Background of Tesco

This study will identify the influence of brand image and their identity on the purchasing behaviour of the customers.  The brand identity is one of the most crucial aspects of an organization as it defines the brand and differentiates the brand from the other competitors in the market.  The main role of the brand is to create a different identity which will enable the consumers to differentiate from the other products in the market. Every consumer has their specific needs and wants and the brands able to mitigate their need will create an awareness and identity among the consumers. The past experience of consumers is instrumental in creating a specific identity for the organizations.  The consumers choose brands depending upon their past experiences as it has been able to fulfil the specific need and desire (Sasmita & Mohd Suki, 2015).  The brand concept of any organization will have to be emphasized by effectively using their strategic options in order to identify the consistency of identity and the influence of brand identity of the purchase behaviour of the consumers. In this study, Tesco has been chosen as the organization and the study will evaluate the impact of brand identity on consumer buying behaviour will be analyzed by taking Tesco as the organization for evaluation.

Tesco PLC is one of the major players in the global retail industry and bay taking revenue generation into account it is the second largest retailer in the world. The organization is based in United Kingdom and has expanded their business in different countries (Tesco plc, 2018). Tesco is the market leader in the United Kingdom due to the number of loyal consumers that they have acquired in the market. Therefore, the study will evaluate the brand image of Tesco to identify the factors that have assisted them in gaining the bulk of the share in the United Kingdom market. The organization is not only a grocery retailer but also provides general merchandise to their consumers. The organization has more than 100 stores in United Kingdom which is signifying their rapid progress in this sector.

Globalization has made the business environment of the global organizations highly competitive. The advancement of technology and increasing penetrating capability to the target consumers has forced the organizations to study the buying behaviour of the customers so that they can achieve competitive advantage in the market. Moreover, the retail industry in United Kingdom is highly competitive and has become saturated so it is difficult for the companies to maintain their competitive advantage in the market for a sustainable period of time (Beneke, Brito & Garvey, 2015). Therefore, analyzing the buying behaviour of the consumers to develop products that could meet the current needs of the organization is the most feasible way of capturing market share.

Competitive Environment and Consumer Behavior

 There are many factors other than price that affects the buying behaviour of the customers and identifying these factors is essential for organizational success. Branding is an essential way of effectively communicating with the customers. The role of brand is to develop a separate identity for the organization.  Brand identity is meaningful attributes which describes the products of the organization and it is the effective way in which the consumers can relate to the organization values and goals (Shamim, Ghazali & Albinsson, 2016). The brand identity has always been used by various companies to send verbal and visual messages. These messages are addressed to the target market and are always based on the strategic positioning of the products so that there is a clear distinction between the company and their competitors.

The brand identity is reflected as brand image among the consumers which is responsible for gaining loyal consumers that are enthusiastic to pay even premium value for the products. Brand image and identity are essential for gaining loyal customers as they are able to relate to the values of the consumers in the market. Brand awareness is the value that the organization has been able to put into the minds of the consumer and this reflects the consumer memory at the time of need generation (Hennigs et al., 2015). Therefore, for maintaining brand loyalty, it is absolutely necessary that there is congruency between brand image and identity so that it can depict and translate the value of the consumers and company at the same time. The interaction between the consumers and the brand will establish the link between the consumer motivation and needs translating through the benefits provided by the organization. The extent of relationship between Tesco Plc and their consumers will be identified using appropriate research methods.

The study has aimed to discover the influence of brand identity on the buying behaviour of the consumers. The research will initially identify the essential factors responsible for developing an effective brand image and identity. The factors affecting the buying behaviour of the consumers will be identified and then the impact of the elements of brand identity on the factors of consumer buying behaviour will be analyzed. This will be proved theoretically in the literature review of the study which will be later on validated in the findings and analysis section of the study.  

