Kroger is a national supermarket chain that sells a wide variety of products under the Kroger brand. Some consumers do not perceive any store brand as being as good as other recognized national brands even though Kroger offers a money-back guarantee on any Kroger brand product that a customer believes is unsatisfactory. This perception of the Kroger brand as being lower quality products indicates a problem with the supermarket's _____ strategy.

Question

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The perception of the Kroger brand as being lower quality indicates a problem with the supermarket's positioning strategy. Positioning involves creating a specific perception in the minds of consumers about the brand or product. If consumers perceive the Kroger brand as lower quality, it suggests that Kroger's efforts to position its brand as a high-quality alternative to national brands have not been entirely successful.

Kroger Is a National Supermarket Chain That Sells a Wide