Profiling retail brand users – an insight for better retail brand development  

Oleh:

Tarofder, Arun K ; Gohain, K ; Hassan, Hadibah Mohd

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-2.
Topik: Consumers Behaviour; Profiling consumers; Retail; Brands
Fulltext: b14-013.pdf (19.43KB)

Isi artikel

Undeniably, Retail Business is one of the most influencing industries that has shaped and controlled the world economy to this present phase, even though this phenomenon is not a surprise for mankind. The waves of this business can be traced back to the early centuries when this modern term Retail was as simple as a marketplace where exchange of items and services are done. In the quest for growth and transition, these conventional shops and markets have been taken over by the big retail business in recent times. And the implications of this wide and rapid change have been quite reflective in our economy and social life as well. Today’s retailers have come up with various innovative techniques to woo the modern buyers, as the shops are infested with items of different brands, quality and prices. However, for past few decades, it has been observing that retailers are not only providing buyers with products manufactured by other brand. But have circumvented in a new zone of introducing the retailer’s own set of brands. Thus the shop’s in-home products are generally found in the stores. The seller’s own products are usually lower in price compared to other brands. This at times can create a healthy completion and innovative change with the existing products. Consequently, retailers can obtain fruitful profit and market share from both service and their own products. Furthermore, it is probably one of the business extension strategies for the retailers. But particularly developing a retail brand is difficult as consumers have numerous choices at the same places. In a pursuit to understand consumer’s perception towards retail brand, this study tries to profile current retail users and examine their perception in every angle of retail branding. A comprehensive questionnaire is developed to have in-depth knowledge of retail brand users’ perception. By personally distributing these questionnaires among 2400 retail brand users throughout the Malaysia, this study managed to obtain 1684 complete responses. SPSS 19 had been employed to analyze these massive data. Interestingly, results revealed many important secrets of retail brand users. For instance, most of the empirical studies showed that price is a strong factor in consumer’s choice for retailer’s brand. However, our result indicates product classification influence consumers to select retail brand. Similarly, in some product class there is no significant behavioural difference among different income group. In addition, in some product categories, medium income group consumers prefer to use retail brand rather than manufacturing brand as they can maximize their satisfaction. Indeed, this is one of the few studies which try to profiling retail brand, especially in the Malaysia. This study provides crucial information about the retail brand users with their opinion for improvement. Hence, this research could be the guideline for the retailers to develop their own brand by improving their marketing mix. Finally, this study expands a new research paradigm in the realm of retail industry.

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