For modern man and woman, footwear is considered a fashion for expressing oneself, and not merely a protective tool for the feet. The purpose of this research is to increase the effect of sales promotional activities by emphasizing product image and by enhancing sales environment. Towards this end, this research focuses on the study of environment at footwear stores that meet the challenges incurred by the changing lifestyles of consumers and the ensuing dynamics of the society in general. Research is based on an in-depth, thorough study of the previous research works and entails examining theoretical background and the concept of Visual Merchandising Display (VMD). Research will focus on the analysis of current situation at footwear stores located in department store based on material research on footwear stores and theoretical examination. Research on the current situation of footwear stores at department store will be conducted from the VMD perspective. In the end, this research paper will make suggestions on the VMD measures for footwear stores with the aim of increasing sales by satisfying consumers' sensibility and purchasing desire. Suggestions will be made based on the results of the research. -Study of current VMD status per fixture centered on 18 brands at department store -Suggestions for VMD at footwear stores based on the survey results of customer purchasing behavior This research intends to develop structured VMD methodology for footwear stores based on the research centered on VMD research of footwear stores at department store. Significance of this research lies in its aim to contribute to the sales increase, no matter how trivial it might be. Going a step further, this research work could be considered one of the foundations for defining the role of VMD methodology at footwear stores. Suggested results are as follows. (1) Need to cast away from simple, one-dimensional type of display method at footwear stores and transform into product image oriented VMD (2) Need to highlight product image by fully leveraging props and by developing footwear display methods that are suitable for different types of fixtures (3) Need to stabilize VMD by developing footwear manual that enables efficient management by store operator.
Website design (due to increased online retailing) has received more attention as a way to influence consumer responses (Eroglu et al., 2001, 2003; Kim et al., 2009; Kim & Lennon, 2008; Yoo et al., 2010); however, the website design of multichannel retailers has not been examined from the perspective of the consistency of online store image with the brand image. This study examines the effect of brand image consistency (especially through the website) on consumer attitude and patronage intentions. The findings of this research will add to the growing body of literature on multichannel retailing and provide practical information for online retailers in the development of a website for their online business.
Suncheon is a city comprising a rural and urban area, where there are four types of large stores. Studies have shown that there are too many large stores serving the local population of just 300,000. However, geographically, Suncheon is located at a transportation hub that borders the cities of Gwangyang and Yeosu as well as the local counties of Boseong and Gurae. Residents of these areas can reach these shopping stores within an hour's drive. Thus, the managers of these four stores regard residents in these areas as their valued customers and endeavor to create a differentiated image among them. In this study, 13 different images were used to determine the public's opinions and feelings towards these stores and the differences were analyzed. The store images measured overall store impression, diversity of the product, the quality of products displayed at the store, accessibility, the atmosphere, service to the customers, and so on. These images are evaluated subjectively by each customer and are major factors in them deciding to revisit the stores. The 13 images are classified into five main categories and further classified into 13 sub-categories. Three kinds of factor images were extracted from the store images in the five main categories by factor analysis using SPSS Ver. 19. The first factor image was extracted from the images of convenience, atmosphere, and service in the main categories and is called a sub-service factor for the store in this study. Accessibility to the store was classified as a convenience image in the main category and was extracted as a common factor along with diversity and the price of goods. These differences are expected according to the store location, that is, the difference between stores located in a large city and those in a small local city, and depending on the nature of survey respondents. The result shows that there is a significant difference between the stores' images with regard to accessibility, the price of products, brand image, and lighting/sound image. This study has the following limitations. First, the survey sample was restricted to residents of a small local city that includes rural and urban populations. The differences between the store images regarding traffic and accessibility are factored by store location, whether they are located within a large or a small city as well as the economic situation of these cities. Second, only the customers of large-scale stores were included in the survey as respondents. Relatively large traditional markets are held every five days in local cities and there is competition between large-scale stores and traditional markets with regard to diversity and the price of goods. It could be expected that customers in large-scale stores and customers in traditional markets would hold different store images. In future studies, images of stores in large cities should be compared with the images of stores located in small local cities. In addition, customer behavior when buying goods in large-scale stores should be compared with their behavior when buying goods in traditional markets.
