abhishreshthaa

New member
Marketing Research of Tesco : Tesco plc (LSE: TSCO) is a global grocery and general merchandising retailer headquartered in Cheshunt, United Kingdom.[4] It is the third-largest retailer in the world measured by revenues (after Wal-Mart and Carrefour) and the second-largest measured by profits (after Wal-Mart).[5][6] It has stores in 14 countries across Asia, Europe and North America and is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand.[7][8][9]
The company was founded by Jack Cohen in 1919 and opened its first store in 1929 in Burnt Oak, Edgware, Middlesex. The Tesco brand first appeared after Cohen bought a shipment of tea from T.E. Stockwell and he used those initials and added the first two letters of his own surname.[10] Originally a UK-focused grocery retailer, Tesco has diversified both geographically and into areas such as the retailing of books, clothing, electronics, furniture, petrol and software; financial services; telecoms and internet services; DVD rental; and music downloads.[11]
It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

ome of the most important methods of market research include:

projecting past sales forward
surveying consumer attitudes and product preferences
experimental introduction of new products.
Many analysis techniques can be employed, including:

Pestle Analysis
Porter's five forces analysis
SWOT analysis
Detailed market research is a twentieth century invention, which underwent rapid development in Europe, America and Japan after the second world war.

Market research is crucial to large department stores like Tesco. The vast range of products that Tesco provides necessitates detailed analysis if the company is to have any hope of "knowing their market". Using the methods outlined above Tesco can perform the following market research:

By looking at past sales Tesco can project future sales and, by projecting the sales of competitors, ascertain if they are likely to retain market dominance.
Surveys show that customers prize price above everything , closely followed by quality. They also show which supermarkets score highest in these categories. Tesco used these results in a brilliant advertising campaign by suggesting their products had the quality of Waitrose products and the cost effectiveness of Asda products. To stress their concentration on keeping prices low Tesco offer a price survey comparing the prices of essential, frequently purchased products, to the prices of similar products in other supermarkets.
Tesco have also been clever in experimenting with the introduction of new products. They have introduced high volume items, like best-selling CDs and jeans, where they can compete on price with traditional providers. After successful experiments, they continue adding new products of a similar nature.
Tesco have applied state-of-the-art market research to achieve market dominance in the UK, and significant inroads in other part of the world. Other companies can observe their advertising campaigns, web sites, and store layouts to draw key lessons of how they might proceed.
Research into key store choice determinants
1. Through a technique known as conjoint or trade-off analysis, which involves asking a large
sample of customers to trade off different possible determinants of store choice in order to produce an
overall ranking, multiples can monitor changes in consumer preferences over time and also identify any
differences by customer grouping. Both Tesco and Somerfield use this technique, carrying out such
research approximately every two years.
2. Tesco told us that it sought to improve its value-for-money offer based on shoppers’ perceptions
of all aspects of the shopping experience—price, quality, range, service. This also included factors such
as the shopping environment, availability of parking, and levels of store hygiene. It regularly monitored
its performance using a variety of indicators. To track long-term changes in consumer preferences and
