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Impact of Brand Image on Consumer Behavior within Tesco

University : UKCBC COLLEGE

  • Unit No : 11
  • Level : Undergraduate/College
  • Pages 23 / Words 4000
  • Paper Type : Assignment
  • Course Code :

    R/508/0522

  • Downloads : 231
Organization Selected : TESCO

INTRODUCTION

Background to the research area

Consumer behavior highly influences the profitability and success of every organization or business. The company which has a positive brand image in a market is likely to attract more customers as compared to organizations having a negative image among their customers. Therefore, brand plays an important role in influencing behavior of customers which leads to high level of sales and profits.

The present research will identify impact of brand on consumer behavior within Tesco, a leading supermarket chain in UK. The study will analyze how branding of Tesco influence consumers since market conditions are constantly changing; the role of brand management have become more important for organizations to gain success. In this context, researcher decided to investigate the impact of brand

Aim - “To examine the impact of brand on consumer behavior within Tesco”

Objectives -

  • To identify the concept of branding with relation to consumer behavior at Tesco, UK.
  • To understand relation between brand management and sales within an organization
  • To examine role of branding in marketing functions at Tesco
  • To recommend various methods for improving business performance and profitability.

Rational or Reason for choosing this research topic

The main purpose for selecting this research subject or topic is interest in the concept of brand management. I have a good knowledge about branding and its role in an organization or business. Therefore, the research study can assist me to enhance my knowledge regarding the same as well as support me in building a higher level of understanding within the chosen subject. I have a goal to start my own business in future, which can be achieved effectively with the help of research outcomes and increased knowledge of branding & its relation with consumer behavior.

LITERATURE REVIEW

Brand and Brand management

According to Lim, Cheah and Wong (2017) brand is an element which remains alive even after the disclosure of an organization or company. It is very important for each and every business to develop a good brand image in the market to attract more and more customers. Customers are more likely to purchase a product or service linked to a popular or positive brand image in the marketplace. Ramanathan, Subramanian and Vijaygopal (2017) states that brand is essential to its owner at two different levels; firstly, it helps in developing consumer loyalties and secondly, it develops as an asset that makes sure demand and profit in the future. Branding generally works as a signal that helps customers to recognize a particular product or service quickly as one they are more familiar with. The behavior of consumers changes with change in brand position or value in the market. Branding is known as the most important part of holistic marketing in an organization and it also helps in influencing consumer to purchase a product or service. Therefore, according to Díaz, Gómez and Molina (2017) every business or organization requires focusing on making a positive brand image or high brand value in the marketplace to obtain competitive advantage and increase the sales or profits. It is a perception among people today that products which are related with a positive brand is likely to have high quality as compared to the other brand in the market. Furthermore, it is also said by Parsons, Maclaran and Chatzidakis (2017) that organization also uses emotional branding to influence buying decisions of the consumers. According to Islam, Rahman and Hollebeek (2018) Brand management performs different activities in order to develop and maintains a good brand image in the market and gain competitive advantages among its competitors. Brand management is essential for an organization or company to focus on developing a good brand image in the market place to attract more customers as compared to its competitors. Brand management hence plays a vital role in creating and maintaining a good brand image of a company or business. Branding is known as the most important part of holistic marketing in an organization and it also helps in influencing consumer to purchase a product or service. According to the research study brand management execute various activities in order to create and maintain a great brand image in the market and achieve competitive advantages among its competitors.

Consumer Behaviour

Consumer behavior is a physiological process that results as a consumer's decision, it is related to purchasing a service or product offered by any organization or company. Sharma and et.al, (2017) states that the process includes decisions with regard to when, what, where, how and from which seller to create the purchase.

This is affected by various factors as mentioned below -

  • Internal factors such as lifestyle, personality, information, motivation, attitude and beliefs
  • External factors such as culture, family, reference groups, social status, race or marketing mix.
  • Physiological factors like personal thinking procedure which consists personality, motivation, perception and the attitude of consumers. The process of making decisions in marketing, consumer's interaction with friends, and making a specific choice of what and where to buy from, on the basis of features, cost and product appeal.

Consumer buying decision process

According to Bigne and et.al, (2018) in the purchasing decision process, individual play various roles. It is claimed that it can be divided into five main functions such as influencer, initiator, decider, user and buyer that as follows -

  • Initiator – The individual who first recommends the idea or thought of purchasing a product or service; information may be collected by this individual to assist the decisions.
  • Influencer – This is a person who tries to influence others in the group concerning the result of the decision and collect information as well as attempt to obligate their choice category on the decision.
  • Decider – The person with the power or financial authority to create the final choice regarding what to buy, whether to buy, how to buy or where to buy.
  • Buyer – The individual who conducts transactions and creates actual purchase.
  • User – The person who uses or consumes goods or services.

