Made available in DSpace on 2016-06-02T19:50:11Z (GMT). No. of bitstreams: 1 3713.pdf: 1917110 bytes, checksum: 86283574ef904a43ecc9fea2edf4cc28 (MD5) Previous issue date: 2011-04-29 / Universidade Federal de Minas Gerais / For the past few years, wholesalers have shown strong involvement with marketing strategies, including private labels management. This study aims at evaluating the alignment between wholesalers private labels strategy and its retailing customers perspectives, analysing the marketing elements involved in this relationship. This is a qualitative research with exploratory purpose. The research was developed in five sequential phases. In phase one, secondary data was collected though bibliographic research. During phase two, research s elements and questions were defined. Wholesalers were contacted during phase three, asking for retailers contacts from their database (retailers that buy private labels from the wholesalers). During this phase, a pre-test of the study was developed with two different retailers. In phase four, semi-structured interviews with managers and owners of fifteen food retailers in Sao Paulo and Minas Gerais were developed. The interviewed retailers are wholesalers private labels customers. Phase five was characterized by the data analysis, using content analysis and data sources triangulation. As a result, the study presents an analysis of wholesalers private labels strategy based on retailers perspectives about the marketing elements involved in this strategy. Through a comparative analysis of these elements, it was possible to evaluate how retailers understand the marketing elements developed and managed by wholesalers. It was also possible to analyse which aspects facilitate or not the alignment between agents perspectives, as well as strategic and managerial implications of the gaps in this strategy. From the results, it was possible to develop an analytical scheme with suggestions to facilitate the alignment between wholesalers private label strategies and the role of its customers (the interviewed retailers), specially in terms of joint management and implementation of the strategy. Finally, limitations of the research and suggestions for future researches were presented. / Nos últimos anos o setor atacadista tem apresentado forte envolvimento com estratégias mercadológicas, incorporando às suas atividades tradicionais o gerenciamento de produtos com sua própria marca, a exemplo do que já vinha ocorrendo no setor varejista. O objetivo desta pesquisa é avaliar o alinhamento da estratégia de marcas próprias do atacado distribuidor em relação às perspectivas dos clientes varejistas, analisando os elementos de marketing congruentes e incongruentes dessa relação. Esta pesquisa é qualitativa com propósito exploratório e foi realizada em cinco fases sequenciais. A primeira consistiu no levantamento de dados secundários por meio de pesquisa bibliográfica. Na segunda fase foram definidos os elementos, pressupostos e questões da pesquisa que orientaram o processo de coleta de dados. Na terceira fase da pesquisa foi solicitada a colaboração de atacadistas distribuidores para a disponibilização do banco de dados de clientes varejistas que compram produtos de marcas próprias. Nessa fase também foi realizado um estudo piloto com dois clientes varejistas de diferentes perfis. Na quarta fase da pesquisa, foram realizadas entrevistas semi-estruturadas com gerentes e proprietários de 15 estabelecimentos varejistas supermercadistas dos estados de SP e MG, que compõem a carteira de clientes de marcas próprias do atacadista distribuidor que colaborou com a pesquisa. A quinta e última fase caracterizou-se pelo processo de análise dos dados que utilizou técnicas de análise de conteúdo e triangulação das fontes de dados. Como resultado, o estudo apresenta uma análise da estratégia de marcas próprias do atacado distribuidor com base na perspectiva dos clientes varejistas sobre os elementos de marketing envolvidos na estratégia. Por meio da análise comparativa desses elementos, foi possível avaliar como os clientes varejistas compreendem os elementos de marketing desenvolvidos e gerenciados pelo atacadista distribuidor e que aspectos favorecem e ou dificultam o alinhamento entre as perspectivas dos agentes, assim como as implicações estratégicas e gerenciais provocadas pelos gaps da estratégia. A partir dos resultados foi proposto um esquema analítico com sugestões para auxiliar o alinhamento da estratégia de marcas próprias dos atacadistas distribuidores em relação aos gaps e ao papel dos clientes varejistas no esforço conjunto de desenvolver e gerenciar a estratégia. Por fim, foram apresentadas as limitações desta pesquisa, assim como sugestões para trabalhos futuros.

