Markets are heterogeneous and are created by reasons of different values, needs, wants, constraints, beliefs and incentives. Customers differ in their values and perceptions and want to purchase things that have value for them. Value is not just the monetary part, but also the usefulness and emotions that go with it. The need and won’t to play a great role in determining this value. The price actually determines the location from which this purchase will be made. Service and reliability are other important determining factorsTesco have been prudent to the above needs and have, with professional help and advice, divided the markets into various segments catering to different groups and sub-groups of customers. They have done this by discovering their needs and determining the want of their customers.In order to attract a large customer base of Muslims, it has on offer Halal Food in its stores, especially in areas where there is large concentration of Muslim population. The decision is based on their current habits, needs and the affluence that makes them potential and recurring customers. The question however arises whether is it sufficient to just introduce Halal food and sit back and expect loyalty from Muslim customers?For testing the veracity of Tesco’s move to introduce Halal Food it was necessary to make a survey. Hence a study was carried out to find the perceptions of Muslims about the Halal Food offerings at Tesco outlets and to give it credibility. both Positivist and Post-Positivists methods were applied.Positivist methods are based on Descriptive and Experimental Research. Their justification lies in Internal and External reliability of content and Validity through Random and Deliberate sampling of data.In case of Post-Positivist Research the method adopted are Naturalistic Inquiry and Narrative Inquiry.
Advantages and Limitations of Elaboration Likelihood Model