Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students

Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students

Ventura, Keti
Kazancoglu, Ipek
Ustundagli, Elif
Tatlidil, Rezan

The purpose of this study is to identify, develop and compare the determinants of store personality of the most preferred consumer electronics chain stores, as perceived by young consumers in urkey. A questionnaire survey including a 22-item store personality scale was conducted among 855 students using a convenience sampling method. xploratory factor analysis ( A) and confirmatory factor analysis ( A) was performed. indings suggest that greater accuracy of information is needed in the purchasing decision related to high involvement products such as consumer electronics. Also it was found that younger consumers prefer reliable stores that give accurate information, value for money, and provides price-quality fit. This study addresses the neglected area of store personality development and validation for consumer electronics relates through an understanding of young consumers perceptions towards store personality determinants.

Article
PeerReviewed

International Burch University

2013-12-19

2384