TESCO AND DUNNES

A comparative analysis of Tesco and Dunnes to identify consumer perception

Abstract

In this study we try to explore the concept of “Consumer Perception” in a holistic context. The main focus of the research is on “consumer perception” and its relation with “buying behaviour of individuals”. The research also analyzes many aspects of “Tesco and Dunnes” and tries to gauge its effect on “individual perceptions of current and potential customer clientele”. Finally the research describes various factors which are responsible for “Tesco and Dunnes” and tries to describe the overall effect of “Tesco and Dunnes” on “Consumer Perception”.

Table of Contents

Abstractii

CHAPTER 01: INTRODUCTION1

Introduction1

Background of the Study1

Thesis Statement2

Significance of the Study2

Limitations of the Study2

Ethical Considerations2

CHAPTER 02: LITERATURE REVIEW4

Lifestyle of the Consumers5

Tesco: A paragon of Motivation6

Three Kinds of Retail Workers9

Employee Perspective10

Work Hours11

Work Conditions11

Social Factors12

CHAPTER 03: METHODOLOGY14

Research Design14

Literature Search14

Keywords used15

REFERENCES16

CHAPTER 01: INTRODUCTION

Introduction

For the purpose of identifying the consumer perception, we have taken up two major organizations, playing a major role in the market known to us today. These include Tesco, a renowned retail chain, and Dunnes Store, Ireland's largest retailer. Both companies shall be evaluated and undertaken for the purpose of making the most crucial attempts towards creating a position in the mind of both current and potential customer clientele.

Background of the Study

Initially, Dunnes and Tesco were located in Ireland. But with the broad focus of Tesco to become number one all over the United Kingdom, Tesco moved out of Ireland and paved way to achieve major targets in all of United Kingdom. Tesco is one of the biggest private sector employers in UK. Tesco has more than 365,000 employees throughout the world. In UK, the Tesco stores range from the small local Tesco Express sites to the large Tesco Extras. More than 85% of all the sales of Tesco are from UK. Tesco also operates in more than 10 countries outside UK, which includes countries like Japan, China and Turkey. Tesco has also opened stores in America.

However, on the other hand, Dunnes continued to maintain a rather specialized attempt towards catering the entire Irish masses, catering to all needs and wants of individuals residing in the area of Ireland.

Thesis Statement

The thesis statement for this paper shall be 'A comparative analysis of Tesco and Dunnes with reference to consumer perception'

Significance of the Study

With the conduct of this study, we shall be able to understand and comprehend how customers and consumers perceive Tesco and Dunnes. In addition to this, we shall be able to identify which has a greater chance of survival within the premise and border of the United Kingdom.

Limitations of the Study

Since the discipline and study of consumer perception is vastly expanded and broad in itself, we shall only limit to those customers and consumers, who have used and otherwise taken up services delivered at both Dunnes and Tesco.

Ethical Considerations

Researcher is fully aware of the ethical issues involved in this work. Responsibility for all procedures and ethical issues related to the project rests with the principal ...