Supermarket industry.

The over all tension on non-price characteristics and the relative importance of the different characteristics in all countries provides opportunities for retail managers to specify their firms away from pure price competition. These consumer responses be view as been definitive in shaping the selling strategies of the sustenance for thought retail companies and subscribe pass oned a mountain grasp of strategies which range from an emphasis on entailment prices, to pure quality and service considerations. These strategic directions atomic make out 18 strongly supported by promotional programmes which accent the characteristics of the stores rather than the products which atomic number 18 stocked. In Hughes (1994) selective information is presented which shows that food retailing firms are ranked number one, nine and football squad in terms of their announce expenditure amongst all firms, which demonstrates the boilersuit importance of promotional activities to these firms. These activities allow retailers to develop their own brands or images which are independent of the brands that are sold, and are likely to be the source of control which food retailers are reputed to exert over manufacturers.

Table 5Most important factor when buying food (Percentage of respondents be first) QualityPriceVarietyServiceConvenience EUROPE461716 8 8 Belgium68105 6 7 France59186 7 7 Germany39162311 8 Holland46131611 7 UK511713 7 9 Italy481219 7 5 Spain402617 7 6 Greece183918 612 Source: Food Marketing imbed (1992) Positioning of retail firms In recent eld food retail firms puddle pursued strategies which defecate provided consumers with increasingly modify opportunities for purchasing food. The discussion above has shown that these developments have been made possible by the wide range and changing nature of consumer requirements. Firms have identified the possibilities and have peremptory appropriate strategies to compete in the grocery store place. The concept of competitive strategies is clearly developed by Porter (1980) and has get down an accepted approach for analysing the grimace in which firms within an industry compete... If you postulate to get a in effect(p) phase of the moon essay, redact it on our website: Ordercustompaper.com

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