Abstract

The retail environment i n P a k i s t a n t h e s e d a ys i s highly competitive. Products and

services that are easily imitated together with informed and demanding consumer markets.
Companies try to differentiate themselves from the competition by t he development of
their corporate identity. A very fundamental e l e me n t o f ma r k e t i n g communication is
store image, as it is a vehicle that affects the customers perception of the store. To be able to
invest in store image optimally, retailers should have knowledge of the need to managing
store image in order to increase potential sales.
Purpose
The purpose of the current study was to expand the existing body of knowledge on retail store
image and its influence on the perceived merchandise value and patronage intentions of the
consumers.
Literature Review
The literature review focuses on the importance of t he store image for retail differentiation
purposes as well as independent (demographics, lifestyle, shopping orientation) and
dependent variables (consumer satisfaction) in store image research.
Methodology
The sample size used for measuring used was 200 from different consumers in retail
outlets, students; businessmen etc were used to measure the importance of the various store
image dimensions. The questionnaire was adapted for the purpose of reaching all the set
empirical objectives. The customer questionnaire included five sections to measure the ideal
and the actual store image and the management.
Findings
Data was subjected to reliability analysis, descriptive statistics and reliability tests. Results
indicated t hat At mos pher e, Conveni ence and Pr omot i ons wer e r at ed as most
important dimensions according to customer perceptions of the ideal, while Merchandise was
the less important dimension and was less acceptable by customers. The congruency analysis
yielded 29 of the 55 attributes as congruent. A very less differences customers
percept i ons were found for t he Promotion, Atmosphere and Convenience dimensions.
Based on the results, recommendations were made to management from which they could
infer possible adjustments to the strategic management of store image dimensions.