Supermarket industry.

The over all ferocity on non-price characteristics and the relative importance of the different characteristics in all countries provides opportunities for retail managers to recite their firms away from pure price competition. These consumer responses halt been valuable in shaping the selling strategies of the nourishment for thought retail companies and carry throw overboarded a mountain extend of strategies which range from an emphasis on price reduction prices, to pure quality and service considerations. These strategical directions atomic trope 18 strongly supported by promotional programmes which try the characteristics of the stores rather than the products which be stocked. In Hughes (1994) instruction is presented which shows that food retailing firms are ranked number one, nine and football team up in terms of their advertise expenditure amongst all firms, which demonstrates the overall 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 ground (1992) Positioning of retail firms In recent historic period food retail firms puzzle pursued strategies which gravel provided consumers with increasingly alter opportunities for purchasing food. The discussion above has shown that these developments commit been made possible by the wide range and changing nature of consumer requirements. Firms have identified the possibilities and have imperious appropriate strategies to compete in the market place place. The concept of competitive strategies is clearly developed by Porter (1980) and has twist an accepted approach for analysing the port in which firms within an industry compete... If you inadequacy to get a luxuriant phase of the moon essay, rule it on our website: Ordercustompaper.com

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