store image and its impact on consumer … image...consumer behavior has changed dramatically in the...

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 2 (2016)

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STORE IMAGE AND ITS IMPACT ON CONSUMER BEHAVIOR

Robaka Shamsher

Assistant Professor, Independent Business School (IBS),

Chittagong Independent University (CIU)

Chittagong-4000, Bangladesh

E-mail: [email protected]

ABSTRACT

Consumer behavior has changed dramatically in the last decade which is diversifying the consumers’ need and

choice on their daily necessities. In today’s dynamic and competitive business environment, retailers must

thoroughly understand and predict how the consumers behave in purchasing various goods and services for

their use. Therefore, to create a competitive position in the marketplace retailers are strategizing themselves to

develop a distinct image in the shoppers’ mind towards their store for having a strong impact on their behavior. The retailing practice is going through a radical revolution due to the introduction of new formats for which

organized retail is gaining tremendous importance in the recent times. Moreover, with the changing behavioral

phenomenon retailers need to concern regarding the lifestyle, preference and demands of consumers which is

playing a vital role in the ever changing purchasing perception of consumers. Hence, it becomes important to

understand the overall customer perceptions regarding store image that eventually influence customer store

choice, purchase intention, store satisfaction and loyalty toward their preferred store. Therefore this study has

been conducted to analyze the theoretical framework of store image and its overall impact on consumer

behavior. This theoretical study, in addition to its contribution to the marketing literature, has important

implications for the retail entrepreneurs, professionals and academicians in terms of adopting strategic

marketing decisions by expanding the retail portfolio towards a better understanding regarding the importance

of consumer store image perceptions for the overall retail business scenario .

Keyword(s): Store image, store image dimensions, consumer behavior.

INTRODUCTION

Over the last few decades the retail industry is

experiencing dynamic changes all over the

world through the emergence of supermarkets

as the dominant retail form (Jinfeng and

Zhilong, 2009; Datta, 2010; Verma and Madan,

2011; Shamsher, Abdullah and Saha, 2012).

This is due to the fact that consumers` behavior

and preferences has changed and shifted

towards convenience

(Tiwari and Abraham, 2010), high quality

products, provision for customer care,

comfortable shopping environment (Sinha,

2003; Shamsher and Hossain, 2011), greater

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emphasis on value for money (Kotler,

Armstrong, Wong, Saunders, 2008, p. 9;

Shamsher, Abdullah and Saha, 2012), flexible

payment methods, sophisticated channels of

distribution (Datta, 2010). The retail sector has

been witnessing a gradual uprising for the last

few decades as the traditional markets have

made ways for new retail format with the

development of supermarket culture which is

creating an excitement and unique shopping

experience amongst the retail shoppers all over

the world (Shamsher and Hossain, 2011).

Studies has shown that eye-catching shopping

malls has increased in the different trade areas

which is diversifying the shopping behavior ,

consumer lifestyles and preferences towards

organized retailing (Shamsher & Hossain,

2006; Tiwari and Abraham, 2010 ;Gangal and

Kumer, 2013,Jha, 2013). Shopping has now

become an experience of pleasure (Shamsher,

and Hossain, 2011), enjoyment (Hart at el.

2006) and tension releaser as people are

exposed to a large volume of brands under a

single roof where preferences are valued and

treated with warmth and expertise (Sinha, 2003;

Shamsher, and Hossain, 2011). Moreover, the

emergence of mobile and online shopping,

interaction with the social networking sites and

promotions and coupons through mobile and

online channels (Retail Industry Outlook

Survey , 2013) has altered an ever-evolving

revolution in the behavioral pattern of the

customers. The use of online transaction has

been proved to create greater satisfaction for

modern consumers towards convenience and

speed (Yu and Wu, 2007), more availability of

information, products and services

(Katawetawaraks, 2011).

Research outcome on consumer behavior has

shown that technological development,

globalization, increased working opportunity

(Shamsher and Hossain, 2012; Shamsher,

Abdullah and Saha, 2012), demographical shift

into women empowerment, increased brand

awareness (Khidir, 2011), convenient store

locations, strong brand image, and eye-catching

store tangibles has created significant effect in

the changing shopping behavior and store

selection of consumers’ (Shamsher and

Hossain, 2012; Ahmed, 2007).The field of

consumer behavior is the area of behavior that

consumers display in searching, purchasing,

using, evaluating, and disposing products and

services that they expect will satisfy their

needs. Consumer behavior focuses on how

individuals make decisions to spend their

available resources (time, money, effort) on

consumption related items (Schiffman and

Kanuk, 2004, p.23).

