Content area
Full Text
As the retail stores are spawning across the nation portraying the merchandise offering in National brands has become common phenomenon. As retailers introduced Private label brands there is a possibility that the perceived image of stores by the customers have changed altogether. In this context, the retailer has to develop the favorable response from the customer and society as a whole. Image of Retail store has been an important variable in store patronage and it is widely accepted that psychological factors have a significant role in formation of store image. Moreover; it is a way of differentiation in the retail business. In this scenario, the retailers have to design the store which affects their image positively to the customers and society as a whole. The paper intends to know more about the image of Retail Store and the significant factors affecting it.
Keywords: Image, Retail store, Fashion Merchandise, Visual Merchandising
INTRODUCTION
The image in general is the way in which people think about an organization. In this study organization refers to Retail store. In Retail context, image of retail store is dynamic in nature as it varies from one situation to another. Retail business practices have put forth their strategies to create a favorable image to the society and the customers. The image can have positive or negative effect in the minds of the customer. The perception towards the stores is changing and major retailers are trying to design the store which appeals to customers. Eventually, the store patronage can be increased. Major retailers in India are putting in their strategy for creating favorable image in the minds of customers.
Image of Store Retail Store can be defined as well-designed and psychological image in the minds of consumers which is projected by the retailer that is acceptable to the target market. Dunne and Lunsch (2011) defines image of Retail Store or Store image as the image or impression of a store in the minds of customers. It specifies the overall impression of the store in terms of store itself and the experience customers expect when shopping at the store. In nutshell, the store image is actually a reflection of the overall customer to store environment.
According to scholar, the image of store is the...