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• W1640446111 abstract "Thesis (MComm (Industrial Psychology)) – Stellenbosch University, 2008.%%%%The apparel retail environment is highly competitive. Products and services that areeasily replicated, together with informed and demanding consumer markets, add to thecomplexity of this dynamic, fast changing retail and manufacturing industry. One avenuethat companies explore to differentiate themselves from the competition is by thedevelopment of their corporate identity. A fundamental element of marketingcommunication and corporate identity representation is store image, as it is a vehicle thataffects the customers’ perception of the store and the store’s identity. To be able toinvest in store image optimally, retailers should take cognisance of the need to managestore image in order to increase potential sales.The purpose of the current study was to expand the existing body of knowledge on retailstore image and the female apparel consumer in the Western Cape with special referenceto the perceived importance of retail store image dimensions. The research questiondirecting the current study was formulated as follows: How do consumers perceive thevarious store image dimensions in apparel retail and how congruent are customers’ andmanagement’s perceptions of these store image dimensions?The literature review focuses on the importance of store image for retail differentiationpurposes as well as independent (demographics, lifestyle, shopping orientation) anddependent variables (patronage behaviour, store loyalty, customer satisfaction) in storeimage research. Congruity as well as gap analysis are also discussed as these are thefocus of the research analysis.The Store Image Scale (SIS) was used as measuring instrument. Management (n -= 14)and customer (n = 200) samples from a leading apparel retailer were used to measure theimportance of the various store image dimensions. The questionnaire was adapted for thepurpose of reaching all the set empirical objectives. The customer questionnaire includedfive sections to measure the ideal and the actual store image and the management questionnaire included two sections to measure management’s perception of theimportance of store image dimensions for customers.Data was subjected to reliability analysis, descriptive statistics and analysis of variance.Results indicated that Atmosphere, Merchandise and Service were rated as mostimportant dimensions according to customer perceptions of the ideal, while Atmosphere,Promotion and Service were the most important dimensions according to management.Atmosphere, Convenience and Merchandise were rated as most acceptable by customers.Due to the nature of the research design congruency analysis was used. The congruencyanalysis yielded 29 of the 55 attributes as congruent. The analysis of congruencybetween acceptability and importance ratings of customers indicated that the dimensionsConvenience, Institutional and Sales Personnel showed no significant differences. Ittherefore was concluded that…" @default.
• W1640446111 created "2016-06-24" @default.
• W1640446111 creator A5077318680 @default.
• W1640446111 date "2008-03-01" @default.
• W1640446111 modified "2023-09-23" @default.
• W1640446111 title "THE IMPORTANCE OF STORE IMAGE DIMENSIONS IN APPAREL RETAIL: CUSTOMER AND MANAGEMENT PERCEPTIONS" @default.
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