With regards to the store ATMOSPHERE how important are the following items to you as they

contribute to the formation of the stores image?

ATMOSPHERE
1 Style of the store dcor 1 2 3 4 5

2 Fashionability of the store interior 1 2 3 4 5

3 Attractiveness of dcor in the store 1 2 3 4 5

4 Colors used in the store 1 2 3 4 5

5 Suitable finishing materials used (e.g. wood/ stainless steel) 1 2 3 4 5

6 Shopping experience (feeling when shopping in the store) 1 2 3 4 5

With regards to the INSTITIUTIONAL dimension, ask yourself how acceptable are the following items as
they contribute to the formation of the store image?
INSTITIUTIONAL DIMENSION
1 Social class appeal of the store 1 2 3 4 5

2 Stores appeal to my friends 1 2 3 4 5

3 Similarity in appearance between sales staff and customers 1 2 3 4 5

4 Ability to identify with the store 1 2 3 4 5

5 Similarity between store image and self-image 1 2 3 4 5

6 Stores efforts to build personal relationship with customers. 1 2 3 4 5

With regards to the PROMOTION dimension, ask yourself how acceptable are the following items as
they contribute to the formation of the store image?
PROMOTION DIMENSION
1 Credibility of store advertising 1 2 3 4 5

2 Models used in store advertising 1 2 3 4 5

3 Inclusion of brochures in mailed store card account 1 2 3 4 5

4 Spaciousness of in store displays 1 2 3 4 5

5 Ideas for wearing merchandise given displays 1 2 3 4 5

6 Sales with marked down prices 1 2 3 4 5

 7 Timely announcement of sales 1 2 3 4 5

8 Availability of special offers (e.g. buy one get one free) 1 2 3 4 5

With regards to the SALES PERSONNEL dimension, ask yourself how acceptable are the following items
as they contribute to the formation of the store image?
SALES PERSONNEL DIMENSION
1 Fashionability of sales personnel 1 2 3 4 5

2 Attractiveness of sales personnel 1 2 3 4 5

3 Similarity in age between sales personnel and myself 1 2 3 4 5

4 Similarity in gender between sales personnel and myself 1 2 3 4 5

With regards to the SERVICE dimension, ask yourself how acceptable are the following items as they
contribute to the formation of the store image?
SERVICE DIMENSION
1 Expertise of sales personnel 1 2 3 4 5

2 Courteousness of sales personnel 1 2 3 4 5

3 Number of sales personnel 1 2 3 4 5

4 Availability of gift vouchers 1 2 3 4 5

Ask yourself how acceptable are the following dimensions as they contribute to the formation of the
store image?
STORE IMAGE

1 Atmosphere (e.g. store interior/store atmosphere) 1 2 3 4 5

2 Convenience (e.g. transportation/ location) 1 2 3 4 5

3 Facilities (e.g. fixtures/ fitting rooms) 1 2 3 4 5

4 Institutional (e.g. clientele/store reputation) 1 2 3 4 5

5 Merchandise (e.g. assortment/style) 1 2 3 4 5

6 Promotion (e.g. advertising/displays) 1 2 3 4 5

7 Sales personnel (e.g. appearance/promotion) 1 2 3 4 5

8 Service (e.g. payment options/delivery options) 1 2 3 4 5