Which variable of the retailing mix has the greatest influence on a consumer's initial perception of a retailer?
A) The store's personnel
B) The store's price points
C) The store's promotional campaign
D) The store's merchandise
E) The store itself

Question

Quizplus · Accepted Answer

The store itself, including its location, layout, design, and atmosphere, has the greatest influence on a consumer's initial perception of a retailer. This is because the store itself is the first thing that a consumer encounters when entering the retail environment and can impact their overall experience and impression of the store. While other variables such as merchandise, personnel, price, and promotion are also important, they may not have as immediate and significant of an impact on initial perception as the store itself.

Which Variable of the Retailing Mix Has the Greatest Influence