Chinese consumers' perception of hypermarket store image
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 5 October 2010
Abstract
Purpose
The purpose of this paper is first, to find out store image attributes valued by Chinese consumers in Beijing; second, to understand Chinese consumers' preference by comparing an international retailer with a domestic retailer; and third, to provide both international and domestic retailers with suggestions for store image improvement.
Design/methodology/approach
This study used a three‐stage approach to collect the data. First, two waves of semi‐structured interviews were carried out, followed by a survey, concluding with another wave of interviews. The survey data were analyzed using SPSS.
Findings
The paper finds that there are 18 important attributes in building a hypermarket retailer's store image in China. Beijing consumers are more concerned with a retailer's reputation and services than with the price. In terms of store image dimensions, the paper concludes that store atmosphere is the most important, followed by service personnel and merchandise.
Research limitations/implications
The research scope is limited to Beijing.
Practical implications
The practical implications of the findings are that: store atmosphere is the most important store image dimension for Beijing consumers; Chinese consumers no longer look only for low prices; international hypermarket retailers hold better store image than domestic retailers; and corporate reputation is important for hypermarket retailers in China, followed by quality of goods and staff's service attitude.
Originality/value
This paper is the first to investigate Chinese consumers' perception of store image and top concerns when shopping at a hypermarket.
Keywords
Citation
Chang, E. and Luan, B. (2010), "Chinese consumers' perception of hypermarket store image", Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 4, pp. 512-527. https://doi.org/10.1108/13555851011090538
Publisher
:Emerald Group Publishing Limited
Copyright © 2010, Emerald Group Publishing Limited