University of Malta students' opinions on the importance of branding when selecting a supermarket

Abstract

Purpose: The purpose of this dissertation is to explore the reasons why University of Malta students choose a particular supermarket over other alternatives. Design/Methodology Approach: An online survey, comprising of both quantitative as well as qualitative questions, was sent out to the University of Malta student population, focusing on the issue of supermarket selection. It tackled the whole process of acquiring attention, creating interest and, finally, instigating action. Findings: The hypothesis that location and price are influential factors when selecting a supermarket was confirmed by many people through the survey results. However, branding was always mentioned within the top three motivators. It also went to show that the parents do most of the shopping, clearly defining the largest market that should be targeted by supermarket marketers. Research limitations/implications: This study was carried out on a small proportion of students within the University. It would be interesting to see this study carried out on more university students, as well as students from different institutions. Furthermore, it would be interesting to see it carried out on a national scale to have a comprehensive picture of how supermarkets are selected. Practical implications: Students pointed out that there is a gap within this industry, clearly sending a message to the supermarket managers that there is room for improvement. More choice could be provided, technology could be improved, staff could receive more training and more promotional offers could be provided to the customer. Also, by clearly defining who the largest customer segment is within the market, this promotion can be better targeted. Originality/value: Everyone will enter a supermarket in his/her lifetime, and this industry is one with large amounts of turnover, so ensuring that a high return on various investments is received is important for the growth of this industry. The findings show how important branding, location and price are for students when analysing the industry and allows the supermarket to allocate resources accordingly. This dissertation defines specifically what students think, which is the way forward for supermarkets in Malta.