FMCG brand, supermarket chain and consumer relationships
Paper
Chimhundu, Ranga. 2005. "FMCG brand, supermarket chain and consumer relationships." 2005 Otago Marketing Doctoral Colloquium. Dunedin, New Zealand 17 - 18 Oct 2005 Dunedin, New Zealand.
| Paper/Presentation Title | FMCG brand, supermarket chain and consumer relationships |
|---|---|
| Presentation Type | Paper |
| Authors | |
| Author | Chimhundu, Ranga |
| Journal or Proceedings Title | Proceedings of the 2005 Otago Marketing Doctoral Colloquium |
| Number of Pages | 6 |
| Year | 2005 |
| Place of Publication | Dunedin, New Zealand |
| Conference/Event | 2005 Otago Marketing Doctoral Colloquium |
| Event Details | 2005 Otago Marketing Doctoral Colloquium Event Date 17 to end of 18 Oct 2005 Event Location Dunedin, New Zealand |
| Abstract | 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. |
| Keywords | FMCG, manufacturers, retailers, brands, relationships |
| ANZSRC Field of Research 2020 | 350605. Marketing management (incl. strategy and customer relations) |
| Public Notes | No evidence of copyright restrictions. |
| Byline Affiliations | University of Otago, New Zealand |
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https://research.usq.edu.au/item/9z7z3/fmcg-brand-supermarket-chain-and-consumer-relationships
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