Retailer Brand And Channel Conflict: The Case Of Nakumatt Supermarkets And Mumias Sugar

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ABSTRACT

The study was done between the months of July and August 2006, with the objective of

establishing the impact of introduction of own brands (retailer brands) by supermarkets in

Nairobi on the conflicts with the manufacturers who supply them with competing brands.

Data was collected though two questionnaires, one to the manufacturers and the other to

the supermarkets. Nakumatt supermarkets (with its own brands) were surveyed together

with one manufacturer, Mumias Sugar, who supplies the supermarket chain with a

competing brand. The data shall be analyzed by use of tables and percentages to reduce the information to an understandable form.