The role of customer insights within the German retail context. How can grocery discounters' performance be improved in the German retailer industry?

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Key Concepts
• Introduction
• Retail Marketing
• Private Label as a Retail Marketing instrument
• Defining Private Label
• History of private label in retailing
• Advantages of private labels
• General problem and goal
• Motivation
• Approach
• Limitation
• Contribution
• Literature review
• Types of private labels
• Market share of private labels among countries and several sectors
• Supermarkets' price positioning matrix in Germany and market share
• Private label shopper segment
• Decision-making process / Shopper insights
• Price
• Product
• Placement
• Promotion
• Store atmosphere
• Category management
• External analysis (PESTLE) of the German context
• Analysing the macro-environment
• Demographic/ Sociocultural analysis
• Economic analysis
• Environmental & Ethics analysis
• Technological analysis
• Political and Legal analysis
• SWOT analysis of the industry
• Primary data analysis / Survey
• Survey Methodology
• Research hypothesis
• Confirmation of secondary data
• Umfrage/Survey
• Survey analysis
• Conclusions & questions for further research
• Conclusion
• Further topics for research
• Bibliography

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to investigate the role of customer insights in the German retail context, specifically focusing on how discounters can improve their performance within the industry. It explores the impact of customer insights on purchasing patterns and examines strategies for leveraging these insights to enhance discounter performance.

• The influence of customer insights on purchasing decisions within the German retail sector.
• Strategies for discounters to improve their performance through effective use of customer insights.
• The role of private labels as a key differentiation strategy for discounters in the German market.
• The impact of the four Ps of marketing mix (price, promotion, product, and placement) on customer behavior.
• Analysis of the German retail environment through PESTEL and SWOT frameworks.

Zusammenfassung der Kapitel (Chapter Summaries)

The dissertation begins with an introduction to the topic of customer insights and its relevance to the German retail sector. It then delves into the concept of private labels as a vital marketing tool for discounters, exploring their historical development, advantages, and current market trends.

The study further examines the decision-making process of private label shoppers, analyzing factors such as price, product attributes, placement, promotion, and store atmosphere. It also analyzes the German retail context through a PESTEL framework, providing insights into the macro-environment influencing the industry.

The dissertation concludes with an empirical research section, analyzing survey data to confirm the findings regarding customer preferences and purchasing behaviors. The study explores the impact of various factors on shopper decisions and provides insights into how discounters can optimize their strategies to attract and retain customers.

Schlüsselwörter (Keywords)

The key concepts explored in this dissertation include private labels, shopper insights, category management, marketing mix (price, promotion, product, and placement), branding, store image, PESTEL analysis, SWOT analysis, and price-positioning matrix.