| المستخلص: |
This study deals with the varied techniques for developing marketing competitive strategies and tactics by retailers when handling private label brands to gain more added values in an increasingly embattled competitive market place. Dealing with private label brands, retailers understand the special relationship between them and brand name manufactures of being both customers and competitors. When customers are competitors, standard predatory tactics may not be appropriate, instead there is a premium on creating a successful basis for coexistence (Dhar and Hoch, 1997).The rationale of this study is to answer three basic questions, they are: 1 - Do marketing competitive strategies and tactics selected by retailers affect their added values related to and notified by consumers. These added values represent consumer's trust, consumer's satisfaction and consumer's store loyalty. 2- Do marketing competitive strategies and tactics selected by retailers affect their added values not notified by consumers. These added values represent retailer's controlling marketing activities, retailer's reducing costs, retailer's increasing market share. 3- Do the characteristics of the evolution of private label brands create somehow differences for the marketing competitive strategies and tactics selected by retailers. These characteristics include: type of brand, strategy, objective, product, technology, quality/image, price, consumers' motivation to buy, and suppliers. Using simple random sampling, the researcher attempts to draw a sample from a bounded population that represents the stores that handle private label brands in Egypt .Several statistical techniques were used to accomplish the objectives of this study (i.e. validity and reliability, Pearson correlation coefficient. T. test, stepwise regression analysis, one way ANOVA and using multiple comparison test through Tukey test when F is significant, same descriptive statistical measures). The results reported that retailers use different competitive marketing strategies and tactics that help to gan more added values. The study also identified the variations of using these strategies and tactics with the evolution of private label brands. The study concluded with findings discussing managerial implications, and recommendations for future researches that are important for the grocery industry as well as in the research arena. The study uses the terms private label brands and store brands interchangeably,
|
