THE BRAND VALUE IN THE PROCESS OF SHOPPING PLACE SELECTION
THE BRAND VALUE IN THE PROCESS OF SHOPPING PLACE SELECTION

Summary/Abstract: The contemporary marketing trend is increasingly pointing to the matter how the brand value is perceived through the customer´s eyes. There is a search for mutual dependability measuring the scale of customer´s satisfaction in relation to his loyalty and desired effect of repetitive purchase. We can interpret this relationship on dependency principle – if the scale of satisfaction is increasing, the perceived brand value and income is growing as well. In connection with retail we can consider as the key element in stated dependency the shopping place selection. This article is describing the consumer shopping decision in phase of shopping place selection. In this process the key role is retailaction radius and perceiving of its attributes. The other point brought by this article is to outline the probability of shopping place selection in connection with brand value perceiving and action radius impacting of competitor´s retails.

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