FAVOURABLE IMAGE PERCEPTION OF A F&B HUB - THE MOST SIGNIFICANT IMAGE VARIABLE OF CLUB STREET

Abstract

Extensive research has shown that a favourable image of a retail area will most likely result in better patronage of the area. Most local and overseas research that have been done previously relate the common six image variables mostly to shopping centres and retail stores or areas, but little has been done to determine the relevance of the image variables to a F&B area In addition, there has always been an emphasis of one of the image variable, location, to be the most significant variable. This study seeks to be different from this school of thought. It investigates the impact of six image variables on image perception of a particular food and beverage retail hub, and seeks to determine the most significant variable that contributes to a favourable image perception. Results have shown that the same six variables also apply to a F&B hub, and in particular, the quality and range of food and beverage stood out as the most significant variable in determining a favourable image. Managerial implications of the findings are discussed, and future research directions are proposed.