On the whole, retailing includes all the

activities involved in selling goods or services

to final consumers for personal and non-

business use (Kotler, 2000, p.397). There are

different types of retail organizations like

specialty store, department store, super market,




convenience store, discount store, super store,

hypermarket and there are newer forms also

emerging. These stores are relatively large and

operate on low-cost, low-margin, high volume,

and self-service to serve multi dimensional

needs of the consumers.

According to Shamsher, and Hossain, (2006)

by providing quality products, affordable

prices, improved service quality (Zeithaml,

Parasuraman, and Berry, 1990; Ahmed, 2007)

convenient shopping location, comfortable

shopping environments ( Donovan and

Rossiter, 1982; Ahmed, 2007), and well trained

and skilled sales personnel retailers are

strategizing to create a competitive position in

the marketplace (Kotler, 2010). In today’s

dynamic and competitive business

environment, retailers need to differentiate

themselves and must have comprehensive

knowledge concerning the image of any

particular store that influences the customers’

store choice, purchase intention, and loyalty

toward their preferred stores (Sirohi,

Mclaughlin, and Wittink, 1998; Thang and Tan,

2003;Pan and Zinkhan, 2006). Moreover, with

the changing behavioral phenomenon, it is very

crucial for the retailers to develop a clear image

in the shoppers’ mind towards their store for

having a strong impact on their behavior.

Different academicians’ and practitioners have

given considerable attention on store image in

many different parts of the world (Martineau,

1958; Doyle and Fenwick, 1975; Bearden 1977;

Ghosh, 1990; Theodoridis and

Chatzipanagiotou, 2009; Silva and Giraldi,

2010; Biswal and Sreekumar, 2011; Kumar and

Manjunath, 2012; Lin and Liao, 2012).

Therefore, the motivation of this current study

is to examine the theoretical framework of store

image and its impact on consumer behavior.

RESEARCH OBJECTIVES

a. To understand the gradual background

of the concepts of store image and

consumer behavior.

b. To understand the dimensions of store

image.

c. To explore the influence of store image

on consumer behavior.

RESEARCH METHODOLOGY

The methodology used for this study was

secondary literature survey. The study was

based on compiling studies conducted so far on

store image and consumer behavior. In

reviewing the literature, both theoretical and

empirical studies were taken into consideration.

This analysis clearly falls in to the category of

Qualitative Research as it aims to get a deeper

understanding of the gradual background of the

concepts of store image and consumer behavior

and how different dimensions of store image

influenced consume behavior. Secondary data

were collected through content analysis from

various published sources including books,




online journals, newspapers, magazines, and

reports. All the secondary data were collected

during the 1st and 2nd week of September 2015.

FINDINGS OF THE RESEARCH

Objective 1: Gradual background of the

concepts of store image and consumer

behavior

Store image

Store image is the overall perception that

consumers have of a particular store and of the

experience of shopping there. In today’s

competitive and emerging retail market retailers

need to understand what image consumers have

of the retailer’s store, and how this image

compares to an ideal mage and to competitors

images. Developing a powerful image provides

the retailer an opportunity towards

differentiation by creating a distinct image

(Lockshin and kahrimanis, 1998). Studies on

store image literature strongly suggested that a

favorable store image helped the retailer to

develop and manage their market position

(Nevin and Houston 1980; Samli 1989a;

Sannapu and Singh, 2012) by creating a

competitive advantage in terms of products,

price or service differentiation (Wortzel, 1987;

Day and Wesley, 1988) which would not easily

be duplicated by other retailers (Rosenbloom

1983). However, store image along with a clear

positioning message toward the target market

found to have influenced on store loyalty

(Giraldi, Spinelli and Merlo, 2003; Gundala,

2010) by increasing transaction benefit for the

retailers (Ellis and Kelly, 1992).

