A Study of Retail Consumer Store Choice Behavior on Apparel Retail Outlet

Introduction: Store personality/image is the way which the store is defined in the customer’s mind, partly by its functional qualities and partly by an aura of psychological attributes. The functional attributes include aspects like location, price ranges and merchandize selection. The psychological attributes contribute to creation of the store image like Layout and architecture of the store, symbols and colors, Advertising and the store sales personnel.

Number of Pages of Project Report: 70
Package Includes: Synopsis + Project Report
Project Format: Document (.doc)

Table of Contents of Project Report:
1. Congruity between Store Image and Social Identity and its impact on Retail Patronage
2. Store Image
3. Defining Store Image
- Store image has three broad components
4. Review of self-concept literature
5. The Consumer Value Perspective
6. Social identity and cognitive information processing: Symbolic Interactionism
7. Present understanding of self-image congruity
8. Cues and Congruity
9. Self-Store image congruity
10. Social Identity and Congruity
11. Identity addressed by the retailer: Personal or Social
12. Proposed further research:
13. Measurement and Scaling
14. Measuring Store Image
15. How Processing of Cues based upon Social Identity impacts store perceptions and store patronage
16. Apparel Store Layout and Design
- Learning Objectives
- Introduction to Store Layout
- Store Image
- Elements of the Store Environment
- Objectives of the Store Environment
- Store Planning
- Allocating Space
- Store Allocation Space
- Merchandising Productivity Analysis

17. Free-Flow Layout
18. Grid Layout
19. Loop Layout
20. Planning Fixtures and Merchandise Presentation
21. Visual Merchandising
22. Store Design
23. Annexure

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