مجلة دراسات في الاقتصاد وإدارة الأعمال
Volume 7, Numéro 2, Pages 522-542
2024-12-09
Exploratory Approche To The Positioning Of Food Retail Brand : Case Of Large Food Retail Spaces In The City Of Oran
Authors : Mouhous Makhloufi Kahina . Ghidouche Faouzi .
Abstract
This article aims to understand the intended positioning of retail brands in the retail sector in Oran. It highlights the identification and differentiation elements that motivate the target, while emphasizing the development strategies of food retail brand. An exploratory study was conducted based on semi-structured individual interviews with the managers of three retail brand, as well as two interviews with experts in the field. The results reveal that all retail brands position themselves around low prices by offering promotions and events. However, specific differentiation elements have been identified for each retailer, such as the reliability of the information provided, the wide variety of offerings, the quality of customer service, and the high quality of both products and store offering.
Keywords
Positionning, food retail brand, différenciation, Oran.
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