The role of store image on the consumer perception in marketing aesthetics: An application in the cosmetic sector

In this master?s thesis study, explanations as in details about store image, which became quite important in nowadays, are made, and a wide research related to the issue are discussed.The purpose of the research study was to determine the role of the store image on the consumers? perception. This research study was conducted on 500 customers who were randomly selected among the customers of Tekin Acar Cosmetics, located in seven branch office in Ankara. Specifically, this study investigated whether store image on the consumers? perception differ or not depending on the customers? demographical characteristics such as gender, marital status, age, education levels and themselves? or their families? income situations. In order to collect data, survey method was used to practised, datas which have being used related statistical programs were applied variance analysis (ANOVA), when the differences between the hypothesis were found, Tukey tests were used to specifically determine difference between two variables, and Independent-Samples T Test. Then, personal comments and suggestions were provided according to the findings.KEY WORDS: Store Image, Store Atmosphere, Marketing Aesthetics.