Consumer Perceptions of Store Image

Purpose: The aim of this study is to inquire into the congruency of store image perceptions, projected by Ikea and Ilva, and how Danish and Swedish consumers perceive the aforementioned stores? images in their respective domestic market. Also, the aim sets out to evaluate the success of these stores? images on consumers and on transference to host markets. Further, the aim is to discern specific store image attributes captivating Swedish and Danish consumers. Methodology: A quantitative approach based on questionnaires was used. The data was analysed using SPSS and compared between the two countries and Ikea and Ilva. Further the data was compared to the store image portrayed by Ikea and Ilva based on secondary data and two semi-structured interviews. Theoretical perspective: In order to analyse consumer?s perceptions of store image, a theoretical framework based on store image by McGoldrick among others, and culture represented mainly by Hofstede were used along with the Country-of-Design perspective. Empirical foundation: The empirical data is based on 300 questionnaires containing answers from Danish and Swedish consumers about store image perception. The store image portrayed by Ikea and Ilva derives from each company?s webpage and interviews. Conclusions: The study found that there is congruence in how Ikea and Ilva want to portray themselves and how the consumers perceive their store image. In the case of Ikea the results provided evidence for a successful transfer of store image to Denmark, where the store image is perceived in a very similar way among Swedes and Danes. However, in the case of Ilva, and its store image transfer to Sweden, the results showed somewhat divergent perception between Danes and Swedes. Further, the principal components analysis helped to discover and prioritize the store components that Ikea and Ilva should reflect on when capturing image perceptions among consumers.

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