Over five and half decade ago Martineau

(1958) described store image as the personality

of the store through which a shopper defined a

store on his/her mind. On two categories he

designated the concept of store image viz.

functional attributes and psychological

attributes. Location, assortment of products,

store convenience, store layout combined the

former category and psychological attributes

represented the shoppers’ feelings stimulated

by the functional attributes of the store.

Nonetheless, explaining the concept of store

image is not easy (Sewell, 1974) as researchers

has defined it with a number of different store

attributes to acknowledge conjointly creating

the image of a store (Hirschman et al., 1978;

Keaveney and Hunt, 1992; Gundala, 2010). As

such, after the effort of Martineau (1958), over

the years different academician have described

store image in terms of different store attributes

or characteristics that are part of the overall

image toward a store. (Fisk, 1961; Kunkel and

Berry, 1968; Lindquist, 1974; Doyle and

Fenwick, 1974; Bearden, 1977; Greenberg et

al., 1983; Ghosh, 1990; Hasty and Reardon,

1997; Solgaard and Hansen, 2003). Dichter

(1985) stressed that store image is the overall

image of any particular store that the

customers’ possess in their mind which is

considered as one of the important marketing




assets for retail success (Amirani and Gates,

1993). The mage is the overall expression by

the retail customers as how they perceived the

store (Zimmer and Golden, 1988).

Scholars Definition of store image

Kunkel and

Berry (1968)

Store image is totality of the

experience and

conceptualization that intensify

consumers purchase decision

and recommendation to others

about a specific store.

Lindquist

(1974)

Store image is composited with

tangible or functional factors

and intangible or psychological

factors that are professed by the

consumers to be seen in the

store

Kasulis and

Lasch (1981)

Store image is the combination

of objective attributes such as

location, size, store hours and

subjective attributes including

attractiveness of store décor,

friendliness of employees, that

level of store service formed

form the perception of

consumers

Dichter

(1985)

Store image is the overall image

of any particular store that the

customers’ possess in their

mind

Zimmer and

Golden

Store mage is the overall

expression by the retail

(1988) customers regarding how they

perceived the store

Grewal et al.,

(2004)

Store image has build up as

combined evaluation regarding

the store and the brand that

influenced customers’ store

choice

Jinfeng and

Zhilong

(2009)

Store image can be signified

with different store attributes or

characteristics, that focus on the

marketing activities of a store

for influencing customer

perceptions of store choice

Chang &

Luan (2010)

Store image is the combination

of consumer’s perceptions and

previous experience towards the

store’s different attributes

More recently, Gundala (2010) has described

the meaning of store image as the salient

attributes of a particular store that consumers

measured and compared according to the

importance of each attributes. Apparently, in

contemporary times numerous researchers has

given substantial emphasis and emerged on

store image to understand its importance in the

present retail business context (Theodoridis and

Chatzipanagiotou, 2009; Silva and Giraldi,

2010; Biswal and Sreekumar, 2011; Kumar and

Manjunath, 2012; Lin and Liao, 2012

& ).




Consumer Behavior

The root of consumer behavior prior has been

associated with the field of marketing discipline

(Kernan 1995). In the late 1950s the growth and

importance of studying consumer behavior has

focused by different academicians’ and

practitioners to gain an overall knowledge from

its theoretical perspectives (Dahl, Haire, and

Laz-arsfeld 1959; Gordon and Howell 1959).

Since then the previous emphasis of marketing

from a managerial perspective were shifted

towards consumer behavioral perception by

understanding how and why consumers

behaved according to their own need and

priorities (Kernan 1995; Wilkie and Moore,

2003). According to Blackwell et al.,

(2006)consumer behavior is the combination of

consumer acquisition, consumption and dispose

of products and services. Kotler (2010) has

defined consumer behavior as the combination

of mental, emotional and physical activities

through which people select, purchase, use and

dispose of products and services that satisfy

their needs and desires.Consumer behaviors

reflects the totality of consumers’ decisions

making process and physical activity that an

individual’s engage in when evaluating,

acquiring, using, or disposing of goods and

services (Schiffman and Kanuk, 2004, p.23)

