A Study on the Interrelation between Customer Movements and VMD in Department Stores

백화점의 고객동선과 VMD의 상관관계에 관한 고찰

  • 최영신 (홍익대학교 실내건축설계) ;
  • 차소란 (서라벌대학 실내디자인과) ;
  • 임채진 (홍익대학교 건축공학과)
  • Published : 2002.04.01

Abstract

In large commercial facilities, customer movements have a close interrelation between space structure and interior environment elements. With the importance of the spacial structure, VMD strategy has recently played greater role In the interior environment image to satisfy customers' needs. This study intends to examine the relationship among customer behavior, customer movement, and VMD by grasping customers shopping behavior characteristics that come from the relatively comprehensive factors in the female sections of the department stores through the environmental image that is composed of spatial and emotional elements. This study also serves the purpose that by tracking shopping time, shopping speed, and the ratio of shopping depth that directly reflects customer behavior characteristics, various causes, either general or specific, which can affect the decision on purchase are to be examined. Based on this research results, we bring up the basic data and foundation for floor MD plan, establishment of movement plan, and VMD plan at a store.

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