FMCG brand, supermarket chain and consumer relationships

Chimhundu, Ranga (2005) FMCG brand, supermarket chain and consumer relationships. In: 2005 Otago Marketing Doctoral Colloquium, 17-18 Oct 2005, Dunedin, New Zealand.

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The new FMCG (fast-moving consumer goods) landscape has increasingly been dominated by large retail chain stores that are highly concentrated. In the FMCG equation, the locus of power has shifted from manufacturers to retailers, particularly to large supermarket chains. Accepted views of brands have however tended to put emphasis on the relationship of manufacturer brands with consumers, thereby largely neglecting brand – reseller relationships. This has been identified as a gap in the literature. The research intends to address this gap by adopting a holistic study that encompasses a three-way brand, supermarket chain, and consumer relationship. The objective of the study is theory building.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: No evidence of copyright restrictions.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 25 Feb 2010 06:10
Last Modified: 02 Jul 2013 23:38
Uncontrolled Keywords: FMCG, manufacturers, retailers, brands, relationships
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)

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