Building store brands using store image differentiation

Purpose - The opening up of the Indian retail sector has seen a proliferation of the corporate players through different retail formats and stores - the majority being in the food and groceries. This necessitates creating, building, and managing differentiated retail store brands, and image differen...

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Bibliographic Details
Published in:Journal of Indian business research 2010-08, Vol.2 (3), p.166-180
Main Authors: Saraswat, Amit, Mammen, Toby, Aagja, Jayesh P., Tewari, Ruchi
Format: Article
Language:English
Subjects:
Brand differentiation
Brand image
Brand loyalty
Brands
Consumer behaviour
Consumers
Customer services
Economic behaviour
Emerging markets
Growth rate
India
Logos
Management
Marketing
Perceptions
Retail stores
Retail trade
Retailing
Retailing industry
Shopping
Shopping centres
Stores
Studies
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Summary:Purpose - The opening up of the Indian retail sector has seen a proliferation of the corporate players through different retail formats and stores - the majority being in the food and groceries. This necessitates creating, building, and managing differentiated retail store brands, and image differentiation, to attract and retain shoppers. This research paper attempts to understand whether the Indian consumers differentiate the various store brands and images based on their experiences.Design methodology approach - The study was conducted in two stages - list of parameters of evaluation of retail store image (developed from the literature), discussed with middle-level managers from the retail sector to finalize parameters relevant for store image measurement in the Indian context and a questionnaire evolved for primary data collection, administered to 326 SEC A and B respondents (shoppers of food and grocery from modern retail stores). To assess the store image dimensions perceived by these shoppers, factor analysis was employed and for understanding various store image attributes used for differentiation of store brands one-way analysis of variance was employed.Findings - Results reflect that Indian shoppers have started identifying the dimensions of retail store image and are differentiating the various stores on the basis of functional attributes. Eventually, the stores would have to create differentiation based on psychological attributes.Research limitations implications - The paper is limited to the organised modern food and grocery retail stores of Ahmedabad city.Originality value - The paper can be helpful to Indian retail store chains to focus on elements to create a differentiated store image.
ISSN:1755-4195
1755-4209
DOI:10.1108/17554191011069451