STORE IMAGE: How departmental images differ in a variety chain Available to Purchase

There have been a number of studies of store image (especially in the US), some of which have thrown up useful definitions. But so far relatively little has been done to establish what difference may exist in image as far as different departments of a variety store are concerned. In this special feature, Peter McGoldrick discusses a survey carried out in a Manchester Marks & Spencer store which examined customers' perceptions of image, and looks at the implications for management.