The design of the store environment and its implications for retail image

Abstract

The aim of this research is to explore the extent to which consumers perceive the physical environment of the food superstore and its implications for store design. It develops a holistic qualitative approach to develop knowledge of store image and atmosphere, using a photo-elicitation approach to respondents' perceptions of both the interior and exterior of the store. The findings demonstrate that consumers value product variety and accessibility matched by consistent operational efficiencies. The store design, visual appearance, layout and organisation support these activities as independent elements in the store environment. The research concludes with implications for store design and low-cost structures, and then for the methodology itself.

Keywords:

• retail
• store image
• design
• photo-elicitation