Assignment (MEcon)--University of Stellenbosch, 2001. / ENGLISH ABSTRACT: The field study reported here examined the importance of branding in the low cost retail industry.
Two low cost retailers were identified, who sell boys grey school trousers. The one retailer sells
the trousers with a brand name, while the other doesn't sell the grey school trousers with a brand
name. Sales volumes of both retailers were drawn for a certain period and questionnaires were
developed and sent to the different shops to be completed by the customers to determine how
important brands were to them. The results of the research indicated that the retailer selling grey
school trousers with a brand name sold more units than the retailer selling the grey school
trousers without a brand name. Furthermore, the customers indicated that they would buy grey
school trousers with a brand name rather than buying grey school trousers without a brand name, / AFRIKAANSE OPSOMMING: Die navorsing wat hier gerapporteer word, ondersoek die belangrikheid van handelsmerke in die
lae-koste kleinhandel industrie. Twee lae-koste kleinhandelaars is geidentifiseer wat grys skool
langbroeke vir seuns verkoop. Die een kleinhandelaar verkoop die grys skoollangbroek met 'n
handelsnaam, terwyl die ander kleinhandelaar nie die broek met 'n handelsnaam verkoop nie.
Verkoopsvolume data vir 'n sekere periode is van beide kleinhandelaars getrek en vraelyste is
ontwikkel en na die winkels gestuur. Die klient moes die vraelys voltooi om te bepaal hoe
belangrik handelsmerke vir die klient is. Die resultate van die studie het daarop gedui dat die
kleinhandelaar wat die grys skool langbroek met die handelsmerk verkoop, meer eenhede
verkoop het as die kleinhandelaar wat die grys skool langbroek sonder handelsmerk verkoop.
Verder het die klient aangedui dat die grys skool langbroek met 'n handelsnaam eerder gekoop
sal word as 'n grys skoollangbroek sonder handelsmerk.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/52538 |
| Date | 03 1900 |
| Creators | Jäckel, Michelle |
| Contributors | Du Toit, J. B., Stellenbosch University. Faculty of Economic and Management Sciences. Dept. of Industrial Psychology. |
| Publisher | Stellenbosch : Stellenbosch University |
| Source Sets | South African National ETD Portal |
| Language | en_ZA |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 26, [10] p. |
| Rights | Stellenbosch University |
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