Abstract
Examines the competition between three chain stores – Marks & Spencer, British Home Stores and Littlewoods – in a localised area of West central Scotland. Traces the growth of multiple groups, with chain stores accounting for 36% of retail sales in 1970 and 42% by 1978. Uses a survey of consumers entering each store to analyse: Whether consumers have distinct perceived image profiles of each store; Whether these profiles can be used as a basis for segmenting customers; Whether these profiles are consistent with the image that the store wishes to project through its marketing strategy. Studies the group marketing strategy of each company with relation to distribution, promotion, price and products. Concludes Marks & Spencer customers are highly demanding but extremely loyal, while no such levels of loyalty exist in Littlewoods and British Home Stores.
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