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- Title
Store Personality: Perceptions Towards Consumer Electronics Chain Stores in Turkey A Case of University Students.
- Authors
Keti VENTURA; Ipek KAZANCOGLU; Elif USTUNDAGLI; Rezan TATLIDIL
- Abstract
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 Turkey. A questionnaire survey including a 22-item store personality scale was conducted among 855 students using a convenience sampling method. Exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) was performed. Findings 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.
- Subjects
TURKEY; HOUSEHOLD electronics stores; CHAIN stores; PERSONALITY studies; COLLEGE students; HOUSEHOLD electronics industry; EXPLORATORY factor analysis; CONFIRMATORY factor analysis
- Publication
Journal of Economic & Social Studies (JECOSS), 2013, Vol 3, Issue 2, p15
- ISSN
1986-8499
- Publication type
Article
- DOI
10.14706/jecoss11322