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Customer Loyalty
C/M/871. Dissertation. Understanding the Relationship between Customer Loyalty and Brand Preference: Own and Non-Own Brands at Tesco
- WORDS:
- 7600
- DATE:
- 2008
- PRICE:
- 79.99 GBP
The dissertation addresses the issue of customer loyalty (CL) to an organisation offering a study of customer preferences towards Tesco brand in comparison to other brands. Literature is reviewed on the theory of consumer behaviour, types of CL, etc. A case study of CL towards Tesco is conducted using secondary and primary research methods that include interviewer-administered questionnaires. Conclusions are made about the role of CL in making a choice between Tesco own brand and national branded products sold at Tesco.
KEYWORDS: Dissertation, Tesco, customer loyalty, consumer behaviour,
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Keywords Tag Cloud
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