Since the emergence of consumer behavior has

shown a changing paradigm , the importance of

better understanding about consumer needs,

perceptions, attitudes and purchase intentions

became necessary for the successful strategic

implementation of the marketer. This change

took place dramatically in the past decade

which is diversifying the consumers’ needs and

choices on their daily necessities. In today’s

dynamic and competitive business

environment, retailers must thoroughly

understand and predict how the consumers

behave in purchasing various goods and

services for their use. Considerable amount of

literatures were found to describe how the

changing retail scenario influenced the behavior

of the consumers (VigneronandJohnson, 1999;

Ahmed, 2007; Nair and Pillai,

2007;Hirekenchanagoudar, 2008; Alhemoud,

2008; Shamsher and Hossain, 2012; Shamsher,

Abdullah and Saha, 2012; Sharma and Lal,

2012;Shukla and Shukla, 2013)

Seemingly, some recent studies has given

considerable attention to describe store

environmental influence on consumer behavior

(McGoldrick and Pieros, 1998; Hunter and

Mukharji, 2011; Chen and Hsieh , 2011;Bohl,

2012), merchandising and display effect on

consumer behavior(Miremadi and khoei,

2013;Kaur, 2013)influence of background

music on consumer

behavior(YalchandSpangenberg, 2000;

Morrison, 2002; Gueguen, at el, 2007). Studies

has also discovered significance on store

Choice Behavior (Kaul, 2006; Mittal and




Mittal, 2008; Ardhanari, at el. 2013; Jaravaza

and Chitando, 2013), retail consumption

behavior (Wu and Chow, 2013) consumer

buying behavior (Sukato and Elsey,

2009;Khare, 2011; VenuGopalRao, and Gopal,

2012; Sharma, Bhattacharya and Sonwaney,

2012; Jha, 2013;Choubtarash, Mahdieh. and

Marnani, 2013;Rashmi, 2013),Decision-

Making Behavior (Kwan, Yeung, Au, 2004;

Kazmi, 2012; Jeddiat el, 2013) and consumer

repurchase behavior (Chen, Shan and

Hsieh;Sohail, 2013). Consumer usage behavior

(Osman, at el. 2012; Tripathi and Singh, 2012)

Objective 2: Dimension of store image

Academic and experimental evidence has

suggested that the concept of store image was

first introduced by Martineau (1958). After the

effort of Martineau, over the years different

researchers have focused on the dimensions of

store image through different store attributes or

characteristics that are part of the overall image

toward a store. As such, the six important store

attributes as identified by Fisk (1961) were

location accessibility, merchandise suitability,

value for price, sales efforts and store service.

Kunkel and Berry (1968) proposed twelve

store features which included price of

merchandise, quality, assortment, fashion of

merchandises, sales personnel, sales promotion,

advertising, store atmosphere, locational

accessibility, service, reputation on adjustments

and other accessibility factors. After that a

succeeding study conducted by Berry (1969)

acknowledging three primary broad factors for

influencing consumer's store choice behavior

namely, quality and variety of merchandise,

sales staff, and store atmosphere.

Scholars Dimensions of store image

Fisk (1961) Location accessibility,

merchandise suitability, value

for price, sales efforts and store

service.

Kunkel and

Berry (1968)

Price of merchandise, quality,

assortment, fashion of

merchandises, sales personnel,

sales promotion, advertising,

store atmosphere, locational

accessibility, service, reputation

on adjustments and other

accessibility factors.

Berry (1969) Quality and variety of

merchandise, sales staff, and

store atmosphere.

Lindquist

(1974)

Merchandise, service, clientele,

physical facilities, promotion,

accessibility, store atmosphere,

institutional and post-

transaction satisfaction.

Doyle and

Fenwick

(1974)

Product, price, assortment,

styling and location.

James et al.

(1976)

Assortment, personnel,

atmosphere, service, quality




and price.

Bearden

(1977)

Price, quality of merchandise,

assortment, atmosphere,

location, parking facilities, and

friendly personnel.

Greenberg et

al. (1983)

product choice, promotion and

the store atmosphere

Ghosh

(1990)

Location, merchandise, store

atmosphere, customer service,

price, advertising, personal

selling, and sales incentive

programs.

Visser and

Noordwyk

(2006)

Merchandise, service, clientele,

physical facilities, convenience,

promotion, store atmosphere,

institutional factors and post-

transaction satisfaction.

