Perception of store image towards self help group stalls in Puducherry

Store image can basically be defined as customers’ perception of a store, or in other words what customers think of a store based on the stimuli they receive with their senses. (Peter and Olson, 2005). Creating an appealing store image that speaks to ones customer segment is important for retailers in order to attract customers. In this context, it is noticed the importance of comprehending the image formation of the self help group (SHG) stores in the minds of the consumers. By better understanding the store image, the effects can lead to better purchase decisions for consumers. The dimensions and properties of store image are depending on the purpose and objects of studies. But all the researchers agree that store image is intrinsically multi-dimensional. Osman (1993) pointed that the customers’ patronage behaviours towards a particular store depend on their image of that particular store. The more favorable the store image, the higher the valence of the store customers. This study was conducted to identify the factors that influence the consumers’ image towards the self help group stores and to develop a comprehensive scale and identify the perceived store image factors that influence consumers to prefer SHG stalls. The study was based on descriptive method. A questionnaire was circulated to sample respondents and data were collected using personal interview method. The total of 150 respondents is surveyed using convenient sampling method. An exploratory factor analysis and confirmatory factor analysis are used to find the study objective. In the present study, the main conclusion refers to the simpler form than the one foreseen by theory, with which the respondents perceive and evaluate the image of the SHG stores. For the retailer, all marketing decisions have one focal point: the store, where the customer has his behaviour observed and develops his attitude and satisfaction with respect to the store. As SHGs have to attract consumers to get to the sales, they need to ensure that the store image is the most possible positive for the customers. It means that consumers’ expectations with regard to the store image must be accomplished.