Evergreen is the regional chain of quality department stores. Deepak M.

, is president of evergreen recently initiated a annual store image measurement program. Each spring season the questionnaires handed out to shoppers to each store. The questionnaire are handed out random but the time of the day and days of the week during which they are distri...buted are controlled. The distribution of questionnaires covers a two week period .the questionnaires are coded so that the store by store analysis is done.

Que.1. evaluate the procedure of store image measurement program.

Que.2. (a) how does the perception of desire changes from the verbal description to after use? (b) Why would this change occur? (c) What are the managerial implications?