Browsing by Subject "Consumer purchase drivers"

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An exploratory study on consumer purchase drivers towards private label brands : a case of Nakumatt Supermarkets in Nairobi

Ng’aru, Martha Njeri (Strathmore University, 2015)

Private label branding strategies are an emerging trend among retail supermarkets in Kenya. Though previous studies on private label brands have been done in other countries, none has been done in Kenya, hence the gap ...