To explore the critical factors of supermarket own branded products

To explore the critical factors of supermarket own branded products to successfully build customer loyalty case study of supermarket Wal-Mart

To explore the critical factors of supermarket own branded products to successfully build customer loyalty case study of supermarket Wal-Mart

Background to the study

Nowadays, retailers are seeking the ways to differentiating with competitors; for example, develop own-brands in order to change the customer behavior and to achieve high level loyalty. According to the Wal-Mart s website, they have around 40 own-brands in their store. Wal-Mart as a biggest supermarket in the world, and they developed and acquired many own-brands to compete with rivalry and gain the loyalty from customers. As one British retailer manager put: customer loyalty is a fundamental reason for having own-brands  (Steenkamp and Dekimpe, 1997). In the context of a retailer own-brand, customer loyalty encompasses two associated loyalties brand and store loyalties. According to the Steenkamp and Dekimpe study, brand loyalty of own-brand is only possible if the own-brand possesses a favorable image (Steenkamp and Dekimpe, 1997). On the other hand, by Binninger, consumer satisfaction and store loyalty are determined by high-quality products (Binninger, 2008), for example, Wal-Mart developed their own branded products in the market such as Sam s Choice in order to get more benefits and achieve further development. Building a strong brand in the supermarket is the goal of many organizations because it provides many benefits to a firm, for example, reduce the rivalry because supermarket s own branded products can substitutes for others. Also, own branded products can bring more margins for the supermarket due to the larger product portfolio. Moreover, based on previous studies, the retailer own-brands can be a tool to achieve customer loyalty and market growth (Corstjens and Corstjens, 1995). Although there are many benefits for supermarket to develop their own branded products, they faced different problems in the initial stage because the new brand is difficult to compete with some international brand. Therefore, I would like to study what critical factors lead supermarket own branded products to be success, how their products are changing customer behavior, and build loyalty. Overall research aim To understand what variable critical factors of American multinational retail supermarket Wal-Mart develops own branded product. Research objectives Identify the critical factors make own branded products success and create

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