Positioning customer-based convenience store image: a multidimensional scaling approach via perceptual map

• 발행기관: 한국유통과학회
• 저자명: Truc Vi HO Trong Nhan PHAN Viet Phuong LE-HOANG
• 간행물 정보: 『유통과학연구(JDS)』제19권 제2호, 15~24쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose: The research is to find out the perception of consumers for the convenience store (c – store) image in an emerging market, with a sample from Ho Chi Minh City. Research design, data, and methodology: Data were collected using a 24 - item structured questionnaire into six factors, namely: store atmospheric, merchandise, supplementary service, customer convenience, sales personnel, promotion. Five hundred consumers shopped at the different c – stores were collected for a multidimensional scaling technique that creates a perceptual map illustrating of c – store image. Results: The results point out that consumers’ perception of a different c – store is different. The trend of c- stores are focusing on the dimensions of the function aspect. The customers also put their attention on the psychological dimension, which, in this case, is customer convenience with a sharp point. Almost all stores are bad on store atmospheric in customer- based. Conclusions: The modern retail store chains need to focus on elements to create a store image positioning and improve the perceptions of the consumers towards the store. Besides, customers not only visit the stores, not due to its convenient location, mass media or shopping experience, but also a strong identity for the store s brand image.

목차

1. Introduction

2. Literature review

3. Research method

4. Results and Discussion

5. Conclusions

References

키워드

Convenience Store C – Store Image Image Positioning Perception Of Consumers Perceptual Map