Ondernemingsbeeld van onafhanklike kleinhandelaars in potchefstroom.

Abstract

In recent years, the importance of the corporate image has been recognized by the increasing numbers of small businesses. A good image helps a business to attract the people necessary for its success. Positive business image creates emotional added value for a company which ensures that a company is always one step ahead of its competitors. Business image is determined by specific variables such as atmosphere, physical appearance of the shop inside and outside, friendliness of staff, credit and after sales services, parking, security for cars, involvement in the community, the display of products in the shop and special marketing programs. The purpose of this study was to determine the image of independent retailers in Potchefstroom and the variables that play a role in business image. Two types of questionnaires have been completed, one by the customers and one by the retailers in Potchefstroom. Quota-convenience sampling was used to select customers and 266 customers completed questionnaires. 52 Retailers were chosen by means of simple random sampling and all 52 retailers participated in the study. The results of these questionnaires were used to determine retailer image and the variables that determine this image. The results of the research confirmed that retailers see their image as more positive as how the customers perceive it. Retailers think that they have a better image as what they really have. According to retailers the following variables are most important for business image: advertising , promotions, sales personnel, physical appearance inside the shop and physical appearance outside the shop. Customers prioritized the variables as follows : security as the most important, ii and there after: reputatioh of the retailer, promotions, physical appearance inside and physical appearance outside. From this it is clear that retailers and customers have different perceptions of business image. Perception-differences between customers and retailers could be solved through better communication. Retailers have to do some research to determine what customers want. By communicating with customers the retailer can manage image-variables to their advantage. To maintain competitive advantage it is important to know what customers want