Supermarket Wars
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SUPERMARKET WARS AND THEIR INFLUENCE ON BRAND DEVELOPMENT
KINGSLEY GORDON FRIMPONG DADZIE
ID: 2820837
SUPERVISOR: MEL GODFREY
MAY 2013
BA (Hons) Marketing and Management
LONDON SOUTH BANK UNIVERSITY
ABSTRACT
Aim of the Study: Grocery shopping in the UK has changed completely in the last five decades with the growth of major supermarket chains. The market is dominated by five major companies (Tesco, Asda, Morrisons, Waitrose and Sainsburys), who are in intense competition with one another. As a result they have engaged in what has been defined as price wars to encourage customer purchase. These price wars have been applied in the context of both own label and branded products. Given that consumer purchasing decisions are affected by price, product position and marketing approaches these battles could have major implications for brand development and consumer preference. This is further affected by the recession and the reduced income and financial concerns this has given to consumers. The aim of this work therefore was to consider the main drivers of consumer preference in relation to manufacturer or own label brands and at the same time investigate whether shoppers could be categorized via demographic data within this context.
Methodology: 100 respondents were asked to complete a questionnaire relating to their brand preferences and supermarket shopping habits. This was combined with secondary data in relation to the grocery market and the phenomenon of the supermarket prices.
Results and Findings: Respondents indicated that whilst they liked the competition between supermarkets, which led to high levels of switching behaviour, their preference was for branded products. However, at the same time there was a clear indication that price was a factor and this had led them to purchase own brand products. The main demographic variable that affected purchase of own brand products appeared to be income....
KINGSLEY GORDON FRIMPONG DADZIE
ID: 2820837
SUPERVISOR: MEL GODFREY
MAY 2013
BA (Hons) Marketing and Management
LONDON SOUTH BANK UNIVERSITY
ABSTRACT
Aim of the Study: Grocery shopping in the UK has changed completely in the last five decades with the growth of major supermarket chains. The market is dominated by five major companies (Tesco, Asda, Morrisons, Waitrose and Sainsburys), who are in intense competition with one another. As a result they have engaged in what has been defined as price wars to encourage customer purchase. These price wars have been applied in the context of both own label and branded products. Given that consumer purchasing decisions are affected by price, product position and marketing approaches these battles could have major implications for brand development and consumer preference. This is further affected by the recession and the reduced income and financial concerns this has given to consumers. The aim of this work therefore was to consider the main drivers of consumer preference in relation to manufacturer or own label brands and at the same time investigate whether shoppers could be categorized via demographic data within this context.
Methodology: 100 respondents were asked to complete a questionnaire relating to their brand preferences and supermarket shopping habits. This was combined with secondary data in relation to the grocery market and the phenomenon of the supermarket prices.
Results and Findings: Respondents indicated that whilst they liked the competition between supermarkets, which led to high levels of switching behaviour, their preference was for branded products. However, at the same time there was a clear indication that price was a factor and this had led them to purchase own brand products. The main demographic variable that affected purchase of own brand products appeared to be income....