Analyzing The Inappropriate Use Of Web For Marketing In Tesco

Literature Review

Marketing is the key strategy that determines the success of the business organizations. As commented by Chaffey and Smith (2013), marketing is the strategy undertaken by the business organizations to communicate their product and services to the target customers. It can be said that better marketing results in better customer attraction and business expansion. However, considering the present market condition and fierce competition, the business organizations have adopted web for marketing their products. This is because the majorities of the customers in today’s world is web friendly and have access to the web. Thus, reaching out to the customers around the globe is easier through the web than was difficult and incurred a huge cost in traditional marketing (Royle and Laing 2014).

Keeping in mind the impeccable influence of web in terms of marketing, the business organizations have to use it effectively and appropriately. This is because the use of the web for marketing provides an opportunity for the business organizations to expand business and customers. Along with business and customer base expansion, the use of the web for marketing provides and allows the business organizations to save cost. This is because several marketing strategies in the web are virtually free (Stone and Woodcock 2014).

Tesco is a British multinational general merchandise and grocery company. Tesco has its headquarter in Welwyn Garden City, England, United Kingdom. After considering the profits generated by the company, Tesco is considered as the third largest retailer in the grocery industry. Tesco has retail outlets in 12 countries in overall Asia and Europe. Recently, an issue has been identified in Tesco in terms of using web for marketing. Considering the intense competition in the grocery market, inappropriate use of the web for marketing is hampering the company in terms of business. Thus, the research is conducted in order to analyze critically the use of the web for marketing for Tesco (Tesco.com 2018).

The issue in terms of using web for marketing has been identified in Tesco. This is hampering the business of Tesco. The rise in the number of groceries retails have increased over the years thereby, making the market highly competitive. The tough competition of Tesco in the business sector includes Lidl, ALDI, Morrison’s, Sainsbury’s and ASDA (Stephen 2016). Thus, it has become difficult for Tesco to attract customers by using the traditional method of marketing only. As Tesco is unable to use web for marketing, it is threatening their survival in the competitive market. Tesco is unable to communicate the new products or services they have to offer to the customers around the globe effectively. As a result, the sales of Tesco are decreasing, as they are unable to communicate with the target customers effectively and develop interest and desire within the customers. In addition to, this is also hampering the existing image of Tesco in the business sector as the company is failing to identify the needs and demands of the customers and fulfill them on time (Levy and Gvili 2015).

Research Methodology

The aim of the research is to analyze critically the use of the web for marketing in Tesco.

• To examinethe concept of the web for marketing
• To identify the factors affecting web for marketing purposes in Tesco
• To analyze critically the use of the web for marketing purposes in Tesco
• To provide suitable recommendations for using web for marketing in Tesco

The research will be based on the following hypothesis:

H₀: Web does not have any impact on marketing in Tesco

H₁: Web has an impact on marketing in Tesco

Analyzing the use of the web for marketing for Tesco is important, as this provides an opportunity to identify the potential reasons for the failure of the company in terms of communicating with its target customers. This research is significant, as this will allow the researcher to analyze critically the impact of the web for marketing thereby, understanding and mitigating the gap (Charlesworth 2018). As a result, Tesco will be able to use web for marketing their products and services appropriately. The use of the web for Tesco will ensure that the company is communicating with the customers directly thereby, fulfilling their needs and demands.

The entire structure of the dissertation is divided into five chapters. The five chapters are an introduction, literature review, research methodology, data analysis, conclusion and recommendation. The first chapter lays the foundation of the entire dissertation by providing an overview of the background of the research and the selected organization. Based on the overview, the researcher develops the aim of the research along with the research objectives that lead to the formulation of research hypothesis that needs to prove. The literature review chapter follows the introductory chapter in which the researcher identifies the independent and the dependent variables and outlines their concepts along with discussing and analyzing critically the factors that have the most impact on the variables. This chapter also refers to theories and models for developing a deeper understanding. Research methodology is the third chapter in which the researcher discusses the different methodological tools along with justifying the selection of particular method used for this research. The fourth chapter analyzes the collected data by using appropriate data analysis techniques. In the last chapter, the researcher concludes by discussing the identified gap in respect to the selected organization along with providing suitable recommendations for mitigating the gap.

