Store as a Brand and Its Impact on Consumer Purchasing Behavior
Keywords:Brand image, image; consumer behavior, retail industry, apparel store
Objectives: Stores of Apparel brands consider a driving force in boosting business and shaping consumer buying behaviors. The purpose of this study was to assess the impact of brand store image on consumer purchasing behavior in the Lahore district.
Method: A mixed-method study design was used in this study. Two apparel brands of male and female’s were selected conveniently as a sample of this study. Interviews and focus groups were used for data collection, from managements and stores’ staff, which was later analyzed thematically. The qualitative results then used to generate a questionnaire for consumers. For this purpose, data were collected from the 216 respondents. Quantitative data were analyzed while using SPSS.
Findings: Results revealed that different strategies used by brand stores for the attraction of their customers while the attributes of stores, elements of the brand, and customer-friendly policies were found important influential factors in determining the purchasing behavior of the customers in this study.
Implication: The findings of this study can be a source of implications for new store brands and suggestions for further researches.