Market Segmentation and Muslim Loyalty - Essay Example

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 survey 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. Here the justification is based on Trustworthiness, as the result is credible, confirmable, dependable and transferable. It is further validated by fairness of the research. The reason for adopting a mix of both methods is that while in Business and Management researches, the quantitative or the numerical approach to analysis is based on Positivism, unless this is qualified by qualitative means (post positivism), the numbers alone can often be misleading.

For instance Sales figures of a particular time period are of little value unless they are further divided into sales of individual items with prices and costs for each treated separately, from which the contribution to profit or loss of