 Thus, in this chapter, it can be summarized that the use of the web for marketing is a recent marketing strategy undertaken by the business organization. This is due to the impeccable advantages of the use of web compared to traditional way of marketing the products. The use of the web for marketing has increased over the years due to the increased competition in the market thereby, threatening the survival of the business organizations. Tesco, third largest grocery retailer in the world has encountered issues in using web for marketing that is hampering their business. Thus, the research is conducted to identify the gap and provide suitable recommendations for mitigating the gap for Tesco.

Data Analysis

In this literature review chapter, the researcher identifies the independent and the dependent variables that lay the foundation for the overall dissertation. In addition to, the researcher also identifies the factors affecting both the variables and analyses them critically in order to determine the effectiveness of the identified factors. The chapters also include relevant theories and models that support the concepts of both the variables. In this chapter, the researcher analyzes the use of the web for marketing in modern day by considering the changing needs and demands of the target market and the fiercely competitive market.

Figure 1: Conceptual framework

(Source: Created by Author)

According to the present needs and demands of the customers and the target market, it can be said that the use of the web has an impeccable impact on marketing. As commented by Yang, Pan and Song (2014), the opportunity to shop according to convenience is one of the major reasons that business organizations aim towards using web for marketing. In this global market, sustaining the fierce and competitive market is extremely difficult. Thus, the use of web provides an opportunity for business organizations to reach out to customers around the globe by the use of the web. Business organizations are able to communicate their products to the customers around the globe by using the web. However, as argued by Jarvinen and Karjaluoto (2015), the business organizations have low cost operations while using the web for marketing. This is because the business organizations do not have to hire employees, rent places and print the advertisements for marketing the products. The majority of today’s population in the world is web friendly and using the web on a regular basis. Thus, communicating the product by using web saves cost for business organizations that can be used the web wisely for different operations within the organization.

According to Xiang et al. (2015), the use of the web for marketing provides an opportunity for the business organizations to apply demographic marketing. The business organizations are able to design and develop the marketing strategies and features by considering the features of the place and the needs of the population. This is because it might vary from place to place. For instance, the web marketing for KFC in India differs that of the UK. Thus, the research is conducted in order to analyze the inappropriate use of the web for marketing. This research identifies inappropriate use of web for Tesco in marketing thereby, threatening their survival in the market.

Conclusion and Recommendation

The different factors affecting web marketing includes target market, technology, budget and talent.  

One of the most important factors that affect web for marketing is deciding the target market. As commented by Dahnil et al. (2014), not all the customers have access to the web or is comfortable in using the web. As a result, it is important for the business organizations to decide the target market in such a way that the customers have access to the web and is friendly in using the web. However, on the contrary, target market is not the only factor that affects marketing.

On the other hand, it is important for the business organizations to determine the effectiveness of technology within the target market. This is because the use of the web is highly determined by the technological advancements. Thus, selecting the target market that has a higher understanding of technology highly impacts web for marketing (Sila 2013).

 Marketing strategy is highly influenced by the budget of the business organizations. Thus, the business organizations need to have an adequate budget or financial resources in order to make the marketing through web attracting and appealing. As there is no personal communication, it is important for the business organizations to make an impactful first impression by using the web effectively (Isabelle 2013).

Employees are the backbone of every business organization whose dedication and talent are used for attracting the target customers. In order to use web for marketing, it is important for the business organizations to have a resourceful and talented workforce that understands the pros and cons of using the web for marketing thereby, making it successful (Sabate et al. 2014).  

The use of the web has affected marketing in a drastic manner. As commented by Eid and El-Gohary (2013), the use of web 2.0 for marketing has provided an opportunity for the business organizations to use software tools like Eloqua and Marketo. As a result, the business organizations are able to measure the behavior of the audience and nurture them accordingly. However, the use of web 1.0 only emphasized on banner ads, email and direct marketing campaigns. Nevertheless, web 1.0 lacked the quality of tracking the behavior of the audiences. The use of web 2.0 provides an opportunity for the business organizations to emphasize on social websites such as LinkedIn, Twitter and Facebook. As a result, tracking the consumer behavior by using web 2.0 allows getting a highlight of the behavior of the consumers and design marketing strategies accordingly. According to Erragcha and Romdhane (2014), the use of web allows the business organizations to ensure open conversation rather than closed messaging. As a result, both the customers and the business organizations are able to know each other’s viewpoint and perspectives, develop and design the marketing plan including getting feedbacks. The use of web provides an opportunity for the business organizations to measure the engagement of the customers rather than just clicking the option on the websites. Thus, the business organizations can consider the viewpoints of the customers and include them in their marketing strategy. Thus, the ineffective use of the web for marketing is analyzed in this research.

