The field research and observations below further justifies the balance scorecard of Tesco to be a successful one. But some areas are definitely to be improved upon which has a lot impact on the company.

Field Research and Questionnaire:

I visited Tesco for my field research in Reading. My main aim was to have an experience myself, analyse the customer behaviour and staff. Following were the observations I had when I visited Tesco:

-Good and Up-to-date customer services- The staff are ready to help every time you need a help which shows that strategy of Every little helps (Shopping trip) is worth.

– Prices of some products are cheaper as compared to other supermarkets. Example, price of bread are cheaper in Tesco as compared to Sainsbury and Morrisons.

-Price tags are sometimes confusing- I was looking at a T-shirt in a rack which had a price tag of 6 GBP but the same t-shirts in the rack had a price tag of 12 GBP which is very unusual and confusing in Tesco.

-Slow checkout points- This has been a worry for Tesco for many years now. Some of the checkout points in Tesco were closed which created a long queue in other checkout points.

According to these observations I have prepared a questionnaire which was used as a survey for this project. I had questioned 4 people who are regular customers in Tesco. One of them works in Tesco.