“…A study Tahoon, et.al [32] dimension of competitive advantage are, price/cost, quality, delivery dependability, Product innovation and Time to market. A study Dirisu, Iyiola and Ibidunni [33], Weiss and Ciliers [34], Lasalewo [35] added that the dimensions of competitive advantage such as best brend and value. Based on the above, the dimensions of the competitive advantage DOI : https://doi.org/10.33258/birci.v2i2.306 retail constructs used in this study are price/cost, quality, value to customer and product variety.…”