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Tesco Market Research

Autor:   •  March 15, 2012  •  Case Study  •  575 Words (3 Pages)  •  1,088 Views

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Market research is Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. Market research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition.

tesco improve their value for money offer based on shoppers perceptions of all aspects of the shopping experience. These include price, quality, range and service. Factors also included in this are the shopping environment, availability of parking and levels or store hygiene. Its regularly monitored performance is done using a variety of indicators. To track long-term changes in consumer preferences and identify differences between customer groups, (for example better off and less affluent shoppers) research is carried out every two years in key store choice determinants.

The table below is showing what determinants were ranked where for the three different sections.

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“As the voice of the customer, Marketing ensures that everything Tesco does is based on what customers tell us, and that all our business areas are up-to-date on customer trends.”

Tesco Clubcard is the loyalty card of leading British supermarket chain Tesco. The Clubcard scheme operates in the UK, Ireland, Poland and several other countries, and in the UK market in particular has been highly successful, with over 15 million members as of 2010. This scheme is used to let Tesco know what customers are buying so that they can keep more of that stock in store. Also Tesco send out vouchers and money off coupons to households that have a Clubcard. They send vouchers that relate to what they purchase in store. This is shown by looking through the Clubcard. This gives other people an incentive to get a Clubcard so they can get the rewards from it. When the scheme first

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