An Analysis of Customer Perceptions: Factory Outlet Malls versus Traditional Department Stores
Factory outlet malls and their stores represent a challenge to the status qua enjoyed by traditional malt retailers and brand managers. This challenge is based not only on a competition for the customer's buying dollar, but also for the manufacturer's brand position. Based upon this dilemma, research was conducted to compare consumers' perceptions regarding four critical determinants of a retailer's total product offering: product, physical price, and service characteristics of two forms of retailing, traditional department stores and factory outlet stores. The research provides the results of these comparisons and suggests implications for managers of both outlet stores and traditional department stores.
Parker, R. Stephen, Charles Pettijohn, Linda Pettijohn, and John Kent. "An Analysis of Customer Perceptions: Factory Outlet Malls versus Traditional Department Stores." Marketing Management Journal 13, no. 2 (2003).