This thesis deals with the topic "Analysis of consumer behavior in the segment of private labels". Its main aim was to make an analysis of the Czech market with goods called "private label". Introductory part of the thesis contains a survey of theoretical knowledge from the sphere of marks, private labels, market research and consumer{\crq}s behavior. The second part deals with detailed description and analysis of the private labels{\crq} offer, an on-line research of consumers detecting consumer´s behaviour. In the final part of this thesis there are proposed certain steps pointing at the optimal and best solution for winning and afterwards keeping their consumer.

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.

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Titel: Affärsrelationen mellan tillverkare och återförsäljare: ur tillverkarens perspektiv Ämne: Kandidatuppsats i företagsekonomi inriktning affärsrelationer, 15 hp Författare: Lisa berg & Linnea Petersson Datum: 2021-05-24 Nivå: Kandidatuppsats Handledare: Svante Andersson Examinator: Klaus Solberg Problemformulering: Hur ser förtroendet ut inom affärsrelationen mellan tillverkare ochåterförsäljare inom den konkurrensutsatta möbel och inredningsbranschen, utifrån tillverkaresperspektiv? Syfte: Syftet med denna uppsats är att belysa och få djupare förståelse kring hur förtroendetser ut mellan tillverkare och återförsäljare inom den skandinaviska möbel ochinredningsbranschen. Förtroende är en av alla byggstenar i samtliga relationer men styrkan itillit och förtroende kan variera över tid. När återförsäljare och tillverkare, som även agerarleverantör är beroende av varandra i en affärsrelation samtidigt som de är konkurrenter kantilliten och förtroendet i relationen bli komplext. Det är denna komplexa delen avaffärsrelationen uppsatsen syftar till att undersöka och även det frågeställningen har sin grund i. Metod: Denna studie är baserad på en kvalitativ forskningsmetod och har en deduktiv ansatsdär teorin samlats in från vetenskapliga artiklar. Empirin är baserad på semistruktureradesamtalsintervjuer med tre olika skandinaviska möbelföretag. Dessa har tillsammans skapat enabduktiv forskningsansats. Slutsats: Slutsatsen konkretiseras genom förklaring om hur förtroendet mellan tillverkare ochåterförsäljare ser ut. Det som förklaras är att tilliten och affärsrelationen är bristande. Denrelation som länge varit i beroendesituation gentemot varandra har börjat försvinna och medförsämrad kommunikation kan den komma att upphöra inom snar framtid. Detta medhänvisning till analys som genomgående kopplar samman den insamlade empirin tillsammansmed jämförelse till tidigare forskning. Nyckelord: Affärsrelationer, tillverkare, återförsäljare, tillit / Titel: The business relationship between manufacturer and retailers: from the manufacturer's perspective Subject: Bachelor's thesis in business administration focusing on business relations, 15 hp Authors: Lisa berg & Linnea Petersson Date: 2021-05-24 Level: Bachelor thesis for a bachelor's degree in business administration with focus onmarketing. Supervisor: Svante Andersson Examiner: Klaus Solberg Question at issue: What does trust look like in the business relationship betweenmanufacturers and retailers in the competitive furniture and interior design industry, from amanufacturer's perspective? Purpose: The purpose of this essay is to shed light on and gain a deeper understanding ofwhat trust looks like between manufacturers and retailers in the Scandinavian furniture andinterior design industry. Trust is one of the building blocks of all relationships, but thestrength of trust and confidence can vary over time. When retailers and manufacturers, whoalso act as suppliers, are dependent on each other in a business relationship at the same timeas they are competitors, trust and confidence in the relationship can become complex. It is thiscomplex part of the business relationship the thesis aims to examine and also what the issue isbased on. Method: This study is based on a qualitative research method and has a deductive approachwhere the theory is collected from scientific articles. Empirin is based on semi-structuredinterviews with three different companies connected to Scandinavian furniture. These formersteps in combination created an abductive research approach. Conclusion: The conclusion is concretized through an explanation of what the trust betweenmanufacturers and resellers looks like. Further explained is that there is more often an existinglack of trust in the business relationship. The relationship that has been not equally dependentis starting to disappear and that in combination with the lack of good communication. Thedependency situation regarding the relation between the actors has started to fade and with thedeteriorated communication the relationship can within a few years be dissolved. This withreference to the analysis that pervading has connected to the collected empiricism withreference to previous research in the subject. Keywords: business relationships, manufacturer, retailers, trust.

