A comparison of perceived and intended images of four retailers in the Muncie Mall : an honors thesis (HONRS 499)

Abstract

Retailing has become increasingly competitive over the last decade, and the image that a potential customer has fixed in his or her mind about a store can determine whether the store is patronized or not. Therefore, retailers must be extremely careful in choosing how they will present themselves to the public. This project included four stages. First, four stores in the Muncie Mall were chosen for study: Paul Harris, Sycamore, County Seat, and On Stage. My own personal observations and the image that I perceived from these stores are also included in this stage. Second, potential customers of these four stores were given questionnaires to complete to gain an understanding of the images that they perceived. Third, interviews with the management of these stores were conducted to gain an understanding of the image that is intended to reach the public. Fourth, the intended and perceived images were compared, and recommendations for change were given that could bring the intended and perceived images closer together using the social distance construct.