• To illustrate the impact of brand identity on the purchasing behaviour of the consumers in Tesco
• To identify the elements of brand identity responsible for influencing the consumer behaviour in Tesco
• To identify the factors affecting the buying behaviour of the consumers in Tesco
• To recommend appropriate strategies for effectively affecting consumer buying behaviour

• What is the impact of brand identity on the buying behaviour of the consumers in Tesco?
• What are the elements of brand identity responsible for influencing the consumer behaviour in Tesco?
• What are the factors influencing the buying behaviour of the consumers in Tesco?

H₀– Brand identity does not have a positive impact on the consumer buying behaviour in Tesco

The Role of Brand Identity in Consumer Behavior

H₁– Brand identity does have a positive impact on the consumer buying behaviour in Tesco 

As stated by Roy, Sethuraman and Saran, (2016), brand identity and its impact on consumer buying behaviour is a combination of physical and mental activities that results in purchasing of a particular product. Therefore, it is crucial to understand the deep relationship between thing products consumers buy and the reason behind their choice. Various studies have tried to analyze the significance of brand image in buying behaviour of consumers. There is a distinct difference between brand image and brand identity and the current study is trying to establish the relationship between brand identity and buying behaviour of customers. Brand image is nothing but the opinion about the brand that has been developed by the consumers but brand identity defines the brand and the company from their own side.    

Therefore, the brand image is developed by the consumers and on the contrary, brand identity has been developed by the organization. The perception of the consumers varies but the brand identity remains intact as it symbolises the basic reality. Therefore, in certain scenarios, it has been seen that the product is over powered by the brand identity (Wiese, Zielke & Toporowski, 2015). Brand identity defines the strategic vision and the business needs so the study will be focused on identifying the impact of Brand identity on consumer buying behaviour.  Therefore, developing a strong brand identity is essential for influencing the buying behaviour of the consumers.  

Brand identity

 According to Wheeler (2017), brand identity stems from the respective organization and the responsibility of the organization is to develop a product with unique characteristics. This is the basis for developing identity for any brand.  Therefore, brand identity is the way in which the organization wants the consumer to perceive their products. The identity of the brand is communicated through different promotional media and marketing campaigns. A brand can gain its uniqueness only by developing their unique identity. The basic elements of brand identity are brand vision, brand positioning, brand relationship, brand personality, brand presentation and brand culture. The bundle of functional and mental association with the brand is the identity of the brand.  However, association is not the basis of purchasing a product and differentiation and familiarity creates a selling point within the minds of the consumers. Buil, Catalán and Martínez, (2016) opined that brand identity is the promise made to the consumers by the organization. The perception of the brand can be different among different consumers, it can be perceived as a personality, product, position and values. This perception is developed within the mind of the consumers and this is the reason for its variability.  The most noticeable elements in a brand is the organizations brand which generally consist of the logo, name, trademark colour and symbol. This creates a diversified image of the brand in the minds of the consumers  

Research Aim and Objectives

Elements of Brand identity 

 The discussion on brand identity brought to light interesting facts about it which has distinguished the purpose of identity from rest of the essential factors for branding. The different elements of brand identity will be discussed in depth to have a better understanding about the independent variable.

Brand vision

As stated by Heding, Knudtzen and Bjerre, (2015), brand vison is the building block of the company’s foundation pieces, the rest of the brand is developed based on the brand vision. Brand vision comprises of three different components and they are brand purpose, brand value and brand future.  According to Coleman, de Chernatony and Christodoulides, (2015), successful organization always have a fixed set of shared values and the firm has to adhere to the core brand values at all times. By sticking to one’s core values, the organization will be able to provide meaning to the employees and the consumers.  This will provide the workforce in the organization with a common cause. Moreover, if the core values are formed accurately then using innovation to improve the product of the organization is easily attainable and successful. Therefore, this is one of the best ways of increasing customer engagement.  Schallehn, Burmann and Riley, (2014) states that brand purpose is more than fulfilling the goals of the shareholder or increasing the wealth of the shareholder. Brand purpose is contributing to the society and aim high to make the planet a better place to live. The organization having specific brand purpose always have competitive advantage over the companies that do not. The consumers generally are attracted to the cause these organization stand for and contributing to the society is something the target consumers wants to be a part of.  Brand future depicts the ways in which the brand has to be shaped so that it can manifest to its full potential. Therefore, these factors indicate that the driving force of any organization is their brand vision as it inspires the employees, and the consumers and provides a correct path to the organization.

