The effectiveness of Carrefour house brand product strategy towards customer acceptance in Subang Jaya / Khairah Liyana Hassan

Carrefour is the world's second largest retailer, Carrefour SA operates more than 10,300 stores in France and abroad under more than two dozen names including Carrefour, Champion, Shopi, Marche Plus, Dia, Ed, and Promocash. The company merged with Promodes SA in 2000 to become Europe's leading operator of supermarkets, convenience stores, discount stores, cash-and-carry outlets, and hypermarkets. The company's founders created the concept of the hypermarket, an expanded supermarket offering a wide variety of merchandise-including groceries, electronics, clothing, and automotive supplies that allowed consumers to accomplish most of their shopping at one store. Hypermarkets became a rapid success, revolutionizing the retail industry in France and worldwide.

The main objective of this research is to study on "The Effectiveness of Carrefour house brand product strategy towards customer acceptance in Subang Jaya". Further, it is to know the level of customer satisfaction towards house brand product. For the purpose of this research, the descriptive and causal research was used, 100 questionnaires were distributed to customers of Carrefour, and collected using Nonprobability Sampling Technique which is convenience sampling. Questionnaires were distributed as the survey instrument as the source of primary data, other reliable resources would serve as secondary data.