Challenges in the Development of Image of Retail Stores in India

As the retail stores are spawning across the nation portraying the merchandise offering in National brands has become common phenomenon. As retailers introduced Private label brands there is a possibility that the perceived image of stores by the customers have changed altogether In this context, the retailer has to develop the favorable response from the customer and society as a whole. Image of Retail store has been an important variable in store patronage and it is widely accepted that psychological factors have a significant role in formation of store image .Moreover; it is a way of differentiation in the retail business. In this scenario, the retailers have to design the store which affects their image positively to the customers and society as a whole. The paper intends to know more about the image of Retail Store and the significant factors affecting it.