Competitive strategy, purchasing arrangement and branding relationships in fresh produce retailing

Abstract

This research investigated the relationships between the competitive positioning strategies of fresh produce retailers and the marketing channel variables they use to support these strategies. The specific marketing channel variables of interest to this research were purchasing arrangements, retail brands and pricing structures. Competitive positioning strategies were measured in terms of the types of value retailers attempt to deliver to consumers.

Statistical analysis of empirical data collected from fresh produce retailers in Christchurch identified statistically significant relationships between retailers competitive positioning strategies and the use of specific purchasing arrangements. There was a lack of statistical evidence to support hypotheses relating competitive positioning strategies to retail brands and pricing structures.

The results of the statistical analysis were used to draw implications on the measurement of competitive positioning strategies, the activities of fresh produce marketing channel members, and the use of specific marketing variables to support retailers' competitive positioning strategies. Such relationships also have implications for the study of a broader marketing environment - competitive strategy - marketing variables relationship.