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dc.contributor.authorPay, C. J.
dc.date.accessioned2016-06-29T22:36:28Z
dc.date.available2016-06-29T22:36:28Z
dc.date.issued1996
dc.identifier.urihttps://hdl.handle.net/10182/7029
dc.description.abstractThis 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.en
dc.language.isoenen
dc.publisherLincoln Universityen
dc.rights.urihttps://researcharchive.lincoln.ac.nz/page/rights
dc.subjectcompetitive strategyen
dc.subjectpurchasing arrangementen
dc.subjectbranding relationshipsen
dc.subjectmarketing environmenten
dc.subjectretail brandingen
dc.subjectmodellingen
dc.subjectstatistical analysisen
dc.subjectregression modelsen
dc.subjectfresh produceen
dc.titleCompetitive strategy, purchasing arrangement and branding relationships in fresh produce retailingen
dc.typeThesisen
thesis.degree.grantorLincoln Universityen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Commerce and Managementen
lu.thesis.supervisorZwart, Tony
lu.contributor.unitDepartment of Agribusiness and Marketsen
dc.rights.accessRightsDigital thesis can be viewed by current staff and students of Lincoln University only. Print copy available for reading in Lincoln University Library. en
dc.subject.anzsrc150507 Pricing (incl. Consumer Value Estimation)en
dc.subject.anzsrc150504 Marketing Measurementen
dc.subject.anzsrc150502 Marketing Communicationsen
dc.subject.anzsrc140201 Agricultural Economicsen


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