Findings: -There is a dire need for the manufacturers to establish positive relationships not only with the retailers but also the end users to enhance satisfaction with their brands. A descriptive approach was utilized, during the data analysis process before the final presentation of the findings in various forms, including tables and figures. Design/methodology/approach: -The study sampled 102 products in 17 chains stores in the country, and also engaged the management of such business entities in a series of interviews during the data collection process. A conceptual model of manufacturer's brand benefits from the retailer’s perspective is tested in the Egyptian hypermarket's industry. Purpose: -The research primary aim is to explore the role that manufacturer's brand play in the retailer's satisfaction.
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