Retail brands fighting for consumer loyalty : a cross-cultural study

In this paper we discuss findings from a series of focus groups, of regular grocery shoppers, conducted in both the UK and Australia during second half of 2013. The research presented investigated how consumers have benefited in a country where store brands are well established, the UK, and if these outcomes are the same for Australian consumers. It adds to this body of knowledge through a comparison of the opinions of consumers in the UK, where there are six major supermarkets vying for their loyalty, versus the very different market in Australia. Supermarkets in both countries offer simple generics through to the premium store brands. Both countries present core similarities in terms of culture, heritage and lifestyle, thus allowing for a viable comparison. Preliminary analysis indicates that three are noticeable differences between the consumer/retailer relationships in the two markets.