Identification of Consumer’s Preference towards Store Image: Using Analytical Hierarchical Process Technique

Abstract

This study aims to identify consumer preferences for store image using the Analytic Hierarchy Process. Analytic Hierarchy Process is a Multiple Attribute Decision-Making technique used to observe, rank, and select a set of options under contradictory characteristics. Consumer preference refers to the individual's behavior when purchasing, consuming, or disposing of any specific product or service. Multiple factors can affect these behaviors. The store's attractive features are the factor affecting store image, dimension, and sub-dimension of store image. Data were collected from 29 experts. Experts are selected based on their experience of shopping in a shopping mall in Pakistan and industry. A bipolar questionnaire was used to collect data. This study explored the main dimensions of store image: convenience, price, quality, atmosphere, and safety. Further, the study's findings indicate that these dimensions of store image are important for marketers, which provides awareness regarding the psychological elements of customers that influence their perception of store image and helps the marketer recognize and forecast the customer's demand.