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Understanding Store Image through Customers' Perceptios: A Case Study of Rimi Baltic in Lithuania

Razbadauskaite, Indre and Mazelyte, Giedre (2010)
Department of Business Administration
Abstract
This study attempts to receive insights and thus, expand the general understanding of customers‟ perceptions and associations towards store image for grocery store in an emerging Lithuania market. The case study of Rimi Baltic company is taken as an example. Further on, a qualitative strategy is employed in this research. Information is collected by employing photo elicitation method, two semi-structured interviews with Rimi marketing director and researchers' observations towards company's marketing campaigns. Specifically, twelve photo elicitation interviews were conducted as the major purpose in order to gain in depth customers' perceptions. Thus, the major focus was given to the photo elicitation method which was used for the... (More)
This study attempts to receive insights and thus, expand the general understanding of customers‟ perceptions and associations towards store image for grocery store in an emerging Lithuania market. The case study of Rimi Baltic company is taken as an example. Further on, a qualitative strategy is employed in this research. Information is collected by employing photo elicitation method, two semi-structured interviews with Rimi marketing director and researchers' observations towards company's marketing campaigns. Specifically, twelve photo elicitation interviews were conducted as the major purpose in order to gain in depth customers' perceptions. Thus, the major focus was given to the photo elicitation method which was used for the first time in the chain of Rimi Baltic stores. In addition, researchers contribute to the academia by combining store image theories particularly based on Martineau‟s (1958) and Kotler‟s (1973) studies. As a result, empirical model is introduced as the major finding which has theoretical bonds with Martineau (1958), Kotler (1973) and Lindquist (1974) particularly. To be more specific, this research aims to introduce the empirical model representing the store image of Rimi Baltic which consists of intangible (functional) and intangible (psychological) store image dimensions. Intangible dimension includes visual, aural and tactile atmospherics (Kotler, 1973). Tangible dimension in this research tends to include selling environment (layout and display), merchandise (assortment, price, quality and service) and convenience (location) attributes (Martineau, 1958). In general, it can be concluded that the field of store image is very interesting to investigate especially when the study is employing photo elicitation method, emerging market and a specific company which hasn't been developed such study yet. (Less)
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author
Razbadauskaite, Indre and Mazelyte, Giedre
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Store Image, Customer‟s Perceptions, Photo elicitation method, Food Retailing Industry, Lithuania, Management of enterprises, Företagsledning, management
language
Swedish
id
1625603
date added to LUP
2010-06-02 00:00:00
date last changed
2012-04-02 18:23:01
@misc{1625603,
  abstract     = {This study attempts to receive insights and thus, expand the general understanding of customers‟ perceptions and associations towards store image for grocery store in an emerging Lithuania market. The case study of Rimi Baltic company is taken as an example. Further on, a qualitative strategy is employed in this research. Information is collected by employing photo elicitation method, two semi-structured interviews with Rimi marketing director and researchers' observations towards company's marketing campaigns. Specifically, twelve photo elicitation interviews were conducted as the major purpose in order to gain in depth customers' perceptions. Thus, the major focus was given to the photo elicitation method which was used for the first time in the chain of Rimi Baltic stores. In addition, researchers contribute to the academia by combining store image theories particularly based on Martineau‟s (1958) and Kotler‟s (1973) studies. As a result, empirical model is introduced as the major finding which has theoretical bonds with Martineau (1958), Kotler (1973) and Lindquist (1974) particularly. To be more specific, this research aims to introduce the empirical model representing the store image of Rimi Baltic which consists of intangible (functional) and intangible (psychological) store image dimensions. Intangible dimension includes visual, aural and tactile atmospherics (Kotler, 1973). Tangible dimension in this research tends to include selling environment (layout and display), merchandise (assortment, price, quality and service) and convenience (location) attributes (Martineau, 1958). In general, it can be concluded that the field of store image is very interesting to investigate especially when the study is employing photo elicitation method, emerging market and a specific company which hasn't been developed such study yet.},
  author       = {Razbadauskaite, Indre and Mazelyte, Giedre},
  keyword      = {Store Image,Customer‟s Perceptions,Photo elicitation method,Food Retailing Industry,Lithuania,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Understanding Store Image through Customers' Perceptios: A Case Study of Rimi Baltic in Lithuania},
  year         = {2010},
}