Marketing Strategies: own brands as a competitive differential in the supermarket market

Tereza de Souza, Tatiana Silva de Queiroz, Domingos Fernandes Campos, Ricardo Sergio Gomes Vieira


The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy.

Key words: Retail. Own- brand. Consumer's behavior.


Retail. Own- brand. Consumer's behavior.


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