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Brand Strategy for the Supermarket Industry in Hong Kong

Chapter one

Introduction

There can be arguments to certain brand management and its development catering to the

supermarket Industry in such practice can be presence of such branding system of retailing in Hong Kong.

And there can be important brand strategies in placed for the supermarket industry within Hong Kong and

the globalization of the supermarkets. This study is related to the module of Brand Management and there

is the consideration as well as assessment of supermarket in Hong Kong, specifically the Park n’ Shop

Supermarket as a case study which can be subject for discussion and analysis.

Also, Supermarkets in Hong Kong are delivering such diverse offering to the marketplace from

better goods and services in specific price and quality within such brand recognition and its significance

to the industry. The Supermarkets in Hong Kong is one of the pioneer industries in terms of branding

strategy utilization as geared towards several ideal advances in Supermarket business in Hong Kong and

the brand management in which marketing and operational environment through innovation are

stimulated along with variations of the Hong Kong supermarket chains.

From the point of view of marketing strategy, Varadarajan criticized the extant literature for lack

of international orientation, as most studies were in the context of such business. The fact casts doubt on

the generalization of strategy-performance relationships to the larger international context (Varadarajan,

1999). Thus, Varadarajan argued that the cultural aspect in the strategy formulation process in

international contexts is not well researched, even though this issue is critical within increasing globalised


markets. There is the need to fill research gap on the understanding of the strategic role brand plays in

benefiting the firm financially at both the domestic and international levels (Malhotra1999). In other

words, the relationship between brand performance and financial performance needs to be further studied

in order to measure and understand the brand's strategic importance. The paper thus seek to critically

examine Brand Strategy and other related concept for the Supermarket Industry in Hong Kong

Statement of the problem

The concept of branding has come out to be deemed by management of any organization as a top

priority (Chaudhuri 2001). Additionally, it has been categorized together with human workforce to be the

most valuable assets within an organization. Similarly brand building/development is a long process that

utilizes a lot of resources and cannot be separated from advertisement and strong marketing strategies.

Organizations have resorted to branding with the belief that it will save them from failing as it

will enhance the value of the product/organization. However, many of these organizations fail to have

prior knowledge that adequate planning is key to successful branding (Kotler 1997). For this reason, long-

term promotion prop up for a brand, on the basis of definitions of the distinctiveness of the target

consumers is necessary. Additionally, understanding of customers preferences, aspirations and

expectations from the brand need to be considered.

In Hong Kong, supermarkets are industries that seem to utilize branding in their day to day

running of their business. However there has not been a comprehensive study that has linked branding in

supermarkets in Hong Kong and their performance, success and value. This thus lays ground for the

study.

Purpose of the study

The purpose of this study is to critically examine Brand Strategy and other related concept for the

Supermarket Industry in Hong Kong. The researcher’s main goal is to bring to light how Hong Kong

supermarkets develop brands, manage and use in fostering its performance and success.


It is has come to the knowledge of business organization that there has been dramatic change in

customers preferences, needs and aspirations. This has left the business world to be very competitive and

counter these business entities have adopted a myriad of strategies among them branding.

Additionally, this research is carried out to fill the gap that did not explain brand strategy, brand

management as well as performance and success of supermarkets in relation to branding. The targeted

audience is those individual shopping at Hong Kong supermarkets particularly Shoppers from Park n’

Shop. The required information and data will be obtained from two main sources; from primary and

secondary sources.

Justification of the study

The research (study) is of a lot of importance as it will seek to critically examine Brand Strategy

for the Supermarket Industry in Hong Kong. The findings will be of importance to various stakeholders

such as supermarkets, customers as well as other business ventures. Additionally, the research will help

fill gaps pertaining branding in supermarkets.

The research will define what branding is, its elements, history and transition, brand management,

brand development. Additionally, the issue of branding relating to organization performance and success

are brought to light to light.

The findings herein will make the relevant stakeholders make rational and sound decision

concerning blended learning. It is worth noting that this will result to ensuring more of our universities

adopt the approach since they will be aware on how it works hence embracing technology which is the

norm to stay competitive in the changing world of technological innovation. This is very important in

determining the future of learners who seek to acquire skills and improve on their quality of education.

Not carrying out this research will clearly depict that branding strategies in Hong Kong

supermarkets will remain unknown to some relevant stakeholders such as customers, business entities.

Additionally, the gaps in the entire concept and topic for instance how to manage supermarket brands and

brand development, elements of brand its association with organizational success and performance, the

challenges facing branding and how they can be addressed might only remain an illusion. This will mean


that those academic institutions as well as other relevant stakeholders such as future research scientists

will be left in the dark and cannot use the findings to improve learning in branding.

Scope of the study

With clear knowledge that no single study can adequately address all aspects of any given topic,

there is need to clearly establish what the research will address. The scope of this study thus is to critically

examine Brand Strategy for the Supermarket Industry in Hong Kong. This is done by defining what

branding is, its elements, history and transition, brand management, brand development. Additionally, the

issue of branding relating to organization performance and success are brought to light. Lastly and more

importantly, the benefits associated with effective branding are discussed in details. Through this analysis

and data collected from primary sources, proper inference will be made concerning branding strategy for

Hong Kong supermarkets.

It is worth mentioning that the results that will be generated from the study will not only have an

implication on a narrow scope but applicable in not only supermarket in Hong Kong but other such

businesses across the globe. This is possible with some slight adjustments for it to fit the situation at hand.

Research approach

The research employs a mixed study to obtain relevant data and information. A theoretical study,

a research approach in which the goal is to prove/disprove a hypothesized truth or proposed future

research plans that may be carried out in the future but not at the current moment. The choice of this

method was as a result of its simplicity and ease of use. It is important to note that theoretical study calls

for deeper digging of various literatures ranging from journals, publications, books, other forms of

literature and from the internet. Most of the data required will be collected by perusing through secondary

sources of data as well to primary sources.

Qualitative research is also employed in the study; the approach seeks to contextualize the

research by immersing the researcher into the study scenario as well as with the study sample (Yu &

Cooper, 1983). Hypotheses are developed and data is collected and the results tend to be subjective. Case

study as a sub type of qualitative research is used to ensure that the study is flexible enough to give the


researcher room to investigate issues that were not previously thought of and could be worth being

brought to light. More data will be collected from primary sources which include; observation and

questionnaires (Salganik & Heckathorn, 2004). After establishing the target sample, issues of ethics,

accountability and confidentiality are given a priority before collecting necessary data.

Aims and objectives of the study

The study sought to critically examine Brand Strategy for the Supermarket Industry in Hong

Kong. The objective for this research is to acquire the awareness and knowledge regarding to how the

supermarkets in Hong Kong utilize, address, deal and apply the superb brand strategy and approaches

when it comes to marketing ways in relation to the retailing power from the supermarket industry that

such brand management and imperative aspects will be discussed and explained along with the research

evidence and support to the information and knowledge as acquired. To determine and identify the

branding factors in lieu to the supermarket products and services found in Hong Kong market. Also, to

integrate the empirical structure of research data using appropriate research material and methods

respectively.

The research objectives are;

1. To be able to acquire useful research evidences, information and the finding out of applicable

knowledge of branding as applied in the supermarkets in Hong Kong.

2. To be able to utilize properly case study analysis into the awareness of Hong Kong supermarkets

and the branding application to the business markets.

3. To evaluate the realize the information and data collected from the relevant literatures and the

possible surveys in searching for good brand management relationship that are crucial for

understanding research focus.

Research questions and hypotheses

From these objectives, a number of research questions and hypotheses that aid in carrying out the research

include;


The research questions that guided the study are the following;

1. What is branding? What constitute a good brand as supported by such management and strategy in

factors pointing to customer value and market operations within the Hong Kong supermarket

industry?

2. What relevance do certain theories provide in the application of brand strategy?

3. Is there a better brand retailing for such innovative paradigm as applying in supermarkets in Hong

Kong? Use Park n’ Shop as a sample in such application of branding strategy and management.

4. What are the assumption that indicates ample supermarket demand in branding creation and influence

over the Hong Kong market?

5. Does the brand strategy impose as an ideal tool for the success of the supermarket industry in Hong

Kong?

Hypotheses from the research questions to be investigated are;

The relationship between brand strategy and marketing:

H1. Brand strategy is positive determinant of brand performance.

H2. Brand strategy is positive determinant of supermarket value.

The relationship between brand management and success:

H3. Brand Management is positive determinant of industry performance

H4. The congruency of marketing ways is positive determinant of brand success

Definition of terms

Brand: A name, term, sign, symbol or design, or a combination of them intended to identify the

goods and services of one seller or group of sellers and to differentiate them from those of other sellers

(Chaudhuri 2002).


Branding: Has been though as a marketing process or practice of creating a name, term, sign,

symbol or design, or a combination of them for goods and services in the minds of consumers through

advertising campaigns with a consistent them. It aims at establishing significant and differentiated

presence3 in the market with an ultimate goal of attracting and retaining loyal customers.

Supermarkets: this is a term used to describe self-service stores that offer a wider range of food as

well as household merchandise and is in most cases organized into sections. Supermarkets are larger as

compared to traditional groceries but smaller than superstores or hypermarkets.

Brand management: Brand management refers to a process of sustaining, civilizing, and keeping

a brand so that the name is linked with desirable positive outcomes. This process entails several

significant aspects for instance competition, cost, in-store presentation and customer satisfaction (Mooij

1998).

Brand strategy: This refers to long-term marketing support an organization offer to its brand on

the basis of how the target audience or consumers have been defined. The concept include a clear

understanding of an organization as well as customer preferences, aspiration needs, demands and

expectations from the brand.

