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portada Loyalty to the retailer versus loyalty to the retail brand
Type
Physical Book
Publisher
Author
Language
English
Pages
144
Format
Paperback
Dimensions
22.9x15.2x0.9 cm
ISBN13
9786209250347

Loyalty to the retailer versus loyalty to the retail brand

Fischer, Viktoria (Author) · Our Knowledge Publishing · Paperback

Loyalty to the retailer versus loyalty to the retail brand - Fischer, Viktoria

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Synopsis "Loyalty to the retailer versus loyalty to the retail brand"

Private labels have become an integral part of the product range in the Austrian food retail sector. Originally offered only in the form of low-priced private labels, there are now also other forms in the mid- and high-price ranges that offer good quality. Private labels are intended to fulfil certain objectives and functions for the company. One objective is customer loyalty. Loyal customers bring a company various advantages. However, numerous factors influence consumers, such as the characteristics of the place of purchase, the market, the purchasing situation and the individuals themselves. The retail company therefore attempts to control certain influencing factors and derive customer loyalty tools from them. Private labels are one such tool. Private labels are therefore intended to influence customers to remain loyal to a company. However, this book specifically examines the reverse perspective of this relationship, namely the role that consumers' existing loyalty to a food retailer plays in their purchase of private labels.

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