Retail Marketing Image Study

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Table of Contents
Executive Summary3
1.0 Introduction4
2.0 Literature Review5
2.1Store Image5
2.2Store Personality5
3.0 Brand Comparison6
3.1Brands Image Comparison6
3.2Brands’ Personality Comparison7
4.0 Marketing Mix 4P’s9
4.2Product and Services Assortment9

Executive Summary
The ultimate goal of any company regardless of what industry or size is to maximize profit and expansion. In order for this to be achieved a good company must project a favorable image, personality and atmosphere. The following report is the study about concepts of store image and store personality and will concentrate on comparing and contrasting the store image and store personality of two specific grocery shops; Woolworths and ALDI. Store image and store personality of Woolworths will be compared to the store image and store personality of ALID through the information and data collected whilst personally observing and evaluating the two shops. The realization of how a particular store portrays their image compared to how the consumer actually views the store is a critical comparison that has direct influence on the stores popularity and profitability.

The most common type of retail store is the supermarket variety which provide a wide range of goods and services such as food, laundry, household product, liquor and petrol. This category of retails continues to develop its facilities and services such as convenient locations, store atmosphere, variety of products, trading hours etc in order to attract and hold their customers. Woolworth and ALDI in Glendale are two retail stores covered in the subsequent report. Although both retail stores operate as grocery markets, they use different marketing strategies, positioning their store image and personality differently. Store image and store personality are two different concepts that need to be identified by the retail store in order to target its market effectively. Retail Marketing Mix also influences the store image and store personality as price, product assortment and services, promotion and placement are major factors which impact the marketing decision. The following report will review features of store image and store personality and refer the two theories to the reality of two retails including Woolworths and ALDI as in-deep retail marketing study.

2.0Literature Review
2.1Store Image
Retail store image is defined as how consumers perceive an overall impression associated with store’s functional qualities and the psychological attributes (Joyce & Lambert, 1996). Individuals perceive their own unique image about a store through individual’s cognitions, thoughts and feelings experienced previously at the store (Kunkel & Berry, 1968). The store image, therefore, influences consumers’ purchasing patronage and choices of retail stores. Store image is most effective when customers receive a positive total product; total product includes services, warranties, packaging, advertising, financing, pleasantries, and place. Atmosphere of a store which is contributed by temperature, lighting, noise, music and sents plays an important role as the primary product in total product. Other research by Hart shows that there are relationships between corporate image and service quality, corporate image with customer satisfaction and corporate image with customer loyalty (2004). Store image is a strategic competitive tool used by retailers to build stronger customer loyalty. According to Koo, consumers visit a particular store because of the store image and attitude which subsequently affect more consumer satisfaction and loyalty (2003). A store encourages consumer loyalty through the creation of a specific favorable image which helps to create a pleasant shopping experience. 2.2Store Personality

Store personality represents...
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