This paper investigates the relationship between household income and the perceived importance of discount store image components. Four hundred and eighty customers, who visited a large discount clothing store, completed a questionnaire about the importance of 16 store image components. A first set of analyses found differences between customers with different levels of household income in the importance they attribute to certain store image components. A second set of analyses revealed three segments of customers, namely, customers who have 'high expectations', are 'sensitive to price', or are 'indifferent to price'. Differences were found in the household income distribution of the various segments. Managerial and methodological implications are discussed.