identify differences between customer groups (for example, between better-off and less affluent shoppers),
it carried out research every two years into key store choice determinants. This exercise asked a
large sample of Tesco shoppers to trade off 49 possible determinants of store choice against each other.
Tesco’s most recent analysis, in 1997, looked at the top 30 determinants of store choice for each of three
customer groupings—‘up-market’, ‘mid-market’, and ‘less affluent’. For the ‘upmarket’ segment, the
most important attributes were standards of hygiene, quality of food overall, value for money,
consistency of quality, and quality of fresh foods (in that order). Prices were ranked 9th, special offers
16th, store location 20th, overall range 27th, and quality of standard own label 29th. For the ‘midmarket’
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, quality of
food overall, and quality of delicatessen. Prices were ranked sixth by this group. For the less affluent
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, prices, and
quality of food overall. Quality of budget own label was ranked 10th, and store location 11th. The results
are presented in Table 1.
TABLE 1 Top ten store choice determinants for different Tesco customers
Ranking Up-market Mid-market Less affluent
1 Standards of hygiene Standards of hygiene Standards of hygiene
2 Quality of food overall Value for money Value for money
3 Value for money Quality of fresh meat Quality of fresh meat
4 Consistency of quality Quality of food overall Prices
5 Quality of fresh foods Quality of delicatessen Quality of food overall
6 Quality of delicatessen Prices Quality of delicatessen
7 Queues at checkout Quality of fresh foods Quality of fresh food
8 Quality of fresh meat Queues at checkout Shopping environment
9 Prices Consistency of quality Special offer
10 Overall customer service Stock levels Quality of budget own label
Source: Tesco.
Image and attitude tracker surveys
3. A few of the major multiples use these surveys, normally conducted by external market research
agencies, to monitor customer perceptions of comparative retailer performance on a range of indicators,
such as price, quality, stock availability, service etc. As these are normally conducted on a rolling basis at
frequent intervals (for example, every four weeks), they are particularly useful for identifying short-term
changes in customer perceptions of relative performance. Such surveys are used by Tesco, Sainsbury and
Safeway.
value for money using several measures, the most important of which was its Image and Attitude
survey. This surveyed around 11,000 customers over the course of every year on ten measures: overall
value for money, quality, price, choice of branded goods, own-label range, own-label quality, service
levels, store environment, stock availability and range. The results were reported every four weeks as a
12-week moving average. The survey covered nine supermarkets. Tesco’s tracker showed a long-term
improvement in perceptions of overall value for money for most supermarkets from the fourth quarter of
1993 to the second quarter of 1999.
5. Tesco summarized the value-for-money performance of each retailer by looking at its average
ranking on a variety of measures across the two halves of the sample (1993 Q4 to 1996 Q3, and 1996 Q4
to 1999 TQ2). The results are shown in Tables 2 to 6, for Tesco, Sainsbury, Asda, Safeway and Morrison
respectively. A high ranking is signified by a low number and a low ranking by a high number. Tesco
average rank in terms of overall value for money for the first period was [ ! ], and for the second period
was [ ! ].
TABLE 2 Changes in performance on value-for-money measures for Tesco
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 3 Changes in performance on value-for-money measures for Sainsbury
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 4 Changes in performance on value-for-money measures for Asda
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
 