According to Ruiz-Mafe and Veloutsou (2017) there are seven basic stages or steps and how various factors affect each stage of customer's decisions as follows -

  1. Problem awareness or need recognition
  2. Search for information
  3. Pre-purchase evaluation of substitutes or alternatives
  4. Purchase
  5. Consumption
  6. Post-consumption evaluation
  7. Divestment

According to Albert, Ambroise and Valette-Florence (2017) the effect of developing a clear brand message in minds of customers so that consumer can individualize the message and start to adopt a particular brand. This message is introduced to target audience, if consistent and enough memorable to get attention of consumers

It can be referred as a seed, which is planted in customer's minds that further starts to arise or develop into brand's image. Brands image is not only the product , nether it is the marketing message developed by marketers but it is a personality perception related to the product, which is created in the minds of customers.

Branding and Consumer Behaviour

As discussed in above literature, it is obvious that brand image plays a very critical role in influencing consumers or their purchasing decisions. Branding includes various elements such as packaging, prices, offers, and features which attract customers in the market. Carlsson and Nilsson (2017) identified that all the elements of branding are very essential to motivate or encourage a customer to buy a product or service. There are many competitors who offer similar products within a marketplace; therefore it is necessary for organizations or companies to focus on effective branding in order to gain competitive advantage. It is has been evaluated from the research by Gupta (2018) that consumers needs to obtain the best value from product or service they purchase by spending their money. They select a brand possessing a high brand image or value in the market that differentiate it from competitors. Furthermore, it is also that organization also uses emotional branding to influence purchasing decisions of the consumers. The brand management of an organization assist it to target the main areas or trends in the marketplace to assure that its branding strategy highly pull customers in the global market and lead to enhance sales and profitability of the business. Visit Best Assignment Help in Australia for affordable service.

RESEARCH METHODOLOGIES

Research philosophy – The philosophy refers to the beliefs which guide researchers in collecting and analysis information or data, there are basically two types of research philosophies of research positivism and interpretivism. In the present research interpretivism is utilized which focuses on social science and interpreting qualitative information or data.

Research design – There are three kinds of research design descriptive, exploratory and casual that helps in discovering new ideas and diagnosing situation as well. In the present research on impact of brand on consumer behaviour descriptive research design is used in order to achieve effective knowledge and understanding of the research topic.

Data collection – This method is used for collecting information or data related to the research subject, there are two sources of data - primary and secondary. In this research primary data collection is used by developing questionnaires.

Sampling – This technique refers to selecting a sample of respondents from large number of individuals. In the present research 50 customers of Tesco are chosen in order to data related to research subject.

Data analysis – This part or section will involve analysis and interpretation of data using various methods so that recommendation and conclusion can be made effectively with respect to the research result. This part of the research includes interpretation of the collected information in order to make a valid conclusion.

Validity – Validity for the most part alludes to the truth of discoveries, there are different issues, for example, ethical quality, development, testing, instrumentation and uncertainty and so forth that can hurt research think about. The dependability of research depends on these issues or dangers that likewise diminish legitimacy of the exploration. In this examination Researcher has created questions considering the clearness of reason to the respondents keeping in mind the end goal to exclude any error. It assists in accomplishing abnormal state of legitimacy in the examination.

Reliability – Reliability alludes to the limit of estimation apparatuses in confronting different impacts or changes. In the present investigation Tesco is focused on and centered, there are contrasts among individuals met and the procedures, approaches and practices they take after. To guarantee the reliable quality of the investigation, a precise and very much organized approach has been utilized to build up the questionnaire to perform quantitative research.

Moral considerations – There are different ethical considerations which are imperative to be followed while leading any examination. There are different morals and codes which are important to be viewed as, for example, genuineness, social duty, non-segregation and classification. Researcher has guaranteed that every last moral code is been thought about while leading the examination. The customers have been informed about whole procedure of research, consent was taken before directing the meeting. This assisted in accomplishing the best outcomes and results from investigate study.

