Product line decisions and price determination are made centrally.Branch managers have practically no leeway in these respects; nor do they have any say-so in promotional matters. Thus, staff and manager’s education and experience in the branches have no significant impact on the efficiency of the bookshop branches primarily because of this standardised pattern of management imposed by the higher echelons of corporate hierarchy. However, shop image has impact on the efficiency of branch shops. Long market life helps foster trust and reputation in the firm and establishes brand equity. Familiarity, trust and brand loyalty may contribute to higher efficiency