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Authors: Haiyan Hu
Published by: Allied Business Academies
Published in: "Academy of Marketing Studies Journal", 2011
Length: 20 pages

Abstract

The researchers explored Chinese consumers' store image perceptions from their free responses and compared the responses with those revealed from structured questions. The qualitative data identified six broad components, some of which contained idiosyncrasies that are unique to Chinese consumers. The quantitative analyses revealed that Chinese consumers' shopping tendencies correlate highly with merchandise and store congeniality. Their average expenditure during each shopping trip is affected by merchandise, service, advertisements, store congeniality and consumers' income. The study can help international retailers better understand the store image attributes that are unique to Chinese consumers and develop an effective retailing mix.

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Abstract

The researchers explored Chinese consumers' store image perceptions from their free responses and compared the responses with those revealed from structured questions. The qualitative data identified six broad components, some of which contained idiosyncrasies that are unique to Chinese consumers. The quantitative analyses revealed that Chinese consumers' shopping tendencies correlate highly with merchandise and store congeniality. Their average expenditure during each shopping trip is affected by merchandise, service, advertisements, store congeniality and consumers' income. The study can help international retailers better understand the store image attributes that are unique to Chinese consumers and develop an effective retailing mix.

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