The importance of branding in the low cost retail industry

Jäckel, Michelle (2001-03)

Assignment (MEcon)--University of Stellenbosch, 2001.

Thesis

ENGLISH ABSTRACT: The field study reported here examined the importance of branding in the low cost retail industry. Two low cost retailers were identified, who sell boys grey school trousers. The one retailer sells the trousers with a brand name, while the other doesn't sell the grey school trousers with a brand name. Sales volumes of both retailers were drawn for a certain period and questionnaires were developed and sent to the different shops to be completed by the customers to determine how important brands were to them. The results of the research indicated that the retailer selling grey school trousers with a brand name sold more units than the retailer selling the grey school trousers without a brand name. Furthermore, the customers indicated that they would buy grey school trousers with a brand name rather than buying grey school trousers without a brand name,

AFRIKAANSE OPSOMMING: Die navorsing wat hier gerapporteer word, ondersoek die belangrikheid van handelsmerke in die lae-koste kleinhandel industrie. Twee lae-koste kleinhandelaars is geidentifiseer wat grys skool langbroeke vir seuns verkoop. Die een kleinhandelaar verkoop die grys skoollangbroek met 'n handelsnaam, terwyl die ander kleinhandelaar nie die broek met 'n handelsnaam verkoop nie. Verkoopsvolume data vir 'n sekere periode is van beide kleinhandelaars getrek en vraelyste is ontwikkel en na die winkels gestuur. Die klient moes die vraelys voltooi om te bepaal hoe belangrik handelsmerke vir die klient is. Die resultate van die studie het daarop gedui dat die kleinhandelaar wat die grys skool langbroek met die handelsmerk verkoop, meer eenhede verkoop het as die kleinhandelaar wat die grys skool langbroek sonder handelsmerk verkoop. Verder het die klient aangedui dat die grys skool langbroek met 'n handelsnaam eerder gekoop sal word as 'n grys skoollangbroek sonder handelsmerk.

Please refer to this item in SUNScholar by using the following persistent URL: http://hdl.handle.net/10019.1/52538
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