Retail Marketing Image Study Essay

2618 Words Mar 21st, 2011 11 Pages
Table of Contents
Executive Summary 3
1.0 Introduction 4
2.0 Literature Review 5 2.1Store Image 5 2.2Store Personality 5
3.0 Brand Comparison 6 3.1Brands Image Comparison 6 3.2Brands’ Personality Comparison 7
4.0 Marketing Mix 4P’s 9 4.1Price 9 4.2Product and Services Assortment 9 4.3Promotion 10 4.4Place 10 Bibliography…………………………………………………………………………………………………………………………………………..12

Executive Summary
The ultimate goal of any company regardless of what industry or size is to maximize profit and expansion. In order for this to be achieved a good company must project a favorable image, personality and atmosphere.
The following report is the study about concepts of store image and store personality and will
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3.0 Brand Comparison
3.1 Brands Image Comparison

The image of Woolies store in Glendale consisted of good quality, brand – name, variety and assortment of merchandise and located in a convenient place. Sales personnel at this store was also at high score of 4/5 as regarded as an important factor in both favourable and unfavouralbe sense. ALDI held a store image of neutral quality of products and convenient location as in Glendale shopping centre, but limited assortments, poor customer service. Sales personnel, however, is only 2.25/ 5 which represents poor services provided by staffs of the retail store, while there is a need of high performance in its store image. The positive components of ALDI store image were less defined than Woolworths. Such factors as quality of merchandise, variety of merchandise assortment and brand image make a remarkable difference in Woolworth’s retail image compared with ALDI’s. The fact is that Woolworths offers customers products with larger range of national and well-known brands, while ALDI’s products are limited in assortment and adjacent to the direct factory outlets. Perceptions of retail image by customers towards Woolworths is higher than ALDI, since there are “anchor brand” at the store that customers experience high awareness, recognition and quality perceptions. This also impacts the purchase decision making made by the customers to a chosen retail store.
Consumer’s perception of store

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