Marketing Strategies: own brands as a competitive differential in the supermarket market
| Autor: | Tatiana Silva de Queiroz, Tereza de Souza, Ricardo Sergio Gomes Vieira, Domingos Fernandes Campos |
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| Rok vydání: | 2009 |
| Předmět: |
Relation (database)
Apprehension business.industry Strategy and Management media_common.quotation_subject Differential (mechanical device) Advertising Exploratory phase Marketing strategy Work (electrical) Perception Industrial relations medicine Quality (business) Business and International Management Marketing medicine.symptom business media_common |
| Zdroj: | Review of Business Management. :19-37 |
| ISSN: | 1983-0807 1806-4892 |
| DOI: | 10.7819/rbgn.v11i30.91 |
| Popis: | The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy. Key words: Retail. Own- brand. Consumer's behavior. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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