The power of brands in the retail environment - and the role of television

Cat Groombridge

The New Zealand retail advertising environment is dominated by price-led messages from retailers. This paper describes research by TVNZ, a national TV broadcaster, to determine the role of brand perception on consumers' choice of retail store when purchasing goods from three sectors of differing levels of involvement.

The power of brands in the retail environment - and the role of television

Cat Groombridge TVNZ

The New Zealand retail advertising environment is dominated by price-led messages.

This highly competitive sector is a mixture of local and trans-Tasman brands, all of whom are engaging in a battle at the tills, often at low or negative margins, in the elusive hunt for the consumer dollar.

A perfect storm of recession-led discount strategies, increasing commodity prices, changing consumer behaviour and fears of a double-dip recession exacerbated by economic issues in close neighbour Australia has led to a retail market...

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