Examination of the extent of differences in the perceptions of two department stores

Abstract

Purpose of Study: The purpose of this study was to examine selected shoppers and determine if they perceived significant differences between two department stores of slightly different natures, John A. Brown and J.C. Penney. The first difference that was tested was the difference in the perceptions of the two stores in an overall sense. Another difference that was examined was the distinction between certain departments of the stores, both across the two stores and within each store. Finally, the degree to which the shoppers demographic attributes entered into their image-forming tendencies was examined. The analysis employed consisted of mean statistical procedures and correlation analysis, as well as a stepwise regression analysis to determine the demographic influence on shopper perception of the two stores images.

Findings and Conclusions: It was determined that the shoppers surveyed perceived J. C. Penney in a significantly better light than John A. Brown, both in an overall sense and by individual departments. Little variation was found, however, in the perceptions of different departments within each store.

No significant correlations were established between the differences in perceptions and the demographic variables tested. Furthermore, little of the perceptual variation was explained by the stepwise regression, although it was determined that shoppers with higher incomes and more extensive educations tended to prefer John A. Brown.