Essay on Retail Marketing Image Study

2601 Words11 Pages
Table of Contents
Executive Summary 3
1.0 Introduction 4
2.0 Literature Review 5 2.1Store Image 5 2.2Store Personality 5
3.0 Brand Comparison 6 3.1Brands Image Comparison 6 3.2Brands’ Personality Comparison 7
4.0 Marketing Mix 4P’s 9 4.1Price 9 4.2Product and Services Assortment 9 4.3Promotion 10 4.4Place 10 Bibliography…………………………………………………………………………………………………………………………………………..12

Executive Summary
The ultimate goal of any company regardless of what industry or size is to maximize profit and expansion. In order for this to be achieved a good company must project a favorable image, personality and atmosphere.
The following report is the study about concepts of store image and store personality and will
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Unlike store image which refers to functional properties of a retail store including value of money, selection of product and service’s quality, store personality is a mental representation of a retail store on dimensions that generally describe personality of an individual. There are five dimensions comprised a retail store’s personality such as sophistication, solidity, genuineness, enthusiasm and unpleasantness (d’Astous & Levesque, 2003).
Once store image is accepted by shoppers, store personality is important in consumers’ buying behavior as the buying decision made depends on their experiences of such personality factors as architecture, color & design, music, advertising, sale personnel etc (Martineu, 1958). Colors and designs of a retail store which can capture customers’ eyes and attention firstly, music played in store which is highly successful in catching people attention and the way items displayed in the store, etc, create pleasant feeling and emotion in customers while walking in the store. Sale personnel, furthermore, play a vital role in shaping customers’ mental representation of a retail store (Martineau, 1985). Through those factors, a retail store also creates its own personality which then will be perceived by shoppers. As a result, customers might perceive store’s personality in either positive that they like store’ personality or they achieved unfavourable experiences in the store. People, who
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