Store Image Trends
Businesses strive for creating, maintaining and improving customer loyalty of their brands (Dick & Basu, 1994). Loyal consumers buy a brand repeatedly and their brand switching tendency is relatively low and hence brand loyalty contributes significantly towards a firm’s competitive advantage. Hence, brand equity will increase corresponding to an increase in brand loyalty. This has been reinforced by Aaker (1992) who suggested that increased brand loyalty leads to increased brand equity and hence improved profitability for the firm. Due to increasing marketing costs, it is becoming expensive to acquire new customers. Brand loyal consumers therefore act as an asset by increasing a firm’s market share and its returns on investment thus improving …show more content…
The personality of a retail store or chain will depend on the experiences of customers with the stores (Kunkel and Berry,1968;Aaker,1997).
Concept of Store Image: Martineau (1958) is generally recognized as one of the first researcher to introduce the store image concept as a key differentiation factor. His definition of store image considers both the functional & psychological attributes which define a store in customers’ mind. The functional attributes include assortment which can be compared by consumers with other similar stores (e.g. commodities, store layout, store location, price-value relation, and store service). Psychological attributes include non functional attributes e.g. the attractiveness, ambience & comfort of a particular
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Zimmer and Golden (1988) further proposed that store image includes total dimensions of store attributes felt by consumers. Berman and Evans (1995) have proposed that store image is composed of different functional as well as emotional attributes which are arranged in consumers’ perceptual structures. The formation of these structures depends up on consumers’ expectations about overall policies and their executions by a particular retailer. Further store attributes have different meanings for a customer. Various characteristics of a store e.g. its physical ambience, service standards, and merchandise quality describe the image of a store (Zimmer and Golden,
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742 Words | 3 PagesThomas DaviesProfessor MorrisonEnglish 10018thMarch 2018Argument EssayThe article by Malcolm Gladwell, “ The Science of shopping” explains the study of shoppers and customers. Paco Underhill researched the certain techniques that retailers use to attract their customers and how they increase their customer sales. He would videotape and analyze the tapes of the customers shopping, while taking notes of their trends and any other observations he could find. He had come to various different conclusions, his main three were; invariant right which American would keep to the right side of the store, Decompression Zone is when consumers don 't notice the area inside the door of a store, Petting would be customers that who liked to handle merchandises.
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Inventors During 1865-1900
428 Words | 2 PagesThese stores eliminated the need for awkward negotiations. Also, most of these stores were “richly decorated” to provide a “pleasurable experience” (Keene, 483). They had marble columns, decorative ceilings, and strategically placed statues. These merchants provided a place that “shoppers,” as they were called, could get anything they needed, and more (Keene, 483). These aesthetic elements opened up a world of retail and marketing.
The Science Of Shopping Summary
1124 Words | 5 PagesThe article “The Science of Shopping” written by New Yorker staff writer Malcom Gladwell, is based on retail anthropologist and urban geographer Paco Underhill. Underhill studies the shopping characteristics through frequently watched surveillance tapes to help store managers improve the setup of their goods and services. Through those footages he evaluated his observations and the statistics to help define his theories with the purpose to make sellers conform to the desires of the shoppers. Underhill, an insightful and revolutionary man, provides a view of science to displaying merchandise and creates a positive experience for both the buyer and seller. I agree that Underhill’s scientific theories; the Invariant Right, Decompression
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1123 Words | 5 PagesThe variety and assortment of products in today’s world is growing heavily making consumer decisions harder and harder. Thus, the need of in-store visual merchandising be-comes relevant as never before. The more choices consumers are faced with, the more time they tend to spend while making purchasing decision, and visual merchandising may help to facilitate those choices. This reflection paper is aimed at drawing understanding on how visual merchandising influence consumer behaviour and how it stimulates the purchase de-cision.
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Consumer Behavior: Attitudinal Loyalty And Satisfaction
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