Article2010

Building store brands using store image differentiation

Toby Mammen · Jayesh P. Aagja · Ruchi Tewari

25 citations0/0 files storedJournal of Indian Business Research

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The opening up of the Indian retail sector has seen a proliferation of the corporate players through different retail formats and stores – the majority being in the food and groceries. This necessitates creating, building, and managing differentiated retail store brands, and image differentiation, to attract and retain shoppers. This research paper attempts to understand whether the Indian consumers differentiate the various store brands and images based on their experiences. Design/methodology/approach The study was conducted in two stages – list of parameters of evaluation of retail store image (developed from the literature), discussed with middle‐level managers from the retail sector to finalize parameters relevant for store image measurement in the Indian context and a questionnaire evolved for primary data collection, administered to 326 SEC A and B respondents (shoppers of food and grocery from modern retail stores). To assess the store image dimensions perceived by these shoppers, factor analysis was employed and for understanding various store image attributes used for differentiation of store brands one‐way analysis of variance was employed. Findings Results reflect that Indian shoppers have started identifying the dimensions of retail store image and are differentiating the various stores on the basis of functional attributes. Eventually, the stores would have to create differentiation based on psychological attributes. Research limitations/implications The paper is limited to the organised modern food and grocery retail stores of Ahmedabad city. Originality/value The paper can be helpful to Indian retail store chains to focus on elements to create a differentiated store image.

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References

2004Understanding retail branding: conceptual insights and research priorities 1986Exploring the Development of Store Images 1968A Behavioral Conception of Retail Image 2002Corporate Branding, Retailing, and Retail Internationalization 1993A conceptual model of retail image influences on loyalty patronage behaviour 2008Brand personality of retailers – an analysis of its applicability and its effect on store loyalty 1991Segmenting retail markets on store image using a consumer-based methodology 1988Store image and the prediction of performance in retailing

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