The Marketing Book 5th Edition

Spending

power

Shopping

habits Culture Climate

Existing

competition

General expectations

and predispositions Lifestyles

National

stereotypes

Stage 3

image

Favourable

Media

adverts

Stage 2

image

Improving

Initial

image

Neutral

Early

impressions

Repeat

experience

Growing

trust

Experience and word-of-mouth communication

Retailing 787

excluded from a shopper’s list of alternatives is
because other shoppers are too affluent/poor,
trendy/conservative, etc. The bases of these
beliefs, however, are also multifaceted. Percep-
tions are based upon individual stores, centres
in which they are located, departments and
product ranges, which can of course vary
within a chain.
The critical role of image in the formula-
tion and evaluation of retail strategy has also

been realized in the international setting. A

strong image in the home market may have

little or no brand equity in the new market,

unless that market comprises many tourists or

expatriates from the home market. In most

cases, the image has to be created, providing an

opportunity to monitor the birth and develop-

ment of an image.

Based upon studies of retailers’ images in a

number of international markets, Figure 30.4

Figure 30.4 Determinants of international image
Source: McGoldrick (1998).