Store personality: perceptions to wards consumer electronics chain stores in turkey a case of university students

The purpose of this study is to identify, develop and compare the deter-minants of store personality of the most preferred consumer electronics chain stores, as perceived by young consumers in turkey. A question-naire survey including a 22-item store personality scale was conducted among 855 students using a convenience sampling method. Explor-atory factor analysis (efA) and confirmatory factor analysis (cfA) was performed.Findings suggest that greater accuracy of information is needed in the purchasing decision related to high involvement products such as consumer electronics. Also it was found that younger consumers prefer reliable stores that give accurate information, value for money, and provides price-quality fit. This study addresses the neglected area of store personality development and validation for consumer electron-ics relates through an understanding of young consumers perceptions to wards store personality determinants.

store personality ,

consumer electronic chain stores ,

confirmatory factor Analysis ,

turkey ,