(Adapted from Lindquist’s

(1974 study)

Jinfeng and

Zhilong

(2009)

Convenience, perceived price,

physical facilities, employee

service, and institutional factors

Verma &

Madan

(2011)

Store's Product and Operational

Quality, Store's Overall Visual

Appeal, Customer

Convenience, Perceived Price

and Past Satisfaction and

Store's Promotional

Effectiveness

Virvilaite

and

Dailydiene

(2012)

Services, convenience, quality,

product variety, product price

and atmosphere

Lindquist (1974) research came out as one of

the illustrious work on store image which

prolonged Martineau’s components. The study

was conducted by reviewing 19 research

articles and combined into a set of nine groups:

merchandise, service, clientele, physical

facilities, promotion, accessibility, store

atmosphere, institutional and post-transaction

satisfaction. Corresponding year Doyle and

Fenwick (1974) proposed five store image

attributes including product, price, assortment,

styling and location. Subsequently, another

study conducted by James et al. (1976)

resulting six dimensions from their study,

namely assortment, personnel, atmosphere,

service, quality and price. On the other hand,

Bearden (1977) suggested seven dimensions of

store image as important for store patronage

behavior including price, quality of

merchandise, assortment, atmosphere, location,

parking facilities, and friendly personnel.

Greenberg et al. (1983) research outcome on

US fashion market revealed that product

choice, promotion and the store atmosphere

found to be the most important factors

influencing consumer decision making.

However, Ghosh (1990) introduced nine store

image elements such as location, merchandise,

store atmosphere, customer service, price,

advertising, personal selling, and sales

incentive programs.




Some recent studies have focused on the

importance of store image attributes on the

highly competitive and dynamic retail market (

Visser, Preez & Noordwyk, 2006; Vyver,

2008; Verma & Madan, 2011). Visser and

Noordwyk (2006) conducted a study to identify

the apparel store image attributes for the

selected group of female consumers. A total of

nine store image attributes were identified for

this study that were adapted from Lindquist’s

proposed (1974-1975) store image dimensions.

These were merchandise, service, clientele,

physical facilities, convenience, promotion,

store atmosphere, institutional factors and post-

transaction satisfaction. The research outcome

revealed that merchandise and clientele were

deemed to be the most important store image

dimensions, followed by service whereas, the

least important dimension considered was

physical facilities by the shoppers. The findings

further suggested that insignificant difference

engendered between the store image

dimensions of this study and Lindquist’s (1974-

1975) proposed dimensions.

In another study by Jinfeng and Zhilong (2009)

stressed the importance of positive effect of

store image dimensions such as convenience,

perceived price, physical facilities, employee

service, and institutional factors on retailer

equity dimensions as antecedents of retailer

equity. Seemingly, Verma & Madan (2011)

identified 28 key factors that were perceived

important to Indian consumers to discover the

importance of apparel store image attributes

from female customers’ perceptions. The five

indentified factors through Factor analysis were

Store's Product and Operational Quality, Store's

Overall Visual Appeal, Customer Convenience,

Perceived Price and Past Satisfaction and

Store's Promotional Effectiveness where

Store’s Product and Operational Quality found

as the most important factor for determining

overall image of the store.

Biswal, Sreekumar and Panda (2011) stressed

out the important factors that influenced the

sore image of the Indian customers. Among the

thirty two attributes results of the study

revealed that cleanliness and tidiness of the

store was found to be the most important factor

intended for gaining consideration pro holding

a positive image about the store by the Indian

customers. Followed by next important factor

as décor and layout of the store, store

atmosphere, good quality product and

fashionable merchandise. Conservative image

of the store was found to have the least

essential factor. More recent times Virvilaite

and Dailydiene (2012) showed the influence of

store image on private brand image. The

authors determined six store image factors viz.

services, convenience, quality, product variety,

product price and atmosphere and originated

that convenience and store atmosphere were

found to have the largest positive influence on




the private brand image. Although the study

confirmed that product variety and price also

used to form positive private brand image.

Objective 3: Influence of store image on

consumer behavior

Store image and Store choice

Studies has given considerable attention to the

influence of store image attributes in the

consumers store choice decision (Belk, 1975;

Acto and Anderson, 1979; Hirschman,1981;

Bodkin & Lord, 1997; Mas-Ruiz, 1999).

