Positioning of Spanish Retailers. Perception of high frequency versus low frequency consumers
In today’s highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and...
| Authors: | , , |
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| Format: | article |
| Publication Date: | 2010 |
| Country: | España |
| Institution: | Universidad Complutense de Madrid (UCM) |
| Repository: | Docta Complutense |
| Language: | English |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/43484 |
| Online Access: | https://hdl.handle.net/20.500.14352/43484 |
| Access Level: | Open access |
| Keyword: | M31 Store brands Positioning Retailer strategy Consumer satisfaction Price. Marcas de distribuidor Posicionamiento Detallistas Satisfacción Precio. Marketing 5311.05 Marketing (Comercialización) |
| Summary: | In today’s highly competitive marketing environment, the positioning decision of retailers is one of the most important element of marketing management. Retailing positioning is an integrated management activity that takes in elements of the retail mix and is of critical importance for retailers and for manufacturers. Whereas consumer theory has traditionally place brand choice as the focus of the analysis, there is evidence that consumers are turning to shopping strategies rather than brand decisions. The objective of this research is to better understand the positioning of Spanish retailers analyzing the different perceptions between high frequency and low frequency consumers. Our results show the difficulties hypermarkets are facing to deliver a distinctive consumer proposition and the different perceptions on discounters accordingly to different types of consumers reflecting the need to deliver further benefits to consumers beyond pricing. On the other hand the overwhelming superiority of Mercadona is shown through their relevant price and store brands proposition leading consumer to perceive high level of service and consumer satisfaction. |
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