The Impact of Web Marketing on Contemporary Business Organizations

With the potential benefits there come some challenges of using web for marketing. As commented by Dooley, Jones and Iverson (2014), building a quality website is essential for the business organizations. This is because the customers prefer to use and navigate websites that are easy to understand and less time consuming. It is the responsibility of the business organizations to provide the required information with respect to marketing to the customers without any hassle. Thus, having a user-friendly website is sometimes challenging for the business organization. However, as argued by Mata and Quesada (2014), generating new leads by using web for marketing is also challenging for the business organizations. This is because communication with the customers repeatedly is necessary for the business organization while designing and developing tkhe marketing strategy. An additional challenge is encountered while converting the leads into sales. This is because changing the leads to sales requires immense credibility, respect and trust. Thus, keeping the trust and respect of the customers intact while marketing is essential is challenging in web marketing. The majority of the population use social media extensively. Thus, increasing the presence on the web by social media expansion is also challenging for the business organizations. In addition, defining the target market is also challenging for the business organizations, as it is difficult to estimate what population is comfortable and friendly to use the web (Leeflang et al. 2014).

Marketing is a widely accepted concept that provides an opportunity for the business organizations to evaluate the needs of the target market and develop strategies to fulfill them. As commented by Armstrong et al. (2015), marketing is defined as the set of activities and processes that business organizations adopt for creating, communicating, delivering and exchanging offerings that are valuable to the customers. As a result, the business organizations are able to create interest among the target market regarding the products or services they are offering. The business organizations use marketing to build strong relationship with the customers so that they can retain them in the future. The use of appropriate and attractive marketing strategy also allows the business organizations to create values for the target customers as well as for themselves. However, as argued by De Mooij (2013), the concept of marketing highlights the strategy generated by the business organizations that underlies sales techniques, business development and communication.

In order to sustain in this highly competitive market, it is important for the business organizations to market their products and services appropriately. This provides an opportunity for the business organizations to attract the customers by communicating the product or service accurately to the target customers. As mentioned by Chaffey and Ellis-Chadwick (2016), the business organizations need to identify the needs, wants and demands of the target customers in order to develop the marketing strategies so that it can attract the customers successfully. Failure in the market, the products or services imposes loss for the company that is encountered in this research for Tesco.

Factors Affecting Web Marketing: Target Market, Technology, Budget, and Talent

Both controllable factors and uncontrollable factors affect marketing. The marketing mix is called the controllable factors whereas the environmental factors are called the uncontrollable factors that affect marketing. As commented by Finch et al. (2013), the marketing mix is considered as the controllable factor as the business organizations develop the marketing mix and have control over it. However, as argued by Raza and Hanif (2013), the sudden market fluctuation affects the marketing mix that is difficult to control to a certain extent.

The constantly changing behavior of the customers affects marketing largely. As commented by Zhang and Kim (2013), the business organizations need to design new marketing plan each time they are launching a new product and service. As the product launched by the business organization is according to the present need of the customers, the marketing plan also needs to be designed again. However, as argued by Kumar and Ghodeswar (2015), it is advisable to redesign the marketing plan or strategy, as same marketing strategy might fail to attract the customers in spite of having new products.

On the other hand, the increased market competition is also one of the major factors that affect the marketing. As mentioned by Chavan and Ahmad (2013), with increased competition, the business organizations have to incorporate creative and innovative ideas while developing the marketing plan in order to stand out from the competitors and attract them successfully.

The 7 P’s of marketing is one the tools that are used by the business organizations for designing the marketing plan. As commented by Khan (2014), the 7 P’s of marketing mix includes product, price, place, promotion, people, process and physical evidence. Each of the components of the marketing mix is important, as this provides an opportunity for the business organizations to define each of the factors precisely.

Product: The business organizations provide a detailed description of the product or service they are launching for the target customer so that they are aware of the properties and description of the product accurately. The business organizations have to provide authentic information in this section.

Place: This mentions the place or the platform the business organization is willing to use for launching the product.

Price: Based on the target market, the business organization devises the pricing strategy in order to maximize sales.

Promotion: The business organization decides unique and innovative marketing strategies for communicating the product to the target customers.

