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A Research on Visual Merchandising Components of the Food Court in the Department Store using IPA

정소진 1 Cha, Sung-Mi 2 Il-Sun Yang 3

1㈜라퀴진 브랜드플래닝실
2한양여자대학교
3연세대학교

Accredited

ABSTRACT

The purpose of this study was to produce VMD(visual merchandising) components specialized for food court in the department store, and to offer marketing implications for launching VMD strategy. This study was done with in-depth interviews of experts and with a questionnaire survey and internet survey of department food court customers. The result shows that ‘VMD factors of dining experience in the department store were composed of convenience, trust, harmony, aesthetic impression, and attractiveness. The results of the IPA analysis show that items scoring high on importance but not on satisfaction were attractiveness of showcase presentation, sufficient space between tables and chairs, and sufficient passage width. This study shows that the differentiated VMD strategy of food court in the department store has significant from an integrated marketing perspective.

Citation status

* References for papers published after 2022 are currently being built.