Local Brand Momentum through Hypermarket Channel

A major challenge for local entrepreneurs to compete and sustain in the market is the capability of creating brand awareness. This awareness could be boosted through brand momentum. The variety of product and service brands on the market have made the new local entrants step back while watching the main players continuously move forward. The aggressive efforts by international brands that have a huge marketing budget have managed to stifle the local competitors. In line with this, the Malaysian Government introduced the One District One Industry (Satu Daerah Satu Industri) programme to assist the local entrepreneurs by providing space in certain hypermarkets as a platform to grab the attention of new potential consumers. This research proposes a conceptual framework concerning the impact of local brand momentum through the hypermarket channel. Four main elements will be emphasized in this research: 1) local brand, 2) One District One Industry (SDSI) through hypermarkets, 3) consumer behaviour, and 4) brand momentum.