Store Image and Marketing Performance of Supermarkets in South-East Region of Nigeria

Abstract

This paper empirically examined store image and marketing performance of supermarkets in South-East region of Nigeria. The purpose of this paper is to determine to what extent store image enhance marketing performance of supermarkets in South-East region of Nigeria in order to meet customer needs and wants at profit. The paper adopts the documentary and survey methods. The statistical tool adopted for this paper is the Spearman Rank Order Correlation Coefficient with the aid of statistical package for social sciences. The findings of the study show that store image is strongly related to marketing performance of supermarkets. The paper recommends among others that supermarket operators: to embrace modern marketing concept activities; customer relation/services should be stepped up to measure up to those offered by competitors; and that regular publicity and adverts should be organized to promote the image of supermarkets.

Keywords: Store Image, Marketing Performance, Supermarkets, Profit Margin, Customer Service.