A Study on how Brand Positioning Helps the Business to Stand-Out Distinctively in Saturated Market: A Study With Reference to Select Supermarkets
DOI:
https://doi.org/10.26668/businessreview/2023.v8i11.3411Keywords:
Brand Positioning, Saturated Market, Supermarkets, Customer Satisfaction, Retention, Loyalty, BrandingAbstract
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.
Downloads
References
Baa, R. B., & Chattora, A. K. C. (2023, July 28). The Role Of Customer Satisfaction in Improving The Performance of Sail (Steel Authority Of India Ltd). International Journal of Professional Business Review.
Batra, R., Zhang, Y. C., Aydinoğlu, N. Z., & Feinberg, F. M. (2017). Positioning multicountry brands: The impact of variation in cultural values and competitive set. Journal of Marketing Research, 54(6), 914–931. https://doi.org/10.1509/jmr.13.0058
Blankson, C., Ertekin, S., & Lohse, C. (2017). Global positioning strategies: A comparison of positioning strategies used in German and American airline magazine advertisements: An abstract. Academy of Marketing Science Annual Conference. Springer, 473–473.
Ellwood, I. (2009), Brand strategy, in: Brands and Branding, ed. R. Clifton, Profi le Books Ltd.
Erciş, A., Ünal, S. and Bilgili, B. (2010). The Role of Personality Traits in Status Consumption, A Study into Domestic and Foreign Brands. Journal of Global Strategic Management. 4(2), 17-33.
Feldwick, P. (2002). What is brand equity, anyway?: Selected papers on brands and advertising. World Advertising Research Center Oxford.
Gaustad, T., Samuelsen, B. M., Warlop, L., & Fitzsimons, G. J. (2018). The perils of self-brand connections: Consumer response to changes in brand meaning. Psychology & Marketing, 35(11), 818– 829. https://doi.org/10.1002/mar.21137
Guidry, M (2011), Marketing Concepts that Win! Save Time, Money and Work by Crafting Concept Right the First Time, Live Oak Book Company, TX, Austin.
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of Marketing Communications, 15(2–3), 139–155. https://doi.org/10.1080/13527260902757530
Larsen, H. G. (2018). The ‘mental topography’ of the Shanghai city brand: A netnographic approach to formulating city brand positioning strategies. Journal of Destination Marketing & Management, 8, 90–101. https://doi.org/10.1016/j.jdmm.2016.12.005
Lin, J., Lobo, A., & Leckie, C. (2017). Green brand benefits and their influence on brand loyalty. Marketing Intelligence and Planning, 35(3), 425–440. https://doi.org/10.1108/MIP-09-2016-0174
Mujianty, Y., Asmadi, I., Novayanti, D., & Octafiany, H. (2022). Pengaruh Brand Awareness dan Brand Positioning Terhadap Pembelian Produk Chocolatos PT. Garudafood Jakarta. DIMENSI, 11(2), 338–345.
Murphy, J. (1988). Branding. Marketing Intelligence & Planning, 6(4), 4–8. https://doi.org/10.1108/eb045775
Ostermann, C. M., Moyano, C. M., & Laufer, J. (2019). Brand positioning in higher education: The perception of Brazilian generational cohorts. Revista Brasileira de Gestão de Negócios, 21(3), 416–434. https://doi-org/10.7819/rbgn.v21i3.4006
Saygın, M. (2023).Competitiveness of the Cities: Branding and Positioning. International Journal of Professional Business Review .
Sharma, P., Davcik, N. S., & Pillai, K. G. (2016). Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance. Journal of Business Research, 69(12), 5662–5669. https://doi.org/10.1016/j.jbusres.2016.03.074
Smith, S., and Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18(2), 93–104. https://doi.org/10.1016/j.ausmj. 2010.01.001
Wang, H. J. (2017). A brand-based perspective on differentiation of green brand positioning: A network analysis approach. Management Decision, 55(7), 1460–1475. https://doi.org/10.1108/MD-04-2016-0251
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Gopal Krishna Sanapala, Sandile Gilbert Nzeku, V. Krishna Mohan
This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.
Authors who publish in this journal agree to the following terms: the author(s) authorize(s) the publication of the text in the journal;
The author(s) ensure(s) that the contribution is original and unpublished and that it is not in the process of evaluation by another journal;
The journal is not responsible for the views, ideas and concepts presented in articles, and these are the sole responsibility of the author(s);
The publishers reserve the right to make textual adjustments and adapt texts to meet with publication standards.
Authors retain copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Atribuição NãoComercial 4.0 (http://creativecommons.org/licenses/by-nc/4.0/), which allows the work to be shared with recognized authorship and initial publication in this journal.
Authors are allowed to assume additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (e.g. publish in institutional repository or as a book chapter), with recognition of authorship and initial publication in this journal.
Authors are allowed and are encouraged to publish and distribute their work online (e.g. in institutional repositories or on a personal web page) at any point before or during the editorial process, as this can generate positive effects, as well as increase the impact and citations of the published work (see the effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
