The Costumer Loyalty Strategy of Tesco and the Factors That Influence the Choice of FMCG Retailer in the UK Essay

INTRODUCTION Purpose and Study FocusThe purpose of the study is to describe the customer loyalty strategy of Tesco and establish, by means of qualitative research, the factors that influence the choice of FMCG retailer in the UK. This dissertation contributes to the growing knowledge on the shopping behavior of customers. The specific focus of the study is the FMCG sector. The study will rank these factors that influence customer choice of FMCG retailer, in order to show their order of significance, with respect to customer choice and loyalty in the purchase of goods. RationaleIn the current times, UK retail firms face their fiercest completion ever. Moving from a product and sales philosophy to a holistic marketing philosophy, however, gives them a chance to outperform their competition (Neupane, 2015). According to Oliver (2010), the cornerstone of a well-designed marketing strategy is strong customer relationship. Retail firms can win customer loyalty and enhance their profits by doing a better job of serving customer needs beyond their expectations (Pugazhenthi, 2010). Although several studies have been conducted on the contributing factors of customer loyalty, only a negligible number of studies have explored the dynamics of customer satisfaction and loyalty as relates to the UK retail sector. Specifically, the FMCG retail sector has received negligible attention from researchers. This study, therefore, seeks to uncover fundamental information on competitive forces in the FMCG retail sector of the UK. This study contributes to the body of knowledge in this area and adds significant and valuable information about the purchasing behaviour of customers, which is very novel to many readers, particularly those studying in the field of marketing. Contextual BackgroundRetailing is the final phase in the distribution chain that delivers goods and services to the end user (Neupane 2015 Mollah, 2014). Firm involved in selling products and services to the end user is performing the retailing function. In basic terms, retailing is the first point of contact with the consumer. In terms of...

Comments

Post a Comment

Popular posts from this blog

Character Analysis of Basil Hallward in The Picture of Dorian Gray, a Novel by Oscar Wilde Essay

The main character in The Picture of Dorian Gray, Dorian, is a man too easily influenced by his surroundings. He is quoted as saying, Basil Hallward is what I think I am Lord Henry is what the world thinks me Dorian is what I would like to bein other ages, perhaps (Wilde). This comparison falls in line with the moral of the story because Dorian is stuck with eternal youth and beauty even though he has a wicked soul. This causes different views of him by people who observe his daily life. Dorian is a sponge throughout the novel that absorbs everything and allows it to shape his personality, morals, and actions. Dorian Gray takes influence from Lord Henry, Basil Hallward, and the culture of society during which the novel was written. Lord Henry is the epitome of a wealthy, hedonistic gentleman seeking only pleasure, with little regard to cost or consequence. Lord Henry Wotton outwardly propounds hedonism, but it is his extreme egotism that drives him to manipulate both Basil Hallward a
Read more

An Analysis of the Character of Chichikov in the Poem, Dead Souls by Nikolai Gogol Essay

Dead Souls takes place in the Russia of the late 1800s, where, unlike in America, one must be born into a prosperous family in order to have opportunities. The main character, Chichikov, is clever enough to develop a scheme in which he can rise from being a petty clerk to a respected landowner. In order to do this, Chichikov moves into a new town, pretending to already be a landowner, and begins a quest to buy the names of dead serfs who have not yet been officially reported dead. Each person that Chichkov presents this offer to has a different reaction, starting with the shy and introverted Manilov. Though he does not understand Chichikov's need for the names of these dead serfs, Manilov is a character that is so desperate for company that it does not take any effort to trick him into selling his dead souls cheaply. However, as Chichikov continues his journey, he starts to deal with more clever landowners who become suspicious of his scheme. Chichikov finds that the townsmen know
Read more

A Literary Analysis of the Third Twin by Ken Follett Essay

The Third TwinThe Third Twin by Ken Follett is a type of mystery book. It makes you look at different aspects of the story. When you think you know whats happening it is not always what you think.Dr. Jeannie Ferrami, a scientist funded by a university who is doing a study on twins is one of the main characters in the story. Jeannie Ferrami is tall with long brown hair and is also very athletic. Steve Logan a student at another college is also a very important character in the story. Berrington Jones the head of the college funds Dr. Jeannie Ferrami until Jeannie discovers something Berrington didnt want her to know. Ricky Phillips Berringtons son is a twin just and he plays a small part but with a big impact on the story. Lisa Miller who is Jeannies best friend comes early into the story playing a very dramatic role, another small character is Dennis Pinker one of the twins in the story who is a murderer and is also being studied He is one of Steve Logans twin brothers.Lisa Miller and
Read more