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Marketing Mix And Branding: Competitive Hypermarket Strategies

Author

Listed:
  • Hui-Chu Chen
  • Robert D. Green

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.

Suggested Citation

  • Hui-Chu Chen & Robert D. Green, 2009. "Marketing Mix And Branding: Competitive Hypermarket Strategies," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 17-34.
    • Handle: RePEc:ibf:ijmmre:v:2:y:2009:i:1:p:17-34
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    Citations

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    Cited by:

    1. Mróz-Gorgoń Barbara & Całka Aleksandra, 2016. "Building Scientific Institution’s Brand with Online Instruments," Marketing of Scientific and Research Organizations, Sciendo, vol. 19(1), pages 117-129, March.
    2. José Sarto Freire Castelo & José Ednilson de Oliveira Cabral & Arnaldo Fernandes Matos Coelho, 2016. "Comparative Analysis of the Antecedents and Dimensions of Brand Equity Between Food Processors’ Brands and Supermarket’s Private Labels," Brazilian Business Review, Fucape Business School, vol. 13(1), pages 69-91, January.
    3. Mei-Lien Li & Robert D. Green & Farideh A. Farazmand & Erika Grodzki, 2012. "Customer Loyalty: Influences On Three Types Of Retail Stores’ Shoppers," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(1), pages 1-19.
    4. Robert D. Green & Ghensy Antoine, 2011. "Do Female Consumers Have Higher Ethical Perceptions Of Marketing?," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(1), pages 85-100.

    More about this item

    Keywords

    Customer-based brand equity; marketing mix; market share;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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