chapter  11
16 Pages

Retail positioning and store image 189

WithGrete Birtwistle Aims

The economic rationale for creating strong market positioning is based on the theory that congruence between the objectives of market-positioning strategies and consumer perception of store image results in customer loyalty towards a store (Samli and Lincoln, 1989). The argument is based on the assumption that retailers strive to attract consumers to their stores with an image created by emphasising particular factors, such as merchandise quality or store design, and that this is effective if the chosen factors are those deemed important by the targeted customers. Individuals are influenced by their surroundings and retailers can manipulate the marketing mix to persuade consumers that gratification will be achieved through purchase of promoted goods.