Abstract
In the present paper, we aim to clear image held by consumers whose image was explained with a word obtained in the questionnaire about store image in the case of buying clothes. Survey method was questionnaire and the pollees were female students, their mothers and their fathers.
The results were as follows:
1. As a result of factor analysis, the first factor was referred to as merchandising image and the second factor was named buying behavior.
2. Merchandising image was high for department store and specialty store, and was low for supermarket.
3. Lack of planning to buying behavior obtained large number of index for student at supermarket and for mother at department store, and small for father at supermarket.
4. Dispersion of items of buying behavior was, for all kinds of subjects, large for both department store and supermarket.
This showed that in relation of intentional buying behavior department store and supermarket had greater difference between maximum and minimum score than the other three stores.
