Food retail positioning strategy: a means‐end chain analysis

This research conducts a means‐end chain analysis of the food sector and explores the extent to which the findings made can be used to inform the retail positioning strategy of food retailers. Using means‐end theory as the theoretical underpinning of the study, the paper employs laddering methodology to identify the linkages between food retail store attributes and personal values. The findings of the paper present a more personally relevant representation of consumer’s perceptual orientations towards food retail store image. At the attribute level “good quality products”; “good reputation”; “store has additional services” and “value for money” are most sought after. These were linked to the consequences “feel good” and to “save time”. Overall, the findings support previous value driven research, concluding that “happiness” and “quality of life” are the most strived for personal values. Strategic implications for retailers are discussed and future research recommendations are made.