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    Business Research Dissertation: Student preference on food brands in Tesco stores in the North East of UK
    Business Research Dissertation: Student preference on food brands in Tesco stores in the North East of UK
    Business Research Dissertation: Student preference on food brands in Tesco stores in the North East of UK
    Ebook99 pages1 hour

    Business Research Dissertation: Student preference on food brands in Tesco stores in the North East of UK

    By Iris Black

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    About this ebook

    This dissertation contains a critical analysis of various theories regarding consumer buyer behaviour that have been studied along the years, with the purpose of carrying a literature review that will serve as a basis knowledge for the findings in the research area.

    Own-label brands are deeply connected to price therefore price is an important factor in the findings of this research. In the first part of this dissertation the reader will be able to understand general facts about consumer motivation, the buying decision process-five stage model, several theories(Maslow,Herzberg,Freud) and how own-label brands work in the UK. The second part is  a critique of the research approach adopted and the research methods used to collect the data. This section will also include a reflection upon the choice of research strategy and approach, along with limitations and validity of the findings. Third section brings the findings which are satisfactory and one of the most important result is that the majority of students in the North East of UK that shop at Tesco choose to buy Tesco Everyday Value products which is the cheaper alternative to other brands. These findings contribute to a better depiction of own-brand products buying decisions.

    LanguageEnglish
    PublisherIris Black
    Release dateJan 11, 2017
    ISBN9781386670841
    Business Research Dissertation: Student preference on food brands in Tesco stores in the North East of UK

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      Book preview

      Business Research Dissertation - Iris Black

      List of Diagrams/Figures

      Figure 1 Maslow’s hierarchy of needs

      Figure 2- Stimulus model for understanding consumer buyer behaviour (Kotler et.al.2009)

      Figure 3 - Kotler’s Five Stage Model

      Figure 4-  Kotler’s successive sets in consumer decision making

      Figure 5 Pilot Question

      Figure 6

      Figure 7 Gender

      Figure 8- Age of respondents.

      Figure 9. Dependent or Self-sustained students

      Figure 10. Do you shop at Tesco?

      Figure 11 Why do people shop at Tesco

      Figure 12 –Frequency of shopping at Tesco

      Figure 13- Main food items students buy at Tesco

      Figure 14- Fresh Meat&Poultry,Ready Meals, Pizza and Pasta- Tesco Brands

      Figure 15- Fresh Meat&Poultry,Ready Meals, Pizza and Pasta Other brands

      Figure 16-  Fresh Meat&Poultry,Ready Meals, Pizza and Pasta Motivation of choice

      Figure 17- Brand preference for Daity products and Bread

      Figure 18 Coffee, Cereal Water, brand preference

      Figure 19- Other brands: Cereal, Coffee, Water

      Figure 20 Motivation of choice

      Abstract

      This dissertation contains a critical analysis of various theories regarding consumer buyer behaviour that have been studied along the years, with the purpose of carrying a literature review that will serve as a basis knowledge for the findings in the research area.

      Own-label brands are deeply connected to price therefore price is an important factor in the findings of this research. In the first part of this dissertation the reader will be able to understand general facts about consumer motivation, the buying decision process-five stage model, several theories(Maslow,Herzberg,Freud) and how own-label brands work in the UK. The second part is a critique of the research approach adopted and the research methods used to collect the data. This section will also include a reflection upon the choice of research strategy and approach, along with limitations and validity of the findings. Third section brings the findings which are satisfactory and one of the most important result is that the majority of students in the North East of UK that shop at Tesco choose to buy Tesco Everyday Value products which is the cheaper alternative to other brands. These findings contribute to a better depiction of own-brand products buying decisions.

      Chapter 1: Introduction

      ––––––––

      Marketers have always been interested in consumer behavior as this knowledge helps them understand how consumers make their choice, how they think, feel and make the selection of a product from alternative brands and how they are influenced by various factors such as the environment, groups, family, advertising and so on. Marketing holds two qualities, it is a blend of customer orientation and satisfaction and also an understanding of the business in customer satisfaction terms. As Kotler states, exhorting a customer orientation is different from implementing it and steps must be taken in order to truly achieve customer orientation.

      The personal aspects of behavior regard a series of factors which start from psychological and personal, to social and cultural. But cultural patterns can change and new values rise to challenge old-established behavioural patterns.

      It has been recognised by many academics and practitioners that retail business is not only a means of transfer of the products to customers, but also plays a key role in the marketing area. The competitive environment among many retailers has focused them to build a differentiated position adopting high quality private labels (Winningha,1999)

      In the UK retail business, own labels hold an important role as they maintain and develop store loyalty, differentiating themselves in the high competitive market. Own-label brands present the consumers with the opportunity to test a new product which is not available in other stores.

      There are many definitions of the term own label ,which is generally used to describe products which are sold under a retail organization’s house brand name(Rousell and White 1970; McNair 1999; Morris 1979; Koskinen 1999; McGoldrick 2001; Levy an Weitz 2001).  From the

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