THE DETERMINANTS OF SUPERMARKET STORE IMAGE IN
Date
2011-06-07
Authors
PEREIRA, DUSTIN
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Abstract
The purpose of the current study was to identify the main determinants of store image
in the lower end of the supermarket environment in South Africa. The research
investigated whether a significant difference exists between store operators and their
consumers in this regard. This study is highly significant to store operators in this
market as it gives retailers the opportunity to align both their perceptions and their
actions with those of their consumers, in order to gain a competitive advantage in the
market place.
A quantitative approach was utilised in this study in which 80 store operator
respondents and 200 end consumer respondents answered a self-completed
questionnaire. The responses were then analysed using an exploratory factor analysis
to identify the main determinants of store image, followed by significance testing in
order to compare the perceptions of the two populations in terms of their factor
results.
The main findings were as follows: The main dimensions of store image identified are
‘competing stores’, ‘store offering’ and ‘customer experience’. The research revealed
that significant differences do exist between store operators and supermarket
consumers regarding store image as differences relating to the factors, ‘competing
stores’ and ‘customer experience’ were identified.
Store operators need to reconsider their strategies in light of the findings contained in
this study.
Description
MBA - WBS
Keywords
Supermarkets, Store image