Self-image is an organized structure of perceptions of one's self and it has a direct influence on values, ideas, goals and objective. And It is generally agreed that consumers engage in buying behavior that is consistent and congruent with their self-image. With this assumptions numerous researches have prove that consumers tends to favor the brand or store image that is congruent to self-image. According to these results we can assume that self-image also can have influence on consumer's information processing, especially in advertising process. Because one of the main factor in forming the brand or store image is advertising. Thus, this study is to propose it's effect of self-image in clothing advertising process. In specifically to find out congruency between self-image and clothing ad image's influence on ad recalling, ad attitude and buying intention. And also it's difference between ideal self and actual self. This study suggested that when there is a congruency between self-image and clothing ad image, consumers have more positive attitude toward the clothing ad and have more intention to buy the products ann also can recall more frequently. Considering the characteristics of clothing goods as a symbolical goods, ideal self-image is more effective than actual self-image.
Overview of Research: Product availability is one of important competences of store to fulfill consumer needs. If stock-outs which means a product what consumer wants to buy is not available occurs, consumer will face decision-making uncertainty that leads to consumer's negative responses such as consumer dissatisfaction on store. Stockouts was much studied in the field of academia as well as practice in other countries. However, stock-outs has not been researched at all in Marketing and/or Distribution area in Korea. The main objectives of this study are to find out determinants of consumer responses such as Substitute, Delay, and Leave(SDL) when consumer encounters out-of-stock situation and then to examine the effects of these factors on consumer responses. Specifically, this study focuses on situational characteristics(e.g., purchase urgency and surprise), store characteristics (e.g., product assortment and store convenience), and consumer characteristics (e.g., brand loyalty and store loyalty). Then, this study empirically investigates relationships these factors with consumers behaviors such as product substitution, purchase delay, and store switching.
This study determines a consumer retail store choice by applying the Analytic Hierarchy Process (AHP) method for multi-criteria decision-making in the fashion retail industry. The study provides detailed and relevant information for management, marketers of fashion retail stores, and to improve competition between suppliers. Data was collected in February 2011 from questionnaires completed by 319 university students in Busan, South Korea. One of the major findings of this study was that consumer store preference was affected by the following factors in order of importance: product, image, service quality, and purchase facilitation. Brand image was assessed to be the most important of the evaluation elements, followed by individuality, style, and price. The results of rating the relative importance and priority of fashion retailers showed that department stores ranked most highly, followed by outlet malls, Internet shopping malls, brand malls, and discount stores.
Due to prolonged recession and limited spending of the consumers, domestic fashion brands are putting their efforts in pursuing competitiveness in order to survive in an intense competition, and because of this reason, VMD is being considered significant as a strategy for store environment improvement. An empirical research regarding analysis for systematic strategic VMD configuration factors of fashion retail store and relationship of repurchase intention that have effects on increase in sales was conducted. Thus, this study considers importance and spatial interrelation of VMD configuration factors of fashion retail store through theoretical consideration, and based on this, VMD configuration factors were restructured into reconcilability, attractiveness and epidemicity. An empirical validation through theoretical hypotheses and survey for relationships among VMD configuration factors, brand preference and repurchase intention was conducted. As a result of path analysis, VMD configuration factors reconcilability, attractiveness and epidemicity have effects on repurchase intention, and it was analyzed that epidemicity has the biggest effect on consumers. Also, it was found that brand preference has effects on repurchase intention and through this, as favorability and customer satisfaction for brand has effects on repurchase intention, it is judged that creating a strong brand image and brand image building is important the most for improving brand preference.
This paper aimed at smartphone applications of department store brands in order to examine the traits of applications for the brand image. The study carried out survey research with 114 smartphone users who experienced the application of a department store, assuming that the design, contents, ease of use, and community characteristics of the application would affect satisfaction and the brand image. This paper performed a confirmatory factor analysis, correlation analysis, and the test of a model using PLS. Results showed that the design and contents of the application affected the improvement of satisfaction and of a brand image, whereas ease of use did not affect satisfaction and brand image. Also, community was influential on satisfaction, whereas it was not influential on the improvement of a brand image. Satisfaction with the application showed a strong impact on the improvement of a brand image; thus, it was found necessary for upcoming brand applications to enhance satisfaction for building a positive brand image.
