Consumer perceptions on SPAR store layout and the effect it has on brand equity

Abstract

Consumer behavior is affected by store layout which in turn plays a vital role in the creation of store image. A well designed layout of a store is crucial as it influences foot traffic into the store, shopping atmosphere and consumer behavior. When a store does not meet a consumer’s expectations, they may stop purchasing from that store and search for another that exceeds their expectations (Andersen, 1997: 118). When store owners develop a strategic approach to a well designed store layout they are more likely to increase sales and customer loyalty. The overall aim of the study was to understand consumer perceptions towards SPAR store layouts and the effect it has on brand equity. In order to achieve the objectives of the study, a qualitative study was conducted at selected SPAR stores within KwaZulu Natal by means of one-on-one interviews and ethnographic research. A sample of 20 respondents were asked questions based on the study. The respondents were selected through non-probability sampling within which convenience sampling was applied. Thereafter, conclusion and recommendations were drawn from the literature and the findings of the primary research. The results of this study show that consumers choose to shop at a SPAR store that is closer to them. They are happy with the store image of the selected store however did suggest recommendations on what could make their shopping experience worthwhile. It is recommended that store owners take the recommendations into consideration to develop necessary strategies that meet consumer wants and needs.