Brand positioning

According to Brodie, (2017), brand positioning deals with the reason for the consumers to buy the firm’s products instead of their competitors. This means that the it makes sure that all the activities of the brand will have a common goal and is focused on the all the contact point of the consumers. A firm has to develop a unique, significant and appropriate positioning of the brand so that the organization is able to achieve the primary goals that is profit maximization and sustainability. Brand positioning is the medium through which the organization would depict the type of consumers they are targeting and the purpose they are trying to achieve. Similarly, it can also be said that brand positioning is the method of designing the image and offerings of the company in a way which will have distinctive place in the midframe if the target consumers (Ambrose & Harris, 2017). Brand positioning is directly linked to consumer-based brand equity and consumer loyalty. The willing of the consumer to purchase a product from a particular brand will be determined by establishing strong positing of the brand. This will consist of understanding the brand capability, consumer needs and the positioning of the market competitors. Moreover, the positioning statement should be as such that it would resonate with the target segment, defines the capabilities of the organization and different from the competitors in the market. 

Theoretical Framework

Brand personality

As stated by Keller and Richey, (2017), brand personality is the act of assigning behavioural traits as that of human so that it can have a differentiation in the market.  Therefore, the characteristic of the brand is represented through the workforce and the marketing strategies.  The personification of the brand is another way to define the personality of the brand. Brand image deals with the physical attribute of the brand but on the other hand the emotional attribute is handled by brand personality.  In order to associate with the minds of the consumers it is essential to develop a strong brand personality. Brand personality differentiates the products even though they have similar attributes which defines the kind of relationship the brand has with the organization by communicating their own identity. Therefore, the celebrities endorsing the products should complement the personality of the brand so that it can be appealing to the consumers.

 Brand relationship

According to Park and Kim, (2014), brand relationship is an important form of brand equity which strengthens the relationship between the brand and the buyer. The market highly volatile in nature due to the changing needs of the consumers and firms having string brand relationship relationship will face less disruptions. There are multiple forces in the market that are trying to bring down their competitors and with the rapid increase in the expectation of the customers, developing string brand relationship is a key to sustainability. Therefore, it is essential to develop affection of the consumers towards the brand so that they aspire to emulate the brand

 Brand presentation

Brand presentation is the way of establishing the brand in front of the market. The brand will be presented by portraying the shared beliefs and values of the organization. therefore, the concept behind the designing and building up the brand will be effectively communication through presentation (Fournier et al., 2015). These can done effectively use different media of promotion and communication to the target consumers. The overall process of developing the brand is known as brand presentation and developing an effective brand identity will be dependent on the brand presentation which should consist of a well-versed illustration of the concept, detailing and flexibility in design.

Brand culture

The brand is developed based on the shared beliefs of the firm and the employees and the culture is defined based on the brand identity. Similarly, the brand culture defines the brand identity and therefore, the winning value proposition of the company is generated from their culture (Hughes, 2017). The consumer buys products stories told to them in a comforting and satisfying way which means that the organization will have to use every medium possible to showcase their culture and product story to the consumers. This is one of the most effective way of developing the brand identity of any company.

Brand Vision

As stated by Parker, (2014), consumer behaviour is the actions that they display during purchasing, searching for, using, disposing and evaluating of the services and products of the organization. In the consumer behaviour process, the consumer reflects within his own self to chose between products. The reflection leads to development of many variables which leads to development various issues in the minds of the consumers. Therefore, the study of consumer behaviour focuses on the decision-making process of the firm. This generally deals with the effort of the consumers in in identifying and making choice of the products they want to product they want to purchase. It concerns the consumer’s venture of monetary and personal labour in products, administrations and relaxation interests, or his choices with regard to saving and resources or his “purchase” of thoughts (Schütte & Ciarlante, 2016). In differentiate, the ponder of ‘consumption behaviour’ is concerned with the portrayal and clarification of the conduct of aggregates of shoppers or devouring units, once more at a given time or over a period of time. The subject matter of utilization conduct parallels at the total level that of consumer buying behaviour at the person level.

