THE DETERMINANTS OF SUPERMARKET STORE IMAGE IN

MBA - WBSThe purpose of the current study was to identify the main determinants of store image in the lower end of the supermarket environment in South Africa. The research investigated whether a significant difference exists between store operators and their consumers in this regard. This study is highly significant to store operators in this market as it gives retailers the opportunity to align both their perceptions and their actions with those of their consumers, in order to gain a competitive advantage in the market place. A quantitative approach was utilised in this study in which 80 store operator respondents and 200 end consumer respondents answered a self-completed questionnaire. The responses were then analysed using an exploratory factor analysis to identify the main determinants of store image, followed by significance testing in order to compare the perceptions of the two populations in terms of their factor results. The main findings were as follows: The main dimensions of store image identified are ‘competing stores’, ‘store offering’ and ‘customer experience’. The research revealed that significant differences do exist between store operators and supermarket consumers regarding store image as differences relating to the factors, ‘competing stores’ and ‘customer experience’ were identified. Store operators need to reconsider their strategies in light of the findings contained in this study