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...

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