Apportioning kệ spaceAmrouche và Zaccour (2006) kệ không gian như mô tả."một trong những tài sản quan trọng nhất của các nhà bán lẻ". Điều này quan trọngtài nguyên được giới hạn và do đó phân bổ có thể chơi một210 Afr. J. Bus. Quản lý.vai trò chiến lược quan trọng. Nhà bán lẻ cuối cùng tổ chức trump nàythẻ đối với cuộc đàm phán. Phân bổ riêng tưnhãn hiệu đã được biết đến là khá lớn như hai lầnapportioned để thương hiệu nhà sản xuất (Nogales vàGomez, 2005). Ngoài ra, Suarez (2005) ghi chú rằngnhà bán lẻ cố tình phân bổ thương hiệu nhãn hiệu riêng của mình đểthuận lợi hơn vị trí trên kệ, chẳng hạn nhưĐặt thương hiệu riêng của mình trực tiếp bên phải của cáchọ đang cạnh tranh chống lại thương hiệu của nhà sản xuất. Điều nàylà do thực tế là 90% tổng số dân phảibàn giao và như vậy, lý thuyết nhiều khả năng để đạt đượctư nhân nhãn lựa chọn thay thế (ibid).Theo để Hwang et al. (2004) mức độ mà cácsản phẩm sẽ được hiển thị có một tác động đáng kể vào việc bán hàng. ChoVí dụ, một sản phẩm đó có vị trí tại mắt cấp fallstrong đường dây của người tiêu dùng trung bình của tầm nhìn, thu hútsự chú ý của mình, và do đó tăng khả năngsản phẩm được lựa chọn. De Wulf et al. (2005) concursvới tiền đề này và emphasises vai trò ảnh hưởng đókệ vị trí của một thương hiệu nhãn tư nhân có thể chơi vớiliên quan đến doanh thu của các sản phẩm này.PHƯƠNG PHÁPCái nhìn sâu vào ngành công nghiệp đã được lượm lặt thông qua bốn kinh nghiệminterviews with marketing professionals across the retail and supplyplatforms. This included representatives from the two largestsupermarket groups in South Africa. The findings from theseinterviews informed the quantitative research design.A non-probability, convenience sampling technique was used toadminister a consumer survey. Although predefined quotas werenot strictly set, the researchers endeavoured to obtain a samplewhich was somewhat representative of supermarket shoppers inSouth Africa. 163 questionnaires were deployed using the selfadministered,mall intercept method at local shopping centres inJohannesburg, Durban, Limpopo and Cape Town. This approachwas adopted so as to facilitate expedient questionnaire completion.A preliminary check was done in the field, to identify and remedyany inconsistencies, omissions or obvious mistakes with thequestionnaire. A central office check was thereafter performed toalleviate less glaring errors. An online questionnaire was also setup,from which a further 178 respondents contributed their views. Thisadministrative method was extremely efficient as respondents wereunable to electronically submit the questionnaire if there were anytechnical errors at the time of completion. The data from both onlineand self-administered questionnaires was then captured, cleaned,coded and analysed. Finally, the data was tested for normality andthis was confirmed to be in order.EMPIRICAL FINDINGSComposition of the sampleThe sample is deemed to be somewhat representative ofthe urban supermarket shopping population in SouthAfrica. In terms of gender, slightly more females (55.1%)completed the questionnaire than males (44.9%). Thepredominantly comprised black and white respondentswith a 41 and 39% share, respectively. Coloured, Indianand Asian consumers constitute the remaining 20%. Themajority of the sample falls into the 26 to 35 year old agecategory, reflecting 42% of respondents. The 16 to 25and 36 to 45 year old age categories represent similarnumbers of respondents with approximately 19% each.Individuals of 46 years of age and older constitute theremainder (20%) of the total sample. Thus, a relativelybroad spread of age categories is achieved. However,representation is skewed towards the younger segments.Over half of the sample is currently married, whilstapproximately 44% are unmarried. Less than 4% of thesample is either divorced or widowed. The majority of thesample (52%) lives in households consisting of betweenthree and five people. A further 38% live with two or lesspeople and a mere 10% live with more than six people intheir homes. The majority of the respondents (55%)speak English as their mother tongue. Xhosa-speakingindividuals represent a further 24% of responses with theremaining 21% are spread between Afrikaans, Sotho,Zulu and other language groups. The largest proportionsof employment represented in the sample are clerical,
casual and executive with 22, 16 and 17% respectively. A
mere 6% of the sample is unemployed, a further 9% are
students and 2% are retired. Hence, a total of 17% of the
sample are currently not actively working.
The sample is largely in keeping up with 2008 All Media
and Product Survey (AMPS) data with respect to urban
supermarket shoppers in South Africa. However, it is
acknowledged, that the sample is slightly biased towards
higher income earners, in part due to the completion of a
number of questionnaires online. Nonetheless, this was
not seen as a serious impediment to the credibility of the
study.
Quality and price perceptions of private label brands
The proportion of private label brand purchasers in the
sample is notably high with 84% of respondents
confirming that they have purchased these brands
before. This would suggest that there is a substantial
potential market for private label brands in the South
African environment. Furthermore, this serves to
authenticate the perceptions and attitudes revealed in the
survey as the majority of respondents have experience in
this respect.
Walker (2006) revealed varying perceptions in the
literature with regard to the quality of private label brands.
However, for the most part, these were empirically found
to be negative. According to the survey findings, the
majority of consumers (66%) were either relatively neutral
or negative in their attitude towards private label brand
quality levels. Only one in three respondents expressed a
positive view concerning their perceptions of private label
brands. This is depicted in Figure 7. It is clear that South
Africans are still somewhat sceptical about the quality of
private label brands which may partially explain why
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