Last edited by a moderator:
Tesco plc (LSE: TSCO) is a global grocery and general merchandising retailer headquartered in Cheshunt, United Kingdom.[4] It is the third-largest retailer in the world measured by revenues (after Wal-Mart and Carrefour) and the second-largest measured by profits (after Wal-Mart).[5][6] It has stores in 14 countries across Asia, Europe and North America and is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand.[7][8][9]
The company was founded by Jack Cohen in 1919 and opened its first store in 1929 in Burnt Oak, Edgware, Middlesex. The Tesco brand first appeared after Cohen bought a shipment of tea from T.E. Stockwell and he used those initials and added the first two letters of his own surname.[10] Originally a UK-focused grocery retailer, Tesco has diversified both geographically and into areas such as the retailing of books, clothing, electronics, furniture, petrol and software; financial services; telecoms and internet services; DVD rental; and music downloads.[11]
It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

ome of the most important methods of market research include:

projecting past sales forward
surveying consumer attitudes and product preferences
experimental introduction of new products.
Many analysis techniques can be employed, including:

Pestle Analysis
Porter's five forces analysis
SWOT analysis
Detailed market research is a twentieth century invention, which underwent rapid development in Europe, America and Japan after the second world war.

Market research is crucial to large department stores like Tesco. The vast range of products that Tesco provides necessitates detailed analysis if the company is to have any hope of "knowing their market". Using the methods outlined above Tesco can perform the following market research:

By looking at past sales Tesco can project future sales and, by projecting the sales of competitors, ascertain if they are likely to retain market dominance.
Surveys show that customers prize price above everything , closely followed by quality. They also show which supermarkets score highest in these categories. Tesco used these results in a brilliant advertising campaign by suggesting their products had the quality of Waitrose products and the cost effectiveness of Asda products. To stress their concentration on keeping prices low Tesco offer a price survey comparing the prices of essential, frequently purchased products, to the prices of similar products in other supermarkets.
Tesco have also been clever in experimenting with the introduction of new products. They have introduced high volume items, like best-selling CDs and jeans, where they can compete on price with traditional providers. After successful experiments, they continue adding new products of a similar nature.
Tesco have applied state-of-the-art market research to achieve market dominance in the UK, and significant inroads in other part of the world. Other companies can observe their advertising campaigns, web sites, and store layouts to draw key lessons of how they might proceed.
Research into key store choice determinants
1. Through a technique known as conjoint or trade-off analysis, which involves asking a large
sample of customers to trade off different possible determinants of store choice in order to produce an
overall ranking, multiples can monitor changes in consumer preferences over time and also identify any
differences by customer grouping. Both Tesco and Somerfield use this technique, carrying out such
research approximately every two years.
2. Tesco told us that it sought to improve its value-for-money offer based on shoppers’ perceptions
of all aspects of the shopping experience—price, quality, range, service. This also included factors such
as the shopping environment, availability of parking, and levels of store hygiene. It regularly monitored
its performance using a variety of indicators. To track long-term changes in consumer preferences and
identify differences between customer groups (for example, between better-off and less affluent shoppers),
it carried out research every two years into key store choice determinants. This exercise asked a
large sample of Tesco shoppers to trade off 49 possible determinants of store choice against each other.
Tesco’s most recent analysis, in 1997, looked at the top 30 determinants of store choice for each of three
customer groupings—‘up-market’, ‘mid-market’, and ‘less affluent’. For the ‘upmarket’ segment, the
most important attributes were standards of hygiene, quality of food overall, value for money,
consistency of quality, and quality of fresh foods (in that order). Prices were ranked 9th, special offers
16th, store location 20th, overall range 27th, and quality of standard own label 29th. For the ‘midmarket’
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, quality of
food overall, and quality of delicatessen. Prices were ranked sixth by this group. For the less affluent
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, prices, and
quality of food overall. Quality of budget own label was ranked 10th, and store location 11th. The results
are presented in Table 1.
TABLE 1 Top ten store choice determinants for different Tesco customers
Ranking Up-market Mid-market Less affluent
1 Standards of hygiene Standards of hygiene Standards of hygiene
2 Quality of food overall Value for money Value for money
3 Value for money Quality of fresh meat Quality of fresh meat
4 Consistency of quality Quality of food overall Prices
5 Quality of fresh foods Quality of delicatessen Quality of food overall
6 Quality of delicatessen Prices Quality of delicatessen
7 Queues at checkout Quality of fresh foods Quality of fresh food
8 Quality of fresh meat Queues at checkout Shopping environment
9 Prices Consistency of quality Special offer
10 Overall customer service Stock levels Quality of budget own label
Source: Tesco.
Image and attitude tracker surveys
3. A few of the major multiples use these surveys, normally conducted by external market research
agencies, to monitor customer perceptions of comparative retailer performance on a range of indicators,
such as price, quality, stock availability, service etc. As these are normally conducted on a rolling basis at
frequent intervals (for example, every four weeks), they are particularly useful for identifying short-term
changes in customer perceptions of relative performance. Such surveys are used by Tesco, Sainsbury and
Safeway.
value for money using several measures, the most important of which was its Image and Attitude
survey. This surveyed around 11,000 customers over the course of every year on ten measures: overall
value for money, quality, price, choice of branded goods, own-label range, own-label quality, service
levels, store environment, stock availability and range. The results were reported every four weeks as a
12-week moving average. The survey covered nine supermarkets. Tesco’s tracker showed a long-term
improvement in perceptions of overall value for money for most supermarkets from the fourth quarter of
1993 to the second quarter of 1999.
5. Tesco summarized the value-for-money performance of each retailer by looking at its average
ranking on a variety of measures across the two halves of the sample (1993 Q4 to 1996 Q3, and 1996 Q4
to 1999 TQ2). The results are shown in Tables 2 to 6, for Tesco, Sainsbury, Asda, Safeway and Morrison
respectively. A high ranking is signified by a low number and a low ranking by a high number. Tesco
average rank in terms of overall value for money for the first period was [ ! ], and for the second period
was [ ! ].
TABLE 2 Changes in performance on value-for-money measures for Tesco
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 3 Changes in performance on value-for-money measures for Sainsbury
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 4 Changes in performance on value-for-money measures for Asda
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment

Hey abhi, thanks for sharing the article on market research of Tesco. Well, i have also got some important information on Tesco and would like to share it with you. BTW, Tesco PLC is a British worldwide shopping and general merchandise retailer and its headquarter is in Hertfordshire, England, United Kingdom.
 

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jamescord

MP Guru
Tesco plc (LSE: TSCO) is a global grocery and general merchandising retailer headquartered in Cheshunt, United Kingdom.[4] It is the third-largest retailer in the world measured by revenues (after Wal-Mart and Carrefour) and the second-largest measured by profits (after Wal-Mart).[5][6] It has stores in 14 countries across Asia, Europe and North America and is the grocery market leader in the UK (where it has a market share of around 30%), Malaysia, the Republic of Ireland and Thailand.[7][8][9]
The company was founded by Jack Cohen in 1919 and opened its first store in 1929 in Burnt Oak, Edgware, Middlesex. The Tesco brand first appeared after Cohen bought a shipment of tea from T.E. Stockwell and he used those initials and added the first two letters of his own surname.[10] Originally a UK-focused grocery retailer, Tesco has diversified both geographically and into areas such as the retailing of books, clothing, electronics, furniture, petrol and software; financial services; telecoms and internet services; DVD rental; and music downloads.[11]
It is listed on the London Stock Exchange and is a constituent of the FTSE 100 Index.

ome of the most important methods of market research include:

projecting past sales forward
surveying consumer attitudes and product preferences
experimental introduction of new products.
Many analysis techniques can be employed, including:

Pestle Analysis
Porter's five forces analysis
SWOT analysis
Detailed market research is a twentieth century invention, which underwent rapid development in Europe, America and Japan after the second world war.

Market research is crucial to large department stores like Tesco. The vast range of products that Tesco provides necessitates detailed analysis if the company is to have any hope of "knowing their market". Using the methods outlined above Tesco can perform the following market research:

By looking at past sales Tesco can project future sales and, by projecting the sales of competitors, ascertain if they are likely to retain market dominance.
Surveys show that customers prize price above everything , closely followed by quality. They also show which supermarkets score highest in these categories. Tesco used these results in a brilliant advertising campaign by suggesting their products had the quality of Waitrose products and the cost effectiveness of Asda products. To stress their concentration on keeping prices low Tesco offer a price survey comparing the prices of essential, frequently purchased products, to the prices of similar products in other supermarkets.
Tesco have also been clever in experimenting with the introduction of new products. They have introduced high volume items, like best-selling CDs and jeans, where they can compete on price with traditional providers. After successful experiments, they continue adding new products of a similar nature.
Tesco have applied state-of-the-art market research to achieve market dominance in the UK, and significant inroads in other part of the world. Other companies can observe their advertising campaigns, web sites, and store layouts to draw key lessons of how they might proceed.
Research into key store choice determinants
1. Through a technique known as conjoint or trade-off analysis, which involves asking a large
sample of customers to trade off different possible determinants of store choice in order to produce an
overall ranking, multiples can monitor changes in consumer preferences over time and also identify any
differences by customer grouping. Both Tesco and Somerfield use this technique, carrying out such
research approximately every two years.
2. Tesco told us that it sought to improve its value-for-money offer based on shoppers’ perceptions
of all aspects of the shopping experience—price, quality, range, service. This also included factors such
as the shopping environment, availability of parking, and levels of store hygiene. It regularly monitored
its performance using a variety of indicators. To track long-term changes in consumer preferences and
identify differences between customer groups (for example, between better-off and less affluent shoppers),
it carried out research every two years into key store choice determinants. This exercise asked a
large sample of Tesco shoppers to trade off 49 possible determinants of store choice against each other.
Tesco’s most recent analysis, in 1997, looked at the top 30 determinants of store choice for each of three
customer groupings—‘up-market’, ‘mid-market’, and ‘less affluent’. For the ‘upmarket’ segment, the
most important attributes were standards of hygiene, quality of food overall, value for money,
consistency of quality, and quality of fresh foods (in that order). Prices were ranked 9th, special offers
16th, store location 20th, overall range 27th, and quality of standard own label 29th. For the ‘midmarket’
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, quality of
food overall, and quality of delicatessen. Prices were ranked sixth by this group. For the less affluent
group, the top five factors were standards of hygiene, value for money, quality of fresh meat, prices, and
quality of food overall. Quality of budget own label was ranked 10th, and store location 11th. The results
are presented in Table 1.
TABLE 1 Top ten store choice determinants for different Tesco customers
Ranking Up-market Mid-market Less affluent
1 Standards of hygiene Standards of hygiene Standards of hygiene
2 Quality of food overall Value for money Value for money
3 Value for money Quality of fresh meat Quality of fresh meat
4 Consistency of quality Quality of food overall Prices
5 Quality of fresh foods Quality of delicatessen Quality of food overall
6 Quality of delicatessen Prices Quality of delicatessen
7 Queues at checkout Quality of fresh foods Quality of fresh food
8 Quality of fresh meat Queues at checkout Shopping environment
9 Prices Consistency of quality Special offer
10 Overall customer service Stock levels Quality of budget own label
Source: Tesco.
Image and attitude tracker surveys
3. A few of the major multiples use these surveys, normally conducted by external market research
agencies, to monitor customer perceptions of comparative retailer performance on a range of indicators,
such as price, quality, stock availability, service etc. As these are normally conducted on a rolling basis at
frequent intervals (for example, every four weeks), they are particularly useful for identifying short-term
changes in customer perceptions of relative performance. Such surveys are used by Tesco, Sainsbury and
Safeway.
value for money using several measures, the most important of which was its Image and Attitude
survey. This surveyed around 11,000 customers over the course of every year on ten measures: overall
value for money, quality, price, choice of branded goods, own-label range, own-label quality, service
levels, store environment, stock availability and range. The results were reported every four weeks as a
12-week moving average. The survey covered nine supermarkets. Tesco’s tracker showed a long-term
improvement in perceptions of overall value for money for most supermarkets from the fourth quarter of
1993 to the second quarter of 1999.
5. Tesco summarized the value-for-money performance of each retailer by looking at its average
ranking on a variety of measures across the two halves of the sample (1993 Q4 to 1996 Q3, and 1996 Q4
to 1999 TQ2). The results are shown in Tables 2 to 6, for Tesco, Sainsbury, Asda, Safeway and Morrison
respectively. A high ranking is signified by a low number and a low ranking by a high number. Tesco
average rank in terms of overall value for money for the first period was [ ! ], and for the second period
was [ ! ].
TABLE 2 Changes in performance on value-for-money measures for Tesco
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 3 Changes in performance on value-for-money measures for Sainsbury
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment
! !
Source: Tesco’s Image and Attitude tracker.
TABLE 4 Changes in performance on value-for-money measures for Asda
Measure
Average rank,
1993 Q4–1996 Q3
Average rank,
1996 Q4–1999 TQ2
Overall value for money
Quality
Price
Stock availability
Store environment

hey there,

I am also uploading a case study which will give more detailed explanation on Super Market Excellence - TESCO.
 

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  • Case Study In Super Market Excellence - TESCO.pdf
    1.8 MB · Views: 0
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