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Customer Loyalty

S/M/613. Dissertation: Tesco private brands versus manufacturer brands: An exploratory research based on IMC and Buyer Behaviour

WORDS:

8200

DATE:

2011

PRICE:

89.99 GBP

This dissertation compares Tesco’s private brands to manufacturer brands. The study aims to investigate how Tesco uses forms of in-store displays, price and packaging to communicate, to examine how the role of packaging, price and in-store displays affects the consumer decision making process and brand awareness of Tesco’s private brands, and to understand consumer’s knowledge and perception about Tesco PLC and Tesco’s own-label brands. The review of literature discusses topics like brand equity, brand loyalty, brand preference, and integrated marketing communication mix (IMC). The research methodology is provided in great detail, and the study examines all of the results from the data collection methods in the findings section. Conclusions are made regarding recommendations and areas for further research.

KEYWORDS: Dissertation, Tesco, private brands, manufacturer brands, displays, packaging, brand equity, brand loyalty, integrated marketing communication mix!,