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Marketing Mix and Branding: Competitive Hypermarket Strategies

International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 17-34, 2009

18 Pages Posted: 27 Feb 2010  

Hui-Chu Chen

TransWorld Institute of Technology

Robert D. Green

Lynn University

Date Written: 2009

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

Suggested Citation

Chen, Hui-Chu and Green, Robert D., Marketing Mix and Branding: Competitive Hypermarket Strategies (2009). International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 17-34, 2009. Available at SSRN: https://ssrn.com/abstract=1555216

Hui-Chu Chen (Contact Author)

TransWorld Institute of Technology ( email )

1221, Jen-Nang Rd.
Chia-Tong Li
Douliou, Yunlin
Taiwan

Robert D. Green

Lynn University ( email )

Boca Raton, FL
United States

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