Skandinavisk modernism i USA
The Swedish retail business has been characterized by a small number of ruling distributors. These distributors have been affected negatively by the internationalization which has made it possible for international distributors to establish their stores in the Swedish market. These international distributors are focused on low price stores. Their establishment on the Swedish market has led to a decrease in market shares for the Swedish distributors, which has damaged their profitability. Another change that has affected the Swedish distributors is that the behavior and needs of the customers has changed. To defend themselves against the new competition and the new customer behavior they introduced their own brands in their stores to create customer loyalty and increase their profitability.The purpose of this essay is to analyze and evaluate the requirements to create customer loyalty with branding strategies by introducing their own brands in the Swedish retail business. It was examined through a quantitative customer survey which was made on the customer of Coop Forum and Ica Maxi. The result along with the theories and their variables could then give the answer to if the Swedish distributors own brands had managed to create a long term exchange where the customer is involved in the purchase of the commodities and if the customers have experienced any added values along with the purchase. These factors are the foundation of whether the distributors own brands will manage to create customer loyalty or not.From a perspective of relationship marketing the Swedish retail distributors are lacking in their ability of building relationships which means that they have not succeeded in creating customer loyalty. Which also means that it is not possible to answer the question at issue, which factors is important to create customer loyalty in the Swedish retail business through their own brands.