Mixed research design: It is a kind of research approach that encompasses both qualitative and

quantitative research approach.

Case study: Is a research approach that provides researchers/investigators with flexibility to

pursue area/issues in the research topic that were not initially thought of and factored into the study

(Crook, 1994).

Technological innovation: This has been used to refer improvement of existing forms of

technology that result to development of new products as well as processes. The advent of computers and

the art of man in trying his hands in a number of issues concerning computers have resulted to continuous

change in terms of technology.


Qualitative research: A research design that seek contextualize a study by immersing the

investigator into the research situation and with the research subjects in which hypotheses are developed

and data are collected and results tend to be subjective.

Information technology: Information technology refers to a process whereby computers and

software are used in management of the information. Information is stored, protected, processed, shared

and can be retrieved when need arise by use of the technology. It is worth noting that it is application is

almost ‘unlimited’ (Skehan, 1999).

Organization of the study

The study is organized in such a way that it depicts the recommended format of dissertation

paper. Five distinct sections are what constitute the whole paper and this design makes it easy for those

who will review it get to relevant section with ease.

Section one which is the first chapter is made up of introduction, background of the study,

problem statement, rationale/ justification of the study, aims and objective of the study, research questions

and hypotheses, and finally definition of terms used in the paper. Each of these subsections is adequately

addressed to give insight to readers of what they expect in the paper.

Section two normally referred to as chapter two is made entirely of all literature that relates to the

study topic. Data concerning branding in Hong Kong supermarket are analyzed and brought to light.

Generally history and transition of branding coupled with its various characteristics and benefits are

adequately discussed. What branding can do for business entities especially supermarkets in Hong Kong

are discussed in details. Similarly, developing a brand is also discussed, issues relating to brand

management as well as branding and organizational performance analyzed, synthesized and linked to the

research topic.


Additionally, core practices for success that are practiced by school leaders that impact on

success of poverty school are also tackled, the efforts made by the government to ensure that leaders in

such school, plus other relevant information are brought forth.

Section three is the methodology chapter. It entails the following subsections; research design or

approach, description of study area, population and sampling procedures, instrumentation, data collection

procedures and data analysis procedures. Additionally, issues relating to validity, reliability as well as

ethical consideration are brought to light in this chapter.

The fourth section chapter three is results and analysis. It is here that all statistical tests will be

done and represented by use of descriptive statistics. Issues involved include demographic characteristics,

t-test, and correlation and regression test. It is in this chapter that forms the backbone of the paper.

The last section is organized as chapter five and is under the title discussion, conclusion and

recommendation. A recap of the finding is done in this section.


Chapter two Literature Review

The advent of computers and technological innovation that has faced mankind in the recent past

coupled with varied customers need and aspiration has left the business world to be highly competitive.

For this reason, there are a number of strategies that organizations have used to cut for themselves a

market edge in this competitive business world. The main strategy is branding usually followed by

advertisement and publicity. The concept of branding has come out to be deemed by management of any

organization as a top priority (Chaudhuri 2001). Additionally, it has been categorized together with

human workforce to be the most valuable assets within an organization. It has been argued that brand

building is a long process that utilizes a lot of resources and cannot be separated from advertisement and

strong marketing strategies.

Organizations have resorted to branding with the belief that it will save them from failing as it

will enhance the value of the product/organization. However, many of these organizations fail to have

prior knowledge that adequate planning is key to successful branding (Kotler 1997). For this reason, long-

term promotion prop up for a brand, on the basis of definitions of the distinctiveness of the target

consumers is necessary. Additionally, understanding of customers preferences, aspirations and

expectations from the brand need to be considered.

History and transition of branding

Historically, ‘brand’ was though to mean a hot or burning thing and thus associated with marking

of animals with unique symbols so that owners can easily identify them (Gregory, 2003). The process

involved burning an iron that has been fashioned into a distinct symbol then pressed on the animal skin

leaving a permanent mark. Over the years the term has been used in a wider context especially in the field

of business to refer to "name, term, sign, symbol or design, or a combination of them intended to identify

the goods and services of one seller or group of sellers and to differentiate them from those of other

sellers (Chaudhuri 2002). One notable example of earlier use of branding in China, where merchants used

branding names "Misty Mountain Tea", or "Garden in the Sky Tea" to sell poor quality garden tea to

buyers


Oscar Wilde wrote that pessimist is an individual that who is a ware of all things but do not know

the price of anything. It is only in the recent past that top management have deem brand to be an

important asset to their organization. (Davidson 1998; Ward and Perrier 1998)

In simple terms, brand is entity that provides end-users with an added value on the basis based

functional performance. All these help distinguish the product or service being offered by a business

entity. The four Ps of marketing has been used for a very long time to bring about values associated with

a brand (Lancaster 1995; Kotler 1997)

As time passed, knowledge possessed by the community that engages in marketing has led to

managers being brand leaders. There is recognition of branding strategy as source of competitive

advantage in domestic markets (Chaudhuri 2001; De Chernatony 2001; Moore et al 2000).

In addition to view of branding, brand can be used as corporate strategic tool to enhance firm's

performance. (Mosmans 1996; Mosmans 1998) The brand as an important resource of firm can serve as a

strategic reference point. It can shape business development by realizing an alignment between the

capabilities of the firm and the external environment. The emphasis of brand strategy is shifted to brand-

based strategy (Mosmans 1998)

Branding is technique to build sustainable, differential advantage by playing on the nature of

human beings. Only humans can attach meaning and feeling to inanimate objects and random collection

of symbols, which suggests the appeal of branding, is not entirely rational. (O’Malley 1991). Once

consumers become accustomed to a certain brand, they do not readily accept substitutes (Ginden 1993).

Organizations seek ways to take full advantage of human trait – popularity of branding.

Organizations develop brands as way to attract and keep customers by promoting value, image as

well as lifestyle. By using particular brand, the consumer can cement positive image (Ginden 1993)

Brands also reduce the risk consumers face when buying something that they know little about.

(Montgomery 1992)


What branding do

According to the suggestion of Randall, 1993 concerning what brands do for both customers and

consumers, there are five major functions coined. One very important one is the creation of identity. Any

brand is created in order to identify itself clearly and unambiguously. For this to be attained, there is need

first to obtain a legal protection and design elements, which will ensure that no other organization will

used such trademark or brand.

Brands also function as shorthand summery to consumers. Product brand or the identity brings

with it a summery of all information deemed necessary by the end user. It has been established that

memories seem to work when information is stored in a set of network. A good brand links the network

by providing the necessary or triggering association.

Additionally, a brand has been thought to function as creating a sense of security to end-user of a

certain product or service. A good brand makes its consumers reassured when buying well known brands.

Security is coined to guaranteeing provision of benefits anticipated by consumers of any goods or

services. An element of differentiation is also brought out by a brand. This is what mousiness ventures cut

themselves an edge in the competitive business world (Kotler 1997). It is a company brand that will

appeal to consumers only if it succeeds to prove to have shown uniqueness and difference from the same

product or substitutes from its competitors.

Lastly, it has been noted that a brand brings added value to any given product or service. Due to

stiff competition, business organization more so those that are profit oriented have realized that providing

customers and consumers with the generic product is not sufficient enough to meet customers aspirations

and need. Thus there is need to supplement this and using a brand proved to be the ultimate best solution.

Generally speaking to come up with a good brand which provide all these broad functions, organizations

need to do some soul searching.

Generally speaking, the major aim of branding is to pass vividly a massage, creating customer

loyalty, persuade a customer to buy a good as well as establishing an emotional association between the

buyers and the product being offered. It is the brand that builds customer perception concerning a given


product. It does this by raising end-users expectations about the good in question. Primarily, branding

seek to create differentiation. It has been documented that strong and well thought brands are capable of

reducing customers’ perceived monetary, safety as well as social risk while buying a product or a service.

It is from the concept that there is need for organizations to make potential buyers to in a better position to

imagine the intangible good that a brand came into play.

There are also other rewards that come with branding. Through branding, a loyalty to the brand is

created, what this implies is that business enterprises will attain a greater consistency of demands via

retaining their customers (Moore 2000). It has been noted that as time elapse branding strategies deemed

good and successful leads to higher volume of production that provides the organization with economies

of scale hence having a favorable and positive influence on costs per unit. This further makes the

organization to be in a position to attain greater margins hence placing it in a better position in the

competitive business world.

Similarly, the concept of brand resilience has been key in ensuring that organizations that are

profit oriented comfortably and smoothly find their way out despite a stormy business environment. A

typical example is back in 1982 when car manufacturers suffered due to poor branding and low sales,

Mercedes did not felt this as its sale exceeded those of their competitors by slightly above 50%. It is

worth mentioning that the magnetic power an organization has as it concerns how customers buys, very

successful brands allow organizations to charge a premium price for what they are offering thus leading to

accumulation of higher profit. Studies show that a well thought brand has the potential to return a margin

of between 4 and 6 times as compared to that of the competitor deemed to be very close (Shugan, 2005).

Lastly and more importantly, brands have been thought to be capable of aiding businesses to

move, infiltrate and capture new markets; this will be a better move to Hong Kong supermarkets. A clear

example of how this is attained is provided by Dunhill a tobacco industry that was once at the verge of

collapsing did revitalize itself and is now a giant in the filed.


Internal and external elements of a brand

To customers, a brand is made up of two major elements; internal and external. Among the

internal elements of a brand are; personality which typically refers to how end users of a good or service

will describe a brand. Self image is another internal element, this comprises what the audience or

customers for that matter will feel and say as far as the brand in question is concerned, a typical example

is provided by one’s image in driving a ford or a Jaguar.

