CHAPTER ONE INTRODUCTION
Background to the study
Consumers are overwhelmed with a vast array of choices in today’s retail marketing environment. This is especially because they are exposed to so many items in the market and they have to make quick decisions based on the items they ought to buy and which can be catered for by their disposable income. The decision the consumers make determines the item they select and eventually buy. The manufacturers, on their part, have to be innovative and creative to ensure that customers get to pick their items if their firms have to remain competitive in the market. Branding of their items is one the strategies that companies such as supermarkets may adopt to attract consumers to their goods and to ensure these goods get picked and re-picked.