Abstract:
Consumer behavior is affected by store layout which in turn plays a vital role in the
creation of store image. A well designed layout of a store is crucial as it influences foot
traffic into the store, shopping atmosphere and consumer behavior. When a store does
not meet a consumer’s expectations, they may stop purchasing from that store and
search for another that exceeds their expectations (Andersen, 1997: 118). When store
owners develop a strategic approach to a well designed store layout they are more
likely to increase sales and customer loyalty.
The overall aim of the study was to understand consumer perceptions towards SPAR
store layouts and the effect it has on brand equity. In order to achieve the objectives of
the study, a qualitative study was conducted at selected SPAR stores within KwaZulu
Natal by means of one-on-one interviews and ethnographic research. A sample of 20
respondents were asked questions based on the study. The respondents were selected
through non-probability sampling within which convenience sampling was applied.
Thereafter, conclusion and recommendations were drawn from the literature and the
findings of the primary research.
The results of this study show that consumers choose to shop at a SPAR store that is
closer to them. They are happy with the store image of the selected store however did
suggest recommendations on what could make their shopping experience worthwhile. It
is recommended that store owners take the recommendations into consideration to
develop necessary strategies that meet consumer wants and needs.
