Marketing Mix and Branding: Competitive Hypermarket Strategies

Document Type

Article

Publication Date

2009

Abstract

Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than women were. Retail marketing mix elements and CBBE dimensions were further analyzed for similarities between genders. As well, each hypermarket results are presented. This study concludes with the marketing implications, study limitations and future research opportunities.

Publication

International Journal of Management and Marketing Research

Volume

2

Issue

1

Pages

17-34

Department

College of Business and Management

Peer Reviewed

1

Link to Full Text


Share

COinS