ACTIVITIES AND TIME-SCALES

Activity

1st Week

2nd Week

3rd Week

4th

Week

5th Week

6th

Week

7th Week

8th

Week

9th Week

10th Week

 

Identify research topic

                   

Review of Literature

                   

Drafting Methodologies

                   

Complete Proposal

                   

Design question and pilot research

                   

Documentation of records

                   

Analysing data and interpretation

                   

Discussion and Conclusion

                   

Final Report

Editing and Completion

                   

RESEARCH ANALYSIS AND FINDINGS

PRIMARY AND SECONDARY RESEARCH

Research methodologies

Research design – It will be determining the type of study performed such as descriptive or experimental and literature review part. The design will mainly base upon types of researches needs to be done in includes aims and objectives of research, methods to collect data related to the research subject etc.

Research philosophy – The philosophy or theory assists in creating most appropriate design which can be used by the researcher in order to accomplish desired goals and objectives if the research. It is very essential to utilise a vital tool which can help in gaining effective outcomes from the research analysis. There are two kinds of philosophies – Positivism and Interpretivism, Positivism research philosophy is referred to a plan that helps in providing appropriate considerations of reliability in the research. On the other hand Interpretivism research philosophy states that relevant and real data or information can be identified effectively with the help of subjective analysis, collection of data and interpretation of the collection information.

Data collection – This is a very essential part of research that includes collection of information and data using various tools or techniques in research. The collected is further used for interpretation and getting appropriate results by effective analysis. In the primary and secondary research method or techniques collection of data will be done in order to information can be transformed into meaningful results. In primary method questionnaire will be developed for a sample size of 50 customers of Tesco and secondary research will include study of books and articles.

Sampling – It is observed that selecting smaller sample of respondents is much helpful to identify the impact of brand on consumer behaviour. Larger samples are more critical and confusing as well as it can lead to research failure. Therefore, in the present research 50 customers are selected to collect relevant information about the research topic.

Data analysis – This part or section will include analysis and interpretation of data using different methods so that conclusion and recommendation can be made easily with respect to the research outcomes. In the present report qualitative data analysis is done by designing various themes and a questionnaire.

Moral considerations – There are various ethical considerations which are necessary to be followed while directing any examination. There are different morals and codes which are important to be viewed as, for example, actuality, social duty, non-segregation and classification. Researcher has guaranteed that every last moral code is been thought about while leading the examination. The customers have been informed about whole procedure of research, consent was taken before directing the survey. This assisted in accomplishing the best outcomes and results from investigate study.

Sources of errors – There is a high probability of blunders while gathering data or its examination in investigate. On the off chance that these blunders are recognized at right time it is anything but difficult to keep away from them, there are different frames in which mistakes can emerge, for example, handling, deduction or understanding. While gathering essential data through studies or meetings there are possible outcomes of estimating the issues or errors. In an examination study any such mistakes can be maintained a strategic distance from by a profound update of the survey preceding its introduction of the outcomes and making translation. In the present examination specialist have utilized the contextual analysis method with a specific end goal to direct the exploration. It is a common and most essential research procedure utilized for an intense investigation of one or group of individuals which helps in uncovering things that are genuine.

THEME 1 – Awareness of Brand

Are you aware of Tesco brand?

No of respondents

Yes

30

No

10

Not much

10

THEME 2 – TESCO Products

Do you use Tesco products often?

No of respondents

Yes

25

No

10

Not often

15

THEME 3 – Brand and Consumer Behaviour

Do you think Brand influence consumer behaviour?

No of respondents

Yes

25

No

5

Maybe

20

THEME 4 – Level of satisfaction

Are you satisfied with Tesco products and services?

No of respondents

Yes

30

No

15

Maybe

5

THEME 5 – Importance of Brand

Do you think Brand is important for your purchasing decision?

No of respondents

Yes

35

No

10

Maybe

5

COMMUNICATING RESEARCH OUTCOMES

1. Awareness of Brand

Are you aware of Tesco brand?

No of respondents

Yes

30

No

10

Not much

10

Interpretation – This theme was developed in order to identify the level of Brand awareness with respect to Tesco among customers. The researcher asked 50 customers of Tesco are you aware about brand value or position of Tesco among its customers. 30 customers said yes, 10 customers said no and 10 customers said they are not much aware. Therefore, it can be concluded from this analysis that most of the customers are aware and attracted to brand position and image of Tesco. Hence, it is very important for Tesco to maintain a good brand image in the market in order to retain its customers.

2. TESCO Products

Do you use Tesco products often?

No of respondents

Yes

25

No

10

Not often

15

Interpretation – The other theme was developed in order to identify utilisation of Tesco products by their customers. 50 customers of Tesco were asked whether they use Tesco products often or not. 25 customers said yes they use the company's products often, 10 customers said no and 15 were neutral. Therefore, it can be concluded from this questionnaire that customers are highly attracted towards Tesco brand and it influences them to use its products often.

