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.
The dissertation examines the relationship between customer loyalty to Tesco and customer's choice of the company's own brands compared to non-own brands. Literature is reviewed on the theory of customer loyalty, branding, consumer behaviour, etc. Primary research is conducted in the form of a questionnaire from Tesco consumers using descriptive and inferential statistics in the analysis of the obtained data. Conclusions are made about customers' loyalty to the organisation's brand and their likelihood to purchase the company's own brand compared with competing, branded products.
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