People: The nature, behavior and attitude of the employees that will be communicating with the customers are defined in this section.

Process: The company decides the process in terms of customer focus, a business led and IT-support.

Physical evidence: This determines the shopping experience, product packaging and customer service experience.

Figure 2: 7 P’s of Marketing

(Source: Mohammad 2015)

Segmentation, targeting and positioning (STP) is a broad framework that simplifies and summarizes the overall marketing functions. As commented by Pyo (2015), STP plays a crucial role in getting the customers right, as the broad framework aligns the products with the right target customers. Segmentation provides an opportunity for the business organizations to identify the market that needs to be segmented in order to develop the profile of the customers. Targeting is the method by which the business organizations select the most attractive target from the segmented stage. This is because targeting the most attractive segment is highly profitable for the business. Positioning is the finale or the last stage that allows the company to access its own competitive advantage thereby, positioning them in the mind of the customers (Yabs 2014). As the business organizations are able to segment, target and position appropriately, they are able to communicate with the customers more efficiently thereby, ensuring sales maximization. In the case of using web for marketing, STP is also necessary, as segmenting, the incorrect customer hampers marketing by the web.

Figure 3: Segmentation, Targeting and Positioning (STP)

(Source: Weinstein 2014)

AIDA model is one of most significant marketing tool that the business organizations use in order to attract the customers. The full form of AIDA signifies awareness, interest, desire and action with respect to the customers. As commented by Rawal (2013), the initial stage awareness signifies making the target customer aware of the product or service that the company is aiming to launch in the market. Making the customers aware of the product that fulfils their needs and demands leads the next step of the model, that is, interest. As the customers see that the product or service launched by the business organization fulfills their needs and expectations, it tends to build and generate interest within the target customers. The desire stage provides an opportunity for the business organization to highlight how the products or services launched by the company is going to solve the problem of the customers so that they have a valid reason of purchasing the product. The last stage highlights the action that needs to be undertaken by the business organization, as they have created the desire in the customers successfully (Hassan, Nadzim and Shiratuddin 2015).

Figure 4: AIDA model of marketing

(Source: Charlesworth 2018)

The business organizations have adopted web for marketing over traditional marketing due to various advantages that web has to offer. As commented by Tiago and Verissimo (2014), the cost is one of the major factors that has influenced the adoption of the web for marketing over traditional marketing. Traditional marketing required papers, billboards, television radio and more that incurred huge costs. In the case of the web, numerous online marketing strategies are virtually free thereby, saving the cost for the company. As mentioned by Kacen, Hess and Chiang (2013), traditional marketing had limited coverage as the business organization was unable to go out of a specific location due to certain barriers. In the case of using web for marketing, the business has unlimited coverage in terms of location and area, that is, the business organization is able to reach out to global customers without being physically present.

In this chapter, it can be concluded that marketing is crucial for the business organizations, as this is the most effective way of communicating with the target market. it can be said that the increased competitors have led to fierce competition for the business organizations. Keeping in mind the intense market, the business organizations have opted the use of the web for marketing the products or services. The use of the web for marketing provides several benefits for the business organizations with less effort. However, failure to use web for marketing appropriately hampers the productivity and sales for the company. In this research, failure to use web for marketing by Tesco is the main gap that has been identified and the research is aimed to discuss it further.

In this chapter, the researcher sheds light on the different types of tools of methodology that are used for analyzing the data of the research. Out of the different methods that are present, the research selects the particular tools based on their suitability with the research topic. In addition to, the researcher also justifies the selection along with research ethics and limitations.

In the case of this research, the research has used positivism philosophy, deductive approach, descriptive research design and survey research strategy. The researcher has selected 100 customers of Tesco by random probability sampling technique and analyzed the primary data collected by quantitative data analysis technique by using SPSS, a statistical tool.

Interpretivism, positivism and pragmatism are the three prominently used research methodologies used for carrying out a research successfully (Neuman 2013).

In this case, the researcher has elected positivism philosophy because this allowed the researcher to analyze the impact of web on marketing for Tesco. As a result, the researcher is able to ensure data accuracy and validity in terms of the use of web for marketing.

Inductive and deductive approaches are the most frequently used in research (Taylor, Bogdan and DeVault 2015).

The use deductive approach is justified as this allowed the researcher to refer to already existing literatures and concepts in terms of web and marketing thereby, providing a deeper understanding about both the variables. As a result, the researcher has been able to analyze the impact of web on marketing for Tesco by referring to the pieces of literatures.