3. Brand and Consumer Behaviour

Do you think Brand influence consumer behaviour?

No of respondents

Yes

25

No

5

Maybe

20

Interpretation – This theme was developed in order to identify whether the customers think brand or branding influence the consumer behaviour with respect to Tesco. The researcher asked 50 customers that do they think brand affects consumer behaviour, 25 customers said yes they think brand influence consumer behaviour, 5 customers said no they don't think so and 20 customers were neutral. Therefore, it can be concluded by this analysis that brand or branding of a company has a great impact on consumer behaviour and hence it is important for an organisation to ensure it has an effective brand management.

4. Level of satisfaction

Are you satisfied with Tesco products and services?

No of respondents

Yes

30

No

15

Maybe

5

Interpretation – This theme was developed in order to determine the satisfaction level of customers related to T esco. 50 customers of Tesco were asked if they are satisfied with the products and services offered by the company or not. 30 out of 50 customers agreed that they completely satisfied, 15 customers denied that they are not satisfied and 5 were neutral. Therefore, it can be concluded from this report that Tesco offers high quality and satisfying products or services to their customers which support it to retain them and develop a good brand image in the market.

5. Importance of Brand

Do you think Brand is important for your purchasing decision?

No of respondents

Yes

35

No

10

Maybe

5

Interpretation – The last theme developed by researcher focuses on importance or significance of brand and branding in an organisation. 50 customer of Tesco were asked a question that whether they think brand is influencing their purchasing decision or not. 35 out of 50 customers said yes brand is important for making a purchasing decision, 10 customers said no brand doesn't play much important role and 5 customers were neutral. Therefore, it can be concluded that brand greatly affect purchasing decisions of the customers, they choose a product with a good brand name or image in the market.

RECOMMENDATION

The above research study identified that brand value or image is very important for Tesco for retaining their existing customers as well as attracting new ones. In order to increase the sales and profit in the market it is essential for Tesco to focus on developing a good brand image as well as sustaining it. Consumers are highly influenced and attracted towards products or companies having high brand value in the market. Therefore, Brand management is essential for an organization or company which helps in developing a good brand image in the market place to attract more customers as compared to its competitors. Brand management hence plays a vital role in creating and maintaining a good brand image of a company or business. Branding is known as the most important part of holistic marketing in an organization and it also helps in influencing consumer to purchase a product or service.

According to the research study brand management execute various activities in order to create and maintain a great brand image in the market and achieve competitive advantages among its competitors. Branding and Consumer Behaviour are highly linked to each other, this relationship helps a business to gain high visibility in a market. Therefore, according to the researcher study Tesco needs to focus on creating a positive brand image or higher brand value in the market to gain competitive advantage and increase the sales or profits. It is a perception among people nowadays that products are associated with a positive brand is likely to posses high quality as compared to the other brand in the market. Furthermore, it is also said by Parsons, Maclaran and Chatzidakis (2017) that Tesco should also use emotional branding to influence buying decisions of the consumers. The brand management of an organization helps it to target the key areas or trends in the market to ensure that its branding strategy highly attract customers in the global market and lead to increase in sales and profitability of the business. Branding is the most common and significant concept used by almost every organization or business in the world. Due to the change in consumer's purchasing pattern and behavior, companies have started giving much importance to the branding and brand management. Brand has a great impact on purchasing decisions and behavior of a consumer as it assists them to distinguish high quality products with cheap products in the demographic market place. Tesco should use effective branding as it helps in spreading awareness of the products and services among thwart customers in the market.

CONCLUSION

In the present research study, quantitative examination has been utilized. The exploration should be possible by utilizing subjective investigation moreover. The techniques for information gathering would have been changed from survey to meet. Researcher conducted interview with customers of Tesco with a specific aim of collecting information related to the research study. Research analysis would have been changed to positivism as it helps in examining accurate information gathered. Advantageous inspecting strategy would have been utilized as members investment would be premise of their own accommodation. From the exploration I have discovered that do examine contemplate isn't a simple undertaking as I have confronted heaps of issues from plan of expect to investigating and incorporating information. I can gain from the errors and mistakes I have made and will enhance in future research. The report concluded that brand value is an important thing which needs to be considered by each and every organization to gain high level of profit in the marketplace. Furthermore, the research also included a brief analysis of information collected through customers along with effective recommendations.

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