Concerning external elements of a brand, relationship revolves a round the customers

identification with the brand itself. Physique or rather the outward characteristics or attributes of a brand

that will make the audience want to know more about the brand is equally an important external element

of a brand. Lastly, reflection which refers to nurturing of customers towards a given brand is another

example of an external element of a brand.

Brand Management

Brand management refers to a process of sustaining, civilizing, and keeping a brand so that the

name is linked with desirable positive outcomes. This process entails several significant aspects for

instance competition, cost, in-store presentation and customer satisfaction (Mooij 1998). The entire

process is fabricated on a marketing basis, but centers mostly on the brand it self and how it can be made

to remain highly favored by customers. It has been asserted that properly managed brand can lead to an

organization realizing higher sales of not only one product, but also other goods and services connected

with that brand. A typical example can be drawn from if a customer loves a coca cola soda and does trust

the brand such an individual will have more chances of buying other goods that are offered in the market

by Coca Cola Company for instance Dasani water.

There are a number of principles of brand management that when followed and implemented to

the later will ensure that a brand created successfully built into customers’ state of mind. This can be

attained by positively influencing end users perceptions as well as attitude that relate to an offering that

leads to a positive customer buying behavior (Schmidt, & Ludlow, 2002). Additionally, it has been

suggested that mangers need to have very wide knowledge on customers’ base. The principles mentioned


previously are that a good brand name opt to stand out among a group of other competitive brands, be

very attractive, easy to pronounce, know, remember, recognize, translate into all possible language in the

market where the brand will reach, attract attention, be protected under the trademark legislation (Mooij

1998).

Additionally, a good brand should differentiate the products positioning in relation to

competition, suggest an organization or rather the good or product image and finally suggest the benefit

of a product. Managing all brands and building brand equity over a period of time is very essential. The

importance and value of brand management is that it helps in constructing a business image. Any

manager bestowed with the responsibilities of branding need to keep an eye on overall performance of a

brand. A brand is deemed successful when created under a competent brand management process (Moore

2000).

The brand strategy, the key to business strategy (Berry 1993) can possibly promote the financial

value of the brand rather than making it better product that the customer wanted. Creating brand image

involves getting customers to know that the brand exists. The branding process itself may be the starting

point for product differentiation (Allen 1992). It is worth mentioning that organizations or companies

with very strong brand do have higher market value as compared to their counter parts with weaker

brands. Having, in mind that any brand can potentially loose its value, there is need to give such a brand a

good support so that it can sustain its position for a longer period of time.

The consumer will perceive one brand as more desirable than its competitors and purchase it

based on those perceptions. Carey suggests that if the brand has a recognizable identity, then it should be

aimed at opportunity markets to yield maximum success. (Carey 1991) Supermarket companies must

manage the image and identity of brand and tie it to the total business strategy the organization must

decide how branding fits into its general strategy (Carlino 1991). The point is, brand strategy should be

relevant to goals of the organization. Although there are directions for matching brand with certain

strategy (Wentz 1993), market operations must create unique strategy that works for the Hong Kong

supermarket industry.


Developing brand strategy

Coming up with a desired brand strategy has been deemed to be one of the most challenging

activity while making plans that pertains to marketing. Despite it being very challenging, there is no other

shortcut in ensuring that a company is created with a very strong identity other than by branding

(Chernatony 2001). This is because branding has been proved to be a very essential ingredient in making

of successful organizations, locally, nationally and across the globe. Being a fact that once a brand is

developed; it is evident that its identity will be repeatedly passed across in various ways together with

numerous frequencies for as long as the business exists. For this reason, it is only rational to developing a

brand strategy that will be the best (Olins, 2003).

It is sad to note that most organizations fail to point out the main objectives or purposes of the

entire exercise of branding they undertake. There are suggested steps that will help organizations be at per

with the whole process of branding from planning, developing and execution of the exercise. As noted by

Ware, 2010, to develop an effective brand strategy is one very important aspect that needs to be mastered

by each and every serious business venture to guarantee success, Hong Kong supermarkets not being

exceptions. He further asserts that those organizations that do not understand the whole concept of

branding as well as coming up with an effective branding strategy are at the verge of terribly failing

business wise.

Steps in developing brand strategy

The first step that each and every organization that seeks to come up with an effective brand, is to

understand the meaning of branding. It is very important to distinguish branding from marketing and

advertisement. When organizations set out the main objectives and purpose of branding coupled with the

knowledge that the whole idea is a promise to end-users of a given product or services that will then lead

them to experience an unexpected experience, then the whole process is deemed successful (Keller 1998).

Broadly speaking, there are three major steps that are very important in coming up with an

effective branding strategy; they include thorough research, strategy developing and finally

implementation or execution. Before engaging in research step, starting by pointing out the core values of


a brand opt to be done. It is worth noting that core values are those qualities an organization deems to be

most important to their day to day running of their business. For instance, a Hong Kong supermarket

might have customer satisfaction, integrity, trustworthiness, provision of high quality services and

product It is worth noting that a set of these core values in most cases are not made public but can be

seen through a glass via numerous activities done by the organization (Keller 2003). These core values

concerning brand should not change despite the fact that brand preposition can change any time. It has

been argued that these core values of branding should at no time be taken lightly as it depicts an

organization creed for doing business hence success.

As stated previously, the issue of research being conducted in a thorough manner will definitely

dictate developing of a successful brand. Marketing and branding scholars have proved that once brand

core values have been identified, without carrying out objective and comprehensive research about the

entire process of branding, the whole activity will be a flux (Mooij 1998). The research stage looks in

depth several issues that broadly include the whole organization, services and goods offered by the

organization, the target market as well as the desired audience and competitors. Having enough

knowledge on all these categories is key in placing the organization at a better place when crafting how to

develop a brand.

Strictly speaking, the study will center on finding out the philosophy of the business organization,

its customers and clienteles, the determining factors on customers decisions on buying, the anticipated

benefits brought about by the goods and service to be offered, identifying the potential competitors and

finally the reason that will make end-users to choose ones goods over their competitors. On the same

note, further research need to be carried out to establish the strengths and weaknesses of the brand

(Chernatony 2003). Additionally, depending on the availability of financial resources available, it is

advisable for an organization to dig deeper into the history of branding, what is happening at present as

well as try to predict what the picture will look like in the near future and probably propose some

directions.


After thorough research has been conducted, moving to the second stage-development phase then

follows. In this stage those individuals that conducted the research in groups come together and strategize

how all the varied aspects from the research will be integrated. It is important to always have in mind that

making each and every of the aspects brought forth to work with the aim of ensuring that the

organization’s main objective are attained will foster success of the branding (Moore 2000).

It is no doubt that it is at this phase that brand preposition is done. Brand statement is thus

developed which in turn carries a promising statement to end-user. In case of a supermarket, a promise

can be that if one buys goods or services from it, then he/she will get maximum satisfaction from high

quality, saving money (Davidson 1998). While coming up with the preposition, having at the back of

mind that there is need for it to be engaging, easy understand, unique relevant and more importantly

provide solution to the needs and aspirations of customers is of paramount importance. All these are

attainable only if the various teams are capable of successfully integrating their findings with those of the

others.

An engaging, easily understood and relevant brand preposition comes with an emotional

influence that will propel customers to crave for what is to be offered. This in turn will make them have a

changed positive perception and attitude hence turn to an organization way other than to its competitors.

Research phase will also make it possible for the organization to establish principle stumbling blocks that

might hinder effective and successful branding (Holt, 2004). With such knowledge plans can be put in

place to crush these barriers hence a smooth process of branding.

The last stage in brand strategy is the most challenging one-execution phase. Any organization in

this matter supermarket in Hong Kong need to ensure that each and every one within and without is

actively, directly or indirectly take part in branding. If the whole idea is bought by even the employees,

there are higher chances of realizing success. The entire workforce when are in a position to believe in the

capabilities of the management, the organization as a unit as well as its product and services, then this is

the right direction towards a successful branding (Chernatony 2001).


However, effective implementation of brand heavy relies on what skills, knowledge and ability of

the top management. Thus having in place by recruiting highly skilled and capable workforce will ensure

that the entire process of branding is smooth and attain the desired goals and objectives (Kotler, &

Pfoertsch, 2006). While this is being done, ensuring that the entire workforce is motivated and fully

support the process is significant.

Generally speaking, the three stages aim at delivering unexpected and winning the hearts and

minds of customers. For any organization that seeks to carryout branding, developing a brand preposition

that is not expected or anticipated will make the organization stand out from the potential competitors

(Lancaster 1995). More importantly is winning the minds as well as hearts of potential customers. This is

done by creating an emotional feeling between the customers and the brand which in turn leads to a

reaction from the target audience even before tasting or experiencing the product or the service.

While developing a brand strategy, the brand preposition needs to factor in several important

factors. According to Davidson 1998,these include; alignment with the brand core values, ability to adapt

to a dynamic market, being clear, engaging, different and in line/relevant to the targeted audience, echoed

by all partners/team players, be able to incorporate positive emotional attachment that is better beyond the

concept of good. Additionally, the preposition needs to be always consistent although several marketing

as well as media of advertisement and finally be always consistent with the ability of the workforce to

deliver the promise made (Fan, 2002). Arguably, it has been demonstrated that a well though, planned and

executed brand strategy brings with it a successful brand performance. Similarly, brand management does

positively determine successful industry performance.

Influences of brand on potential targeted audience

As suggested by Chaudhuri 2002 brands are not only names, signs, symbols, terms or expression

but something more than that. It is true that it helps differentiate products and services. A successful

brand is a name praised every now and then in almost every household. Creating a brand personality

makes people to identify themselves with it. This is achieved by making the target population to see the

organization and what if offers affect their minds which entails sensation, intuition, thinking and feeling.


