Store design, store strategy, supermarket retailing, food shopping


The primary aim of the research was to determine the impact of Iceland foods plc store design refit strategy on shoppers behavior. Based on the researcher's phenomenological stand, informal interviews and observations were used to collect data. A total of thirty interviews and observations were carried out in two refitted stores of Iceland foods plc and the data collected were analyzed qualitatively. The findings point to the relative importance of the stages of the consumer decision making process, and also to the relative importance of the factors which influences the consumer decision making process. Overall, service quality was found to be important to all and the refit strategy according to the customers was indeed a success

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