This study is to analyze the competition structure and the brand image in underwear market, and to examine the relationships between brand preference and evaluation criteria on purchase among the age of 20's females. The samples are composed of 591 females aged 20's in cheong-ju city. For data analysis, MDS, AVOVA, t-test were used. The results of this study are followed as; Brand group I [BYC·Try·Vicman] was positioned on the dimensions of casual/classic image, brand group II [BodyGuard·DonandDons·schaolphio·x-zon] was positioned on the dimension of casual/fashionable image, and brand group III [Wacor·Venus·Ravora] was posiotioned on the dimension of elegant image. Brand preference in group III was the highest, and brand preference had significant difference by age, occupation, and education level. Customers who prefer the group I evaluated useful and management attributes the most and customers who prefer the group II, considered economical and esthetic arributes for purchasing underwaer. Also, customers who prefer the group III, evaluated the esthetic appreciational quality, the functional quality, and the brand-symbolic quality. Also, the influence of advertisement is most effective to purchase underwears. A main source of information is the broadcast medium such as TV or radio. The main store types on purchase were types like a department store and underwear special store.
This study investigated the differences in the importance of store characteristics depending on on-line clothing store type and consumer age. The questionnaires were given to female residents in the ages between 20-39 in Seoul and Kyung-gi province during October 2006. The results were summarized as follows: 1. By analyzing the differences in importances of on-line store characteristics factors it was found that buying process service factor and product searching system factor were important in on-line general merchandise store. and buying process service factor and product factor(all the factors, such as store credit, product, screen-displayed design, searching and approaching system, customer management service) were important in on-line specialty store. 2. By analyzing the differences in importances of on-line store characteristics depending on the store type, buying process system such as refund policy, shipping, high-speed payment and rapid searching, screen-displayed design system, approaching and searching system were more important in on-line general merchandise store when comparing to specialty store. It also showed that the consumer considered the reputation of the store and its image more important in on-line general merchandise store. 3. By analyzing the differences in of on-line clothing store importance depending on age, in the case of on-line general merchandise store, it showed that people in their thirties regarded buying process service factor more important than twenties, and when it came to the product and searching system, it was vice versa. Twenties had a tendency to consider the aspect of product important and, relatively, thirties regarded searching and approaching system factor important. in the case of specialty store. It was found that women in their twenties had a tendency to consider product factor more important.
shows the research model of this study. To accomplish above-mentioned research objectives, the following ten hypotheses were proposed and verified : is the estimation results of l\1NL model, and
shows the marginal effects for each determinant to consumer's responses(SDL). Significant statistical results were as follows. Purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty were turned out to be significant determinants to influence consumer alternative behaviors in case of out-of-stock situation. Specifically, first, product substitution behavior was triggered by purchase urgency, surprise, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Second, purchase delay behavior was led by purchase urgency, purchase quantities, and brand loyalty. Third, store switching behavior was influenced by purchase urgency, purchase quantities, pre-purchase plan, product assortment, store price image, brand loyalty, and store loyalty. Finally, when out-of-stock situation occurs, store convenience and salesperson service did not have significant effects on consumer alternative responses.
Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method
(AHP 기법을 이용한 의류쇼핑 소비자의 선호점포 유형과 점포선택 속성에 관한 연구)
The Influences on Consumers' Brand Preference and Repurchase Intention Through Strategic Visual Merchandising of Fashion Retail Store - Focusing on Global SPA Brands in Korea -
(패션 판매공간의 VMD 구성요인이 브랜드 선호도와 재구매의도에 미치는 영향 - 국내 글로벌 SPA브랜드 중심으로 -)
Trait Factors of Smartphone Application Influencing the Formation of a Brand Image : Focusing on Department Store Applications
(브랜드 이미지에 영향을 미치는 어플리케이션 특성 요인에 관한 분석 : 백화점 어플리케이션을 중심으로)
Brand Preference and Evaluation Criteria on Phurchase of Underwear among the Age of 20's Female
(20대 여성의 내의류 상표 선호도와 구매시 평가기준)
The Importance of On-line Store Characteristics Depending on On-line Store Type
(온라인 의류 점포유형에 따른 점포속성 중요도)
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