The consumer buying behaviour process thoroughly discusses the different phases the consumers go through before making the actual purchase decision. The phases are problem recognition, search process, evaluation stage, purchase decision and post purchase decision. In the problem recognition phase, the internal drivers will trigger an external stimulus which lead to the generation of need. The need intensity will determine the force and speed with which a consumer will move to fulfil its needs. Therefore, having a deep understanding about generation of need will facilitate in effective promoting services and products (Solomon et al., 2014). The search process is confusing for the consumers and with the advent of the web 2.0 there is large amount of information available on the internet about various products. Therefore, searching for the ideal product for the consumer is tough as they have so many options to choose form. The consumers having dilemma about the brand of the product and the product specification that will best suit the current need. However, there are consumers that have selective preference about the information sources so they use reliable sources and products specifications and reviews on the internet to gain knowledge. In the evaluation stage the buyer will evaluate the different products to check their alternatives. The buyer compares products to identify which product will suit the current need of the consumer (East et al., 2016). There are various alternatives about which the consumer feels strongly and believes in their products which can be otherwise termed as brand image. The buyers have their own set of utility functions which will be able to provide information about the relationships between satisfaction and the attributes. The next phase is the purchase decision process which will consist of choosing the product based on the available alternatives. The attitude of the consumers towards a particular brand will influence the consumer buying behaviour. The next phase is the post purchase decision process where the consumer experience with the selected brand changes the consumer perception about the brand identity to develop new identity. On the contrary, negative experience will result in development of doubts and anxiety which can termed as cognitive dissonance.

Brand Positioning

The different factors affecting the buying behaviour of the consumers are social, personal, cultural and psychological factor.  These factors have their own level of sub factors which influences the buying behaviour. These factors are consumer motivation, perception, personality traits, attitude, consumer value, family, family life cycle, reference group, opinion leaders, social class and caste, income and lifestyle. These factors are important in making and they have a deep impact on the buying behaviour of the consumers (Balabanis & Siamagka, 2017). By analysing the above-mentioned factors, it can be seen that consumer are motivated are different factors. Similarly, the perception and personality play a big role in choosing the product and service they want. Similarly, the social and the cultural factors such as reference group, family, caste and income also effects the buying behaviour of the consumers significantly.

The brand identity is reflected as brand image among the consumers which is responsible for gaining loyal consumers that are enthusiastic to pay even premium prices for the products. Brand image and identity are essential for gaining loyal customers as they are able to relate to the values of the consumers in the market. Brand awareness is the value that the organization has been able to put into the minds of the consumer and this reflects the consumer memory at the time of need generation. In the consumer behaviour process, the consumer reflects within his own self to choose between products (Godey et al., 2016). The reflection leads to development of many variables which leads to development various issues in the minds of the consumers. Therefore, the study of consumer behaviour focuses on the decision-making process of the organization. This generally deals with the effort of the consumers in in identifying and making choice of the products they want to product they want to purchase. This shows that consumer buying behaviour is deeply impacted by the brand identity and the different factors in brand identity will have an impact on the psychological factors of the buying behaviour. 

The literatures used in the study have all focused on either consumer behaviour or brand identity and have not been able to establish the relationship between the consumer buying behaviour and brand identity. None of the literature have focused on developing or addressing a relationship between brand identity and consumer buying behaviour. Moreover, the literature review is mainly focused on product buying behaviour and not service buying behaviour so that the chosen organization can be addressed.  The discussed literature shows contradictory statements made by different authors where some feel brand identity does not have any influence on the consumer buying behaviour. Moreover, the different elements of brand identity are not discussed in depth in other literatures. This study will provide illustrations on the influence of these elements on the purchasing behaviour of the consumers.

