• Login
    View Item 
    •   UZ eScholar Home
    • Faculty of Business Management Sciences and Economics
    • Faculty of Business Management Sciences and Economics ETDs
    • Faculty of Business Management Sciences and Economics e-Theses Collection
    • View Item
    •   UZ eScholar Home
    • Faculty of Business Management Sciences and Economics
    • Faculty of Business Management Sciences and Economics ETDs
    • Faculty of Business Management Sciences and Economics e-Theses Collection
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    An analysis of the impact of private label brands on sales: A case study of OK Zimbabwe Limited (2009 - 2012)

    Thumbnail
    View/Open
    Munodawafa_An_analysis_of_the_impact_of_private_label_brands_on_sales.pdf (894.7Kb)
    Date
    2018-04
    Author
    Munodawafa, Andrew
    Metadata
    Show full item record

    Abstract
    The aim of this study is to explore the private label branding process and its impact on retail sales performance. Private label branding is a strategic tool adopted by retailers to increase sales and profit margins with a global average contribution to turnover of over 20 percent. The research looked into these elements of marketing mix; pricing, packaging, quality, promotion, advertising and market segmentation and their influence to performance of private label brands. In efforts to explore factors affecting private label branding in Zimbabwe, this research employs a case study approach, involving a single case organisation, OK Zimbabwe Limited. The organisation was chosen because of its dominance on the local retail industry. Data was collected through unstructured interviews with OK Zimbabwe executives and functional managers identified to be core in strategy making and implementation. The research outcomes indicate that private label brands have not made any significant impact to OK Zimbabwe sales and profit margins. The failure of these brands is due to lack of management commitment to drive the brands portfolio. The research also concludes that private label brands are affected by these factors; lack of marketing skills and expertise, negative employee attitude, poor quality of brands, price competitiveness and inadequate advertising strategies. Because of these findings, the research recommends the firm to rebrand private labels and use market segmentation to target specific customers with potential to buy its private label brands. It also recommends that the company should have private label brands produced outside the country, expand the channels of customer communication and change employee attitudes towards private label brands. The findings also discovered some gaps requiring further study. The firm must look into consumer perceptions on private label brands and evaluate the strategic fit of private label branding strategy to organisational culture.
    URI
    http://hdl.handle.net/10646/3577
    Additional Citation Information
    Munodawafa, A. (2012). An analysis of the impact of private label brands on sales: A case study of OK Zimbabwe Limited (2009 - 2012) (Unpublished master's thesis). University of Zimbabwe.
    Subject
    Brand performance
    Branding process
    Retail sales performance
    Private label branding
    Retailers
    OK Zimbabwe Limited
    Local retail industry
    Consumer perceptions
    Organisational culture
    Collections
    • Faculty of Business Management Sciences and Economics e-Theses Collection [496]

    University of Zimbabwe: Educating To Change Lives!
    DSpace software copyright © 2002-2020  DuraSpace | Contact Us | Send Feedback
     

     

    Browse

    All of UZ eScholarCommunities & CollectionsBy Issue DateAuthorsTitlesSubjectsThis CollectionBy Issue DateAuthorsTitlesSubjects

    My Account

    LoginRegister

    Statistics

    View Usage StatisticsView Google Analytics Statistics

    University of Zimbabwe: Educating To Change Lives!
    DSpace software copyright © 2002-2020  DuraSpace | Contact Us | Send Feedback