소비자 행동 관찰을 통한 가전 브랜드 샵 연구

Abstract

More complicated consumer market brought up a fierce competition between domestic / overseas brands in electric home appliance. Under this circumstance, the home appliance bran shops are focusing on not providing the space for consumers but just emphasizing their brands by showing the visual stimulations as well as undifferentiated information. In such space where rarely functions as a true consuming place, accurate understanding of the consumer’s needs segmented by more perceptive way is urgently required. This study aims to present the quantified data about the consumers’ behavior and the visual point based on the space components in the shop through the 'observation method’ to analyze the consumers' behavior and the visual point. It will change the way of making a plan for the home appliance brand shops from following other brands' shop to providing a true space for their consumers by analyzing the consumers' behavior and their visual point.