PANDA SUPERMARKET

Can Customers of Panda Supermarket in Saudi Arabia Switch from Branded Products to Panda's Products

ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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TABLE OF CONTENTS

ACKNOWLEDGEMENTii

DECLARATIONiii

CHAPTER 01: INTRODUCTION1

Background of the Study1

Study Aims and Objectives3

Research Methodology4

Chapters Outline5

Chapter Two: Literature review5

Chapter Four: Findings and discussion7

Chapter Five: Conclusion7

Chapter Six: Recommendations7

CHAPTER 02: LITERATURE REVIEW9

Introduction9

A class: hypermarkets10

B class: supermarkets10

C class: large groceries/ semi wholesalers11

Smaller groceries11

On promise/ catering outlet11

Wholesalers11

Measures of Retail Competition12

Customer Orientation16

Factors Influence Buying Behaviour18

The consumer Buying Process29

Needs Recognition29

Information Search30

Evaluation30

Select and Purchase31

The Purchase Decision Process32

Influences in the buying process33

External Variables33

Internal Variables34

Shopping Behaviour35

Own-label36

Consumer Behaviour42

Questionnaire45

References57

CHAPTER 01: INTRODUCTION

This chapter discusses the background of research and the problem to be discussed is also presented for assuring the overall connectivity of any reader going through this dissertation. Along with the background and the problem statement, it also shed light over the research questions as well as the purpose of the dissertation. Finally it presents a very brief insight into the structure of the thesis.

Background of the Study

The food retail system is one of the most significant aspects associated with the Saudi marketplace. Food stores have been of utmost importance to Saudi economy since the past 20 years (Al-Rasheed, Zairi & Ahmed, 2010). The state of modern trade at The Kingdom of Saudi Arabia is a key indicator of how the sector of FMCG in the country is developing (Writer, 2007). In addition, the food stores represent a significant part of the social life of Saudis, because of their involvement in both economic and social objectives (Al-Rasheed, Zairi & Ahmed, 2010). Today in Saudi Arabia, about 40% of customers' total food needs are catered through supermarkets (Writer, 2007). Consequently, supermarkets and hypermarkets are one of the fastest growing sectors in the Saudi retail market as well (Al-Rasheed, Zairi & Ahmed, 2010). They are expanding rapidly in the country, with local players like Panda competing with international companies Casino and Carrefour.

Panda maintains its position as the largest Saudi Arabia's supermarket chains of about 118 supermarkets all over Saudi Arabia and United Arab Emirates. It has been established in Riyadh, the capital city of Saudi Arabia, in 1979 and following it in 2004, the opening of first hypermarket in Riyadh. Panda started manufacturing its products with its label about 6 years ago. The idea of manufacturing its products to gain the customers loyalty through producing and assembling keeping in view the requirements of customers like good quality, appropriate price and availability etc, in different categories for building good image in the minds of customers for the products to be of international standard and compete the international brands exploiting the ...