Title: Perishable Inventory Management Solutions and Challenges of Kosovo FFRs. Avoiding Product Expiration at Retails ShelvesPurpose: In this thesis perishable inventory management solutions and challenges at Kosovo FFRs have been studied and identified. Hence, after identifying PIM solutions and challenges the research suggests ideas that will contribute to avoid the expiration of perishable products if selling them takes more time than their actual shelf life. This contributes to minimizing food waste in food supply chains and fresh food retailers. Methodology: Thesis consist of qualitative methods where multiple case studies in cooperation with Kosovo FFRs have been performed. Data collection methods included semi structured interviews, site visits and some financial data accessed from annual and government reports. Theory: Theoretical chapter has been developed from preexisting theory on perishable inventory management. Five phases of fresh food retailing inventory management have been developed and used as the basis for practical research. Moreover, part two of the theoretical chapter talks about the perishable inventory management challenges and is the basis for the second research question. Findings: The findings have shown that Kosovo FFRs use a mixture of PIM solutions with a focus on shelf life and replenishment solutions. The study also revealed that Kosovo FFRs are outdated regarding to product identification and software solutions, however, manage to perform somehow satisfactorily. Consequently, because of the lack of contemporary identification technologies Kosovo FFRs PIM challenges where found to be related to data accuracy and real time data access.

Consumer free riding occurs when consumers gather information about a product through a full-service retailer and then ultimately purchase that product from a limited-service retailer. This phenomenon is becoming more common as consumers have an increasing number of retail channels in which they can evaluate and purchase products. The prevalence of this behavior is causing problems for retailers, particularly small, specialty retailers, as they struggle to deter free riders. The goal of this research is to explore free riding in the context of small, specialty retailers in an attempt to isolate key factors which influence free riding behavior and which may give specialty retailers and managers insights and tools with which to combat this behavior. This is accomplished through three studies, two qualitative and one quantitative. In the two qualitative studies, detailed information regarding free riding motivations and experiences is gained through interviews and open-ended questionnaires. The information gathered in studies one and two is then used in conjunction with the Theory of Reasoned Action to create a model of free riding. The model was tested across four samples and includes firm-controllable factors which may influence free riding. This research yielded many insights into consumer free riding behavior. One of the most illuminating aspects of free riding uncovered through this research is the emotional factor associated with free riding for some consumers. This emotional element, a sense of obligation to purchase from the retailer, was discovered and explored. Factors such as desire to support local merchants, personal connection to the retailer and extra-role service were revealed as firm controllable elements that retailers might be able to use to influence purchase obligation and therefore deter free riders. Other factors, such as subjective norms, were also found to impact free riding attitudes, while the impact of price sensitivity on free riding met with mixed results in this study. The results of this research offer managers possible tools for deterring free riders and offer researchers future areas for research.

In this comparative study, the design elements and visual merchandising approaches employed in window displays by high-end and fast-fashion retailers are investigated. The study utilizes a visual content analysis method with standardized evaluation criteria to analyze the window displays of six high-end and six fast-fashion stores located in Paris. By adopting an analytical framework adapted mainly from Morgan (2015) and Diamond and Diamond (2007), the research aims to uncover shared patterns and distinguishing factors in the approaches of these two sectors. The findings reveal clear differences in purpose, layout, visual weight, focal points, color schemes, and prop usage between highend and fast-fashion retailers. These insights offer valuable practical implications for enhancing the visual appeal of window displays in the highly competitive retail landscape

