The paper Strategy of managing the image of the store and its impact on consumer consumption initially theoretically deals with the given topic. Based on communication with th market, the company creates an image that affects consumers and is a key factor in the success of the company. There are many companies operating on the Croatian market that are fighting for their place on the market, and only those companies that are developing and that have managed to build a strong image by which consumers will recognize and choose them to operate in the market. Building animage is a long and difficult process, but if a company manages to build a strong image it contributes to a positive reputation, loyalty and satisfaction. The image strategy represents value for every consumer, which ultimately brings sales growth and profit growth. The success of a company mostly depends on the image, so the image becomes a fundamental factor of competitive advantage in the market. The image of the store greatly affects the consumer. When buying a product of service, the consumer usually pays attention to the shop window. If the consumer is satisfied with all the factors and conditions in the store, he will make a purchase of the product. Also, at the end of the paper, the research conducted on the basis of an anonymous survey conducted through the Google survey and which gave surprising results presented in the conclusion of the paper.