Details

Autor(en) / Beteiligte

• Stewart, D
• Hood, N

Titel

An Empirical Examination of Customer store Image Components In Three UK Retail Groups

Ist Teil von

• European journal of marketing, 1983-04, Vol.17 (4), p.50-62

Ort / Verlag

Bradford, West Yorkshire: MCB UP Ltd

Erscheinungsjahr

1983

Quelle

Alma/SFX Local Collection

Beschreibungen/Notizen

• Examines the competition between three chain stores - Marks & Spencer, British Home Stores and Littlewoods - in a localised area of West central Scotland. Traces the growth of multiple groups, with chain stores accounting for 36% of retail sales in 1970 and 42% by 1978. Uses a survey of consumers entering each store to analyse: Whether consumers have distinct perceived image profiles of each store; Whether these profiles can be used as a basis for segmenting customers; Whether these profiles are consistent with the image that the store wishes to project through its marketing strategy. Studies the group marketing strategy of each company with relation to distribution, promotion, price and products. Concludes Marks & Spencer customers are highly demanding but extremely loyal, while no such levels of loyalty exist in Littlewoods and British Home Stores.