The Garden of the Self-Service Store: a Study of Customer Perceptions of the Fruit and Vegetable Department’s Influence on Store Image

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1. Cite the Article: Bech-Larsen, T., & Esbjerg, L. (2006). The Garden of the Self-Service Store: A study of Customer Perceptions of the Fruit and Vegetable Department’s Influence on Store Image. Journal of Food Products Marketing, 12(3), 87-102. 2. Summarize the highlights of the article. 1. Objective/hypothesis: We can see there were 2 hypotheses in this article: - Exploring customer-perceived quality dimensions of the fruit and vegetable department. - The extent to which these dimensions influence customer attitudes toward the fruit and vegetable department and store image in general. 2. Method: There are two methods, the focus group and the survey. - A focus group consisting of 10 fruit and vegetable consumers and ending with. The focus group discussion was structured around these factors and was catalyzed by photographs of fruit and vegetable department in Danish chain stores. Association, awareness/recognition, quality, loyalty, other assets are follow topic of discussion. Some of these photos showed fruit and vegetable department, which were prizewinners of a design competition sponsored by the Danish Foundation for Cancer Research. - The CATI survey with 525 randomly selected chain-store customers. The questions measured the image of the fruit and vegetable departments, the overall store image, and the share of the respondents’ total consumption of fruit and vegetables, which he/ she bought in the store in question. 3. Findings: Focus group: The reasons are mentioned related to the products themselves as well as the design of the department made people who work in fruit and vegetable department feel better than certain chain store. Regarding the influence on the attitude towards the quality of other products in the store and the general service level, the group agreed that the stores with the prize-winning fruit and

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