ABSTRACT

Objectives: This article provides a text mining analysis of customers’ opinion of misspelled retail store signage using NVivo software and suggests measures for small retailers to focus on retail signage semiotics.

Design Methodology: The sample signages (5 images) were distributed online and 112 completed customer opinions were collected in the form of an open ended questionnaire along with few scaled questions and demographics questions. The sentiments behind the opinions were analyzed and keywords were extracted using NVivo software.

Findings: In general, small store signages are viewed are not at all important from the view point of majority of retailers themselves as they feel that their proximity and availability near a residential layout is most important. Though this statement is true, they lose out on opportunity largely because many other small store retailers or a mid-sized departmental store in the same area grabs the opportunity by demonstrating a host of attributes including signage to attract customers.

Research Implications: Customers though reach out small stores for their daily needs, tend to evaluate stores based on their appearance and more specifically in terms of the details showcased in the form of signages and other boards in front of the store. Therefore, it is significantly important for small store retailers to design their signages prominently loaded with sufficient store related information to attract customers, which in turn can help to retain them for the long run.

Scope for future work / Research limitations: A significant percentage (66%) of opinions drawn from the sample survey respondents depict that the signages of small stores were neutral. This is in turn could mean that customers have not affixed enough weightage to the signage of small stores and therefore small retailers can use this as an opportunity to attract customers with attractive signages with good and sufficient information.

Originality/value: Being an opinion text analysis study the choice of signages were selected in random order as the study aims at understanding the response of any customer towards a small store signage in terms of what they feel about the usage of store related attributes and spellings.

Keywords: NVivo,  small retail store, signage, banner

Paper type: Research paper

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