6 TABLE OF CONTENTS APPROVAL PAGE .............................................................................................................................. 4 FOREWORD ....................................................................................................................................... 5 TABLE OF CONTENTS ..................................................................................................................... 6 LIST OF ABBREVIATIONS ............................................................................................................... 8 LIST OF TABLES ............................................................................................................................... 9 CHAPTER I ....................................................................................................................................... 10 INTRODUCTION.............................................................................................................................. 10 1.1 Background ....................................................................................................................... 10 1.2 Problem Statement ............................................................................................................. 13 1.3 Research Questions............................................................................................................ 14 1.4 Research Objectives........................................................................................................... 14 1.5 Limitations of Study .......................................................................................................... 14 CHAPTER II...................................................................................................................................... 16 THEORETICAL FOUNDATIONS .................................................................................................... 16 2.1 Definition of Retailer ......................................................................................................... 16 2.1.1 Supermarket .................................................................................................................. 16 2.2 Marketing Mix................................................................................................................... 18 2.2.1 Sales promotion ............................................................................................................. 19 2.3 Direct Selling .................................................................................................................... 19 2.4 Product Bundling ...............................................................................................................