The supermarket group appeared both among the most trusted and the most distrusted companies in a survey by the NCC of more than 2,000 people.
Tesco's approach to advertising and marketing was one factor that generated distrust, NCC said. A perception that Tesco 'only focused on profit' was also named as another shortcoming by some respondents.
The Co-operative Group was named the most trusted company, followed by Marks & Spencer in second place.
Issues such as familiarity, fair prices as well as good-quality service and products were factors that boosted companies' trust ratings, researchers found.
NCC chief executive Ed Mayo said: 'Tesco is now the Marmite of British business - people either love it or hate it'
Separately, Mintel research showed that supermarkets are highly rated as fair among professionals and organisations.
Supermarkets came fifth with 30 per cent of respondents holding them in 'high regard'. Doctors, teachers, the police and charities topped the poll while estate agents and politicians were bottom of the pile.
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