PhD Graduate
Ranga Chimhundu
Title of Research: The coexistence of manufacturer and retailer brands in FMCG product categories
Qualifications: BBS (Hons), PG DipM, MBA, MCom
PhD (Otago)
Professional Certification and Affiliations:
Chartered Marketer (UK)
Chartered Institute of Marketing
Australian and New Zealand Marketing Academy
Email: Ranga.Chimhundu@usq.edu.au
PhD Scholarship: Awarded by the University of Otago, School of Business, Department of Marketing
Area of PhD Research: FMCG Marketing
PhD Completed: 2010
Supervisors: Dr Rob Hamlin and Dr Lisa McNeill
Short description of research topic:
The research investigated the coexistence of manufacturer brands (national brands) and retailer brands (private label) in the consumer packaged goods industry. The study sought to establish a better understanding of the strategic relationship(s) between the two types of brands in FMCG product categories in an environment of high retail consolidation and concentration. Firstly, it is argued that an FMCG marketing environment characterised by high retail consolidation and concentration does not necessarily lead to an overdominance of retailer brands in relation to manufacturer brands. There are deeper underlying factors that support equilibrium points between the two types of brands in the categories. It is further argued that, in addition to consumer choice considerations, aspects of strategic dependency between manufacturer brands and retailer brands have relevance for the determination of policies that govern the coexistence of the two types of brands in the categories. Finally (and incrementally) the thesis argues that, in the New Zealand FMCG landscape characterised by high retail consolidation and concentration, and direct competition between brands owned and managed by owners of the grocery retail shelves (retailer brands) and those owned and managed by their suppliers (manufacturer brands); despite the asymmetrical power relationship that is in favour of the grocery retail chains vis-a-vis manufacturers, it is actually expert and referent bases of power rather than coercive power that are dominant in the coexistence relationship of the two types of brands.
Recent Refereed Journal Articles in the Fast-Moving Consumer Goods Research Area: For an up-to-date list of my publications (and for my contact details), please do a simple Google search of “Dr Ranga Chimhundu” or “Dr Rangarirai Chimhundu”.