There are those brands that aim at appealing to the rational part of individuals, to aspects of logics

as well as good sense which is ascribed to be the thinking dimension. A typical example is how a tooth

paste will help teeth not to decay. Some appeal to human sense of smell, seeing, taste among others

(Keller, 1993).

On the other hand other kind of brands does attract emotional aspect of human beings. This kind

of appealing has been thought as impacting on the feeling making customers respond with such feelings

as of warmth as well as belonging (Alden, 1999). A brand also brings some sense of intuition to human

beings especially the potential end-users of products or services being offered by an organization. Persons

do get attracted to a brand just because they feel comfortable to be associated with. The reason here is that

they feel the brand is an extension of what they are, fitting to their way of life, personality as well as

behavior (Birkin, 1994).

Judging by what is currently happening in the business world and drawing from past history of

branding, we are in the world of brand-scape (Ward, 1998). For this reason each and every serious

organization that need to be always ahead of its competitors need to have in place plans on how to

execute successful branding, this applies to Hong Kong supermarkets.

Questionnaire Branding

Questionnaire

I am Joan Cheng Yuk Yi a student in Edinburgh Napier University. I am carrying out a research

on “Brand Strategy for the Supermarket Industry in Hong Kong” as a partial fulfillment for the award of

Master of Science in Marketing. I will be obliged if you would tick the appropriate box and provide

necessary information in spaces provided. The information provided herein will only be used for the

stated purpose. Additionally your identity will be kept confidential.

Profile and basic information

Yes or No questions


Multiple choice questions

1. Age

15-25

25-35

35-45

45+

2. Gender

Male Female

3. To which of the following racial or ethnic groups do you belong?

European

Asian

Hispanic

Indian

African

Others

4. Are you

Employed Unemployed Student Self employed

5. What is your level of education?


Some high school

High school graduate

Some college

Graduated from college

Graduate

6. Monthly income in US Dollars

0-5,000

5001-10,000

10,001-15,000

15001-20,000

20,001-25000

25,001-30,000

30,001+

7. Marital status

Single

Married

Divorced

Separated


8. How many dollars did you spent in a supermarket in the last two months?

1-500

501-1000

1001-1500

1501-2000

2000+

9. How close to your residential place is a supermarket located (Distance in Meters)?

0-500

501-1000

1001-1500

1501-2000

Over 2001

10. Are you the principle shopper in your household?

Yes No

11. How frequent do you visit the supermarket?

Every day

Thrice a week

Twice a week


Weekly

Twice a month

Monthly

Others

12. Are you aware of branding usage in Hong Kong supermarkets?

Yes No

13. If yes in 9 above how did you get to know about it?

From friends

From media

From relatives

Other sources

14. In your opinion, how developed is branding in the country’s supermarkets?

Highly developed

Moderately developed

Developed

Poorly developed

15. On the basis of your response in question 11, rate what constitute a good brand by using values 1

to 10 where 1 is poorly rated and 10 is highly rated.

Easy to read Bring added value


Eye catching Unique and differentiated

Household name Bring a sense of security

Creating identity Build customer loyalty

Cost effective Create positive emotional impact

16. Branding do influence where you shop

Strongly disagree

Disagree

Undecided

Agree

Strongly agree

17. Does Hong Kong supermarkets mastered firmly staying top in providing customers by delivering

quality products, consistent brand messages and innovative ideas?

Strongly disagree

Disagree

Undecided

Agree

Strongly agree

18. In your own opinion, are you satisfied with the kind of branding exhibited by supermarkets in

Hong Kong?


Yes No

19. For your response in question 18 please elaborate.

20. What is your opinion on how Hong Kong supermarkets carryout their branding strategies.

Poorly

Fairly good

Good

Very good

Excellent

21. Basing on your response in question 20, what then needs to be done?

22. Please indicate whether you agree with these statements; Hong Kong supermarkets need to

change their branding strategies

Strongly disagree

Disagree

Undecided

Agree

Strongly agree

23. As a consumer, provide the possible benefits brought about by branding to you.

24. Please indicate whether you agree with these statements; brand strategy imposes as an ideal tool

for the success of the supermarket industry in Hong Kong.


Strongly disagree

Disagree

Undecided

Agree

Strongly agree

25. Please indicate whether you agree with these statements; brand strategy is positive determinant of

brand performance.

Strongly disagree

Disagree

Undecided

Agree

Strongly agree

26. Do you agree with the statement that brand Management is positive determinant of industry

performance

Strongly disagree

Disagree

Undecided

Agree

Strongly agree


27. On the basis of how the supermarket you shop utilize address issues pertaining branding, will you

continue shopping there?

Yes No

Please elaborate.


Methodology

Research Methodology

This chapter describes in details how the research was accomplished especially the manner with

which the study was carried out. In addition, the issue of qualitative and quantitative methods employed

in the study is brought out clearly, the entire mechanisms used to identify the sample of the data;

mechanisms of data collection, analysis of the data collected and finally the interpretation of results from

the analyzed data as well as presentation of the finding are addressed. The study sought to critically

examine Brand Strategy for the Supermarket Industry in Hong Kong.

Additionally, branding characteristics that make goods of a given organization for this case Park

n’ Shop supermarket unique are brought out in a clear manner. The research will also bring forth how

branding influences the targeted audience. On the same note, the advantages to customers brought about

by branding are also examined among other issues. The study will put forward recommendations that will

help the industry successfully adopt best branding strategies as well as management in order to remain

competitive in this business world. Both primary and secondary sources of data will be used to collect the

required data, while qualitative research methodology and quantitative methodology will be used in

carrying out this research. This provided me with an opportunity to come up with suitable information

that one can bring forth relevant recommendation (Patton, 2002). Data will be analyzed and presentation

done using graphs charts and tables where appropriate.

The research will seek to obtain the necessary data that will be very informative in try to answer

the research questions and find out more about branding strategies and management in Hong Kong

supermarkets. A mixed study and a research approach will be used to carryout the research in order to

make comprehensive findings (Creswell, 2003). This method was chosen due to the ability to implement

it easily and effectively with few error; it is also practical and suited for the study. The approach lays its

basis on various studies that have been done by others and an understanding of the past and current


information from literature. The data required will be needed in order to support the following research

questions.

Research Questions

The research questions that guided the study are the following;

6. What is branding? What constitute a good brand as supported by such management and strategy in

factors pointing to customer value and market operations within the Hong Kong supermarket

industry?

7. What relevance do certain theories provide in the application of brand strategy?

8. Is there a better brand retailing for such innovative paradigm as applying in supermarkets in Hong

Kong? Use Park n’ Shop as a sample in such application of branding strategy and management.

9. What are the assumption that indicates ample supermarket demand in branding creation and influence

over the Hong Kong market?

10. Does the brand strategy impose as an ideal tool for the success of the supermarket industry in Hong

Kong?

Hypotheses from the research questions to be investigated are;

The relationship between brand strategy and marketing:

H1. Brand strategy is positive determinant of brand performance.

H2. Brand strategy is positive determinant of supermarket value.

The relationship between brand management and success:

H3. Brand Management is positive determinant of industry performance

H4. The congruency of marketing ways is positive determinant of brand success


Research design

The research employs a mixed research design method. It is important to note that theoretical

study calls for deeper digging of various literatures ranging from journals, publications, books, other

forms of literature and from the internet (Beiske, 2002). What this implies is that some of the data

required will be collected by perusing through secondary sources of data.

Qualitative research is also employed in the study; the approach seeks to contextualize the

research by immersing the researcher into the study scenario as well as with the study subjects.

Hypotheses are developed and data is collected and the results tend to be subjective. A case study as a sub

type of qualitative research is used to ensure that the study is flexible enough to give the researcher room

to investigate issues that were not previously thought of and could be worth being brought to light

(Tabachnick, & Fidell, 2000).

The aim of this research is to critically examine Brand Strategy for the Supermarket Industry in

Hong Kong. This will provide me with an opportunity to offer recommendations regarding the same to

businesses especially supermarkets in regard to branding.

The objectives of the study will be to establish what relationship between branding and

supermarket values and success exist. Secondly establishing how branding influences potential target

audiences are clearly brought out.

Population and sampling procedure

The population of interest for the study are residence of Hong Kong shoppers from Park n’ Shop

supermarket. This is because they were in a better position to provide the necessary and relevant

information as regards to branding in Hong Kong supermarkets. Due to the fact that the study cannot fully

incorporate all of them, selecting a sample which will represent the whole population is always deemed

necessary in such a study. The sample will however be representative of the general population.

The sampling strategies that will be used to obtain the sample population will include; random

sampling, stratified random sampling, snowball sampling and careful biased sampling (Creswell, 2003).


Use of random sampling ensures that a group of the entire population is selected to represent it in the

research being done. This will involve the whole population being divided into samples that represent the

entire population.

Careful biased sampling will also be used; this ensures that specific individuals especially

shoppers that frequent Park n’ Shop supermarket are selected. Stratified random sampling will be used to

subdivide (distinguish) between individuals/shoppers according to residential distance from the

supermarket (Yu & Cooper 1983). Additionally, snowball sampling a technique for developing a research

sample where existing study subjects recruit future subjects from among their acquaintances. Thus the

sample group appears to grow like a rolling snowball. As the sample builds up, enough data will be

collected. This sampling technique is often used in hidden populations which are difficult for researchers

to access.

According to Salganik & Heckathorn, 2004 this kind of sampling makes it possible for me to

include individuals I do not know in the study, similarly the technique allows for locating individuals

having vital information that are otherwise difficult to locate. The main down fall of the sampling

technique is that it’s prone to creating biasness.

