Question

Consumers buy from self-service intermediaries such as Aldi, Coles and Woolworths/Safeway, where they deal with few people other than at the check-out. What part might relationships play in marketing these outlets? Might consumers form relationships with the brands themselves?

Answer 1

Self-service intermediaries refer to the companies that provide various alternative products from different brands as a single place so that consumers can choose from various alternatives according to their tastes and preferences.
Such companies or outlets help in the marketing of any product as these outlets improve consumer loyalty towards the products by increasing the accessibility of the products in different locations. When consumers buy products from Self-service intermediaries, they develop a relationship with the service provider as it provides all the products at a single place.
Therefore, manufacturing companies approach such outlets for promoting their products and improve the consumer base in the market. This process is a two-way process as companies also play an essential role in promoting such outlets because different brands attract people to enter self-services outlets and increase the demand for such outlets at different locations.
Consumers might themselves form a relationship with the brand by showing their loyalty toward the products and services of a brand and always prefers products of the specific company rather than the alternatives present in the market.