Research methodology is the organized way of recognizing facts that the facts that is not known. The research methodology will consist of different methods, approaches and designs required for executing the project. Every research will consist of certain assumptions and frameworks that are fixed throughout the study.  The positive and the negative impact of using each of the methodologies will be explained in details.  Research methodology can be classified based on different factors such as research design, general classification, purpose of the research and nature of the study.  Therefore, based on these criteria different research methods are applied or fundamental, descriptive or analytical, qualitative or quantitative and conclusive or exploratory (Taylor, Bogdan & DeVault, 2015).  In this current study, based on the nature o the study it can be stated that this is applied research which deals with a specific issue. The findings and analysis of the study will provide relevant solution which can be used by Tesco and other companies to mitigate the issue addressed in the study.  Therefore, this study has a practical implication in the chosen business environment.

Brand Personality

 

Figure 1: Research onion Model

(Source: Taylor, Bogdan & DeVault, 2015)

The different ways data collection and data analysis is defined by the research philosophy.  The different assumptions in the study will be put forth in the research philosophy so that it increases the awareness of the general assumptions in the study. Therefore, depending upon the practical implication, the appropriate research philosophy will be selected. Positivism, realism, pragmatism and intepretivism are the diverse types of research methodologies applied in the research (Flick, 2015). In this currents study, positivism is the preferred research philosophy as it will only consist of quantitative analysis of data.  Positivism aims at acquiring realistic data through observations in the study.  In this philosophy, the research is limited to data collection and interpretation of the collected data. The observation in positivism is quantifiable so the data observed can be used to develop quantitative analysis using statistical methods. The elements in positivism are observable and discrete which means that without discrete data observation it is not possible to follow the positivism philosophy.

 

Figure 2: Research Philosophy

(Source: Flick, 2015)

In this study, positivism is the appropriate philosophy as it will be essential for improving the scope of the study. Positivism will facilitate in developing the hypothesis for the study.  The research is objective in nature and using the positivism philosophy the objectivity of the study can be enhanced. The study consist of specific conclusion and premises, by the proving the conclusion in the study the premises will also hold true.  Positivism provides an outline for the validating the existing theories made in the study.

 Research approach is selected depending on the philosophy of the research as compatibility between the two is essential for developing reliable result in the study.  Deductive, inductive and abductive are the three approaches of research (Sekaran & Bougie, 2016). The abductive approach introduces shocking facts which are then proved throughout the using relevant data and focused on the causation of the research topic. Deductive approach and inductive approach are differentiated based on the significance of using a hypothesis in the research. Inductive approach initially develops the tentative hypothesis and the hypothesis is developed based on it. Therefore, inductive approach is utilized for development of new paradigm and frameworks. Deductive approach proves the already discussed theories in the literature of the study. In this current study, the approach that has been chosen is the deductive approach.

 

Brand Presentation

Figure 3: Research Approach

(Source: Sekaran & Bougie, 2016)

Deductive approach has been chosen as the instrument as it facilitates in proving the existing theories in the study. Deductive approach will enhance the scope of observation so the hypothesis developed can be proved.  In this current study to avoid the risk of developing relevant result can be avoided using the deductive approach.

Research design is the specific method of searching for data and interpreting them to obtain valid result. There are generally two types of research design, one is conclusive and other is exploratory research (Abdulkadiro?lu et al., 2017).  Exploratory research is used in descriptive studies where secondary data is collected and analyzed to form theories. However, exploratory research does not guarantee any relevant conclusion from the study. On the other hand, conclusive research has a specific conclusion that has been predefined in the study. The conclusive research will identify data based on the problem and evaluate the problem. Therefore, multiple alternate options are derived from the specific problem and on the contrary, conclusive research will focus on deriving specific inference according to the discussed problem in the research. In this present research, conclusive research has been chosen as the design for testing the formulated hypothesis.

