ROLE OF RETAILERS IN PRODUCT POSITIONING

Role of Retailers in Product positioning

Role of Retailers in Product positioning

Introduction

The main purpose of this paper is to make an analysis that how does the retailers play an important role in the product positioning? This paper discusses the statement that retailers pay a great deal of attention to the positioning of products in their stores. The retail industry has been strongly influenced by the marginal growth of the store brands in the recent era mainly in the nondurable consumer goods. It is expected that the recent economic recession may lead to an increase in the growth. Various researches have been made on the ways of improving the store brands in order to improve the retail performance. The increase in the retail performance results in increasing the brand loyalty, customers trust and the profit of the retailers.

Discussion

It is said that the retailers play a very crucial role in developing the product positioning. There are different factors that motivate the retailers to create the store brands. This is the reason why it is important for the retailers to be aware of the store brand and promote it among the customers. It is said that the success of a retailer lies in the focus that he has on the customer. There is a constant need of understanding the factors and variables that contribute to the choice of supermarkets for consumers. Customers need a very legitimate and logical reason to make purchase from a particular store, the marketing strategy, products and service offerings should be of the level that it convinces the customer to shop. One way to win the hearts of customers and consumers is to analyse the needs and wants, and then making the products according to their specifications and usage (Moe 2004 19). The need for the constant examination of the basics like what the is the product offering, at what time it is offered, what quality level is offered, at what price, how much confidence and value it adds to the life of consumers exists.

Act of buying is dependent upon a variety of historical, social, political and cultural processes

The customer buying behaviour can be defined as the decision process that customer go through to buy a product. It is said that the customer's purchasing behaviour mainly depends on different factors like the historical, cultural and political processes. The historical processes affect the buying behaviour in such a way that that a person's history affects his beliefs and norms very much. It is the person's historical and family background and the traditions that affect the buying behaviour of a person. Family is a special form of social groups characterised by the many strong personal interactions of its members. Their influence on purchasing decisions is in area of great interest in the field of consumer behaviour, in some cases, decisions are taken by an individual with little influence from other family members (Lichtenstein 1993 245). In other cases, the interaction is so intense that states ...