Measuring Retailer Store Image:

S. L. Gupta

Birla Institute of Technology, Patna, India

This paper aims at developing a reliable and valid measure of retailer store image. Scientific scale development process has been followed. Survey methodology was used to collect data. The results are tested for reliability and validity using confirmatory factor analysis. The study conceptualizes a retailer’s image as a reliable and valid multidimensional construct, explained in eight dimensions. The scale can be used to measure the perception of customers with regard to these eight factors and would provide directions to managers for retailing strategies.