Studies showed that store choice influenced by

different situational factors like location and

presence of physical and social surroundings

such as decor, noise, aromas, lighting intensity

and physical layout (Belk, 1975). Markin et

al.(1976) investigated how favorable store

environments influenced shoppers store choice

behavior. On the other hand Acto and Anderson

(1979) showed how a distinct image with

superior store attributes influenced the

comparative store choice behavior between

recent shoppers and non recent shoppers.

Similar views shared by by Hirschman

(1981).However, concern for the retail

achievement by Kirkup & Rafiq (1999) argued

that a retailer’s success depends on shoppers’

attraction toward the store. Whereas, Warnaby

and Yip (2005), suggested that rather than

necessity attraction to stay and spending time in

a particular store somehow influenced to select

a store which ultimately helped to increase

sales revenue (Gudonaviciene and Alijosiene,

2013).

Arnold et al. (1983) found that store choice

decision were dominated by location and price.

Subsequently, Tigert (1983) established that

location and convenience were significantly

influence store choice behavior followed by

price and courteous service. Jantan and

Kamaruddin (1999) examined the important

store image attributes influential in the

departmental stores selection behavior of the

Malaysian shoppers. Among the seven store

image attributes the most important attributes

in the store choice behavior was location

followed by service, merchandise and

promotion and advertising.

For selecting grocery store Koksal (2007)

found product, pricing , payment method,

personnel and store convenience as the most

important factors. A study by Yoo-Kyoung

Seock (2009) examined how apparel retail store

environmental cues and demographic

characteristics influence the Hispanic

consumers’ apparel store choice behavior

across various retail store formats like

department stores, specialty stores, and mass

merchant stores. However, in a study by

Hassan, Mohammad & Bakar (2010) showed

store choice dependent on reasonable price,

merchandize variety and personalized services

offered by the store.




Store image components like available Fresh

and original goods, cheaper prices, convenient

store locations, strong brand image, and eye-

catching store tangibles have significant effect

in making shopping choice between

modernized shopping centers and traditional

shopping centers (Ahmed, 2007). Another

study conducted by Shamsher & Hossain

(2012) found clear distinction in store choice

and behavioral patterns of consumers towards

traditional retail stores and large-scale retail

stores.

In more recent times, Gudonaviciene and

Alijosiene (2013) research outcome revealed

that merchandizing was found as the most

important image attributes followed by macro

accessibility, entertainment, micro accessibility

and atmosphere for selecting a store. Similar

results were found by Yilmaz (2004) where

features of merchandize and geographic

location were given the highest preference in

choosing shopping center by the Turkish

customers.

In the corresponding time, Jaravaza and

Chitando (2013) revealed that store location

features, namely travelling time, location

convenience, proximity to complimentary

outlets and store visibility were found to be the

important factors which implies the

significance for store location in selecting a

store. In another study , Dhurup ,Mafini and

Mathaba (2013) conducted a study on South

African Sports apparel market to discover how

the store image factors influenced the store

selection choice. Six store image factors were

identified which were sales assistance, store

atmospherics, store appeal, in-store induced

appeals, promotion/brand availability and store

accessibility. Results of the study showed that

among the store image factors sales assistance

deemed to be the highest importance and store

atmospherics found to have the least

importance for the sportswear shoppers in

determining their store choice behavior. The

study further concluded no significant

difference between males and female

sportswear shoppers for choosing a particular.

Consistent finding also showed that gender

does not significantly create any influence in

the store choice behavior (Birtwistle and

Shearer, 2001;Gundala, 2010).Nonetheless,

contradictory findings revealed that male

shoppers selected different store image

attributes compared to female shoppers for

purchasing apparel products (Torres, Summers

& Belleau, 2001; McGrath, 2001).

Store image and Purchase Intention

Purchase intention signifies consumers’

possibility and willingness to purchase a certain

product or service (Wu, Yeh and Hsiao, 2011)

which represents an important indicator for

assessing the behavior of consumer by

influencing consumer purchase possibility

(Dodds et al., 1991). According to Schiffman

and Kanuk (2007) higher purchase intention




will increase higher transaction and resulted in

increased profitability. Several studies showed

that store image attributes like pleasant store

environment and atmospheric cues positively

influenced the purchase intention of retail

shoppers (Donovan et al., 1994; Schlosser et

al.,1998; Kumar et al., 2010; Jin at el., 2012).