Explanatory, descriptive and exploratory are the mostly used research designs for conducting research work (Mackey and Gass 2015).

Descriptive design has been used for this research. The use of descriptive allowed the researchers to find issues in terms of using web for marketing for Tesco and explaining the factors that affects the use of web for marketing thereby, proving the formulated hypothesis.

Action research, case study, interview and survey are the widely used research strategies for conducting the research (Lewis 2015).

Survey is the selected research strategy for this research. The use of survey is appropriate because this allowed the researcher to collect data from a wide population of Tesco customers and select randomly from it. Additionally, survey allowed the researcher to gather data that are recent thereby, analyzing the impact of using web for marketing.

Random probability and non-probability sampling technique are most preferred while conducting research (Silverman 2016).

Random probability sampling technique has been used, as this allowed the researcher to consider the UK customers of Tesco and select 100 customers out of them. The use of this sampling technique allowed equal chances for all the customers of Tesco to be a part of the survey.

Primary and secondary data collection techniques are used mostly (Flick 2015).

Primary data collection technique has been used, as this allowed the researcher to collect updated data from the customers. The companies have recently favored the use of web for better business expansion and customer attraction. Thus, primary data collection technique allowed the researcher to consider the recent perspectives of the customers of Tesco in terms of the use of web for marketing.

Qualitative and quantitative are widely used data analysis techniques (Panneerselvam 2014).

The researcher has used quantitative data analysis technique. As a result, the researcher has been able to consider the number of customers of Tesco on the use of web for marketing. The quantitative data analysis was expressed by SPSS.

Abiding by the ethics is important for conducting and completing the research successfully. One of the most important research ethics is data confidentiality. It is the core responsibility of the researcher to ensure data confidentiality along with keeping the identity of the participants confidential. Disclosing of data without the consent of the participants is against the research ethics (Ritchie et al. 2013). In addition, forceful participation of the respondents by the researcher is strictly prohibited. Thus, signing the consent form by the respondents is one of the effective techniques of ensuring participation of the respondents willingly. Moreover, the researcher needs to avoid data manipulation and using the data for commercial purposes.

While gathering data, the researcher encountered some issues that had an impact on the quality of the work. This work cannot be used as secondary resources for future researches in the future, as it is focused on a particular factor of marketing in the UK. Additionally, the use of close-ended questions restricted the respondents to share their viewpoints and perspectives openly as they had to answer from the options provided to them.

Thus, in this chapter, it can be summarized that the researcher has rationalized the selection of the particular research methodologies thereby, gathering required data and analyzing the use of web for marketing of Tesco.

In this chapter, the researcher analyses the primary data collected by surveying 100 customers of Tesco by using qualitative data analysis using SPSS tool.

What is your gender specification?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	43	43.0	43.0	43.0
Female	57	57.0	57.0	100.0
Total	100	100.0	100.0

Does your demographics affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	47	47.0	47.0	47.0
No	41	41.0	41.0	88.0
Maybe	12	12.0	12.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the genders of the respondents of their effect on the decision while using the online portals. It can be seen that most of the female customers have stated it helps them in making the decision in an easy manner while using the online portals.

What is your gender specification? * Does your demographics affect your decision of using web? Cross tabulation
Count
	Does your demographics affect your decision of using web?	Total
Yes	No	Maybe
What is your gender specification?	Male	25	17	1	43
Female	22	24	11	57
Total	47	41	12	100

Chi-Square Tests
	Value	Df	Asymp. Sig. (2-sided)
Pearson Chi-Square	7.915a	2	.019
Likelihood Ratio	9.178	2	.010
Linear-by-Linear Association	6.921	1	.009
N of Valid Cases	100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 5.16.

The Chi Square test of Pearson is used to find out the statistical relationship between the dependent and the independent variables. The result of the above test has come to be .019 whereas the minimum value that was expected from the test had to be 5.16. This shows that there is no statistical association between the gender of the customers and the decisions that they take in using the online services for purchasing products.

What is your gender specification?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Male	43	43.0	43.0	43.0
Female	57	57.0	57.0	100.0
Total	100	100.0	100.0

Does your psychographics affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	47	47.0	47.0	47.0
No	38	38.0	38.0	85.0
Maybe	15	15.0	15.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the gender of the customers and the psychographic effect that they have when they take the decision on purchasing the products from the online portals. It can be seen that most of the female customers have stated that the psychographic factors help them in using the online portals to purchase the products of the company.