Data collection methods

The data required to fully address all the objectives and research questions will be obtained

through perusal of secondary as well as primary data sources. It is worth mentioning that before

embarking on collection of the required and necessary data one would first seek permission from the

relevant authorities from the institutions of higher learning targeted. This was done to eliminate

plagiarism and make the report comprehensive and conclusive.

The main activities will be outlining the required data, data collection preparation of the material

and tools, and the arrangement of the needed assistance. The tools will include preparing, the

questionnaires structures and questions and the data collection items to record the collected data. Forms

will be designed so as to ensure the data collected is systematic and easily understood. After the collection

of data there will be presentation of findings before the analysis where the data collected will be sorted or


arranged appropriately to bring out a meaning; this will make it possible to emphasis on time

management, accuracy and precision of the data (Beiske, 2002).

Primary sources

The primary sources of data collection to be used depending on where they were most applicable

will include: interviews, observation and questionnaires. Questionnaires will also be used to collect

relevant information; I will distribute them to respondent situated in the targeted institution of higher

learning and would be collected later at an agreed date. According to Beiske, (2002) questionnaire covers

a large population at a time as they would be distributed to different participants at a time and be collected

later or at the same day depending on the willingness of the responded in addressing the questions, due to

it being standardized they are more objective, data collected from questionnaire are easy to analyze, due

to familiarity with the tool, responded will not be apprehensive, it is also very cost effective as compared

to face to face interviews, the tool also reduces bias.

The questionnaires will be issued to persons who shop at Park n’ Shop supermarket who are in a

position to provide the required sett of data. It is expected that these individuals will also issue such

questionnaires to other individuals they know who usually shop at the supermarket. According to

Cohen & Manion, (1996) the major problem with questionnaires as a tool of data collection is that there is

tendency of respondent to forget vital information, they may answers the questions superficially when it is

a long one, to counter this I developed a short but very inclusive questionnaire, due to standardization,

there is no room for explanation incase respondents misinterpret or do not understand the questions (Yu,

& Cooper, 1983). This error will be eliminated through interviewing numerous respondents who will

have different answers; which will later be combined to make out a comprehensive and conclusive

analysis.

Observation were also used, this seemed to provide more accurate information. However, this

tool had some challenges. One, with this kind of data collection analyzing data obtained form it prove in

most cases to be a serious challenge. To counter this there is need to have qualified personnel that were


capable of interpreting physical as well as outward characteristics associated with branding in

supermarkets.

To supplement the two tools, interviews were also used. This was chosen because when the

research will be done, as a researcher there will be need to be able to have directs contacts with the

interviewee and obtain first hand information. Both the interviewer and the interviewee would be able to

clarify on issues of the research done hence, being able to obtain information which is well elaborated and

authentic (Yu & Cooper, 1983). The main questions to be asked will be revolving around the research

questions where the interviewee will be asked to briefly expound on issues with regard to branding and

organization performance. It is also a flexible data collection tool as when questions are not well grasped

by the interviewee I will be in a position to rephrase and elaborate them. Interview will allow one to learn

about things and facts that cannot be observed directly and finally it adds internal viewpoints to outward

behaviors.

Despite the advantage mentioned, according to Beiske, (2002) it’s a slow method because the

process calls for interview of one person at a time, cannot fully trace events and trends that occurred in

the past. Additionally, interview is an expensive tool to use; it is also subject to respondent and

interviewer bias. This will be eliminated through a tight time and structural frame work that will ensure

that everything is done on time and appropriately.

Secondary source

Materials from the library, internet and related research reports will be used to provide the

required data and information concerning branding management, characteristics its association with

organization performance. Internal sources to be sort after as the study is being carried include

information compiled by the supermarkets regarding branding and how it has been performing over time.

External data sources included information from the government sources, previous research studies and

academic institution (colleges and universities material related branding in supermarkets). According to

Creswell, 2003 the secondary sources will be very essential to support what has been collected in the

primary data session i.e. from the observations, interviews, and questionnaires.


Data analysis and presentation

The collected data will be analyzed using non parametric statistics. The data will be filtered to

clean it, modeling and transformation will be done in a way that will expose useful information in

drawing of conclusion and recommendation, then codification follows. Descriptive statistics will also be

employed in analyzing the data. T-test will also be used to test research questions. The data will first be

entered in to spreadsheets after coding where initial analysis will take place such as checking the errors

logs and percentages of the data to check any outliers which will then be transferred to Statistical Program

for Social Science (SPSS Version 12.0) package which will aid in the final data analysis (Pallant, 2007).

To find out what are the significant issues (ranking the issues from the most significant to those

not significant) that concerning branding and supermarket performance a principle component analysis

will be carried out. Logical regression and correlation analysis will also be done to see the relationship

between branding strategy and industry success and performance. Cross tabulations will be used to

establish the most important attributes supermarket opts to include while branding. Cross-tabulation is a

multivariate statistical method of data analysis used most often in marketing research. It will be easy to

interpret. T-test will be used for analyzing the relationship between brand strategy and marketing as well

as brand management and success. To analyze the demographic characteristics such as age, gender,

income level and the frequency of shopping among others of the sample used in the study, descriptive

statistics such as frequency, means graphs will be employed (Pallant, 2007. The presentation of the results

will be done by using tables, graphs and charts which will present the required information of the

population and what they have said about brand strategy for the Supermarket Industry in Hong Kong.

Ethical consideration

In view of the fact that the research involves human subjects, there was need for high level of

ethical consideration to upheld. As indicated by Beiske, 2002 some of the ethical consideration includes

the following; the targeted sample populations that will be involved in the study to provide relevant


information are to be informed about the same in advance. The reasons for carrying out the survey as well

as how they stand to gain from the study will also be brought out clearly.

As well, research ethics demands that the information be sought after by the researcher will be

provided in good faith, and voluntarily without any influence be it monetary or otherwise for instance

giving of incentives, rewards, and gifts. It is important to note here that the rights and welfare of the

participants involved in the study must be protected and guaranteed. To do this, their identities will be

kept confidential. Moreover, the information collected while soliciting for data is to be kept confidential

and opt not to be used in any other purpose apart from what was initially intended for. It is expected that

the interviewees/respondents will be ethical and provide accurate information to the best of their

knowledge. This means that they should not knowingly give false full information.

More importantly, I opt to be ethical in providing the participant especially the respondent’s

guidelines and necessary information that are correct. Similarly, I should not be judgmental on the

information am provided with during the course of interview and should be as neutral as possible during

the entire process. Lastly, there is need to omit any kind of personal bias that might arise; this will be

done at the end of the study. This is with the knowledge that such bias can negatively impact on the

statistical analysis.

Scope, assumptions and limitations of the study

In every study, there are a number of assumptions made. In the case of this study, the following are

among the assumptions held;

1. That the response rate will be slightly above the standardized threshold for proper inferences to

be made.

2. Effective branding strategy does positively influence performance and success of supermarkets in

Hong Kong.

3. The target sample will be a representation of the whole Hong Kong shoppers

4. All survey questions will be answered.

5. The responses will correctly reflect branding strategy in Hong Kong supermarkets.


6. The study will be completed within the stipulated time frame

The research has a global scope highlighting the concept of branding strategy, management and

supermarket as an industry success and performance. A number of limitations/constraints were

anticipated in this study and are discussed herein.

1) Time constraints: I had to work under pressure especially where the sources of information gave

me close deadlines, like in cases where interviews were used, and some respondents had just a

particular time in which they were free. Also some respondents delayed with questionnaires

2) Non cooperative respondents: Some respondents were not willing to corporate in availing required

business information /documentations. I had to employ a lot of tact to counter this in order to get

information from them and dispel fears that were developed.

3) Hostility: Some information sources and retail may appear hostile and not ready to give out the

desired information. In fact I had to employ all tact of oratory prowess to dilute this hostility.

4) On the basis of the sampling method used, snowball might not be an accurate techniques hence

may result to biased findings.

5) Legal restrictions: I was unable to access some information due to legal restrictions and

jurisdiction limits of businesses that only allow certain sensitive information to be accessed by

specific people. In order to get a clear picture of this trend, I was needed to access even the

company’s inventory accounts, capital accounts and other relevant ones that could give a

projection of the changes that have occurred as stipulated by the research objectives. I had to

convince certain premise that I had no intentions of making any legal implications with the

information I collected from them before I could win their policies.


6) Hostility: Some information sources and retail officials appeared hostile and did not readily give

out the information I needed .In fact I had to employ all tact of oratory prowess to dilute this

hostility.

7) Ignorance: Some shoppers may seem to be uninformed and could not therefore give me the

required information as pertains branding in supermarkets.

Data analysis, presentation and discussion

The section thoroughly presents the finding after carrying out statistical tests. Information is

presented by use of descriptive statistics. It is worth noting that 120 survey questionnaires were

distributed to customers shopping at various Hong Kong supermarkets particularly, Park n’ Shop. 100 of

the questionnaires were filled and made available for data analysis, representing 83.33 response rates

which is way above the recommended percentage. SPSS version 12.0 was used to analyze data (Coakes,

2008)

Demographic characteristics

Age

Of the 100 respondents, 18 were between 15 and 25 years representing 18.0%, 26 were between

26-35 years representing 26.0%, between 36 and 45 and those above 45 years were 28 representing 28%.

There were no missing data on this variable.

