Marketing and Consumer Behavior

Tamerlan Karimli

Bachelor's thesis

Abstract:

This Bachelor work investigates what is the relationship between Marketing and Consumer Behavior at food retailer as TESCO. The thesis tries to explore how consumer behavior is interacting with the marketing mix, commercial and social aspects. The bachelor thesis focuses on revealing and analyzing how and why consumer behavior is influenced by the four elements of marketing mix. Therefore, the thesis’s goal is mapping out and analyzing marketing mix forces, which have impact on customer’s behavior in selected TESCO supermarkets. In the bachelor thesis empirical part, there is collected secondary data on consumer reactions to the marketing mix of TESCO stores in Prague. In the statistical part are applied methods on finding links between what motivates the consumers to buy products from TESCO. In the second part of the bachelor thesis, there is analysis and synthesis of to the marketing mix in few TESCO supermarkets across city of Prague and customers perceptions on TESCO products. The thesis results show what drives consumers on their needs and preferences to go and buy products from TESCO and it draws conclusions on what aspects of marketing mix, TESCO should develop in the future.

Abstract:

This Bachelor work investigates what is the relationship between Marketing and Consumer Behavior at food retailer as TESCO. The thesis tries to explore how consumer behavior is interacting with the marketing mix, commercial and social aspects. The bachelor thesis focuses on revealing and analyzing how and why consumer behavior is influenced by the four elements of marketing mix. Therefore, the thesis’s goal is mapping out and analyzing marketing mix forces, which have impact on customer’s behavior in selected TESCO supermarkets. In the bachelor thesis empirical part, there is collected secondary data on consumer reactions to the marketing mix of TESCO stores in Prague. In the statistical part are applied methods on finding links between what motivates the consumers to buy products from TESCO. In the second part of the bachelor thesis, there is analysis and synthesis of to the marketing mix in few TESCO supermarkets across city of Prague and customers perceptions on TESCO products. The thesis results show what drives consumers on their needs and preferences to go and buy products from TESCO and it draws conclusions on what aspects of marketing mix, TESCO should develop in the future.

Keywords

Consumer behavior, marketing mix, factors, influence.

Language used: English

Date on which the thesis was submitted / produced: 10. 4. 2018

Thesis defence

• Date of defence: 6. 6. 2018
• Supervisor: Mgr. Ing. Dominik Stroukal, Ph.D.
• Reader: Ing. Andrej Mazán, MBA

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Business Management and Corporate Finance