What is your gender specification? * Does your psychographics affect your decision of using web? Cross tabulation
Count
	Does your psychographics affect your decision of using web?	Total
Yes	No	Maybe
What is your gender specification?	Male	25	16	2	43
Female	22	22	13	57
Total	47	38	15	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	7.390a	2	.025
Likelihood Ratio	8.191	2	.017
Linear-by-Linear Association	6.663	1	.010
N of Valid Cases	100
a. 0 cells (0.0%) have expected count less than 5. The minimum expected count is 6.45.

The result of the above test has come to be .025 whereas the minimum value that has been expected from the test is 6.45. This shows that there is no statistical association between the dependent and the independent variable. Therefore, it can be stated that both the genders that are male and the females prefer the psychographic factors that help them in purchasing the products from the online portals.

Which age group do you belong to?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	18-22 years	27	27.0	27.0	27.0
23-26 years	47	47.0	47.0	74.0
27-31 years	20	20.0	20.0	94.0
32 years and above	6	6.0	6.0	100.0
Total	100	100.0	100.0

Does your financial standard affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	64	64.0	64.0	64.0
No	25	25.0	25.0	89.0
Maybe	11	11.0	11.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the age of the customers and their insights regarding whether the financial standards affect them in making the decision regarding purchasing the products from the online portals of the company. It can be seen that most of the customers who are between the age of 23-26 years have agreed to the fact that financial standards affect their decisions in purchasing the products from the online portals of the company.

Which age group do you belong to? * Does your financial standard affect your decision of using web? Cross tabulation
Count
	Does your financial standard affect your decision of using web?	Total
Yes	No	Maybe
Which age group do you belong to?	18-22 years	21	4	2	27
23-26 years	29	14	4	47
27-31 years	10	6	4	20
32 years and above	4	1	1	6
Total	64	25	11	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	5.606a	6	.469
Likelihood Ratio	5.534	6	.477
Linear-by-Linear Association	2.778	1	.096
N of Valid Cases	100
a. 5 cells (41.7%) have expected count less than 5. The minimum expected count is .66.

The result of the above test has come to be .469 whereas the minimum value that was expected from the test has to be .66. This shows that there is no statistical association between the dependent and the independent variables. Therefore, it can be stated that customers of all age groups are of the view that financial standards affect the decision that they take regarding purchasing the products through the online portals.

Which age group do you belong to?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	18-22 years	27	27.0	27.0	27.0
23-26 years	47	47.0	47.0	74.0
27-31 years	20	20.0	20.0	94.0
32 years and above	6	6.0	6.0	100.0
Total	100	100.0	100.0

Does user-friendly website of the company affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	67	67.0	67.0	67.0
No	21	21.0	21.0	88.0
Maybe	12	12.0	12.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the age of the customers and their responses regarding whether the websites that are user-friendly affect their decision-making ability while purchasing the products. It can be seen that most of the customers who are between the ages of 23-26 years have agreed to the fact that the user-friendly websites influence them in making the decisions in a better manner.

Which age group do you belong to? * Does user-friendly website of the company affect your decision of using web? Cross tabulation
Count
	Does user-friendly website of the company affect your decision of using web?	Total
Yes	No	Maybe
Which age group do you belong to?	18-22 years	22	2	3	27
23-26 years	29	14	4	47
27-31 years	12	4	4	20
32 years and above	4	1	1	6
Total	67	21	12	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	7.025a	6	.319
Likelihood Ratio	7.444	6	.282
Linear-by-Linear Association	1.724	1	.189
N of Valid Cases	100
a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is .72.

The result of the above test has come to be 0319 whereas the minimum value that was expected from the test had to be .72. This shows that there is no statistical association between the variables, as customers belonging to other age groups are of the view that websites that are customer-centric allows then to take the decisions in an effective manner.

