’s and Marks & Spencer, are display clearly. The result of this survey shows that the price and location of Tesco represents greater performance on location and price comparing with Sainsbury’s and M&S; however, the product variety of Tesco could be improved. It is clear that M&S has provided high quality products for customer. Moreover, Sainsbury’s is well-organized, but it should open more branches.
List of Content
Chapter 1
Introduction…………………………………………………………………… 1
Chapter 2
Background of three supermarkets and literature review……….. 2
2.1 Background of three supermarkets……………………..……… 2
2.2 Literature review……………………………………………….…. …. 3
2.2.1. Price and product quality………………………………………. 3
2.2.2. Service…………………………………………………………… 4
2.2.3. Product variety…………………………………………………... 4
2.2.4. Satisfaction……………………………………………………… 4
2.2.5. Promotion……………………………………………………….. 5
Chapter 3
Research method and procedure…………………………………….…… 6
Chapter 4
Data analysis and findings………………...……..………………….…….. 8
4.1 General Analysis…………………………………………………….. 8
4.1.1. Gender, Spend, Age…………………………………………..… 8
4.1.2. Image of Tesco, Sainsbury’s and M&S……………………….. 10
4.1.3. Overall perception of Tesco, Sainsbury’s and M&S…………..16
4.1.4. The attitude of recommendation………………………………..18
4.2 Specific
Abstract
As supermarkets’ multidimensional operations go deep into human beings’ daily livings, the report is going to observe the difference and similarity tactics of supermarkets, and how the images in six different attributes of supermarkets affect buying activities of customers. Under quantitative method and questionnaire research, consumers’ satisfactions of target markets in this essay, Tesco, Sainsbury’s and Marks & Spencer, are display clearly. The result of this survey shows that the price and location of Tesco represents greater performance on location and price comparing with Sainsbury’s and M&S; however, the product variety of Tesco could be improved. It is clear that M&S has provided high quality products for customer. Moreover, Sainsbury’s is well-organized, but it should open more branches.
List of Content
Chapter 1
Introduction…………………………………………………………………… 1
Chapter 2
Background of three supermarkets and literature review……….. 2
2.1 Background of three supermarkets……………………..……… 2
2.2 Literature review……………………………………………….…. …. 3
2.2.1. Price and product quality………………………………………. 3
2.2.2. Service…………………………………………………………… 4
2.2.3. Product variety…………………………………………………... 4
2.2.4. Satisfaction……………………………………………………… 4
2.2.5. Promotion……………………………………………………….. 5
Chapter 3
Research method and procedure…………………………………….…… 6
Chapter 4
Data analysis and findings………………...……..………………….…….. 8
4.1 General Analysis…………………………………………………….. 8
4.1.1. Gender, Spend, Age…………………………………………..… 8
4.1.2. Image of Tesco, Sainsbury’s and M&S……………………….. 10
4.1.3. Overall perception of Tesco, Sainsbury’s and M&S…………..16
4.1.4. The attitude of recommendation………………………………..18
4.2 Specific
References: Chang, T.Z. and Wildt, A.R. (1994) ‘Price, Product Information, and Purchase Intention: An Empirical Study’, Journal of the Academy of Marketing Science, 1994(winter), p.p.16-27. Churchill, G.A., JR. and Surprenant, C. (1982) ‘An Investigation Into the Determinants of Customer Satisfaction’, Journal of Marketing Research, 19(4), p.p.491-504. Dodds, W.B., Monroe, K.B. and Grewal, D. (1991) ‘Effect of Price, Brand, and Store Information on Buyers’ Product Evaluations’, Journal of Marketing Research, 28(3), p.p.307-319. Gronroos, C. (1984) ‘ A Service Quality Model and its Marketing Implication’, European Journal of Marketing, 18(4), p.p.36-44. Lancaster, K. (1990) ‘The economics of product variety: A survey’, Marketing Science, 9(3), p.p.182-206. Marks and Spencer plc. (2012). ‘Marks & Spencer official website’ Retrieved November 28, 2012, from http://www.marksandspencer.com/ Mela, C.F., Gupta, S Parasuraman, A., Zeithaml, V.A. and Berry, L. (1988) ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, 64(Spring), p.p.12-40. Ransley, J.K., Donnelly, J.K., Khara, T.N., Botham, H., Arnot, Heidy, Greenwood, D.C. and Cade, J.E. (2001) ‘The use of supermarket till receipts to determine the fat and energy intake in a UK population’, Public Health Nutrition, 4(6), p.p.1279-1286. Rao, A.R. and Monroe, K.B. (1989) ‘The Effect of Price, Brand Name on Buyer’s Perceptions of Product Quality: An Integrative Review’, Journal of Marketing Research, 26(3), p.p.351-357. Sainsbury 's Supermarkets Ltd., (2012). ‘Tesco official website’ Retrieved November 28, 2012, from http://www.sainsburys.co.uk/sol/index.jsp The Telegraph Tesco PLC. (2012). ‘Tesco official website’ Retrieved November 28, 2012, from http://www.tescoplc.com/index.asp?pageid=1 Appendices