Whereas, Brucks et al. (2007) argued that

purchase intention effected by that brand name

and Jin at el. (2012) found positive relationship

between product variety and purchase intention

of Malaysian young adults.

In more recent studies Wu, Yeh and Hsiao

(2011) showed how store image dimensions

like product variety, product quality, price,

value for money and store atmosphere has

created a direct and positive effect on the

purchase intention. In a subsequent study Lin

and Liao (2012), expressed that whenever the

consumers are satisfied with the image and

environment of a particular store they form

purchase intention and come back again to

purchase. Whilst, Rizkalla and Suzanawaty

(2012) found an insignificant relation between

store image and purchase intention for the

Indonesian shoppers.

Store image and Store Satisfaction

Substantial research has been carried out to

discover the importance of store image for

influencing store satisfaction (Bloemer and

Ruyter, 1998; Bigne´ et al., 2001; Zins, 2001;

Theodoridis and Chatzipanagiotou, 2009; Silva

and Giraldi, 2010; Beneke, Adams, and

Solomons, 2011; Kumar and Manjunath, 2012;

Dineshkumar, and Vikkraman, 2012).

An empirical study was conducted on a

departmental store of Switzerland by Bloemer

and Ruyter (1998) emphasizing that store

image has an indirect positive effect on store

loyalty through store satisfaction. In a

subsequent study by Giese & Cote (2000)

found that three store image attributesof a

service provider has an direct effect on service

satisfaction. Mamalis, Ness &Bourlakis (2005)

found that intangible store image factors like

adaptation to Locality, food and service were

more important compared to the tangible store

image factors alike quality of food, Facilities

and Promotion for the development of

customer satisfaction in Greece fast food

market. Whilst, Alves and Raposo (2007)

showed that image has a direct and significant

influence on satisfaction suggesting the idea

that if people perceived a positive image it will

lead them to be satisfied.

In another study by Theodoridis and

Chatzipanagiotou (2009) relate the store image

dimensions with customer satisfaction and

revealed that price has the strongest influence

on satisfaction and product dimensions was

second most important on the degree of




satisfaction. Whereas, Silva and Giraldi (2010)

identified the effect of store image on

customers’ satisfaction level by employing

seven store image factors like assortment,

convenience, reputation, price, atmosphere,

layout and service. The results showed the

factor that mostly affected customer satisfaction

in the store studied was service followed by

convenience, assortment, reputation and price;

whereas atmosphere and layout had no effect in

this respect. But in both the studies indicated

that the atmosphere dimension had no

significant influence on customers’ satisfaction.

In a more contemporary research by Kumar

and Manjunath (2012) showed positive

influence of store image and product and

service dimension on customer satisfaction.

Beneke, Adams, and Solomons (2011) found

positive and direct statistically significant

relationships between store image and store

satisfaction for South African super market

shoppers. In a succeeding research

Dineshkumar and Vikkraman (2012) showed

how customer buying decision has changed

from unorganized retail outlet towards

organized retailing for having store image

attributes alike self service, product price,

visual merchandising, home delivery and fast

checkout services for influencing customer

satisfaction.

Store image and Store Loyalty

The ultimate effect of store image on store

loyalty has been given importance in

voluminous researches (Kunkel and Berry,

1968; Lessig, 1973; Zimmer and Golden, 1988;

Bloemer and Ruyter, 1998; Bloemer and

Odekerken-Schröder, 2001;Yoo and Chang,

2005;Orth, Mark T. Green, 2009;Shahroudiand

Mohammadi,

2012; .

In an empirical study conducted on a

departmental store of Switzerland by Bloemer

and Ruyter (1998) confirmed that store image

has an indirect positive effect on store loyalty

through store Satisfaction. Another research on

Korean retail market by Yoo and Chang (2005)

emphasized on how store image attributes

influence store loyalty for different retail

format i.e. departmental store and discount

store. The research outcome revealed that for

departmental store, store loyalty was largely

influenced by store atmosphere followed by

location, shopping convenience and sales

personnel service. In the case of discount

store, quality of goods found to have highest

influence on store loyalty followed by

advertisement, store atmosphere and credit

policy. A study by Ulrich R. Orth, Mark T.

