An assessment of the competitiveness of Edgars stores in the retail clothing industry of Zimbabwe
Guveya, Reginald R
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The clothing retail industry of Zimbabwe has realised unprecedented change over the years especially after the dollarization of the economy when several other players roped in while the existent players tightened their strategies. This research therefore sought to assess the competitive position of Edgars. This was done on behalf of Edgars for it to view where it stands so as to aid in strategising for the future. Some of the key objectives were to identify Edgars‟ main competitors in the industry, to assess its pricing against competing stores and also to assess the impact of its promotions on the buying behaviors of its customers. It also aimed to assessing the overall image of Edgars in the mind of the customers. The study was a descriptive research in nature. The above mentioned tasks were achieved through digging from both secondary and primary data sources. Two structured questionnaires were used. One for Store Branch Managers and the other was for customers. Questionnaires were distributed in the Edgars stores as the customer target was Edgars‟ customers. According to the findings, Edgars has eight main competitors namely Truworths, Topics, Number 1 store (Truworths Group), Powersales, Boutiques, Flea Markets, Imports, and Meikles. The findings were also that Edgars‟ main customers are concentrated in the 18 years to 54 years age range. Most of the customers were dissatisfied with the higher prices but however satisfied that there are payment terms available for their convenience thus creating an advantage for Edgars. However a number of customers were dissatisfied with the clothing variety which they compared with product availability in boutiques. As such it is recommended that Edgars should make efforts to procure more varieties for the young adults and un-catered for groups such as large and extra large sizes. It is also recommended that Edgars should promote its credit account system in order to increase loyal customers .It should also take advantage of Radio talk shows and social media so as to create attention in the customers‟ minds.
- Department of Marketing