Table 1 Age characteristics of the respondents

Frequency Percent

Valid

Percent

Cumulative

Percent

15-25 18 15.8 18.0 18.0

26-35 26 22.8 26.0 44.0

36-45 28 24.6 28.0 72.0

45+ 28 24.6 28.0 100.0

Valid

Total 100 87.7 100.0

Total 100.0


Males were 51 (51.0%) while females were 48 (48.0%). There was one missing data representing

1.0%.

male female missing

are you a female or male

0

10

20

30

40

50

60

Fre

qu

en

cy


Figure 1 A bar Graph showing gender of the respondents

In terms of racial groups, Asian constituted the largest percent standing at 51.0% (51), Indians

15.0% (15), others 12.0% (12), European 9.0% (9),, African 7.0% (7) and Hispanic 6.0% (6).


european Asian Hispanic Indian African others

to which racial group do you belong?

0

10

20

30

40

50

60

Fre

qu

en

cy


Figure 2 A bar graph of racial group

Concerning employment status, 38.0% (38.0) were employed, 23.0% unemployed, 16.0% were

student and 21.0% were self employed. Two individuals did not offer information regarding their

employment status representing 2.0%. with regards to education level, 25.0% had acquired some high

school education, 24.0% were high school graduates, 24.0% had some college education 13.0 graduated

from college and 14.0% were graduates.

Annual income characteristics of the sample population was as follows, 17.0% earned between 0-

5000 US dollars, those earning 5001-10000 represented 19.0%, 17.0% were earning between 10001-

15000, 15.0% 15001-20000, 13.0% 20001-25000, 11.0% 25001-30000, 11.0% earned annual salaries in

excess of 30000.


0-5,000 5001-10000

10001-15000

15001-20000

20001-25000

25001-30000

30001+ 99.00

annual income in US dollars

0

5

10

15

20

Fre

qu

en

cy

annual income in US dollars

Figure 3 Annual incomes in US dollars

One respondent did not provide information concerning annual earning. When asked how much

the respondent spent in buying things from a supermarket, 25.0% reported to have spent over 2000 in the

last two months, 2.0% said they spent between 501-1000 dollars, 21.0% spent between 1001-15000,

17.0% used 1-500 while 13.0% spent between 1501 and 2000.


1-500 501-1000 1001-1500 1501-2000 2001+

How many dollars did you spend in a supermarkt in the last two months?

0

5

10

15

20

25

Fre

qu

en

cy

How many dollars did you spend in a supermarkt in the last two months?

Figure 4 Dollars spend in supermarket in the last two months

With regards to marital status, 17.0% were single, 47.0% married, 14.0% divorced, 19.0%

separated. 3 individuals did not provide data on the same which represented 3.0%. of the 100 respondents,

31.0% live within 0-500 meters to a supermarket, 28.0% between 501-1000 meters, 19.0% reside within

1001-1500 meters, 12.0% reside within 1501-2000meters and 10.0% are live over 2000 meters ways from

a supermarket.


Table 2 How close to your residential place is a supermarket located in meters

Frequency Percent

Valid

Percent

Cumulative

Percent

0-500 31 27.2 31.0 31.0

501-1000 28 24.6 28.0 59.0

1001-

1500 19 16.7 19.0 78.0

1501-

2000 12 10.5 12.0 90.0

2001+ 10 8.8 10.0 100.0

Valid

Total 100 87.7 100.0

Missing System 14 12.3

Total 114 100.0

With regards to visiting supermarkets to do shopping, 24.0% went everyday, 17.0% thrice a

week, 20.0% twice a week, 14.0% weekly, 13.0% twice a month and 12.0% did shopping once a month.

everyday thrice a week

twice a week

weekly twice a month

monthly

how frequent do you visit the suppermarket to shop?

0

5

10

15

20

25

Fre

qu

en

cy

how frequent do you visit the suppermarket to shop?


Figure 5 Frequency of visiting supermarkets to shop

When asked if they are aware of branding in supermarket industry, 60.0% said they were, 39.0%

were not aware while one person did not provide the information (1.0%). Of those who responded that

they were aware, when asked how they got to know about branding 38.0% reported that they learnt about

it through friends and media, 17.0% from relatives and 7.0% from other sources.

Table 3 How did you know of branding in Hong Kong Supermarkets?

Frequency Percent

Valid

Percent

Cumulative

Percent

from

friends

38 33.3 38.0 38.0

from

media

38 33.3 38.0 76.0

from

relatives

17 14.9 17.0 93.0

other

sources

7 6.1 7.0 100.0

Valid

Total 100 87.7 100.0

Missing System 14 12.3

Total 114 100.0

Out of 100 respondents, 56 (56.0%) were principle shoppers in their households while 44 (44.0%)

were not principal shoppers in their households.

Branding

It is no doubt that the majority of the sample population is aware of branding. When asked to

elaborate further on what they understand it to be, the numerous components used to define a brand were


talked about. The respondent held the view that a brand is a sign, name, symbol or either a combination of

these attributes. Thus this is in line with the definition of the term brand which is "name, term, sign,

symbol or design, or a combination of them intended to identify the goods and services of one seller or

group of sellers and to differentiate them from those of other sellers (Chaudhuri 2002).

As previously noted throughout the literature review, developing a brand without popularizing it

is an effort that has been wasted (Prasad & Dev, 2000). On this regard, the majority of those who said

they were aware of branding in Hong Kong supermarkets fully obtained information regarding the same

through friends (38.0%), relatives (17.0%), media (38.0%) and other sources.

from friends from media from relatives other sources

how did you know of branding in hong kong supermarkets

0

10

20

30

40

Fre

qu

en

cy

how did you know of branding in hong kong supermarkets

Figure 6 Knowing branding in Hong Kong supermarkets


It is of interest to find that major characteristics of a brand brought forth by various scholars such

as Holt, 2004 and Gregory 2003 have been manifested in the study carried out. Descriptive data clearly

indicated that shoppers in Hong Kong believe that a brand should be eye catching 23.2%, creating a

positive change 15.2%, unique and differentiated 13.1%, cost effective and bringing added value 9.1%

each, build customer loyalty and household name 6.1% each, brings sense of security and creating

identity were thought to be attributes of a good brand by 5.1% of the respondents. Being easy to read was

thought to be an attribute of a good brand by 8.1% of the sample population.

Strictly speaking, to customers, a brand is made up of; internal and external. Among the internal

elements of a brand are; personality which typically refers to how end users of a good or service will

describe a brand (O’Neill & Mattila, 2004). Self image is another internal element, this comprises what

the audience or customers for that matter will feel and say as far as the brand in question is concerned, a

typical example is provided by one’s image in driving a ford or a Jaguar.

Concerning external elements of a brand, relationship revolves around the customers

identification with the brand itself. Physique or rather the outward characteristics or attributes of a brand

that will make the audience want to know more about the brand is equally an important external element

of a brand. Lastly, reflection which refers to nurturing of customers towards a given brand is another

example of an external element of a brand (Allan et al. 2004).

For the reasons and ranking of the attributes brought forth, it will be rational for Hong Kong

supermarkets to develop brands that are eye catching, that create positive notion and well differentiated.

Similarly, it will be appropriate for supermarket industries in Hong Kong to work hard in further

establishing the other attributes of a good brand as it will help serve in the interest of the industry as well

as the customers.


easy to read

eye catching

household name

bringing aded value

unique and differentiated

brings sense of security

creating identity

cost effective

build customer loyalty

creating positive change

on the basis of your response in question 14, are what ...

0

5

10

15

20

25

Fre

qu

en

cy

on the basis of your response in question 14, are what constitute a good brand by using values 1 to 10 where 1

means poorly rated and 10 higly rated

Figure 7 Attributes of a good brand

Benefits of branding

From the data analysis, it is evident that the respondent identified a number of benefits as a result

of branding. 14.0% of those who answered the question regarding the benefits of branding said that it

enhanced loyalty, familiarity and premium image. When the public hold a positive understanding with a

brilliant brand, they're more likely to buy that product or service again than what the competitor is

offering (Jones, 2003). Individuals who are closely associated with a given brand identity are not only

more likely to repurchase what they bought, but also to buy related items of the same brand, to

recommend the brand to others and to resist the lure of a competitor's price cut. “The brand identity helps

to create and to anchor such loyalty” (De Chernatony, 2003).


As suggested by Tepeci, 1999 very high competition and the desire to increase and preserve

market share does not only entail winning new customers but also keeping them. It is no doubt that this

can be achieved by using brand loyalty since it is the most significant tool that can help firms survive

since customers who are loyal to an organization as they offer repeated business transaction, higher

market shares as well as profits, competitive advantage and referrals. There are various strategies that

need to be adopted in order to create a loyal customer among them developing a unique environment in

service sector that encompasses balanced variables between employees as well as physical attributes of

the firm.

According to De Chernatony 2003 branding not only affects customers but also non customers. It

has been established by psychologists that familiarity usually induces liking. For this reason, it is no

doubt that although one has not transacted business with one’s organization but in one way or another

have encountered your its identity are in a better position to recommend the company to others despite the

fact that the individual do not have personal knowledge of the products and services offered by the

organization in question. Additionally branding can lift what an organization is selling out of the realm of

a commodity, so that instead of dealing with price-shoppers you have buyers eager to pay more for your

goods than for those of competitors. The characteristic value intrinsic in a brand can possibly make

individuals to discharge evidence they would normally use to make buying decisions.

16.0% of the respondents were of the opinion that branding enhances memorability. With the

understanding that branding help create a distinctive and durable perception in the minds of potential

customers, it eventually serves as a tool for building a company reputation as well as good will. It has

come to the knowledge of a number of business entities that very few customers can take their time to go

through yellow pages thus tit is rational for organizations to develop memorable brands that will capture

the memories of the target consumers (Malhotra, 2010).


