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Multidimensional analysis of consumers' store image

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Previous studies on consumers' store image have demonstrated that the image consists of a few fundamental dimensions. To examine the generality of image structure, MDS is applied to the dissimilarities between the stores estimated by 139 housewives in Kofu City. The extracted dimensions are interpreted by using PROFIT algorithm which makes it possible to objectively define the MDS configuration. The results of the analysis show that the housewives share a common image structure whose main components are 'price level', 'distance from home' and 'store size', while the importance of each component varied with locational environment of residence.

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