Marketing Strategies: own brands as a competitive differential in the supermarket market
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| Publication Date: | 2009 |
| Other Authors: | , , |
| Format: | Article |
| Language: | por eng spa |
| Source: | Revista Brasileira de Gestão de Negócios (Online) |
| Download full: | https://rbgn.fecap.br/RBGN/article/view/91 |
Summary: | 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. |