Consumer recognition of department store business category in Japan: Comparing consideration of store image to the shopping center
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Japanese department stores constitute one of the leading retail categories in the world, influencing business models of retailers in the Pacific Rim countries, and especially those in Asia. However, most Japanese consumers recognize that the department stores category is declining. Department stores are confounded by other retail categories. However, despite many technical and non-technical publications on the subject, few Japanese marketing studies focus on this disconnect. Through a consumer behavior study, the competitiveness of department stores is compared with other retail business categories. An online survey identifies the types of stores perceived as department stores by consumers, and the factors they consider when evaluating this category. The results of the fuzzy set analysis based on factor analyses of store choice and brand attachment show that department store patronage is affected by store environment perceptions, cognitive affinity perceptions, attachment perceptions, admiration perceptions, and non-monetary price perceptions. The findings of fuzzy set analysis also clarify how department stores attract consumers. Strategy recommendations for department store based on these results are provided.
Abstract
Japanese department stores constitute one of the leading retail categories in the world, influencing business models of retailers in the Pacific Rim countries, and especially those in Asia. However, most Japanese consumers recognize that the department stores category is declining. Department stores are confounded by other retail categories. However, despite many technical and non-technical publications on the subject, few Japanese marketing studies focus on this disconnect. Through a consumer behavior study, the competitiveness of department stores is compared with other retail business categories. An online survey identifies the types of stores perceived as department stores by consumers, and the factors they consider when evaluating this category. The results of the fuzzy set analysis based on factor analyses of store choice and brand attachment show that department store patronage is affected by store environment perceptions, cognitive affinity perceptions, attachment perceptions, admiration perceptions, and non-monetary price perceptions. The findings of fuzzy set analysis also clarify how department stores attract consumers. Strategy recommendations for department store based on these results are provided.
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