What is your monthly income?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	£18,000-£22,000	44	44.0	44.0	44.0
£23,000-£25,000	36	36.0	36.0	80.0
£26,000-£30,000	12	12.0	12.0	92.0
£31,000 and above	8	8.0	8.0	100.0
Total	100	100.0	100.0

Does experienced employees affect your decision of using web for marketing?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	61	61.0	61.0	61.0
No	30	30.0	30.0	91.0
Maybe	9	9.0	9.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the monthly income of the customers and the experienced employees that are present in the company, which helps in making the decisions in an effective manner. It can be seen that most of the customers who have a monthly income of between £18,000-£22,000 agrees to the fact that experienced employees in the company allows them to take a better decision regarding purchasing the products from the online stores.

What is your monthly income? * Does experienced employees affect your decision of using web for marketing? Cross tabulation
Count
	Does experienced employees affect your decision of using web for marketing?	Total
Yes	No	Maybe
What is your monthly income?	£18,000-£22,000	37	6	1	44
£23,000-£25,000	19	11	6	36
£26,000-£30,000	3	8	1	12
£31,000 and above	2	5	1	8
Total	61	30	9	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	25.298a	6	.000
Likelihood Ratio	25.537	6	.000
Linear-by-Linear Association	15.124	1	.000
N of Valid Cases	100
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .72.

The result of the above test has shown that the value has come to be .000 whereas the minimum value of the test had to be .72. This shows that there is no statistical association between the dependent and the independent variables. Therefore, it can be stated that the customers who belong to the other income groups are also influenced through the experienced employees who are present in the company so that the products can be availed by them through websites.

What is your monthly income?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	£18,000-£22,000	44	44.0	44.0	44.0
£23,000-£25,000	36	36.0	36.0	80.0
£26,000-£30,000	12	12.0	12.0	92.0
£31,000 and above	8	8.0	8.0	100.0
Total	100	100.0	100.0

Does the online price range of the products affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	62	62.0	62.0	62.0
No	30	30.0	30.0	92.0
Maybe	8	8.0	8.0	100.0
Total	100	100.0	100.0

The above frequency table indicates the relationship between the monthly income of the customers and the range of products that are given by the company in the online websites that affect their decision-making ability. It can be seen that the customers who have an income of between £18,000-£22,000 are of the view that the online portal of the company gives many products, which affects the decision-making process of the customers.

What is your monthly income? * Does the online price range of the products affect your decision of using web? Cross tabulation
Count
	Does the online price range of the products affect your decision of using web?	Total
Yes	No	Maybe
What is your monthly income?	£18,000-£22,000	37	6	1	44
£23,000-£25,000	19	13	4	36
£26,000-£30,000	4	7	1	12
£31,000 and above	2	4	2	8
Total	62	30	8	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	21.099a	6	.002
Likelihood Ratio	21.341	6	.002
Linear-by-Linear Association	16.836	1	.000
N of Valid Cases	100
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .64.

The result of the above test has come to be .002 whereas the minimum value that was expected from the test had to be .64. This shows that there is no statistical association between the monthly income of the customers and the online price ranges that are present in the products. Therefore, it can be stated that customers with different income levels can buy the products of various price ranges through the online portals of the company.

What is your monthly income?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	£18,000-£22,000	44	44.0	44.0	44.0
£23,000-£25,000	36	36.0	36.0	80.0
£26,000-£30,000	12	12.0	12.0	92.0
£31,000 and above	8	8.0	8.0	100.0
Total	100	100.0	100.0

Does your financial standard affect your decision of using web?
	Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	64	64.0	64.0	64.0
No	25	25.0	25.0	89.0
Maybe	11	11.0	11.0	100.0
Total	100	100.0	100.0

The above frequency table shows the relationship between the monthly income of the customers and their financial standards that affect their decision in purchasing the products through online portal. It can be seen that most of the customers who have an income of between £18,000-£22,000 have agreed to the fact that the financial standards affect their decision when buying the products online.

What is your monthly income? * Does your financial standard affect your decision of using web? Cross tabulation
Count
	Does your financial standard affect your decision of using web?	Total
Yes	No	Maybe
What is your monthly income?	£18,000-£22,000	37	7	0	44
£23,000-£25,000	19	11	6	36
£26,000-£30,000	4	6	2	12
£31,000 and above	4	1	3	8
Total	64	25	11	100

Chi-Square Tests
	Value	df	Asymp. Sig. (2-sided)
Pearson Chi-Square	22.239a	6	.001
Likelihood Ratio	24.709	6	.000
Linear-by-Linear Association	14.851	1	.000
N of Valid Cases	100
a. 6 cells (50.0%) have expected count less than 5. The minimum expected count is .88.