 The study will include mono method which means that the research consists of a single design. Primary data collection is the framework used for collecting data in this study. The primary data will be collected through surveys and questionnaires. This questionnaire will be designed as a close ended questionnaire (Gray, & Payne, 2014). This means that close ended questionnaire will facilitate in conducting quantitative analysis.  The questionnaire will be addressed to the consumers in the retail sector so close ended questions are more preferred as they have less knowledge about the research topic.

Data analysis is the process of converting raw chuck of data into findings that are relevant. In this study, due to the use of a single design, quantitative analysis will be used. Positivism is the research philosophy which facilitates in conducting quantitative analysis and it is the apt approach in this scenario. The collected data will be arranged into frequency tables in order to develop charts and graphs (Treiman, 2014). The data will be analyzed using statistical tools namely Ms Excel.  The study will conduct regression analysis to identify the degree and nature of relationship between brand identity and consumer buying behavior. Moreover, it will test and validate the hypothesis developed in the study.

Brand Relationship

The method of gathering sample population for the overall population in the study is known as sampling.  In some cases, it has been seen that the sample population is large and analyzing the overall population is time consuming, costly and complex. Therefore, sampling is used to select population data that will effectively represent the whole population without any bias. Probabilistic and Non-probabilistic samplings are the two methods used in academic research of this nature. There are four types of sampling methods in probabilistic sampling and they are cluster sampling, simple random sampling, systematic sampling and stratified sampling (Bryman & Bell, 2015).  Cluster sampling is a method that is multi staged where the data gathered to form clustered and other sampling techniques are used to select population sample. Simple random sampling is the framework of selecting sample population at random from the overall population. Stratified sampling is the method of dividing the population in groups that are non-overlapping. The non- overlapping groups are randomized to select the population sample in the study. In systematic sampling, sample population are selected at ith interval from the population ranging from 1 to n, where n is the overall population and i is the interval. Non-probabilistic sampling is used where there sample population is known and less than 35. Moreover, it is used in scenarios where there is less availability of respondents. The diverse types of non-probabilistic sampling method are judgement sampling, extensive sampling, snowball sampling, quota sampling and convenience sampling (Palinkas et al., 2015).  In this currents study, simple random sampling will be used to randomly select population sample from the overall population. The sample size in the current study is 100 but initially data was collected from 250 respondents.

 

Figure 4: Research Sampling

(Source:)

Reliability is the method of identifying the precision of the study where different data set is used to check if same result is obtained using similar instruments.  The different types of reliability factor are inter-rated reliability, parallel form reliability, internal consistency reliability and test rated reliability (LoBiondo-Wood & Haber, 2014). Initially, after developing questionnaire it would be sent to 30 respondents to check the efficiency of the questionnaire. The study has used Test-rated reliability has been used to the conduct the analysis multiple times using different data sets.  Validity measures the extent to which the appropriate methodology has been used in the study.  The different methods of measuring validity are internal validity, concurrent validity, external validity, content validity, face validity, construct validity and criterion validity. In this study, construct validity has been used for testing the validity of the instruments in the study. 

Brand Culture

Ethical consideration is one of the most significant aspects of the study and success of the study is dependent on it. In this current study, the objectivity of the study has been maintained and the respondents have been made aware of the purpose. The privacy of the respondents has been protected by maintaining their anonymity (Pimple, 2017). The data collected has not been used in any other research paper and none of the respondents have taken part in the study forcefully. The data collected has not been manipulated to form a desired result and the secondary data has been collected from authentic journals, articles and web articles.

This research consists of a single design so the quantitative data collected cannot be contrasted with qualitative data to present a diverse dimension to study. The study could have been able to provide better findings and result if mixed method would have been used for the research. Moreover, the study is focused on Tesco PLC and the findings may not hold true for the other organizations in the market.

Conclusion

The study has formulated the research objectives and questions, the methodology has been developed according to the desired results. Therefore, it is crucial to test the validity and reliability of the methods so that the research is a success. 

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