Marketing Mix and Branding: Competitive Hypermarket Strategies

Abstract

Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than women were. Retail marketing mix elements and CBBE dimensions were further analyzed for similarities between genders. As well, each hypermarket results are presented. This study concludes with the marketing implications, study limitations and future research opportunities.

Keywords: Customer-Based Brand Equity, Marketing Mix, Market Share

JEL Classification: M31