The result of the above test has come to be .001 whereas the minimum value of the test had to be .88. This shows that there is no statistical association between the variables. Therefore, it can be stated that the customers who belong to different income groups also feel that the financial standards will affect the decisions in purchasing the products through the online portal of the company.

Thus, in this chapter, it can be summarized that the use of web in marketing is significant and the customers of Tesco has suggested that the company needs to use the web more effectively for marketing.

Conclusion

In this research, it can be concluded that the use of web for marketing is impeccable for the business organizations. Marketing is one of the most important business strategies that is undertaken by the business organizations in order to communicate with the target customers. This is because appropriate marketing provides an opportunity for the business organizations to share the properties and description of the products with the target customers directly. As a result, the customers are able to relate with the products and determine the suitability of the product in accordance with their needs and demands. The business market has seen changes over the years that have led to fierce and highly competitive market. Thus, the business organizations have used web for marketing their products and services in order to hold better grip of the market. The use of web has several benefits for the business organization as well as the customers.

The main issue identified for Tesco was inappropriate use of web for marketing. As a result, the marketing of products by the company is compromised. The majority of the population has wide access to web and is connected to the world news through web. The customers of Tesco have complained that they are not receiving adequate information about the latest products and services of Tesco. In addition, the customers of Tesco have also complained that they are not receiving updates and information about the latest products and services by the company regularly. This is because Tesco has been failing in using web for marketing their products and services.

Thus, it can be said, the appropriate use of web for marketing helped Tesco in marketing the products more effectively. This is because Tesco is able to reach out to customers regardless of time and place and communicate the launch of products and services along with the properties and description effectively thereby, improving the sales.

Objective 1: To understand the concept of the web for marketing

The literature review highlights the concept of web for marketing. The information gathered in the section 2.2 highlights that considering the fierce and competitive market, the use of web provides an opportunity for the business organizations to communicate with the customers more effectively. The business organizations are also able to reach out to the customers regardless of the place and time thereby, improving the sales of the company. From the literature review and the data analysis, it can be said that the use of web is important for marketing for Tesco in order to communicate with the customers effectively and expand its business.

Objective 2: To identify the factors affecting web for marketing purposes in Tesco

The literature review highlights the factors that affects web for marketing. The information gathered in the section 2.3 sheds light on the different factors that affect the use of web for marketing. This is because not all customers are comfortable and friendly in using web in their daily life. In addition, various other factors facilitate the use of web for marketing. It is important for the business organization to identify the factors effectively and implement them accordingly. The data analysis also highlights different factors that affect web for marketing for Tesco.

Objective 3: To analyze critically the use of the web for marketing purposes in Tesco

The literature review section 2.4 highlights the impact of web on marketing for business organizations. The business market has changed drastically over the years and have seen differences in marketing strategies. The use of web has increased benefit for the business organizations while marketing the products, as the business organizations are able to communicate with the customers effectively. As the customers are satisfied with the updates they receive from the company, sales are increased.

Objective 4: To provide suitable recommendations for using web for marketing in Tesco

In literature review section it has been highlighted that unable to use web for marketing hampers the success of the business organizations. This is because the business organizations are unable to reach out to the potential customers and remain restricted to the particular place. The use of web provides an opportunity for the business organizations to reach out to customers both international and national. As a result, Tesco needs to improve the use of web for marketing their products and services and reach out to the customers more effectively.

Based on the issues identified by Tesco while using web for marketing, the suitable recommendations are:

Having technically skillful employees

The use of web for marketing can be improved if the company has technically qualified employees. This will provide an opportunity for Tesco to use and incorporate web for marketing their products effectively. The technically skillful employees will use the benefits of web for marketing the products for Tesco.

Selecting the target market more effectively

It is recommended for Tesco to select the target market for using web for marketing. This is because not all the customers are comfortable, friendly and have access to web. As a result, selecting the wrong target customers will make the use of web for marketing unsuccessful, as Tesco will not be able to communicate with the customers effectively.

Based on the current study, it can be said that the research emphasizes on the female customers of Tesco. Thus, the future research can be conducted by considering the male customers of Tesco of different age group and monthly income. In addition, the researcher has only selected few factors that affect the use of web for marketing. Thus, other factors can also be considered that affects the use of web for marketing. In addition, in the future the researcher can also interview the managers of the company in order to develop a deeper understanding of the use of web for marketing for the business organizations.

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