Acceso usuarios
, Sandile Gilbert Nzeku, V. Krishna Mohan
Purpose: The purpose of this research is to examine how strategic brand positioning has affected the performance of select supermarkets stores in saturated market. This study aims to provide light on how brand positioning may contribute to market differentiation and create competitive advantage by analysing the positioning techniques used by these supermarkets and measuring consumer perceptions Theoretical framework: The study demonstrates that customers are motivated to visit supermarkets based on factors such as price, quality, location, hygiene, and personal experience. However, the establishment of customer loyalty and long-term retention can only be achieved by implementing various differentiation variables of brand positioning, including segmentation, benefits offered, product class categorization, brand name, and customer relationship management.
Design/Methodology/Approach: The study was conducted in the city of Visakhapatnam, Andhra Pradesh, India; primary data were collected by disseminating a questionnaire via Google Form and conducting face-to-face interviews. The sample consisted of 114 participants Findings: The study found that customers are motivated to visit supermarkets based on factors such as price, quality, location, hygiene, and personal experience. However, the establishment of customer loyalty and long-term retention can only be achieved by implementing various differentiation variables of brand positioning, including segmentation, benefits offered, product class categorization, brand name, and customer relationship management also it was found that ability of supermarkets to stand out significantly in a crowded market will continue to depend on their ability to establish and maintain strong relationships with their customers through effective brand positioning.
Research, Practical & Social implications: It is recommended that future studies emphasise the contributions by doing study on the same select supermarkets in other cities.
Originality/Value: The distinctive feature of this study lies in the absence of prior research conducted on the brand positioning of certain supermarkets in different cities.
