Assessing the Effects of Marketing Strategies on Local Trade: A Case Study of Shoprite Zambia, Mufulira

This study examines the effect of Shoprite Zambia’s marketing strategies on Local trade in Mufulira. As one of the leading retail chains in the town, Shoprite employs a range of marketing activities grounded in the principles of the Marketing Mix (4Ps), product variety, promotional discounts, and strategically designed in-store placement. These strategies are widely recognized for influencing customer decision-making and shaping shopping patterns within modern retail environments. Guided by Kotler’s Marketing Mix (4Ps) and the Consumer Behavior Model, the study investigates how Shoprite’s pricing, product assortment, promotional activities, and distribution practices affect consumer preferences, purchase frequency, and loyalty. The Consumer Behavior Model provides insight into how customers’ psychological, cultural, and social factors interact with Shoprite’s marketing efforts to influence buying intentions and actual purchasing behavior. A mixed-methods approach will be adopted, utilizing quantitative surveys administered to Shoprite customers and qualitative interviews with selected shoppers and Shoprite staff. The research will focus solely on the interactions between Shoprite’s marketing strategies and customer responses within the Mufulira context. The study is expected to generate insights into the extent to which Shoprite’s marketing efforts shape consumer choices and shopping habits, thereby contributing to literature on retail marketing effectiveness in developing economies. The findings will also provide practical implications for Shoprite’s customer focused marketing improvements.