Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/64510
Title: Marketing practices of supermarkets in Singapore
Authors: Sew, Kah Chun
Lim, Yu Yong
Pun, Teck Hua
Keywords: DRNTU::Business
Issue Date: 1992
Abstract: The supermarket scene in Singapore has largely been a peaceful one. The major players have co-existed and played complimentary roles in providing better products and services to the consumer. But, times have changed and so have the strategies adopted. From this study, the authors observed that the Singapore consumer has become more affluent and sophisticated. In response to these changes, the supermarkets adopted various strategies which tend to target the competitor's market segment. The major players are competing more vigorously for the same grocery-market. The survey confirmed that there is consistency in the marketing philosophy and the targeted consumer market of the supermarkets. Though there is no specific recipe for a successful supermarket, all indications lead to a key factor - location.
URI: http://hdl.handle.net/10356/64510
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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