Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Visual Environment Factors of the Store and the Store Types Preferred by Consumer Traits - Based on the Consumer Segmentation by Store Choice Criteria -

소비자 특성에 따라 선호되는 의류 점포의 비주얼 환경 요소 및 점포 유형 -점포 선택 기준에 의한 소비자 유형화를 기초로-

  • Published : 2004.08.01
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Abstract

The visual environment of the store is a very important factor to attract consumers into the store and make consumers purchase products. Therefore retailers should have concerns about store environments to differentiate their stores from other stores. Thus this study focused on visual environment of the store influencing consumer behavior. The concrete purpose of this study was to identify preferences of store environments and store types by consumer traits. First, the store choice criteria factors were examined and through the cluster analysis, several consumer groups were constructed. And then the visual environment factors of the store that consumers perceived important were identified and the visual environment factors of the store preferred by consumer groups were examined. Finally, store types preferred by consumer groups were examined. The findings of this study can assist store designers and retailers to set up a store environment or visual marketing strategies.

Keywords

References

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