The “Imageries” of Department Stores

Abstract

What is it that really constitutes a store's “image”? How do downtown department stores and suburban department stores differ in imagery? Here are the highlights of a study of the shopping attitudes of 4,500 women shoppers — the different types of appeal in department stores, the different customer characteristics, differences in shopping behavior, and differences between the imagery of suburban branch department stores and their “parent” stores in the city.