It is worth noting that the concept of memorability when the respondents were asked to elaborate

on this kind of benefit comes from their association with color combination, unique services, and

employees’ style of clothing. For that reason, Hong Kong supermarket needs to come up with their own

differentiated characteristics that will leave lasting memories in their minds of customers.

Additionally, 12.0%, 9.0%, 8.0% 7.0% and 5.0% of the respondent were of the opinion that

branding enhances premium prices, greater company equity, and lower risks to consumers, extension and

lower marketing expenses respectively. It is held by some respondent that buying goods and services from

a well established brand posses less risk to consumers as compared to products bought from no-name

organization. This means that firms that have mastered in developing their brands are building a better

brand thereby flattening their bottom line.

On the same note, despite the fact that a firm needs to pump in money for the entire project of

branding, immediately the brand is successfully developed, advertized and publicized the brand sell itself

(Keller, 2004). For example, if the local populations are of the view that a supermarket is adequately

using branding in a better way and re associated with it, there are high chances that they will jingle the

same to other potential customers at no extra cost on the side of the firm in question. With regards to

extension, a firm that has established and respected brand can use it to its advantage by developing new

products that meet customers’ needs and desire which ultimately help the firm win the hearts of potential

new customers.

Influence of branding

A cross tabulation which is merging of frequency distributions of two or more variables in a

single table was carried out to establish how one variable for instance gender, income relates to another

variables for instance, influence of branding on where one shops. A cross tabulation reveals that a greater

percent of males, 39.2% strongly agree that branding influence where they shop as compared to female


27.1%. On the same note, 39.6% as compared to 27.5% of males agree that branding do influence where

they shop.

On the basis of the percentages of both males and females responses to each category and by

looking at the clustered bar chart it is apparent that male respondents were more likely to be influenced by

branding when they intend to shop. Nonetheless, the percentage difference is too small that on average

both genders are influenced by branding. 27.5% of males and 39.2% of female agree that they are

influenced by branding. Similarly, 39.2% males and 27.1% females strongly agree that branding influence

where they shop. The finding are in consensus with that of Kapferer, 1997.

Table 5 Chi-Square Tests

Value df

Asymp. Sig.

(2-sided)

Pearson Chi-Square 8.770(a) 10 .554

Likelihood Ratio 9.494 10 .486

Linear-by-Linear

Association .007 1 .932

N of Valid Cases 100

a 12 cells (66.7%) have expected count less than 5. The minimum expected count is .01.

From chi-square test, the relationship between gender and whether branding influence where

respondent shop is not significant. (t=8.770, df= 10, p=0.554) thus there was no relationship between

gender and influence of branding to where one can shop. However, the Cramer’s V =0.209 indicates that

there is a weak positive relationship between gender and influence of branding on here individuals shop

(Buchholz & Wolfram, 2000).

To establish how developed branding is in Hong Kong supermarket, the respondents were asked

to rank how developed it was using five -level Likert scale. From analysis of data, it is evident that

majority of the respondent were of the view that the industry was moderately developed (31.0%), 27.0%


said it was developed, 26.0% held the view that it was poorly developed and a mere 16.0% responded that

it was highly developed. As a result of the views brought forth, there is much that needs to be done by

supermarket industries to ensure that they are viewed by majority of both customers and non-customers

that it is developed. In this sense, as suggested by Odin et al. 2004 developed brand industry means being

at par with the expectations and aspiration of consumers. For instance a developed brand poses most if not

all the attributes of a better brand.

highly developed moderately developed

developed poorly developed

how developed is banding in supermarket in Hong Kong

0

10

20

30

Fre

qu

en

cy

how developed is banding in supermarket in Hong Kong

Figure 8 How developed is branding


Table 6 Are you a female or male * branding o influence where you shop? Cross tabulation

Branding influence where you shop? Total

strongly

disagree

disagre

e

undecide

d agree

strongl

y agree 33.00

are you

a female

or male

male Count

4 5 7 14 20 1 51

% within

are you a

female or

male

7.8% 9.8% 13.7% 27.5% 39.2% 2.0% 100.0

%

female Count 1 3 12 19 13 0 48

% within

are you a

female or

male

2.1% 6.3% 25.0% 39.6% 27.1% .0% 100.0

%

Missing Count 0 0 0 1 0 0 1

% within

are you a

female or

male

.0% .0% .0% 100.0

% .0% .0%

100.0

%

Total Count 5 8 19 34 33 1 100

% within

are you a

female or

male

5.0% 8.0% 19.0% 34.0% 33.0% 1.0% 100.0

%


male female missing


0

5

10

15

20

Co

un

t

branding o influence

whereyou shop?

strongly ydisagree

disagree

undecided

agree

strongly agree

33.00

Bar Chart

Figure 9 Influence of branding on where respondent shop

To establish if Hong Kong supermarket have mastered firmly staying top in providing customers

with goods and services that are quality, consistent branding message and innovation, a five-level Likert

scale was used to sought the responses. 34.0% and 32.0% of the respondents disagreed and strongly

disagreed respectively on the questioned asked. 19.0% were undecided, while only 9.0% and 6.0% of the

respondents strongly agreed and agreed in that order. This thus means that most shoppers in Hong Kong

believe that the supermarket industries are have not mastered firmly the concept of providing consumers

with products and services that are quality, consistent branding massages as well as ideas deemed to be

innovative. This might be part of the explanation why the industry is not such a force in retail industry

like in most developed countries (Braun, 2004).

After a clear understanding of what branding is, the respondents were asked to state whether they

were satisfied with the kind of branding being exhibited by Hong Kong supermarkets. Majority, 58.0%

said that they were not satisfied while 42.0% were of the contrary opinion. To find out whether race


influenced such a notion a cross tabulation was carried out. Compared to all the racial groups used in this

study, Indian 60.0% were satisfied with the manner with which Supermarkets industry in Hong Kong

exhibited the concept of branding while Europeans were the one with the least percentage that believed

the industry was exhibiting branding in the best way that satisfy them (11.1%). Consequently, European

88.9%, African 71.4%, Hispanic 66.7%,, others 58.3%, Asian 54.9% and Indian 40.0% were of the

opinion that they were not satisfied with the kind of branding exhibited by supermarket industries I Hong

Kong.

To test for significance difference between racial groups and satisfaction of respondents with

regard to how branding is exhibited, a chi-square was carried put. Data established that there is no

significance difference between race and how satisfied the respondent were regarding exhibition of

branding (Χ2=

6.425, df=5, p=0.267). Nonetheless, there is a weak positive association between the two

variables, Cramer’s V=0.253.

From the clustered bar graph, it is evident that majority of the responded from various ethnic

group apart from Indians indicated that they were not satisfied with the manner with which branding was

being exhibited in Hong Kong supermarkets. The implication of the result here in is that Hong Kong

supermarket despite being seen by Indian to be satisfactory, other racial group’s views that the

supermarkets are not satisfactorily exhibiting branding needs to be factored in when strategizing for the

industry’s brands. As previously mention, when a brand is viewed by the majority of the customers as

well as non-customers, then the brand is said to have developed and thus meet the aspirations as well as

demands and expectations of the target audience thus working at the advantage of the firm.

It was of interest to establish the relationship between age of the respondent and their views on

whether Hong Kong supermarkets exhibition of branding is satisfactory or not. To do this a correlation

analysis was carried out. The results clearly depict that the Pearson correlation r=0.112 which means that

the association between age and satisfaction is positive but weak; similarly, the association is not


significant since p=0.268>0.05. This thus suggests that age does not in any way dictate how satisfied one

feels with regards to the way Hong Kong supermarkets exhibit branding.

Table 7 Correlations

what is

your age

in your own

opinion are

you satisfied

with the

kind of

branding

exhibited by

Hong Kong

supermarket

s?

Correlation

Coefficient 1.000 .112

Sig. (2-tailed) . .268

what is your age

N 100 100

Correlation

Coefficient .112 1.000

Sig. (2-tailed) .268 .

Spearman's rho

In your own

opinion are you

satisfied with the

kind of branding

exhibited by Hong

Kong

supermarkets?

N 100 100

european Asian Hispanic Indian African others


0

5

10

15

20

25

30

Cou

nt

in your own opinion

are you satisfied

with the kind of

branding exhibited

by hong kong

supermarkets?

yes

no

Bar Chart

Figure 10 Respondent satisfactions on branding exhibition


The relationship between brand strategy and marketing

A number of scholars among them Matsuno &Mentzer, 2000 and Smith & Wright, 2004 have

shown that there is a relationship brand strategy and marketing. It is worth to note that brand strategy

refers to long-term marketing support an organization offer to its brand on the basis of how the target

audience or consumers have been defined. The concept include a clear understanding of an organization

as well as customer preferences, aspiration needs, demands and expectations from the brand. On the other

hand marketing refers to a process by which firms perform market research, sell products or services to

consumers and promoting them through advertisements to further enhance sales. Marketing is the major

strategy that is fundamental in nurturing sales techniques, how information is shared and development of

the businesses in various firms.

Strictly speaking marketing is employed to clearly identify who the potential customers are, meet

their need in a satisfactory manner as well as keeping them via creating an environment that will foster

customer loyalty. There is agreement among marketing research scholars that brand strategy is a positive

determinant of brand performance as well as industry value, for this matter supermarket value.

When asked whether the respondent strongly agreed, agreed, undecided, disagreed or strongly

disagreed, with the statement that brand strategy imposes as an ideal tool for the success of supermarkets

industry in Hong Kong, 55.6% of male agreed with the statement as compared to 44.4% of the female

respondent. 45.2% of males strongly agreed as compared to 51.6% of females. This means that both the

gender were of the opinion that brand strategy is an ideal tool for supermarkets to be successful in Hong

Kong.

