<p>The purpose of this study was to investigate the consumers’ behaviours towards the</p><p>distributors’ brands. The aim was to find out what were the most important criteria of the</p><p>marketing mix for a consumer in his buying process that make him choose between a</p><p>distributor’s brand and a leader’s brand.</p><p>In order to achieve that, a theoretical framework has been established about the distributors’</p><p>brands, their different types, their management compared to the one of the leaders’ brands,</p><p>then about the consumers, their relation towards the distributors’ brands, their personal</p><p>implication in the brand, and their role, and also the theory of the marketing mix has been</p><p>exposed.</p><p>A quantitative research was applied. The questionnaire focused on every customer leaving,</p><p>after purchases, from Carrefour and Casino in Montpellier. All economic and social status and</p><p>lifestyles were interesting to study.</p><p>12 questions were asked to each customer, and 100 of them fully answered.</p><p>The results of the study were that the price still is the most important criterion for the</p><p>consumers in their buying decisions. The attractive price is the reason.</p><p>But it was discovered that the quality became a real significant element for the consumers.</p><p>The principal conclusion was that consumers still didn’t trust enough the products from the</p><p>distributors’ brands, and that the price wasn’t anymore the only criterion to take into account.</p><p>It was suggested that the distributors’ brands could reinforce their performances if they give</p><p>more priority to the quality.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hh-2223 |
| Date | January 2008 |
| Creators | Guerrero, Raphaël |
| Publisher | Halmstad University, School of Business and Engineering (SET), Högskolan i Halmstad/Sektionen för Ekonomi och Teknik (SET) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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