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Shopping image for different grades of store image research

Author: SongZuoYing
Tutor: HuangPei
School: Fudan University
Course: Marketing
Keywords: Shopping center Store image Impression transfer
CLC: F721
Type: Master's thesis
Year: 2011
Downloads: 133
Quote: 0
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Abstract


In China today's retail development process, as represented by the commercial shopping center aggregation morphology is evolving rapidly , and gradually seize China 's major cities. This aggregation provides convenience for the consumer decision-making , making consumption decisions more obvious hierarchical , more importantly , for small retail outlets , this development of aggregates by its image management provides a new way of thinking. Retail store image formation , not only to consider previous studies mentioned by its own efforts to form a variety of factors , it must also be possible to consider the impact of shopping . This paper attempts to explore the shopping center by studying various dimensions of the image perception of the image on the impact of retail stores , and on this basis, given the appropriate management recommendations. After a comparative study of three experimental groups , we reached the following conclusions : First, the subject of different shops can make the image of the various dimensions of shopping have significant differences , of which the price difference between the image of the most significant differences between service image Min . Secondly , different grades of retail stores in the shopping center under the image and quality of the image perceived price there are significant differences in quality shopping centers to shop perceived price impact of the image , the image is larger than the perceived quality of the store 's impact . Finally, although the image of the shopping mall and store image each dimension was significantly related to perceived price shop image, in the image of upscale shopping centers and services under the atmosphere of the image by its significant impact in the low-end shopping mall under its atmosphere under the image, image and service prices significantly affect the image ; while the perceived quality of store image , only in the low-end shopping center image by its ambience and service image significantly. Finally, shopping centers and retail outlets both groups, we were given their own image management and relationship management between the proposal and to put forward ideas for future research directions .

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Commercial institutional and organizational
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