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Retailing business is greatly affected by the patronage behavioral orientations of shoppers. Understanding these orientations can assist retailers in developing appropriate marketing strategies toward meeting the needs and wants of consumers. One important factor explaining consumer behavioral orientations is their values. Another important factor affecting consumer behavioral orientations is the store image, an image shaped by store attributes. This study examines the linkage between consumer values and the importance of some salient store attributes. Marketing management implications are also discussed.Consumer values and the importance of store attributes

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