Green (2009) showed differential effects in

how store image elements influenced customer

loyalty through trust and satisfaction. Verma &

Madan (2011) gave importance for a favorable




store image for increasing satisfaction with the

store which in turn increases store loyalty.

Shamsher and Hossain (2011) revealed that

store image components like service quality,

store conveniences, product quality, and

availability of new products has positive

influence on store loyalty among Bangladeshi

shoppers. Whilst, Beneke, Adams, and

Solomons (2011) found no direct significant

relationships between store image and loyalty

for South African super market.

A study by Liason et al. found different image

attributes like reputation, information and

physical environment proved to have

significant influence on customer loyalty.

Another study conducted in Hongkong fashion

retail stores by Chan and Chan (2008) revealed

that whenever the shoppers felt the pleasure of

shopping and had a great enjoyment and

satisfaction through different merchandise

displays available inside the store their

shopping tendency naturally increases which in

turn influences their repurchasing intention and

positive store image perception.

Surprisingly, in a more recent study by

Shahroudi and Mohammadi (2012) explored

that the direct impact of store image on loyalty

was low, however its indirect impact on loyalty

through considering customer satisfaction

found to has a medium impact. Nonetheless,

(2013)

examined the relationship between store image

and store loyalty and indicated that there is a

strong correlation between store image and

store loyalty. According to the authors

customers always hold some image or

perception regarding the factors or facilities

available in the store. If these customers found

themselves satisfied regarding what they were

expecting from the store they come again and

again for purchasing and also referred other

people to buy from that particular store which

specified their store loyal behavior.

SUMMARY AND CONCLUSION

The retailing practice is going through a radical

revolution due to the introduction of new

formats for which organized retail is gaining

tremendous importance in the recent times.

Moreover, with the changing behavioral

phenomenon retailers need to concern

regarding the lifestyle, preference and demands

of consumers which is playing a vital role in the

ever changing purchasing perception of

consumers. Hence, it becomes important to

understand the overall customer perceptions

regarding store image that eventually influence

customer store choice, purchase intention, store

satisfaction and loyalty toward their preferred

store.

Literatures discussed above revealed that

among the various store image attributes store

choice behavior strongly influenced by location




(Arnold et al., 1983; Jantan and Kamaruddin,

1999;Jaravaza and Chitando, 2013) and

convenience (Tigert, 1983),store environments

(Belk, 1975;Markin et al., 1976),reasonable

price (Hassan, Mohammad & Bakar,

2010),merchandizing (Gudonaviciene and

Alijosiene, 2013) and sales assistance (Dhurup ,

Mafini and Mathaba, 2013). Likewise, studies

showed that purchase intention is stimulated by

store image attributes like pleasant store

environment and atmospheric cues (Donovan et

al., 1994; Schlosser et al.,1998; Kumar et al.,

2010),product variety and quality, price(Wu,

Yeh and Hsiao, 2011). However, a favorable

store image make the customers revisiting the

store by enhancing store satisfaction. Numerous

studies discussed on positive and direct effect

of store image on store satisfaction (Giese &

Cote, 2000; Alves and Raposo, 2007; Beneke,

Adams, and Solomons, 2011; Kumar and

Manjunath, 2012) which eventually influenced

store loyalty (Bloemer and Ruyter, 1998;Yoo

and Chang, 2005; Orth, Mark T. Green, 2009;

After reviewing the relevant literature, it can be

concluded that without a thorough

understanding regarding how store image is

influencing the behavior of consumers, retailers

stand to lose their customer base and

competitive advantage to survive in this highly

competitive and dynamic retail market (Visser,

Preez & Noordwyk, 2006). Keeping this reality

in mind, today’s retailers are offering newer

service dimensions to create unique shopping

experiences for the customers. In the face of the

increasing retail competition the marketing

approach should assess consumer perception of

store image for formulating effective marketing

strategies to create and enhance a favorable

store image to influence the overall behavioral

pattern of the customers’. This theoretical

study, in addition to its contribution to the

marketing literature, has important implications

for the retail entrepreneurs, professionals and

academicians in terms of adopting strategic

marketing decisions by expanding the retail

portfolio towards a better understanding

regarding the importance of store image

dimensions and its impact on consumer

behavior.

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