A Study on ISA Characteristics of Multi-Sensory Elements in Flagship Store Space of Cosmetics

Abstract

(Background and Purpose) This study conducted a detailed and intensive study on the multi-sensory factor characteristics experienced by visiting buyers of a flagship cosmetics store. In particular, by classifying items and factors for multi-sensory factors of the flagship store’s space, experience factors affecting the purchases and the preferences were derived. Since customers purchase products through multi-sensory factors, multi-sensory factors play a significant role and affect changes in cosmetic brand image. Therefore, this study aims to classify multi-sensory factors targeting flagship stores of domestic and foreign cosmetics brands; analyze areas, items, and details based on importance and satisfaction (ISA); and present the results. (Method) This study was conducted through a direct survey of customers in a store’s space to derive descriptive statistical results on the importance and satisfaction of multi-sensory elements. The analysis area, items, and details were derived from previous studies related to the multi-sensory factors, and the derived content was summarized and analyzed using a buyer questionnaire. In addition, descriptive statistics were conducted using SPSS 23.0 to objectively analyze the survey results, and the average, standard deviation, and ranking were analyzed by item. The subdivided results were synthesized to distinguish the clear areas based on these analysis contents by classifying the content to maintain the experience elements, the content to concentrate on, the low-ranking content, and the excessive content using the ISA technique. (Results) Looking at the ISA characteristics by detailed area, it was found that the size and the shape of the product had the most significant influence on experience, purchase, and preference, and that the item's color also significantly influenced on experience, purchase, and preference. In addition, in terms of satisfaction, it was found that the brightness and the color caused by the natural and an artificial lighting in the store space significantly influenced experience and purchase. (Conclusions) The conclusion of this study is based on the ISA quadrant analysis of the multi-sensory elements of the cosmetics flagship store. In the visual area, color and brightness, product size, and form are important for the experience and the preference. Synthesizing the results showed that the fragrance of the olfactory area affects the purchase. Based on previous studies, multi-sensory elements were derived, and the results of surveys and descriptive statistics were synthesized through ISA techniques. Therefore, multi-sensory elements were analyzed in a detailed and dense manner in the cosmetics flagship store space to serve as a database for future store-related research.