Perceived importance of retail store image attributes to the female large-size apparel consumer in a multicultural society

[摘要] ENGLISH ABSTRACT:An opportunity currently exists for retailers to develop store image strategies to target thefemale large-size apparel consumer market within the multicultural South African consumersociety. This exploratory study set out to generate and describe retail store image attributesperceived as important to the female large-size apparel consumer within the South Africancontext, as well as identifying differences and similarities in the perception of these attributesbased on race and age group. The study also aimed to determine if the existing store imageattribute groupings by Lindquist (1974-1975:31) is applicable when studying the female largesizeapparel consumer.Focus groups were used as method of data collection in this study. The sample population(n=37) consisted of account holders who purchased apparel from a specific large-size apparelretail store during a specific time period. Three race groups, namely Africans, Coloureds, andWhites, as well as three age groups i.e. 20-29, 30-39, and 40-54 year age groups wereincluded. Each focus group was homogenous in race and age composition.A facilitator conducted group discussions by following a focus group schedule. The first part ofthe discussion generated retail store image attributes deemed important by the focus groupparticipants, followed by the rating of the perceived importance of these attributes using theSchutte Visual Scale. The second part of the discussion generated participants' description ofLindquist's nine identified store image attribute groupings, followed by the rating of theperceived importance of each of these attribute groupings using the Schutte Visual Scale.Transcriptions of all the focus group discussions were made. For the first part of the study thetranscriptions were compiled into composite lists and refined based on Lindquist's nine attributegroupings. The aggregate ratings for each specific attribute and attribute grouping werecalculated. For the second part of the study's results, the descriptions of each of Lindquist's nineattribute groupings was compiled into a single list of descriptive attributes. The aggregateratings for each of these attributes groupings were calculated.Respondents perceived Merchandise and Clientele the most important attribute groupings in theanalysis of all race and age groups, followed by Service, Post-transaction satisfaction,Promotion and Store atmosphere. Institutional factors and Physical facilities were perceived asthe least important attribute groupings. No attributes relating to Convenience were generated.In the analysis of race and age groups, Merchandise and Service, followed by Storeatmosphere, were perceived as the most important attribute groupings by most of the focusgroups. The specific attributes generated by the different groups showed similarities, whereasthe rating and definition of these attributes differed.Lindquist's descriptions of the nine attribute groupings were compared to the descriptions of therespondents. Similarities and differences were identified. Recommendations were made torefine and adapt Lindquist's attribute groupings and descriptions to develop a store imageresearch framework that could be more applicable to the female large-size apparel consumer.This exploratory study provides some insight into the perceived importance of retail store imageattributes by the female large-size apparel consumer, given the context of a multi-cultural SouthAfrican society. Recommendations for future research were made and the implications forretailers were outlined.

[发布机构] Stellenbosch University