Store Image’s Influence on Perceived Quality of Store Brands and Store Brand Purchasing Behavior

Abstract

In the marketing literature store image and its dimensions are identified and studied by many researchers. However, its
influence on consumers’ “store brand purchase” and its “perceived quality” is rarely studied for different product categories (food, nonfood).
In this framework, the purpose of this study is to examine store image and its influence on the consumers’ store brand choice and
perceived quality of store brands. Store image dimensions’ effect on each mentioned variable is tested on a sample of 378 customers
who usually shop from hypermarkets in Ankara, Turkey. As there are too many store image variables, initially factor analysis is applied
to group the store image variables in order to reduce the number of variables to a smaller set of independent factors. In the second step,
“store image dimensions and store brand purchase” and “store image dimensions and perceived quality of store brands” are investigated
with the Regression Analysis. ANOVA was applied to identify the variances between perceived quality of food and non-food categories.
It was found that store atmosphere dimension of store image affects perceived quality of store brands. Perceived quality of store brands
affects the purchasing of store brands whereas any of the store image dimensions does not. In food and non-food categories perceived
quality of store brands effect store brand purchasing. In non-food category, store atmosphere dimension of store image affects perceived
quality of these products.