Реферат: Sears Essay Research Paper ImageBrand Image can

3.Availability of many products/services offers immediate gratification

Psychosocial Consequences

1.Customer may feel like part of a special tradition of excellence, because of the long history of the corporation

2.Allows customer to feel that their time is being spent efficiently due to the variety of products/services offered

3.Gives customer feeling of gratification due to implied savings

Values

1.Traditional shopping venue- “my grandmother shopped at Sears” mentality

2.Feel good about spending less

3.Self-Esteem rises due to efficiency of behavior

The implications of our research force us to believe that Sears’ negative image is due to their lack of understanding the need and wants of their customers. The multiattribute model is useful for identifying which attributes are most salient to consumers, and in this case, the results should lead Sears to reevaluate and possibly restructure their marketing strategy. Attitude-change strategies may be the beginning of the road to rejuvenation of the company.