Understanding Apparel Store Image: A Scale Development Approach | Subhadip Roy & Lopamudra Ghosh

This paper explores various factors which affect consumer perception about apparel retail. The main objective of this paper was to develop and validate a Scale to measure consumer perceptions towards apparel store image in India. Based on a survey using structured questionnaire on a sample of 462 respondents in and around Hyderabad, Exploratory and Confirmatory factor analysis was employed to find out the Scale dimensions and to validate the same. The dimensions that emerged were People Factor, Merchandize, Physical Evidence, Convenience, Promotions and Brand. The scale dimensions were found to have a significant effect on outcome variables visit frequency and customer satisfaction. The major contribution of the study was to come up with a reliable and valid scale to measure the dimensions of apparel retail store image (ASI). The findings of the study supported the literature in many aspects. A major implication from the findings for the managers is that study generated a tool to measure store image for an apparel retailer. The study is unique in Indian context. In the international context the study contributes by creating a new scale to measure apparel store image.