It was also necessary establish whether gender affected such an opinion; which fostered a chi-

square analysis to be executed. Χ2=4.461, df=8 p=0.813. This means that there is no significant

relationship between gender and the opinion held concerning brand strategy being an ideal tool for

supermarkets success in Hong Kong. However, there is a positive weak relationship between the two


variables (Cramer’s V=0.149) meaning that gender is linked with how individual thinks of brand strategy

being an important tool to enhance success of the industry (Simoes & Dibb, 2001)

Table 8 Are you a female or male * please indicate whether you agree with these statements; brand

strategy imposes as an ideal tool for the success of supermarkets industry in Hong Kong Cross

tabulation

please indicate whether you agree with these

statements; brand strategy imposes as an ideal tool

for the success of supermarkets industry in Hong

Kong Total

strongly

disagree

disagre

e

undecide

d agree

strongl

y agree

are you

a female

or male

Male Count

3 5 9 20 14 51

% within please

indicate whether

you agree with

these statements;

brand strategy

imposes as an ideal

tool for the success

of supermarkets

industry in Hong

Kong

33.3% 55.6% 60.0% 55.6% 45.2% 51.0%

Female Count 6 4 6 16 16 48

% within please

indicate whether

you agree with

these statements;

brand strategy

imposes as an ideal


of supermarkets

industry in Hong

Kong

66.7% 44.4% 40.0% 44.4% 51.6% 48.0%

Missing Count 0 0 0 0 1 1

% within please

indicate whether

you agree with

these statements;

brand strategy

imposes as an ideal


of supermarkets

.0% .0% .0% .0% 3.2% 1.0%


industry in Hong

Kong

Total Count 9 9 15 36 31 100

% within please

indicate whether

you agree with

these statements;

brand strategy

imposes as an ideal


of supermarkets

industry in Hong

Kong

100.0% 100.0% 100.0% 100.0

% 100.0%

100.0

%

To establish the relationship between brand strategy and brand performance, respondents were

asked if they agreed, strongly agreed, undecided, disagreed or strongly disagreed with the statement;

brand strategy is a positive determinant of brand performance. With the understanding that those who

shop frequently can be in a better position to respond, I resorted to also establish whether there was an

association between being a principle shopper for a household and the view held on the statement asked.

The finding here in were contrary to what a number of scholars did find out (Jones et al., 2002) as the

analysis showed that a greater percent of those who were principle shoppers were in disagreement with

the statement (72.7% for strongly disagreeing and 80.0% for disagreeing with the statement asked). On

the other hand, a greater percent of those who were not principle shoppers agreed with the statement

(53.1% for agreeing and 38.5% for strongly agreeing).

It is worth noting that there is no significant relationship between the two variables; being a

principle shopper or not and the view with regards to brand strategy being a positive determinant of brand

performance (Χ2=7.247, df=5 p=0.203). Nonetheless, there is a weak positive relationship between these

two variables meaning that individual gender may slightly influence the views held (Cramer’s V=0.269)


Table 9 Are you the principal shopper in your household? * Please indicate whether you agree with

these statements, brand strategy is a positive determinant of brand performance Cross tabulation

please indicate whether you agree with these statements,

brand strategy is a positive determinant of brand

performance Total

strongl

y

disagr

ee disagree

undecid

ed agree

strongl

y

agree 12.00

Are you

the

principal

shopper in

your

household

?

yes Count

8 8 9 15 16 0 56

% within

please

indicate

whether

you agree

with these

statements,

brand

strategy is

a positive

determinan

t of brand

performanc

e

72.7% 80.0% 45.0% 46.9

% 61.5% .0% 56.0%

no Count 3 2 11 17 10 1 44

% within

please

indicate

whether

you agree

with these

statements,

brand

strategy is

a positive

determinan

t of brand

performanc

e

27.3% 20.0% 55.0% 53.1

% 38.5% 100.0% 44.0%

Total Count 11 10 20 32 26 1 100


% within

please

indicate

whether

you agree

with these

statements,

brand

strategy is

a positive

determinan

t of brand

performanc

e

100.0

% 100.0% 100.0%

100.0

%

100.0

% 100.0% 100.0%

The relationship between brand management and success

Marketing researcher’s for instance Roberts & Downing, 2002 content that there is a relationship

between brand management and industry success. Currently, a number of multinational companies such

as coca cola, fastest growing companies for instance Research In Motion among other have used brand

management as a competitive advantage in this world of fierce competition (Docters, 2004).

By definition brand management refers to a process of sustaining, civilizing, and keeping a brand

so that the name is linked with desirable positive outcomes. This process entails several significant

aspects for instance competition, cost, in-store presentation and customer satisfaction (Mooij 1998). As

previously mention, creating customer loyalty is one way of ensuring that a firm not only attracts new

customers but also keep them as well as the existing ones. It is no doubt that all companies do have

identity and there are issues it must tackle in order to remain competitive (Temporal, 2000). Brand

strategy aims at increasing the appeal and attraction of the firm in the eyes of the customers. There is also

a relationship between brand strategy and brand management and the two opt to be used in a manner that

they complement one another and thus need to be ultimately integrated to enhance the industry success

(Aaker, 1996).

A cross tabulation analysis was carried out to establish how those who were aware or not of

branding in Hong Kong thought of the idea of brand management as being a determinant of supermarket


success. The finding clearly depicted that a higher percentage of those who were aware of branding

activities in the country were in disagreement with the statement; brand management is a determinant of

industry’s success (57.8% for strongly disagreeing and 84.6% for disagreeing). On the other hand, a

higher percentage of those not aware of branding in Hong Kong were in agreement with the same

statement (56.3% agreeing and 38.7% strongly agreeing). The clustered bar graph gives a clear

illustration.

yes no 99.00

are you aware of branding in Hong Kong supermarkets

0

5

10

15

20

Co

un

t

do you agree with

the statement that

brand managment

is positive

determinant of

industry

performance

strongly disagree

disagree

undeided

agree

strongly agree

13.00

22.00

Bar Chart

Figure 11 Branding awareness

It was of interest to also know whether, customers in Hong Kong could continue shopping where

they used to base on how the supermarket utilizes and address issues relating to branding. A descriptive

statistic was run to give an over view. The result shows that only 47.0% were of the view that they would


continue shopping where they used to. On the other hand, 53.0% of the respondent clearly depicted that

they would not continue shopping where they used to initially shop. The research was limited in

establishing the underlying factors behind the decision arrived at by the respondents. However, the

reasons are open to discussion based on what has been established herein (Aconis et al. 2006). This is in

line with the desires of a majority of the respondent who were of the view that Hong Kong supermarket

need to change their branding strategies, 34.0% and 40.0% of the respondents agreed and strongly agreed

with the statement that Hong Kong supermarkets needs to change their branding strategies as compared to

8.0% and 5.0% of those who strongly disagreed and disagreed with the statement.

A higher percentage of those who were aware of branding activities in the country were in

disagreement with the statement; brand management is a determinant of industry’s success (57.8% for

strongly disagreeing and 84.6% for disagreeing).


Conclusion and recommendation

The relationships between branding strategy, brand management and company success,

performance and supermarket value were closely examined. Survey questionnaires were distributed to

120 individual of whom only 100 filled the survey and made available for inferences to be made. Males

were 51 (51.0%) while females were 48 (48.0%). 60.0% of the responded were aware of branding while

39.0% were. It is worth to note that friends, relatives and media are what made individual be aware of

banding. Out of 100 respondents, 56 (56.0%) were principle shoppers in their households while 44

(44.0%) were not principal shoppers in their households.

Shoppers in Hong Kong believe that a good brand should be eye catching 23.2%, creating a

positive change 15.2%, unique and differentiated 13.1%, cost effective and bringing added value 9.1%

each, build customer loyalty and household name 6.1% each, brings sense of security and creating

identity were thought to be attributes of a good brand by 5.1% of the respondents. Being easy to read was

thought to be an attribute of a good brand by 8.1% of the sample population. Customers believed that

branding brings with it numerous advantages such as memorability, enhances premium prices, greater

company equity, and lower risks to consumers, extension and lower marketing expenses, loyalty,

extension among others. It was evident that branding does influence where customers shop (Tellis &

Golder, 2002).

It is apparent that majority of the respondent were of the view that the industry was moderately

developed (31.0%), 27.0% said it was developed, 26.0% held the view that it was poorly developed and a

mere 16.0% responded that it was highly developed. With regards to being satisfied with the kind of

branding exhibited by Hong Kong supermarkets; most of the respondent 58.0% were not satisfied while

42.0% were of the contrary opinion. There was no significant difference between a number of variables

such as gender, being a principle shopper and such variables as brand strategy being a positive


determinant of brand performance, brand strategy being an ideal tool for supermarkets success in Hong

Kong. Pearson correlation (age and satisfaction of how branding is exhibited) r=0.112 means that the

association between age and satisfaction is positive but weak; similarly, the association is not significant

since p=0.268>0.05. This thus suggests that age does not in any way dictate how satisfied one feels with

regards to the way Hong Kong supermarkets exhibit branding. This is contrary to existing literature

(Franzen & Moriarty, 2009). Both the genders were of the opinion that brand strategy is an ideal tool for

supermarkets to be successful in Hong Kong; the notion being in line with other previous literature.

Majority of the responded said they would not continue shopping where they used to.

Recommendation

1. A further research needs to be carried out to establish the exact reason underlying the notion that

majority of the respondent will not continue shopping where they used to.

2. Hong Kong supermarkets need to blend and balance the attributes deemed by customers to be

determinant of a good brand.

3. Since branding influence where customers shop, there is need for Hong Kong supermarket

industries to balance between brand strategy and brand management.


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