Abstract : The article discusses research on how retailers in France differentiate themselves through the concept of image. Components of retailer image include price, quality and range of merchandise and convenience factors offered. Grocery retailer Carrefour is considered as the best retailer as far as the price and the quality of merchandise are concerned. Fashion retailer H&M's strength is in the prices of the merchandise offered while the principal assets of Zara are the quality of merchandise and the layout of its stores.
