The purpose of this paper is to identify the main determinants of grocery store personality, as perceived by the shopper. It aims to discover which factors are responsible for the different store personality trait perceptions in a grocery shopping environment. As competition within grocery retailing has become quite intense, store personality may provide a rewarding means of differentiation. Understanding how different humanlike personality traits can be induced in this specific retailing context is essential for retail managers who wish to (re)position their grocery stores. Comparing our results to similar findings in a fashion retailing context enables us to assess which cues are more general and which are more context specific. It also allows us to address how store context may affect the relative importance of cues in determining a retailer's brand personality traits. With this aim, a qualitative exploratory study was undertaken. 70 in-depth semi-structured interviews were conducted in order to systematically assess the connotations of the 34 different store personality trait descriptors put forward by d'Astous and Lévesque. Respondents were asked which grocery stores they considered to embody these different personality traits and they were probed for the sources of inference they used. Comparing the results of the current study with similar findings from a previous study in a fashion retailing context reveals that some store personality determinants are indeed context specific. While 'store atmospherics' and 'merchandize' appear to play an important role in both contexts, 'reputation' appears to be a major store personality determinant in particular for grocery retailers.
Original languageEnglish
Title of host publicationEIRASS, 2-5 Juli 2010, Istanbul, Turkey
Publication statusPublished - 2 Jul 2010
EventFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet - Stockholm, Sweden
Duration: 21 Sep 200925 Sep 2009

Conference

ConferenceFinds and Results from the Swedish Cyprus Expedition: A Gender Perspective at the Medelhavsmuseet
CountrySweden
CityStockholm
Period21/09/0925/09/09

    Research areas

  • Store personality, Grocery retailing, Qualitative research, Perception

ID: 1901115