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Perceptions of the discount retailer: an analysis of consumers' and managers' ideal discount store
Author(s) -
MAHONEY MARIANNE YOUNG,
STERNQUIST BRENDA
Publication year - 1989
Publication title -
journal of consumer studies and home economics
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 0309-3891
DOI - 10.1111/j.1470-6431.1989.tb00009.x
Subject(s) - ideal (ethics) , perception , business , marketing , advertising , microeconomics , economics , psychology , philosophy , epistemology , neuroscience
Consumers' and managers' perceived images of three discount department stores and a hypothetical ideal discount store were compared in this study. Results indicate that managers and consumers possess significantly different overall impressions of each store. Significant differences were also identified between the ideal amount of each attribute and the amount offered by the retailer.