The digital transformation is affecting every dimension of every business while the retailindustry is no exception. The changing expectations from the customer of today set increasedrequirements on distribution. Correspondingly, it seems that distribution is an area within whichdigital technologies can have major impact for retail companies. However, there is a lack ofpractical cases that demonstrate this impact in the Swedish market. As many retailers havestarted to integrate digital tools within their supply chains, different players have achieveddifferent levels of digital maturity in their distribution.The purpose of this research is to investigate the digital maturity level of retail companies withindistribution as well as their perception of digitalization alongside its impact on distributionprocesses. The method for data gathering consisted of qualitative interviews in combinationwith a questionnaire. The collected data in combination with theoretical research was used tofulfill the research purpose.The analysis revealed the digital maturity level within distribution for ten of Sweden’s largestretailers operating in different branches. All ten case companies were categorized as eitherAdopters or Collaborators. With respect to what literature have mentioned as benefits of digitaldistribution, the analysis further revealed the benefits that case companies have gained bydigital tools. Cost efficiency, traceability, delivery accuracy, improved lead time, shelfavailability, and increased free time in stores were the major benefits gained by digital tools, asdescribed by case companies.

Studien har med en kvalitativ ansats analyserat och diskuterat återförsäljarens beslutsfattande vid exponering och marknadsföring av lyxvarumärken, inom ramen för mixed branding strategier. Studiens syfte har grundat sig på att utforska tillvägagångssättet, hur återförsäljare tillämpar marknadsföringsstrategier och riktlinjer, samt återförsäljarens ansvar vid exponering och marknadsföring i fysisk butik. För att besvara syftet har två frågeställningar utformats: Hur arbetar återförsäljare med mixed branding strategier vid marknadsföring av lyxvarumärken? Vilket ansvar tar återförsäljare i samband med beslutsfattande i marknadsföring av lyxvarumärken? Den teoretiska referensramen baseras på tidigare forskning om återförsäljare, marknadsföring, exponering och beslutsfattande vid marknadsföring. Materialinsamlingen har grundat sig på kvalitativa metoder som har baserats på observationer och intervjuer med butiksanställda, ansvariga inom visual merchandising och en verkställande direktör. Vidare fokuserar studien på att expandera tidigare forskning genom parallella kopplingar mellan insamlat material och teoretisk referensram. Resultatet identifierade fyra grundläggande teman: mixed branding, inköp, relationer och exponering som alla kan knytas an med visual merchandising. I diskussionsdelen diskuteras temana som byggstenar för exponeringen och att det är avsevärt för återförsäljare att följa upp alla berörda områden för att maximera potentialen för en lönsam exponering och marknadsföring. Diskussionen tar vidare upp återförsäljarens förhållningssätt och återförsäljarens ansvar vid beslut där det överläggs hur återförsäljare av lyxvarumärken använder sig av den information och vägledning som temana bidrar med. Sammantaget har studien identifierat hur ansvar och externa riktlinjer korrelerar med relationer, samt hur det visuella slutligen exponeras och framställs i fysisk butik. / Based on a qualitative approach, the study has analyzed and discussed the retailer's decision making in the exposure and marketing of luxury brands, within the framework of mixed branding strategies. The purpose of the study has been based on exploring the approach, and how retailers apply marketing strategies and guidelines, as well as the retailer's responsibilities in physical store exposure and marketing. In order to answer the study’s purpose, two questions have been formulated: How do retailers work with mixed branding strategies while marketing luxury brands? What responsibilities do retailers take in relation to decision making in the marketing of luxury brands? The theoretical frame of reference is based on previous research on retailers, marketing, exposure and marketing decision making. The gathering of material has been based on qualitative methods such as observations and interviews with store employees, visual merchandising managers and a managing director. Furthermore, the study focuses on expanding previous research through parallel connections between collected material and theoretical frame of reference. The result identified four fundamental themes: mixed branding, purchasing, relationships and exposure linked with visual merchandising. The discussion section refers to the themes as components for exposure and the significance for retailers to follow up and maximize the potential for profitable exposure and marketing. The discussion further addresses the retailer's approach and responsibilities in decisions where it considers how retailers of luxury brands use the information and guidance based on the themes. Overall, the study has identified how responsibility and external guidelines correlate with relationships, as well as how the visual is ultimately exposed and produced in physical stores.