This study explores the dimensions of store images and retailer's positioning in emerging markets. First, the store images of a retail segment will be assessed from the consumer's perspective. Second, store image clusters will be profiled based on a survey of the retailers; how they position their stores to defend and sustain the image (i.e. retailers' perspective). Here Chinese food retailing is used as an example of emerging markets. The study finds three unique store images, corresponding to up-market, middle-range, and down-market store segments. Contrasting the two studies, significant differences regarding store characteristics, purchasing behavior, and supplier selection criteria among the three identified store image segments are revealed. The implications of these findings for practitioners and for future research on store image in emerging markets are highlighted.
MAPP; Retail store image; Emerging Markets; Chinese food retailers; Detailhandel; Nye markeder; China; Kina