Does Architecture Influence the Price Image and Intention to Shop in a Retail Store?

Abstract

This paper presents a study on the impact of exterior architecture on price image and behavioural intention to shop in grocery stores. The study compares three supermarkets from the same grocery chain that are identical in terms of their price positioning and customer structure, but different in their exterior architecture. The central question is how these stores differ in price level perception, perceived value for money, ease of price evaluation, and shopping intention. The results do not support retailer concerns that an exclusive and appealing architecture has negative effects on price level perception and ease of price evaluation. However, clear positive effects on value perception and shopping intention are found.

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