매장내의 제작/조성물 디자인 위계 정립에 관한 연구- LG전자의 매장 POP 디자인 Hierarchy 정립 중심으로 -

Consumer behavior pattern can be divided into three : Just looking around with purchase intentions, and looking for specific product with purchasing intention. For all three behavior patterns. We could consider POP as a very important element to promote consumer's interests into next level. But many companies fail to manage POP successfully causing low confidence and lost opportunities due to non-strategic approach. We cannot stop this vicious circle of failure unless we take the consumer's standpoint. What do they see? What are their to have consumer's point of view. This article was analyzed what composition a store should have in priority, and where to break down the composition to expose stages to build the basis for the right product. We could define it as "POP Hierarchy" is a marketing terminology which means "class" or "grade" with vertical expression. Converting this meaning by strategic design, it could be "the priority of POP with consumer's standpoint"